The DC Group

Case Study

VA Office of Public and Intergovernmental Affairs (OPIA)

Challenge

As the U.S. Department of Veterans Affairs (VA) sought to reach out to those who served in our nation’s military and were not utilizing VA benefits and services, the Office of Public and Intergovernmental Affairs (OPIA) hired The DC Group to develop an integrated advertising and communications campaign to create awareness of the breadth of VA services.

After The DC Group displayed their expertise in planning and executing an effective campaign, they were then tasked to assist OPIA with ongoing communications support.

Strategy

To create the national campaign, The DC Group began by conducting focus groups and analyzing surveys of Veterans from multiple eras in order to evaluate advertising concepts, test key messaging, and understand perceptions surrounding VA. The results shaped and refined campaign strategy, messaging, and materials development. The DC Group titled the campaign “Explore” and established a range of marketing strategies and tactics to reach Veterans who are not using the benefits they have earned.

The DC Group then managed video production, photo shoots of Veterans, and graphic and digital design for campaign assets, creating TV, radio, and out-of-home advertisements. To complement the advertisements, The DC Group created an email marketing and social media campaign and recommended targets for media and stakeholder outreach.

As The DC Group proved its success with the Explore campaign, OPIA solicited their help with ongoing and varied communications needs. Tasks included creating two Congressional reports; directing website restructuring and updating content; writing talking points, white papers, and briefs; assisting in creating an award to stimulate feedback among regional VA office; designing eight concepts for the official, national Veterans Day poster; assembling presentation slide decks; and recommending and implementing a variety of ways to help OPIA bolster and streamline their engagement with local VA departments, VSOs, and other stakeholders.

Results

VA Secretary Shinseki approved the Explore campaign, which has achieved positive reviews both inside and outside of VA. The campaign is being implemented, incorporating the products developed by The DC Group.

All continued support of OPIA has effectively gathered, interpreted, and conveyed the department’s mission and vision and has remained in accordance with VA protocol and evolved with shifting priorities of each project.