CulturaLink — Community Health Needs Assessment (CHNA)
Reaching Indiana's Seniors Across Languages, Channels, and Communities
The Challenge (The "Ask")
When CulturaLink secured the opportunity to conduct a health services survey targeting seniors and senior caregivers across Indiana, the campaign came with significant complexity on two fronts:
- Reach: The target audience which was seniors and their caregivers, required culturally sensitive, carefully crafted messaging to motivate participation in a meaningful but unfamiliar process.
- Accessibility: The campaign needed to be fully transcreated into Spanish and Burmese-Chin to ensure no community was left out of Indiana’s senior care conversation.
The Strategic Solution (Our Work)
IPCOMM began by sitting down with CulturaLink to extract the core messaging and build a communications strategy from the ground up.
- Audience Intelligence: We identified the pain points of seniors and caregivers, mapped the most effective communication channels, and structured the campaign around a two-stage funnel — a “Learn More” phase to build awareness and consideration, followed by a “Join Now” phase to drive registrations.
- Messaging Matrix: We developed a Messaging Matrix that adapted key messages across audiences, languages, and stages, ensuring every touchpoint clearly communicated the value of participating and the tangible perks involved, including a gift card and refreshments for in-person attendees.
- Transcreation: Rather than simple translation, we transcreated all campaign materials into Spanish and Burmese-Chin, preserving cultural nuance and emotional resonance for each community.
Campaign Pieces
- Paid Ad Campaign: Multi-platform ads across Facebook and Google targeting Lake County and broader Indiana, generating strong impressions and reach.
- Video Production: An “Aging Well in Indiana” branded video developed to humanize the campaign and connect emotionally with the senior audience.
- Landing Page: A dedicated landing page driving survey sign-ups and generating strong click-through performance.
- Print Materials: Flyers and direct mail pieces reinforcing the “Your Voice Matters” message across physical touchpoints in the community.
- Email Marketing: Targeted outreach to supplement the digital ad effort and drive additional conversions.
The IPCOMM Edge
This case study demonstrates IPCOMM’s ability to execute culturally intelligent, multi-language campaigns that go far beyond translation. By combining strategic communications planning, paid media execution, video production, and transcreation under one roof, we helped CulturaLink turn a health survey into a community movement, and deliver measurable results across every channel.
“When the message has to reach everyone, it has to speak to everyone. We don’t just translate words, we translate meaning.”
Summary
Client:
CulturaLink
Category:
- Content Marketing
- Marketing Campaign
- Graphic Design
