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Challenge:
G&K Services turned to NAS to create an exciting, new brand identity
that would accomplish several goals: educate the reader as to what G&K does; depict a professional, safety-minded image; and promote G&K as an employer of choice. This identity was central to a new mass media campaign that eventually would include print advertising, campus recruitment, trade show units, promotional items, web postings, video streaming, a digi card, CD sleeve, flash e-cards, RVO, and a new online career site.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery
process that allows us to customize deliverables-NAS made a significant commitment to understanding G&K Services' situation. NAS coordinated several information-gathering sessions with senior G&K decision-makers, as well as conference calls with field recruiters. This process enabled NAS to create the perfect solution: showcasing how the reader may very well come in contact with a G&K product throughout a typical day. A series of days, times, and instances were chosen that made different G&K products instantly recognizable. A separate, time-related message was also developed to attract college
students. This was further divided into two subcategories: one for their field route track and one for their management track. Each showed a college-aged student, first in an educational setting, then morphed into a professional setting within G&K. The message was compelling, to-the-point, and persuasive.
Results:
Not only did this new campaign create a dynamic identity, which resulted
in greater awareness and heightened interest, but it also garnered outstanding results. For instance, during the first month the new career site went live, there was a 24% increase in web traffic and 29% increase in applications from the previous month-and an even more incredible, a 36% increase in traffic from the previous year!
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