NOAA Corps Recruitment

About This Project

Summary

The Hatcher Group was enlisted in October 2023 to revamp NOAA Corps' recruitment strategy, focusing on advertising, branding, messaging, and paid digital marketing. Through a strategic combination of research-driven planning, creative design, and targeted digital media, Hatcher's solution addressed NOAA Corps' recruitment challenges head-on, overcoming current brand awareness challenges and other headwinds and develop a sustained, diverse NOAA Corps workforce more representative of the nation.

Goals & Objectives

NOAA Corps needed to recruit quality and diverse candidates to meet a Congressional mandate. They faced numerous external challenges, including low brand awareness compared to other uniformed services. Hatcher was tasked with reimagining NOAA Corps' brand and implementing an advertising strategy.

Results & Impact

Hatcher’s engaging designs and paid media campaign recruited twice the number of applicants NOAA Corps targeted during the recent campaign cycle. Those applications were driven by 4.4 million ad impressions across digital tactics, and 136,000 visits to the NOAA Corps website and recruitment form.