Hetrick develops fully customized marketing communications solutions using a wide array of strategies and tactics. The following examples illustrate our multi-disciplinary approach to meeting each client’s unique objectives.
Cancer-Free Lungs
Every day, tobacco companies spend $40 million marketing their deadly products. Every day, they succeed. Today, 4,000 US kids under the age of 18 will smoke their first cigarette, and half of those kids will get hooked, continuing to smoke for an average of 20 years. The cost in healthcare and human life is profound, and preventable. Cancer-Free Lungs, founded by a thoracic oncologist and his RN wife, works to reduce the incidence of lung cancer in Indiana by imploring teens never to start. Hetrick spent time with at-risk youth to better understand how to translate “it can’t happen to me” thinking into “oh yes it can” knowledge. The result is a 60-minute education program delivered at schools statewide. Throughout the program, real patients recount their early experiences with smoking, and talk about their lives since being diagnosed with lung cancer as a result. The videos are heartfelt. The stories are real. The program extends beyond the classroom with anti-smoking messages for schools, and a Facebook community where students can follow the progress of the patients they “meet.” Click the magnifying glasses to view materials created for this campaign.
Purdue University
Stepping into the shoes of a beloved leader is never easy. It’s even more difficult when you’re serving a constituency of millions. That was the situation in which Dr. France Córdova, Purdue University’s newly appointed president, found herself in 2007. Hetrick introduced the accomplished president and her bold new strategic plan through public and media relations, a series of print ads and innovative online technology including live event streaming, podcasts and e-blast messages. Click the magnifying glasses to view materials created for this campaign. 
IU Public Policy Institute
The deadliest intersection in Indiana is US 6 at Calumet Avenue in Porter County. Implementing smoke-free policies in workplaces has a positive economic impact on businesses and the community. The addition of urban green spaces and trails benefit citizens and communities in Indiana. These insights, and thousands more like them, are a direct result of the work done by the Indiana University Public Policy Institute. The Institute is a nationally renowned research center whose expertise has earned it a reputation for being one of the best research institutions in the country. Unfortunately, its informational materials were out of date and didn’t visually reflect its standing in the research field. Hetrick created an informational brochure incorporating unique visuals, testimonials from prominent clients and clear, concise descriptions of the benefits of a working relationship with the Institute. Click the magnifying glass to view the brochure.
With Republicans and Democrats under pressure to reduce taxes and enhance efficiency, Governor Mitch Daniels convened a bipartisan commission to study how Indiana’s archaic system of local government could be updated. Hetrick’s longtime client, the Indiana University Center for Urban Policy and the Environment, directed the project and charged Hetrick with communications responsibilities. Hetrick promoted public input sessions, helped generate more than 1,000 submissions to the Commission website, and worked with Commission co-chairs — former Governor Joe Kernan and Indiana Supreme Court Chief Justice Randall Shepard — and the Center for Urban Policy staff to write, edit, package and unveil the the Commission’s report. Hetrick got the report to legislators, opinion leaders and decision-makers before the start of the 2008 session, and managed a statewide media tour for the report’s authors. Hetrick wrote and assembled press kits, worked with influential bloggers and traditional media, and posted everything online. Media coverage, opinion-leaders’ support and public attention have been extensive, and though the wheels of reform turn slowly, numerous bills reflecting the report’s recommendations have been introduced in the Indiana legislature. Click the magnifying glasses to view media earned for this client. 
NIPSCO (Northern Indiana Public Service Company)
In a company where three-quarters of the staff doesn’t interact directly with customers, equipping the “behind the scenes” employees with the confidence to serve as community ambassadors seemed intimidating…to them! Hetrick had no reservations, and went swiftly to work on a reputation management skill development program that could be delivered to 300 employees, in two weeks’ time. The team developed a combination of didactic and interactive exercises aimed to not only teach the “how” part, but also explain the “why.” Using relatable examples from popular culture to break the ice, participants quickly warmed up and joined the trainers for role playing and demonstrations. Employee feedback indicated enthusiasm for the training, and a new group of customer-focused ambassadors eager to use their skills in daily interaction. Click the magnifying glasses to view materials created for this campaign. 
Atlas World Group
As communications counselors to Atlas Van Lines—the nation’s second-largest moving company—and its parent company, Atlas World Group, Hetrick is responsible for getting Atlas in front of a broad yet segmented audience that includes everyone from HR professionals and trucking industry experts to business reporters and homeowners facing a move. Leveraging numerous surveys and industry reports, such as Atlas’ annual Corporate Relocation Survey and Migration Report, Hetrick has landed Atlas in USA Today, The Wall Street Journal, U.S. News & World Report, numerous national trade publications, and local media outlets where Atlas’ agents are located. In addition to writing and distributing all Atlas news, Hetrick organizes events to showcase Atlas’ noteworthy achievements, such as unveiling a first-of-its-kind environmentally friendly moving truck. Crisis communications, partnership incentives, conference ideas, industry awards and other business opportunities are also among the advice and counsel Hetrick provides to this client. And because Hetrick knows Atlas so well, we also write and produce Atlas’ annual report. In short, Hetrick continues to find new ways to tell Atlas’ story. Click the magnifying glasses to view media earned for this client.
Cook Medical
If a jetliner crashed every day of the year, killing everyone aboard, somebody would do something about it. That many people die every day from healthcare-associated infections. In partnership with Cook Medical and the Association of Professionals in Infection Control and Epidemiology, Hetrick did something about it. We utilized the web, podcasts and electronic news distribution to regularly deliver up-to-the-minute infection control news to hundreds of hospital decision-makers and allow them a forum to connect with others in their industry. Click the magnifying glasses to view materials created for this campaign. 
Duke Realty Corporation
No city in the US rivals Washington, DC, when it comes to the importance of relationships. As the commercial real estate newcomer, Duke needed to find a way to simultaneously fit in and get noticed; a way to speak the same language and still be heard above the noise. Hetrick’s solution was an integrated campaign that allowed Duke to talk like an insider by poking a little fun at the not-so-subtle nuances that distinguish DC, while promoting flexible properties in the DC portfolio. Business journal advertising took the message to the masses and established Duke as a capitol city contender. Site-specific marketing reinforced the campaign’s look and feel at the local level. To close the loop, Hetrick’s program extended to personal selling pieces as well, right down to the tongue-in-cheek coasters used at events hosted in Duke’s available flex space properties. Click the magnifying glass to view materials created for this campaign. 
What’s underneath the ground often determines what goes on top. Take aging industrial – what are called “brownfield” – sites. Soil contamination and other environmental pollutants must be remediated before the site can be redeveloped, and different plans for the site require different levels of reclamation. This is where Duke’s experience as a developer gives them every advantage; the end is where Duke begins, scaling remediation to the intended use of the site going forward. To bring that focus into play, Hetrick designed a capabilities piece where the outcome is always in view. A die-cut window gives prospects at peek at the story’s conclusion as it leads them through a description of Duke’s success in brownfield redevelopment, punctuated by testimonial quotes and environmental touches. Even the stock used to print the piece supported the green theme – Hetrick chose FSC-certified paper. Click the magnifying glass to view the brochure. 
Design Media Connections
What is the most paper-consuming industry outside law firms and insurance companies? It’s construction, and even in today’s wired world, many small design and contracting firms still use physical documentation throughout the construction process. DocuNet is designed to remove the barriers that prevent small firms (and small budgets) from making the move to digital. To help prospects understand both the ease and the benefits of paperless documentation, Hetrick worked with Design Media Connections to develop a self-mailing demo disc. By popping it into the computer, recipients enjoy a guided tour of how the program works and why they’ll want it working for them. The engagement included an identity refresh to emphasize DocuNet’s digital appeal, the flash tour development and creation of the self-mailer and disc. Click the magnifying glasses to view the materials. 
Health Foundation of Greater Indianapolis
Being fat sucks! That’s the first thing we learned from research with overweight youth. We also discovered kids had a hard time making healthy eating choices and exercising without help. Hetrick created “Fit City,” a multi-tiered peer-to-peer campaign that spoke to both kids and parents, incorporating emotionally appealing ads, public relations and community events to change attitudes about food and exercise. In other words, Hetrick has the skinny on health education. Click the magnifying glasses to view materials created for this campaign. 
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