Solution: First, NAS created an overall campaign look that makes each piece of the campaign easily identifiable as belonging to Eaton. The design incorporates people's faces inside various shapes, the most important shape being a number 1 (reinforcing Eaton's tag line, One Company. Zero Limits.). The different shapes and different nationalities of the people we feature also represent the diverse group of people Eaton employs. Next, we developed several headline options that highlight the "unlimited" potential employees enjoy at Eaton. The headlines follow a basic format that makes it simple to change the message in the headline (whether it's a college ad, "Your OPPORTUNITY to shape your future into something fantastic: UNLIMITED." or a trade booth, " Your POWER to excel: UNLIMITED.", etc.). These headlines all play off the "Zero Limits." portion of Eaton's "One Company. Zero Limits." tag line.The campaign pieces, many of which are accessible through Recruiter's Virtual Office (a web-based product developed by NAS that provides instant account information), include newspaper and college newspaper ad templates, flyers, an Internet button, animated banners, PowerPoint templates, e-cards and resume response cards, display booths, an Employee Referral Program, and brochures to hand out at job fairs. We also created a 2001 Information Session CD ROM that universities can use to educate smaller groups of students about the four major divisions of Eaton.

Results: Although the college recruitment plan is still being implemented, it has already gotten very positive feedback. The Staffing Managers have found the RVO to be a very cost-effective recruitment tool. The individual pieces of the campaign are being well-received and all of the University Relations Staffing Managers are using the e-cards with great success and plenty of response from college students.