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Derwent Valley Foods
Date: newest first
Date: oldest first
RAF recruitment - Fighting for the few
Jeremy R D Davies, Andrew McCowan and S A Carter, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1996
1995-6 recruitment advertising for the Royal Air Force. Brief review of traditional strategy and advertising during the 1970s and 1980s, leading to changed situation as defined by the government reports 'Options for Change' (1991) and 'managing People in Tomorrow's Armed Forces' (1995).
1995-6 recruitment advertising for the Royal Air Force. Brief review of traditional strategy and advertising during the 1970s and 1980s, leading to changed situation as defined by the government reports 'Options for Change' (1991) and 'managing People in Tomorrow's Armed Forces' (1995). Budgets were maintained at a much reduced level 1992-4, and applications fell accordingly. Two research stages were commissioned into attitudes of young people in the UK (described), leading to conclusion that their attitudes had 'become seriously dissonant with the assumptions underlying traditional recruitment strategy'. New strategy and print advertising campaign developed. Media spend increased 1995-6, and response rates rose dramatically; cost per response began to fall. Applications and potential recruits increased, delivering 92% of the plan before end 1995. Factors discounted: salary; walk-in recruitment centres (decreased significantly); standards (not lowered); competition from other military services; all had, if anything, a negative effect. Higher budget in 1996 allowed cinema and radio to be added to press.
Evening Standard Classified: If You're Not in the Standard, You're Not Getting Through
Merry Baskin, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1994
Marketing campaign to reverse decline in classified recruitment advertising in the Evening Standard, 1993.
Marketing campaign to reverse decline in classified recruitment advertising in the Evening Standard, 1993. Mailing to target audience (recruiters, personnel managers, job specifiers, to correct misconceptions about ES), plus posters. Large improvements in percentage volume, market share, revenue increases, new clients, staff morale, all during severe recession. Factors discounted: rate card (no change), circulation, product changes, seasonality, London economic situation (worse than rest of country), staff training. Campaign paid for itself three times over.
Phileas Fogg Gets His Man
Stefano Tiratelli, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1988
Recruitment advertising by Bartle Bogle Hegarty for Derwent Valley Foods (makers of Phileas Fogg crisps) in 1987 to find a senior manager.
Recruitment advertising by Bartle Bogle Hegarty for Derwent Valley Foods (makers of Phileas Fogg crisps) in 1987 to find a senior manager. Unorthodox black and white ad in Marketing Week, run twice, produced many applications, eventually produced `the right person'.
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