Integrated campaign communicates E-Verify as a trusted verification partner.
The United States Citizenship and Immigration Services, an agency of the Department of Homeland Security, selected us to raise awareness of E-Verify as the business community’s partner in ensuring a verified workforce. After a detailed analysis of the E-Verify program, we developed a comprehensive outreach plan targeting small businesses, federal contractors, human resources professionals, and job seekers. The plan provided fresh and succinct messaging through a new creative direction that helped navigate the changing landscape of the program.
In order to raise awareness of E-Verify as a trusted solution, we helped define a unified message platform across all audience touchpoints.
We created a cohesive visual language centered around a branded E-Verify check mark which extended to all creative assets and developed strategic messaging to drive awareness of E-Verify’s benefits, use, and functionality.
The brand was brought to life through a diverse range of videos, including technical how-to videos, an animation featuring the benefits of the system, and a series of live-action vignettes, featuring diverse small business stories.
We placed full-page ads in national publications; digital ads on business, travel, and financial websites; social posts on Facebook and Twitter; and paid search ads that put E-Verify at the top of the page. E-Verify was one of the first government agencies to run a sponsored listening program on Pandora with spectacular results. Our work drove traffic to a redesigned website that highlighted E-Verify’s benefits and platform modernizations resulting in an impressive boost in enrollment.