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Challenge:
As Kinko's grew from one storefront
site to hundreds of franchises all over the world, they utilized
advertising campaigns that identified their company as the place to
go for photocopies. In fact, the signage in the early days read "Kinko's
Copies." After two decades of emphasizing the message that Kinko's
means copies, the decision was made in 1998 to develop a new
branding campaign to position the company as a technically advanced,
service-oriented provider of communications solutions. Shortly after the
rollout of their consumer campaign utilizing this radical repositioning,
NAS was approached by Kinko's to create a comprehensive recruitment
advertising campaign that would work in conjunction with the
company's branding message. We were to leverage a highly consumer-oriented
branding campaign in order to reach candidates who might not
previously have considered joining Kinko's.
Solution:
Working with the design parameters
(typeface, color choices, etc.) set by their general ad agency, NAS
responded with a new campaign that reflected and enhanced
Kinko's image as a fast-growing, employee-friendly, leading provider
of advanced communications solutions. The new recruitment
campaign used appealing photos of Kinko's "employees" to target
retail and corporate staff, technical and sales professionals,
college, diversity and ancillary groups such as military, seniors,
etc. To ensure continuity with the general campaign, NAS
partnered with Kinko's marketing team on the direction for multiple
photo shoots and the development of special type and graphic
elements. The work included newspaper ads, trade ads, radio commercials,
tabletop displays, stickers, in-store posters and bag stuffers, brochures,
handouts, window clings, cinema slides, open house posters, an Internet
banner, and a complete employee referral campaign.
Results:
In the years since the campaign's launch, it has
been extremely successful in attracting excellent candidates and producing
precisely the results required by Kinko's while maintaining the corporate
branding message.
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