Challenge

OCR have been very successful in attracting high quality assessors but felt they needed to reach potential new assessors who they were currently missing via the traditional media routes. They also felt there was an untapped source of high quality candidates who were simply unaware of what OCR could offer them.

The challenge was to find an additional media that would complement the high standards set by OCR and attract new talent into the assessment team.

Strategy

Adwise focused on researching the specific profiles of successful assessors to determine the most likely background, interests and media habits they possessed.

This gave us a clear profile of the target market which we could then use to match against the respective media to ensure we reached a fresh pool of potential assessors.

Solution

We quickly realised that there was a very strong match between the profile of the most successful assessors and commercial radio listening; specifically Classic FM.

By producing a radio commercial directed specifically at this audience and utilising the environment of Classic FM we reached thousands of new potential candidates.

The radio was also enhanced by the use of outdoor, on-line and press advertising.

The added associations and fit between the respective brands enhanced the overall image and relevance of the message.

Results

OCR saw a significant uptake of enquiries and web traffic and had the added value of raising the profile of OCR within the wider community.

By thinking outside the traditional media and getting under the skin of the clients target market Adwise once again delivered.