CHALLENGE

With the launch of the Diplomatic Readiness Initiative, the U.S. Department of State undertook an aggressive effort to hire an additional 1,158 employees. The department needed to promote a positive image and increase general awareness.

SOLUTION

JWT INSIDE immersed itself by visiting the American Embassy in Mexico City for primary research with Foreign Service Officers. We developed a fully integrated marketing plan to reach qualified minority candidates. The plan integrated print, online and broadcast media, highly targeted e-mail and direct mail campaigns, and a systematic approach to build win-win partnerships with key minority-based organizations and institutions.

RESULTS

Campaign results included a dramatic 74 percent rise in overall passers of the department’s written exam over the previous year. In addition, the department saw an outstanding 65 percent increase in minority passers and a 71 percent increase in management passers. Decreasing total cost-per-passer by 57 percent for minorities and 63 percent for management.