Kimmel & Associates

Quality In Executive Search

Challenge: This established executive search firm of the construction industry wanted to increase their image and awareness against a dual target audience—both employers and prospective employees. However, their budget didn’t allow for two separate campaigns.

Solution: In our strategic process, we identified the strongest benefits of the firm—very high standards, a stringent screening process and a high success rate. We therefore utilized visuals that communicated these attributes in copy that spoke to both targets—so that only the best would apply, and employers knew they could expect only the best candidates. The company had a large sales force, and the ads were designed to create awareness and operate as a door-opener for the salespeople. Reaction among the sales force has been outstanding.