IndyVotes
Creative Direction / Creative Strategy / Concepting / Copywriting / Web Content / Digital Ads / OOH /
Getting more voters what they need to exercise their rights.
Indiana has so far to go when it comes to voter turnout. As the most populous county in the state, Marion County’s Election Board has been at the forefront of getting out the vote through their web and digital efforts.
Well Done has worked with the MCEB since 2020, but in 2023 we stepped up our efforts to get voters the information they need faster and easier. First, we created a marketing plan contingent on three main audiences, all with different information and engagement needs.
We used these audiences to plan out a redesign of Vote.Indy.gov, complete with new functionality and all new web content. The results continued the look and feel established in our ongoing advertising efforts, but kept it relevant to the rest of Indy.gov. I wrote content that was clear and concise, with carefully written headlines, and full of the right keywords to help Marion County voters find the information they need.
The bright, bold icons in the digital and out-of-home ad campaign formed a system that could be combined and mixed and matched to support the clear and concise ad copy.
Videos were created to better educate voters on the safety, security, and process of voting that met voters where they were. They were featured on the website as well as in video ads across platforms.
The website increased engagement by 58%. The homepage alone saw a 145% increase in views from 2020 and that trend continued across other key pages, leading to an overall 300% increase. Users found this version of the site much more engaging and easy to navigate than past iterations.
The campaign won gold at the 2023 Addys and for integrated media public service campaign.
