The U.S. Capitol Police
Partnering with Voya Financial ($524B AUM), VIVO spearheaded the "MYATL: Plan with a Purpose" brand to lead a high-stakes retirement transition for the City of Atlanta’s diverse workforce. This culturally resonant initiative successfully bridged the gap between complex financial services and employee trust, ensuring a seamless and empowered transition for thousands of public servants.
The Challenge
Life as a U.S. Capitol Police officer is a prestigious calling, demanding utmost vigilance in protecting members of Congress, their staff, visitors, and the Capitol’s hallowed grounds. However, the shocking events of January 6th exposed vulnerabilities in the organization’s ability to handle violent disruptions, casting a shadow over its recruitment efforts. VIVO embarked on a mission to revitalize the organization’s tarnished brand image. Through compelling digital ads and online videos, we aimed to rekindle the interest of young, aspiring recruits by emphasizing the prestige, respect, and growth opportunities that come with a career at the U.S. Capitol Police.
Our Solution
VIVO led a transformative campaign for the U.S. Capitol Police, using captivating stills and videos of young officers to revitalize the brand. The creative showcased individuals at different career stages, radiating confidence and pride in serving the State Capitol. The messaging urged recruits to join the U.S. Capitol Police, protect “the heart of America,” and earn a competitive starting salary. The campaign’s call-to-action directed visitors to uscp.gov/careers to explore available opportunities.
Our Results
VIVO’s targeted recruitment marketing strategy drove a 75% surge in website traffic to the USCP careers portal and a 50% increase in applications, significantly expanding the agency’s talent pipeline. These measurable results underscore the campaign’s success in revitalizing federal law enforcement recruitment through high-impact digital engagement and optimized candidate journeys.
