We were approached by ASRC Federal to create a full campaign for their internship program for Alaska natives. The program was struggling with influencing students to take part in internships in the lower 48 states. Internships included Columbus, Ohio, Cape Canaveral, Florida and Washington, DC. We rebranded the program with a new logo, and created a hip “picture yourself here” campaign in which silhouettes of students were shown in the various internship cities. Young, fresh and easy to visualize, the campaign helped ASRC Federal appeal to the millennial market. Elements of the campaign included a self mailing fold-out poster, postcards, e-blasts and posters with key dates for students to hang in their rooms.
Results: ASRC Federal got better quality internship applicants, and during the internship season, saw many of the students taking photos that resembled the photos in the campaign. Excitement for the program grew, and the campaign resonated with the audience.