WHERE WE STARTED.
In an increasingly competitive market, Dixon Hughes needs to recruit hundreds of entry-level accountants every year. Because of this, recruitment has become a very important marketing communication issue. Historically, recruitment for accountants has been done through job fairs at colleges and universities. Success has been based on personal connections. While this is still the case, we were charged with using branding principles to give Dixon Hughes a strategic edge.
Research revealed that Dixon Hughes has a more personable culture than other firms. The perception and reality is that Dixon Hughes provides a better work-life mix than other firms. Hard work and long hours, but less so than other firms. And with less travel. In short, At Dixon Hughes, People Count.
THE BRAND CONCEPT.
With a brightly colored brand palette, design elements that convey sincerity such as dots and whimsical illustrations, and a themed logotype, Dixon Hughes went to market prepared to reach the right people before the events, and to attract the right people at the events.
HOW IT TURNED OUT.
To leverage the People Count theme, we created branded booth graphics, recruitment collateral, and an abbreviated sell sheet. Behind the scenes, we developed a web landing page, a Facebook page, a blog, and an HTML email campaign. To make the people connection even more personal, we employed text messaging as a reminder medium and as the opt-in medium for high-value giveaways.