Solution: Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding Verizon Wireless's situation. We developed a series of trade ads geared specifically to the audience at Working Mother, with a strong focus on the issue of work/life balance. The ads incorporate the overall recruitment communications theme (Own Your Career) and additional brand-specific points about the company. Ad designs follow brand mandatories to create a consistent look with communications that are visible in every channel.

Results: According to Donna Lyden, Associate Director-Human Resources, "The trade campaign has been very well received, both internally and externally. The ads are very effective in telling women why VZW is a great career destination." Employee response has been favorable and has created a sense of pride with the company. Externally, VZW continues to receive significant applications from female candidates in all disciplines.