The WiFi Project was a state-funded advertising campaign that promoted the Indiana Connectivity Program to all 92 counties, connecting Hoosiers to broadband service providers. The goal of this campaign was to filter through the various broadband programs available to communities and providers, and instead, reach an audience of unserved and underserved Hoosiers throughout the state. Understanding that broadband was limited for our audience, our channels of communication had to take into consideration this digital divide.
The term WiFi was used in the campaign headline as a buzz word to capture our audience’s attention. Bold and bright colors with fun imagery were focal points to the visual campaign.
Methods of delivery included a landing page, social media management, advertising buys including radio, TV and print, and grassroots campaign tactics including outreach to local leaders, libraries and chambers of commerce.
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