Challenge: Bring DIA out of the intelligence community “shadows” and position the agency as the employer of choice for people transitioning from military service, as well as graduating college students with highly sought-after education and training.
Solution: We designed a lighting technique for a photo shoot that balances the face (in light) with the mystery (in shadow). The campaign, Your Intelligence Protecting America, emerged from our realization that patriotism is a value shared by DIA’s most successful and long-term employees. A strong call-to-action, Bring your Intelligence to DIA, complemented by supporting motivational copy, were employed to discourage less-than-qualified inquiries. The brand is carried through on all print ads and collateral, trade show support materials and hiring events.
Result: DIA filled 99 percent of its funded vacancies in 2008 – 2009 using the new branding strategy.