|
Challenge: Banc of America Securities (BAS) needed a campus recruiting campaign that would effectively position them against traditional investment banks, whose prestige typically holds the greatest appeal for students. The campaign would include print, brochures, displays and flash e-cards, as well as a major website (www.bofa.com/careers).
Solution:
Knowing that BAS has a strong growth story to tell and that their integrated model is the future of investment banking, NAS developed the theme of "Challenge convention." We asked students to challenge their conventional way of thinking about the industry and consider the real advantages of joining BAS. The campaign incorporated certain elements of the company's branding (font, color, style), but with visuals and messages that would also appeal directly to the target demographic. Everything was geared to drive students to the very comprehensive website.
Results:
For the second year in a row, BAS has had great success on campus, and the new approach has really paid off. The campaign has also been well-received within the company, which adds to its effectiveness.
Click here to download PDF file |
