Solution: Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to analyze PacifiCare's trade show presence. We felt they needed to create a dramatic impression that underscored the vitality of the organization. Also, the media had to have a flexibility so that the display of the quick screens was completely scalable depending on the different booth configurations at each recruitment venue.

Results: NAS recommended a giant six-part quick screen campaign. Each screen would feature determined PacifiCare personalities and highlight a different employment attribute that was unique to the company's philosophy. We focused on key branding phrases such as Innovate, Envision, Accomplish, Benefits and Pledge. Subtly ghosted behind each header are further motivational text targets pinpointing "growth, leader, action and careers." The client reported that at the first trade show in which the screens debuted, PacifiCare booth attendance shot up to the highest on record. Once again, NAS succeeded in channeling the client's branding needs through the precision steps of the Demand Chain process.