Overcoming Challenges to Achieve Success
The Transportation Security Administration (TSA), like many organizations, experienced some turbulence as they navigated evolving security needs and public perception. As a crucial part of ensuring safe travel, TSA's work occasionally faced scrutiny, with some travelers expressing concerns over privacy during inspections. However, the dedication of the agency's 45,000 Transportation Security Officers (TSOs) remained steadfast. Despite these challenges, internal morale took a dip, and recruiting efforts slowed, prompting TSA leadership to explore new ways to engage both the public and their valued employees.
When TSA leadership called on MarCom Group for help, we were ready to buckle up. We analyzed the situation, and our creative team developed a campaign to address both the public at-large and TSA’s internal audience of TSOs. The “What We Do Matters” campaign was launched with the intent of drawing an empathetic response to TSA’s mission to keep the skies safe for travelers. This campaign works to shift perceptions and attitudes around TSA’s protocol from being inconvenient to travelers to being for the safety and wellness of travelers. Messaging was delivered in and around major airports across the country, featuring evocative headlines and images on digital ads employing geofencing techniques on mobile devices, as well as on posters and billboards.
Mission Accomplished. The campaign resulted in noticeable changes in public sentiment, TSOs on the frontline with their heads held high, and recruitment numbers increasing, all demonstrating success.
Omni-Channel Media Plans Get the Job Done
The Transportation Security Administration (TSA) employs nearly 60,000 Transportation Security Officers (TSOs) to staff airport security checkpoints at 435 airports around the country. TSA called on MarCom Group to develop a fast turnaround approach for planning and buying media for individual airport recruitment campaigns on an as needed basis, complicated by unpredictable timing of hiring needs. Faced with a significant challenge, as placement options for each location and inventory availability and pricing can vary dramatically on short notice requests, our Media Team got to work and met the challenge.
In collaboration with TSA, a streamlined media request protocol and an agile planning and buying system was implemented. MarCom Group developed a multi-faceted Omni-Channel plan that usually includes a mix of programmatic digital display banners, print ads, billboards, paid search and social, transit system posters, digital geofencing, TV, OTT, radio, streaming services, programmatic audio and, as well as gas station video, mall posters, movie theater commercials, direct mail postcards, and more. The result: an average of 20 media plans per week (at peak volume) generating an average of 1M+ impressions per week.
Thanks to the skill and knowledge of our Media Team, not to mention the significant resources, market research, and the most trusted buying options available to them, TSA has the support they need, no matter where the market.
Learn how our Media Team and an Omni-Channel strategy can turn your advertising challenges into positive gains.
A Good Plan Makes a Difference. A Great Plan Does More!
Creating a strong strategic communications plan is key to the success of every outreach initiative developed under it. A comprehensive Communications Plan (Comms Plan) is key to our clients’ success and is thoughtfully prepared and refreshed annually, detailing strategic and tactical initiatives designed to meet their outreach and recruitment goals.
The Comms Plan describes client challenges and defines their goals, and guides all communications activities, animates message development, establishes timelines, sets budgeting parameters, and informs analysis of results. The plan provides:
- A strategy for integrating branding and communication tactics with workforce planning and recruitment activities.
- Review and analysis of the effectiveness of past initiatives.
- Details new communication recommendations and innovative tactics.
- Parameters for measurement of success and Return on Investment (ROI).
Additional research into market perceptions, new messaging opportunities, new target audiences and/or preferences, and new tactics may be recommended during annual plan updates. MarCom Group Comms Plans typically include:
- A brand SWOT analysis: Strengths, Weaknesses, Opportunities, Threats.
- An employment marketplace overview and analysis of the competitive landscape.
- A strategic Omni-Channel media plan with budget recommendations.
- Reviews of advancing technology and tools.
Comms Plans also include a thorough analysis of target audience demographics, psychographics, and other key insights into understanding their perceptions, preferences, concerns, and motivations. The insights gained influence all elements of communication planning, perhaps most importantly, the messaging strategy we recommend for ongoing marketing and outreach initiatives.
Once the finished Comms Plan is approved it becomes the roadmap for preparing creative and supporting marketing materials, future investment, planning, and success. Whether your focus is brand development or recruiting the best and brightest to add to your team, MarCom Group is ready to deliver solutions that drive results.