The Challenge.

To rebrand leading Staffordshire recruitment agency Appointments Personnel in an eye-catching and distinctive way, thus differentiating them from widespread local competition.

The Solution.

We decided that for this highly competitive cut-throat market sector Appointments would need something bold, simple, and above all memorable both for potential recruits and potential clients. We therefore devised a strong headline approach, underpinned by the strapline: "Putting the staff in Staffs," which played on the company's local expertise and used people in work poses to spell the word "Staffs." Eye-catching leaflets were produced with provocative headlines, including "More positions than the Kama Sutra" and, to promote a special deal on recruits persuading their friends to sign up, "It's mating season." Vibrant accompanying brochures were also produced for business clients and workers.

The Results.

Our coherent brand identity has improved response rates to such an extent that Appointments Personnel has signed up 40 new corporate clients and has seen a 50% increase in candidate applications. The company has also been able to cut its annual budget for classified advertisements from almost £50,000 to under £15,000.