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In an effort to support the reputation of our client, CPS Human Resource Services, we were determined to create a marketing brand that possessed a personable feel while upholding a professional image. Because CPS is an independent, self-supporting public agency, its branding posses a unique government appearance. With that in mind, we fashioned the brand to also encompass more of a creative edge than most governmental agencies would accept.
Due to the large scope of human resource services CPS provides, the targeted audiences range from licensing and certification to executive recruitment clients, making it difficult to find a universal language for collateral. Our challenges consisted not only of making every print advertisement and piece of collateral embody the CPS brand, but also of launching a large research effort in order to target the wide-range of audiences who could potentially utilize CPS services.
We decided to take an extremely personable approach by using photographs that initiate interest in CPS, while instilling company pride in employees. We wanted to replicate the amiable approach CPS has with its clients by branding recognizable photography across all audiences involved. This helped to distinguish CPS from other similar agencies.
In 2004 we launched the new CPS branding campaign. We chose to generate the CPS brand by freshening up the colors and laying out a new stationary package. Gradually, we created credibility in all CPS niche markets by developing collateral that was identifiable and friendly. Along with the stationary package, Alcalay Communications introduced the new brand in national advertising campaigns, an annual report, a test catalog, newsletters, brochures, and fliers.
We set up professional photo shoots across the country and asked CPS employees to participate by posing for the photographs, which would be featured in the new collateral. This established employee involvement while creating excitement about the new brand. Not only did their involvement create a buzz, but it also made for a great conversation piece with potential clients. The photographs show the diversity within the company as well as the professionalism of every employee. By reflecting on its own personal hires, CPS was able to directly display the type of high-quality candidates they are able to recruit for clients.
Alcalay Communications generated a CPS brand that had a unique governmental look, embodied a universal language, and established employee enthusiasm and participation, which has lead to their continued success.
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