Spokane Public Work’s Hiring Campaign Pitch
This project, where I served as the Project Manager, was a collaborative initiative with Amanda Migala, the Senior Designer, and Molly Leech, the Art Director. The objective was threefold: to recruit, raise awareness, and educate. Our joint efforts focused on creating a compelling hiring campaign that seamlessly blended aesthetics and functionality.
Time frame: April 3rd – June 13th 2023
Media: Social media posts, billboards, posters
Collaboration: Amanda Migala, Senior Designer & Molly Leech, Art Director
Research:
We dedicated two weeks to a comprehensive exploration, delving deep into the intricacies of the issues at hand. The mission was to unearth insights, grasping the essence of the project and understand the intricacies of the problems to be addressed. This led to the development of three distinct personas.
Tagline: "Live A Good Life, Work For The City"
The chosen tagline encapsulates the essence of our solution – connecting with the Spokane community, understanding their desires, and showcasing the City of Public Works as an excellent workplace. The tagline and associated deliverables paint a vibrant picture of how a career in public service can contribute to living a fulfilling life.
The chosen tagline, “Live A Good Life,” resonates for several key reasons. Its simplicity and boldness make it instantly memorable. The personal touch and image-heavy nature ensure broad appeal across all ages. The tagline is not only easily adaptable but also carries a message that targets desires, while emphasizing the value of hard work.
Methodology:
To tailor our message, we segmented our audience into three age groups: 18-22, 22-25, and 25-30. Each group's unique desires and aspirations were carefully considered to craft taglines that spoke directly to their needs.
18-22 Age Group:
"Work to Have Fun": Showcasing the balance between work and leisure through images of young adults enjoying various activities.
"Work Towards Independence": Highlighting the desire for freedom, whether it's moving in with a significant other or achieving personal milestones.
22-25 Age Group:
"Work Towards a Healthy Life": Emphasizing the value of well-being and the job benefits such as parental leave, vision, and dental insurance.
"Work to be with Family": Underlining the stability and freedom the job provides for spending quality time with loved ones.
25-30 Age Group:
“Work to Live a Balanced Life”: Focusing on the job's provision of work-life balance for personal pursuits and self-improvement.
“Work to Learn New Skills”: Underlining the stability and freedom the job provides for spending quality time with loved ones.
Additional Deliverables
A LinkTr.ee was created for quick access to specific resources related to Spokane Public Works. Stickers, with or without a QR code, were designed for diverse age groups, offering a versatile promotional tool.
The campaign is adaptable across all age ranges, emphasizing not just desires but the hard work required to achieve a good life. Ultimately, our message is universal – everyone desires to 'Live a Good Life
