CHALLENGE

Though the U.S. Border Patrol is 75 years old, they were definitely flying under the radar in terms of image and visibility. President George W. Bush mandated the largest expansion in border security history: with a target of 6,000 additional Agents by the end of 2008.

SOLUTION

JWT INSIDE created the Employer Value Proposition “America’s First Line of Protection.” Working closely with the Border Patrol Chief and U.S. Customs Border Protection, we created the advertising campaign “Protected By” and launched with a new logo, Web site and national TV spot.

RESULTS

Success! Prior to “Protected By,” Border Patrol averaged around 1,500 applications per week. Postlaunch, that number has risen to more than 4,000. The new careers site is receiving on average 83,990 hits per day and visitors are spending an average of more than 10 minutes on the site.