New York State’s Department of Civil Service serves as the central personnel agency for the Executive Branch of NYS government. Its mission is to foster diversity, inclusion, and talent in the State’s workforce.
Prior to launching the successful, first ever agency-wide media campaign, the Department’s Public Information Office identified two misconceptions held by the public: first, it was often unclear if/when New York State was hiring. This added a layer of inaccessibility to public service. Second, it was not commonly known what the Department of Civil Service is, what they stand for, and why people should care.
With awareness of these misconceptions, and counting on significant coverage across digital and out-of-home ads, the Department’s media campaign was designed to communicate both messages, while integrating photos that convey the diversity of actual public servants. The primary goal was to drive people to the newly consolidated job portal—StateJobs.
As a member of the Public Information Office team, and in coordination with the Department’s media partner, Huff helped stand up multiple successful marketing campaigns across digital, print, and out-of-home that were seen by over 93% of New Yorker’s age 18+, driving a high volume of traffic to the State Jobs website and social media.
The lockups were created to leverage recognition generated by the campaign into organic channels, like social media, events, and marketing communications.
Prior to launching the successful, first ever agency-wide media campaign, the Department’s Public Information Office identified two misconceptions held by the public: first, it was often unclear if/when New York State was hiring. This added a layer of inaccessibility to public service. Second, it was not commonly known what the Department of Civil Service is, what they stand for, and why people should care.
With awareness of these misconceptions, and counting on significant coverage across digital and out-of-home ads, the Department’s media campaign was designed to communicate both messages, while integrating photos that convey the diversity of actual public servants. The primary goal was to drive people to the newly consolidated job portal—StateJobs.
As a member of the Public Information Office team, and in coordination with the Department’s media partner, Huff helped stand up multiple successful marketing campaigns across digital, print, and out-of-home that were seen by over 93% of New Yorker’s age 18+, driving a high volume of traffic to the State Jobs website and social media.
The lockups were created to leverage recognition generated by the campaign into organic channels, like social media, events, and marketing communications.
BRANDING, CREATIVE DIRECTION, GRAPHIC DESIGN, MESSAGING, MOTION, SOCIAL MEDIA, STRATEGY
Cultural Events
Hosted by the Department, these monthly events proudly highlight the diversity and background of experiences that public servants bring to the workforce, all with the aim to better serve all New Yorkers. A simple design system was created to ensure consistency across all of the events, while leaving room for variation from year-to-year.
Hosted by the Department, these monthly events proudly highlight the diversity and background of experiences that public servants bring to the workforce, all with the aim to better serve all New Yorkers. A simple design system was created to ensure consistency across all of the events, while leaving room for variation from year-to-year.
Photography: Matt Cyr
Media Placement: OpAD Media
Media Placement: OpAD Media