Yes& is honored to be acknowledged by the 15th Annual AVA Digital Awards for our work with the Defense Contract Audit Agency (DCAA) on its “Join the Mission” campaign and with FEMA National Flood Insurance Program (NFIP) on its “Keep Home” campaign. Our “Join the Mission” campaign received three Platinum 2022 AVA Digital Awards for Video Production and Creativity. The “Keep Home” Campaign received seven Platinum 2022 AVA Digital Awards for Video Production, Creativity, and Digital Marketing, and one Gold AVA Digital Award for Web-Based Production.
The AVA Digital Awards is an international competition that recognizes excellence by creative professionals responsible for planning, concept, direction, design, and production of digital communication. Entries range from digital campaigns to audio and video production to website development to social media engagement and to mobile marketing.
DCAA’s “Join the Mission” Campaign
DCAA faced a common government recruitment challenge: successfully attracting well-qualified candidates for critical government roles. DCAA recognized that it needed a strategic approach to establishing brand equity and elevating recruitment outreach, as well as extensive marketing and advertising execution support to attract and build a high-quality public-sector workforce.
Yes& partnered with DCAA to increase awareness of the Agency and empower its HR and Communications teams and auditor-recruiters to more efficiently attract and recruit more well-qualified applicants. To distinguish and elevate DCAA’s brand and bring appealing consistency across its platforms, Yes& created the “Join the Mission” campaign, which included a recruitment brand style guide and a recruitment brand messaging framework that was integrated into all campaign deliverables. Considering video is exceptionally impactful, Yes& also recommended a strong overview video featuring DCAA’s employees who have a great passion for the DCAA’s mission and their work.
The video is strategically set in locations that provide realistic depictions of some varied environments in which auditors perform: from production floor to office settings, a shipyard, a military installation, and even working remotely. Authentic employee voices are uniquely powerful in conveying career benefits and organizational values that will resonate with potential candidates.
Yes& was able to deliver a vast number of products, resources, tools, and outreach campaigns, backed by documentation and training resources to empower DCAA to successfully execute recruitment marketing and outreach campaigns. This enabled DCAA to take a huge leap forward to establish and build awareness of the brand as a modern government agency that provides employees with the satisfaction of a mission-driven career and attracts talent to deliver on the mission.
Click here to discover DCAA’s story.
FEMA NFIP’s “Keep Home” Campaign
The FEMA National Flood Insurance Program faced a similar dilemma: marketing a product most people have already decided they do not need. Hurricanes are bigger, broader, and more unpredictable every year and the risk of flooding in many communities is rising, but many consumers are trying to bet against mother nature instead of protecting themselves financially against flood damage.
Yes& saw an opportunity to reach new audiences and educate communities in more urban areas to help them understand their flood risk. We worked with local artists and talent to create original artwork and visuals that conveyed the unique look-and-feel of each targeted region, Louisiana, Florida, and Texas, and advertised under a campaign theme that encouraged residents to “Protect Your Corner of the World with Flood Insurance.”
To advertise FEMA’s new campaign, Yes& deployed an integrated, multi-channel campaign targeting consumers, insurance agents, and community stakeholders within each hurricane market with video, audio, digital advertising, social media resources, search ads, and a unique digital destination. The campaign later launched across a range of high-impact media properties, including CNN, ESPN, USA Today, The Weather Channel, iHeart Radio, Spotify, and the New York Times, to help FEMA successfully market flood insurance to consumers to protect their homes.
Visit our case study to learn more about this campaign.
“I am very grateful to the clients that have given Yes& the opportunity to do work of this caliber,” said Robert W. Sprague, Yes& president and CEO, “and to the Yes& staff for their incredible creativity and hard work.”