Interactive agency targeting campaign toward employers, select states
(Nov. 3, 2009) WASHINGTON, D.C. – The Department of Homeland Security (DHS), U.S. Citizenship and Immigration Services (USCIS) has selected interactive agency Sensis to launch a targeted advertising campaign to increase participation in the E-Verify program. E-Verify, an Internet-based system operated by the DHS USCIS in partnership with the Social Security Administration, allows employers to determine the eligibility of employees to work in the United States.

This contract award comes just as the E-Verify Federal Contractor Rule goes into effect. As of Sept. 8, employers with federal contracts or subcontracts that contain the E-Verify clause are required to use E-Verify to determine the employment eligibility of all new hires and employees performing direct, substantial work under those federal contracts. The advertising campaign is expected to kickoff this fall.

“This is a crucial time for E-Verify. This program was first launched years ago and now, with the support of the Secretary of Homeland Security and the requirement for federal contractors to begin using it, an education campaign is needed to help businesses know what it is and how to use it,” Sensis CEO Jose Villa said. “We will utilize our B-to-B and government experience to encourage businesses to employ this program to their benefit. Our goal is to use strategic digital solutions to maximize the Department of Homeland Security’s marketing budget, target the audiences who can utilize E-Verify and capitalize on the popularity and prevalence of Government 2.0, which is currently sweeping federal agencies across the nation.”

Sensis, which has extensive federal government experience working with the U.S. Army for the past four years, will run this account out of the agency’s Washington, D.C. office, which specializes in advertising and social media for government agencies. While Sensis is primarily an interactive agency, the E-Verify account demonstrates its full-service capabilities with traditional advertising, including radio, print, out-of-home advertising, and public relations and event marketing components.

To maximize DHS’s investment, which includes a one-year contract with a six-month option, Sensis is targeting its efforts on:

• Businesses heavily involved in federal contracting in key geographic markets
• States and counties with E-Verify laws or similar legislation
• Key infrastructure industries
• Employee groups and associations

“As part of our proposed solution to the Department of Homeland Security, we put together an analytical model of how many people it could reach through our digital-centric advertising strategy. Our campaign approach is to be highly targeted, utilizing Web-based advertising combined with geo-targeted print and radio advertisements and public relations to reach our target audience,” Sensis Managing Director Danny Allen said.

About Sensis:
Sensis is a minority-owned, independent full service advertising agency providing digital-centric solutions aligned with the realities of media consumption and technology today. Founded in 1998, Sensis has grown from a one-man shop into one of the fastest growing advertising agencies in the U.S. The agency has been at the forefront of the shift away from the old model of advertising, which was based on brand stewardship, awareness, reach and frequency, to a new world of advertising built around insights, impact and engagement. The award-winning agency has made an impact for many of its powerhouse clients, including Sempra Energy, the U.S. Army, the California Lottery, United Healthcare and L.A. Care Health Plan. For more information, visit http://www.SensisAgency.com.