Background
E-Verify is a tool created by the United States Citizenship and Immigration Services, an agency of the Department of Homeland Security, that verifies the workforce eligibility of US employees. To increase the visibility and recognition of the program and its benefits to employers, E-Verify needed a fully customizable campaign that could adapt from state to state and highlight different industries.
Strategy
Our campaign positioned E-Verify as the American employer’s trusted partner for efficient and reliable employee verification while simultaneously tapping into the optimism of growth. We chose images that represented the most common or fastest-growing industries in the country and integrated a 3D version of E-Verify’s branded checkmark to symbolize the program’s role in strong economic growth. Billboards, print and digital ads, and radio spots were placed in select states that mandate using E-Verify to some degree. Ads in these states were developed with custom creative that corresponded to each one’s leading industries.
The effect of the campaign was to equate positive economic activity and job growth as evidence of the fulfillment of the American Dream, while positioning E-Verify as a trusted partner in the process. The creative encouraged compliance while visually representing the confidence and security of integrating E-Verify into your workflow. This created positive brand associations that effectively persuaded business leaders and HR managers to enroll and utilize E-Verify’s tools and services.
To make the images, a rendered 3D checkmark was placed on a photo and Photoshop was used to create a more realistic effect with lighting and shadows. The images were put into layout with copy in InDesign.
