» Client: Department of Defense, Civilian Personnel Management Service
» Job: Create a recruitment campaign that highlights the hundreds of civilian jobs available at the Department of Defense.
» Agency: MarCom Group Inc. in Fairfax
» Theme: The campaign featured two taglines: “750 Civilian Careers … 1 Employer” and “Your Career. Your World. Your Call.”
» The Concept: The campaign was designed to raise awareness of the broad but little-known employment category of civilian jobs at DoD. To highlight those jobs, MarCom developed recruitment materials for use throughout the department and crafted a new look for the its dedicated civilian recruitment Web site, www.GoDefense.com.
» The Plan: Before designing the campaign, MarCom held focus groups with a diverse group of existing DoD employees to find out what attracted them to employment with the Department of Defense. MarCom learned that DoD had never conducted a systematic program to recruit for civilian positions and that most current employees learned of job opportunities by word of mouth. Members of the focus groups said they liked the department’s employee benefits, employment stability, and travel opportunities and felt good about supporting U.S. security. The findings were incorporated into the campaign, which, in addition to the Web site, included television ads, promotional items, interactive CD-ROMS and brochures.
» Creative Team: Robert Rainford (executive vice president, producer), Scott Rekdal (creative director), Bill Harrison (strategist, senior editor)
» Background: MarCom Group is a full-service advertising, integrated marketing communications and event management firm. MarCom specializes in marketing strategy, branding, graphic design and Web site development. The company’s portfolio includes both commercial and government clients. Founded in 1966, MarCom is a woman-owned small business.
» Working on Next: A campaign for the Defense Intelligence Agency Equal Opportunity Outreach Program
