|Agency: J Walter Thompson||Author: Merry Baskin|
Evening Standard Classified: If you're not in the Standard, you're not Getting Through
After three years of steady decline in classified recruitment advertising volume, the Evening Standard decided to invest in a marketing campaign to the tune of 600,000. (This was to cover both media and production, for above- and below-the-line activity.) The campaign objectives were to restore the Classified section to its former glory within the paper's fortunes, by not merely halting market share erosion, but also to increase recruitment share by two percentage points, by year end. Additionally, the campaign was required to motivate the salesforce.
What makes this case history remarkable is that these objectives were either achieved or exceeded while the major competition was upgrading or relaunching its recruitment advertising sections and that this was done in the middle of a full-blown recession.