Yes&
Sarah Marshall
Account Manager
Yes&
Alexandria
Virginia
Educational or Promotional Campaign (greater than $100,000)
DCAA Recruitment Marketing & Branding Campaign
U.S. Department of Defense, Defense Contract Audit Agency
Veronica Oleynik
Sarah Marshall, Account Manager
Giuseppe Carabelli, Associate Creative Director
Mike Kim, Director of Video Production
Yes& was engaged to lead a recruitment branding and marketing campaign for the Department of Defense (DoD) Defense Contract Audit Agency (DCAA), which provides audit and financial advisory services to the DoD and other federal entities responsible for acquisition and contract administration.

Our goal was to attract applicants and increase recruitment by creating and defining recognizable branded materials that clearly communicate what DCAA does and what a career would look like at the Agency. We built awareness by creating a strong brand identity, developing recruitment tools and support materials, original video production, e-learning materials and planning and executing recruitment campaigns.
The campaign was targeted toward four specific audiences: entry-level college accounting students and recent graduates, mid-level career auditors working in other government agencies or the private sector, populations traditionally underrepresented in government positions such as veterans and individuals with disabilities, and career “gatekeepers” such as college counselors and professors.
Yes& delivered a collection of integrated collateral, tools, outreach campaigns, and resources that strengthened and amplified DCAA’s recruitment efforts:

A refreshed, compelling brand identity, including all new visual assets, branded collateral and templates, and an updated web and social presence.

A significant increase in brand awareness and reach, evidenced by the organic and paid social metrics: increased followers, impressions, engagement. The digital awareness campaign exceeded most KPI targets by 45-500+%.

A pipeline of qualified candidates to be used for future outreach efforts.

Comprehensive resources and training for virtual and live recruitment events.

Strategic plans and assets for future outreach campaigns.
COVID-19 hit only a few months into the campaign, forcing a pivot in focus - from promoting live recruitment events to supporting recruiters with virtual event participation instead. A few months later a temporary DoD hiring freeze was implemented, requiring a second shift in campaign focus and a client-imposed pause of several weeks. Despite these challenges, Yes& leveraged our agile marketing approach to make rapid adjustments to strategy and resourcing, revamp the video filming and production logistics, provide strategic client support, and deliver an extensive collection of high-quality campaign materials, on budget, within the original fixed firm 12-month contract period.
DCAA is an agency with a strong story to tell, and an appealing mission for candidates who have the desire to be part of something larger than themselves. Yes& is proud to have delivered a flexible arsenal of campaign resources and tools that will help DCAA amplify its story.
https://yesandagency.box.com/s/58nattz1hwjkr2fo8xe7hoser9pakl4a