Qnexis, Inc., was tasked with developing a branding and recruitment marketing strategy for U.S. Customs and Border Protection (CBP), an agency of the U.S. Department of Homeland Security (DHS), and associated collateral materials to assist CBP in meeting and/or exceeding its recruitment goals, and position the agency for long-term recruitment success.

Qnexis established a two-phased approach to develop a comprehensive recruitment marketing strategy: 1. Assessment – Examine CBP’s recruiting profiles, outbound recruitment approaches and techniques; review existing marketing materials; and become familiar with DHS/CBP branding convention and guidelines. 2. Plan Development – Create recruitment marketing strategy and associated branding cues; devise complementary tactics; formulate implementation plan, schedule and budget; and incorporate tracking/reporting methodology into current and future planning.

Qnexis created the recruitment marketing strategy and associated collateral under the branded messaging umbrella of “We Are America’s Frontline.”  This approach reinforced and strengthened both DHS and CBP branding cues and guidelines, and supported the agency’s overall key message – securing the homeland. The “America’s Frontline” message also enabled CBP to capitalize on recruitment to HR hiring priorities, including veterans, women, minorities and Senior Executive Service- (SES-) level positions. Marketing collateral covered print, radio, web and interactive web. Newly branded print materials are printed in-house, while tradeshow-quality banners and signage have been produced for career fairs. CBP is now reporting a more level playing field with its competitors in terms of recognition and awareness from job seekers in the marketplace. Local recruitment has also benefited with branded materials from Headquarters. More robust content – interactive landing pages, informative video and helpful resources – are adding a new and cost-effective dimension to CBP’s recruiting picture.

From this initial branding effort, Qnexis is now creating a CBP awareness campaign to build on long-term familiarity, knowledge of the agency and its stake in the protection of our homeland.