Post 9/11 GI BILL
The AIM Team developed a modern and professional branding of the Post-9/11 GI Bill, encompassing the values and standards of the U.S. Department of Veterans Affairs (VA) and the Veterans themselves.
On June 30, 2008 Congress passed what is called the Post-9/11 GI Bill. The act amended Part III of Title 38, United States Code to include a new Chapter 33, which expands the educational benefits for military veterans who have served since September 11, 2001. The program was implemented in the fall of 2009, and the VA needed a new, clean branding for the Bill that permeated all media fronts and grabbed the attention of stakeholders and veterans alike.
The Bill required the Department of Veterans Affairs to put the program into effect before systems were ready to support the release of the Post-9/11 GI Bill and before a marketing campaign was developed. Therefore, the campaign had to be planned and implemented within a few months.
AIM focused specific resources and creative talent together under an agile project management structure. We involved the true customer – the Post-9/11 Veteran to gain their insight and approval. AIM extended working hours and completed the project three weeks ahead of plan. As part of the plan, the AIM Team focused on
- Creative Concept Development
- Assembling a Professional Design Team
- Conducting Target Audience Research
The new modern look held true to the vision and mission of the stakeholders. The creative development and design used has paid off, as it has become the new standard for the Post-9/11 GI Bill as well as many other departments within Veterans Affairs.
As a part of a broad marketing campaign, the AIM photography team creatively captured the story and authenticity of four veterans who have benefited from the Post-9/11 GI Bill. Learn more in Photography section of Our Work.
As part of the Department of Veterans Affairs (VA) initiative surrounding the release of the Post-9/11 GI Bill, AIM branded the Post-9/11 GI Bill’s ONFAC Program. ONFAC incorporated a distinct theme, drew the target audience and exceeded expectations of stakeholders.
- Target Audience Research
- Creative Concept Development
- Buy-in from Stakeholders
In the spring of 2011, as a part of the Post-9/11 GI Bill, Congress instated additional educational funding for Veterans in the areas of on-the-job training and apprenticeships, flight school training, and non-college degree programs. . Remembering the great successes of the first Post-9/11 GI Bill marketing campaign, Veteran’s Affairs enlisted AIM to develop a creative brand for their new ONFAC benefits.
Reaching the right audience with the look and feel of the new brand was crucial. Also, the time limits of VA were constrained. Again, AIM needed to efficiently provide valid and creative options to reach the target audience as well as meet expectations of stakeholders.
Through consultation and creative brainstorming, AIM presented several options for their clients that would meet the desired branding needs. Once Veterans Affairs chose a branding concept, AIM swiftly readied the branding for multiple media sources.
Other Branding Projects
The AIM Team is skilled at branding. Enjoy viewing more examples of our branding capabilities below.