Solution: Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding TI's situation. Since the first vehicle given away was a Ford Explorer, NAS created the "Explorer's Club" concept. The theme combined the chance to join an exclusive group, identify with the spirit of adventure, and the fun of escape. To show that any employee could win, the first recipient was featured dressed in safari costume and standing next to her vehicle. A signpost with the names of other winnable vehicles, a map and a compass were featured to drive the "Explorer" theme home. NAS developed wall posters, flyers, magnetic door panel posters attached to an Explorer parked in TI's lobby, payroll envelopes, and two post-it notes: one placed on each employee's computer by the night cleaning crew, and larger pads distributed to all employees. NAS also developed a banner for TI's ERP intranet site.

Results: The ERP developed by NAS was very successful. As of the grand prize drawing, the program generated 820 new hires and accounted for 41 percent of TI's total hires during the period the ERP was in effect. Recognizing that awareness is the key to success, the NAS strategy focused on ensuring that employees were continually reminded of the ERP. The wide range of bright, four-color collateral materials developed by NAS successfully kept the ERP on everyone's mind.