United Parcel Service (UPS) committed to the White House that they would hire 50,000 military Veterans, but they lacked the marketing to attract and welcome Veterans, and sufficient internal education to recruit and retain Veterans. UPS’s marketing partner, PW2S, envisioned a robust Veteran-friendly platform and then sought a team to bring it to fruition.

Activating our subject matter expertise in military recruiting and retention, as well as expertise in content, platform, and engagement, we created a two-pronged approach: communicating externally to the recruiting population and internally to UPS supervisors and HR personnel. Externally, we created a content machine to engage and educate Veterans, inviting them to see similarities between the military and UPS cultures, as well as the path to an empowering career. Internally, we developed collateral to educate UPS staff, while providing them actionable tools for recruiting and retention.

Work included military.jobs-ups.com website, UPS military skills translator web application, ups military transition native, smartphone application, video production, exhibit displays (from large to tabletop), extensive internal support materials from PowerPoints to how to guides, copywriting, print and editorial design, interactive design and development, data, and analytics.