Navy Civilian Careers
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.
