Branding for Maximum Value
When three of the U.S. Department of Navy’s acquisition commands–NAVAIR (Naval Air Systems Command), NAVSEA (Naval Sea Systems Command), and NAVWAR (Naval Information Warfare Systems Command)–decided to pool their resources to create Navy Civilian Careers (NCC), and with it, a more efficient recruitment plan for filling essential civilian positions, they turned to MarCom Group to bring the new brand to the public.
Under a NAVAIR Recruitment and Branding contract held by MarCom Group, a Navy Civilian Careers (NCC) branded recruitment campaign with a distinct visual style and key messaging was developed. Taking inspiration from the new NCC logo, we created people-centric visuals that uniquely depict NCC’s forward-looking mission and their challenging opportunities. Eye-catching visual style and engaging messaging is strategically designed to appeal to their unique audience of professionals in STEM disciplines, young adults ages 18–35, veterans, and diverse and minority groups, and is used in print and digital ads as well as on the NCC website.
Like many federal clients, NCC required a public-facing domain with content that could be updated quickly and could serve as the landing page for advertising and marketing campaign materials, allowing for performance tracking, such as site visits. The page includes content that compels the audience to take further action by learning more about the Department of the Navy’s civilian employee benefits as well as beginning the application process.
In addition to the site, we created a package of recruitment support materials—brochures and flyers used by recruiters at events. We designed and produced new branded event exhibit material, from impressive and imposing 3-D backlit columns with matching kiosks and circular hanging signage to large backdrops, pull-up banners stands, tabletop displays, and assorted materials to animate event spaces large or small in a distinctive and memorable style unlike anyone else participating in the event.
The new visual style and messaging approach have succeeded at differentiating NCC. Response to advertising, outreach initiatives, and events has been encouraging as NCC continues to make an impression with prospective candidates. Further, the campaign received recognition and was cited at the Summit International Awards for its creativity and originality.
What’s in a Name?
Imagine an organization with 170,000 employees, facilities in over 80 locations around the country—not to mention a few overseas—a leadership team of high-ranking officials, and a history that goes back more than half a century, but they have no name. Imagine the problems they have, trying to attract highly qualified candidates to fill important positions vital to the ongoing success of the organization.
Enter MarCom Group. In 2010, in collaboration with this organization’s leaders, we created a name and a brand identity, designed a logo, and developed messaging, and introduced Air Force Civilian Service (AFCS), the civilian component of the U.S. Air Force, to the employment marketplace. Since then, we have supported AFCS’s hiring and retention priorities with strategy recommendations and insights from our Account Services team, our own HR think-tank, and an agile creative team providing innovative solutions that supercharge our advertising and marketing initiatives.
To sustain their exceptional level of support of the U.S. Air Force’s global mission in air, space, and cyberspace, AFCS must hire more than 10,000 civilian employees annually to fill jobs in over 600 career fields, including mission-critical and hard-to-fill positions in STEM disciplines. To that end, MarCom Group provides a broad range of recruitment and marketing services, including:
- Branding Campaigns, Recruitment Initiatives, and Marketing Materials
- Updates and Maintenance for the AFCS Website, including Career Field Profile videos, an interactive Find-a-Job Map, and the ConnexYou job matching subscription service.
- Multi-Channel Media and Outreach
- Internship Program Development and Support
- Program Monitoring and ROI Analysis
- Data & Resume Mining Tools
- Event Planning and Management
- Salesforce CRM Development and Support