Solution: After gaining a thorough understanding of the marketing brand from our IPG partner agency, we also spent considerable time with VZW to learn about their company from a corporate recruiting perspective. The marketing brand focuses almost exclusively on network reliability and uses the Testman character. We decided to retain this position as a backdrop, while focusing more intently in our branding efforts on "employer of choice" factors for each targeted audience. In order to ensure brand integrity, we retained the fonts, colors and signature check mark of the marketing brand. NAS developed mini-campaigns for customer service, retail, diversity and college. Appropriate elements of each campaign were translated into Spanish when an opportunity to reach Hispanic candidates was present. Our goal was to maintain flexibility for each individual project while achieving overall brand consistency. Each campaign has its own purpose, but all invest in the central branding position, which is summarized through our theme: Own Your Career.

Results: NAS has been working with VZW since the beginning of 2004, with excellent results. We've created a major college campaign and a kickoff campaign for a new call center, while also handling all of VZW's ongoing needs for retail recruiting and diversity trade publications. We are also in the final stages of creating a college website. Our flexible yet brand-focused approach has allowed us to fine-tune and evolve our campaign as different needs arise.