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Case Study: Transportation Security
Administration (TSA)
Situation:
In
the switchover from private to government airport security screeners
after September 11, 2001, the newly formed Homeland Security
Department’s
Transportation Security Administration (TSA) faced the challenging
need to recruit several hundred thousand qualified applicants
to fill 45,000 Airport Security Screener positions at more than
450 airports throughout the United States. The quality of Airport
Security Screeners is one of the most critical factors contributing
to the comfort and safety of air travelers in America.
TSA’s
existing advertising was not producing the numbers of qualified
applicants needed. Ads were untargeted. Designs were cluttered
and difficult to read. Salary and wage descriptions were confusing.
Adding to the challenge were stringent qualification requirements,
the need for employee diversity including women screeners for female
passengers, and the highly competitive market for part-time employees.
MarCom
Group Solution:
MarCom
Group conducted in-depth demographic and media research, and
recommended targeted strategies for each airport market niche.
We created a clean, eye-catching graphic identity for the campaign
and incorporated it into a complete employer branding package.
The package included job fair booths, a video, posters and fliers,
outdoor advertising, and a variety of newspaper ad layouts and
radio commercials. We identified minority and female recruiting
needs, created ad templates, and then tailored each ad for the
audiences targeted for each airport. We negotiated rates, made
all the media buys, and placed newspaper, radio, and Internet
advertising from Alaska to Miami, Hawaii to Maine.
Results
MarCom
Group strategized, designed, and implemented the highest-volume
single-employer ad campaign of the decade. We delivered ads accurately
and on time to newspaper, magazine, and radio stations in targeted
markets across the country. The ads attracted well over 100,000
applicants in less than 5 months, and enabled TSA to fill its
job fairs with qualified applicants and meet its hiring goals.
And, our negotiated advertising placements resulted in savings
of over $500,000, almost 25% of the $2 million published rated
card cost!
Working With the MarCom Group:
The
MarCom Group is very easy to retain. We are on several different
contract vehicles
and our staff is always willing to go the extra mile for you. For
more information on how we can help you achieve great recruitment
results please contact AgencyBranding@marcomgroup.com
or rrainford@marcomgroup.com
or call us at (703) 218-1600.
We
look forward to helping you achieve your recruitment objectives!
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