Crafting a Marketing Campaign
OnPrem, a culture-focused and atypical consulting firm, needed a marketing strategy to attract mid-career consulting professionals who were looking for new opportunities. The goal was to attract mid-career consulting professionals interested in pursuing consulting work at a smaller, culture-focused firm, OnPrem. With a team of 3, we built quippy and humorous marketing ads with catch phrases that consulting professionals would relate to, highlighting why OnPrem was a superior culture fit than their current organizations.
Role: Creative Strategist, Copywriter
Problem:
OnPrem, a culture-focused and atypical consulting firm, needed a marketing strategy to attract mid-career consulting professionals who were looking for new opportunities.
Goal:
Attract mid-career consulting professionals interested in pursuing consulting work at a smaller, culture-focused firm, OnPrem.
Solution:
Build quippy and humorous marketing ads with catch phrases that consulting professionals would relate to, highlighting why OnPrem was a superior culture fit than their current organizations.
How I thought about this problem:
Tag lines and categories.
First, I determined OnPrem’s identity. What were categories that differentiated OnPrem from the rest of the consulting industry? I came up with Work/Life Balance, Industries, Clientele, Culture, and Lifestyle.
Within each category, I brainstormed two-part taglines that would exemplify OnPrem’s differentiating factors from other consulting firms.
After consolidating all the options, I worked with OnPrem’s executive leadership to hone in on the taglines they wanted created into actual digital assets.
We picked color schemes to highlight the light, fresh, and energetic nature of OnPrem.
Impact:
The marketing campaign went live on LinkedIn, receiving hundreds of impressions and engagement. Every week, a new ad was released, generating excitement and anticipation.