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Challenge:
Wendy's turned to NAS to create a memorable, targeted employment brand that would incorporate their renowned reputation as a quality industry leader with their employer-of-choice attributes. The newly created brand personality also needed to tie in to Wendy's philosophy and convey the fact that they are truly caring, approachable, employee-focused, and quality-driven. In addition, other creative mandates required that the brand be able to clearly convey why "it's better here," be able to target all the different demographics within their stores, and be easily translatable into both Spanish and French. It also needed to be a brand that could be used for both store recruitment as well as corporate openings at their Dublin, Ohio, headquarters.
Solution:
After performing our due diligence with a thorough and comprehensive Demand Health Check - an extensive discovery process that allows us to customize deliverables - the pros at NAS decided to focus on Wendy's unique value proposition while still retaining a fun, expressive tone to the brand personality. We also remained true to their established fonts and colors. The entire campaign, which revolved around the theme, "Proof that 'it's better here,'" included a dynamic series of both in-column and display print ads, in-store signage, tray liners, bag stuffers, trade show booth display, a brochure, posters, flyers, e-cards, website postings, employee referral program, and internal recognition programs. NAS also set up a Recruiter's Virtual Office (RVO) site where every HR executive could coordinate their efforts with each other as well as their respective staff members.
Results:
Wendy's has expressed great pleasure with all of NAS' efforts, which have yielded excellent, immediate results. As Julie Hurley, Field Human Resources Representative for Wendy's International, puts it, "Through the ongoing use of NAS' RVO, our HR staff is able to have a central source of placed ads from across the country, as well as job fair opportunities and a wide assortment of recruitment material. This allows for best practices to be shared easily and efficiently." She also praised our efforts during a recent natural disaster, adding that "NAS helped address an immediate need following Hurricane Katrina. Customized collateral was not only able to be used for recruiting, but also for ongoing efforts to find displaced company and franchise employees as well."
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