Wyoming Department of Corrections

Role:
Lead Copywriter, Narrative Strategist, Voice Talent Director

For:
Warehouse Twenty One, Wyoming Department of Corrections

The Wyoming Department of Corrections needed to ramp up recruiting—quickly. We were tasked with reinventing their brand identity to showcase the department and their careers to enable the DOC to find the best candidates for under-appreciated jobs in under-the-radar regions of the state.

We started at the source by interviewing current employees whose experiences could help tell the story we wanted to communicate to the target audience. We crafted a holistic creative concept based on those conversations in conjunction with an in-depth brand audit and research data, then produced a go-to-market strategy that captured the must-haves for a rapid job recruitment effort. We took a big picture approach and produced creative that conveyed on an emotional level what working in some of the most stunning outdoor spaces in the world feels like with our campaign titled Work. Life. Balance.

Our roll-out included original short- and long-form video content, dynamic photography, digital, print, social, event, and PR. Not only did the work resonate with the audience, but it hit home with our client as well who told us we authentically captured their careers and lives.

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