case study: ask the question

branding | print | web | social | video

the big idea

CatchFire partnered with Easter Seals New Hampshire and the State of New Hampshire to inspire and empower providers across multiple sectors to better serve New Hampshire veterans by asking the question, “Have you or a family member ever served in the military?”

the impact

The State of New Hampshire went from 7% of providers Asking the Question to over 70% by the completion of the campaign. The initiative continues on, and is also being vetted for potential national focus in 2017. It has been shared through state and national organizations alike.

the nitty gritty

Only about 30% of veterans in New Hampshire were receiving care at the VA Hospital. The State of New Hampshire was not satisfied; veterans weren’t receiving the attention that they needed and deserved. We aimed at inspiring and empowering providers across a broad spectrum of industries to better serve our state’s veterans and their families by Asking the Question, “Have you or a family member ever served in the military?”

Branding + Logo Design:

Brand Identity: We worked with the State of New Hampshire and Easter Seals New Hampshire in the naming process for the Ask the Question campaign and then created visual assets to extend the campaign brand.

Logo: The logo was crafted to be recognizably military-related while also being visually appealing enough to be relevant to the primary audience – providers from a broad spectrum of industries. We settled on the iconic chevron symbol and a shape that would work well with a variety of color executions.

Brand Guidelines: We created a brand guide that the Ask the Question team could use for the lifetime of the campaign. This helped define fonts, usage, colors, and more for the Ask the Question brand. With so many organizations involved in the campaign, this was critical for brand cohesion in every execution.

Iconography: We created a set of icons that represented the various provider sectors so that they would be visually engaging and recognizable.

Responsive Website Design + Development:

User Experience + Aesthetic: We worked closely with all stakeholders to understand the primary campaign goals. Our initial discovery enabled us to understand our audience and put together the blueprint for success through wireframes, style guides, and content architecture.

Responsive Design: With the volume and complexity of the content that would be on this site, we took a mobile first approach to ensure the simplest and most actionable user experience.

Development: The website was built using the WordPress CMS for ease of editing, and to give the client the ability to add additional pages and website elements as the campaign continued.

Social Media Strategy + Management:

Social Strategy: We worked closely with the Easter Seals team to craft a meaningful approach to social media that included creative briefs, content calendars, and daily posts on the spectrum of social networks. We also managed paid ads across Facebook, YouTube, LinkedIn, and Twitter to ensure our messages were getting out to the most relevant audience in the state.

Video, Billboards + More:

Video + Animation: We crafted meaningful storytelling videos that conveyed the real need for the Ask the Question campaign. We also created an animated piece that more explicitly spelled out the challenge facing the state and the solution to it.

Billboards, Radio + TV: We wanted to get the message out as effectively as possible. This included using traditional mediums like TV and radio ads, as well as billboards strategically placed around the state to saturate the state with our message.

Training Materials + Collateral: Other members of the Ask the Question team were hitting the streets, conducting training exercises, and presenting the campaign to other stakeholders. We supported the print and presentation designs needed for success at each step.

The Ask the Question campaign made a massive impact. More than 100 facilities in New Hampshire received on-site training to better equip their employees to serve veterans. More than that, the lives of veterans were improved as the providers serving them began to ask the right questions.