Campus Dining Services was having a hard time hiring and retaining student employees, a large portion of their workforce. This was leading to short staff and long lines. They asked my team and I to create a campaign that promoted their increased hiring rate of $10 an hour, more than most employers on campus.
For this campaign our copywriter and I wanted to keep it simple with messaging and put the focus on the money – what students really wanted to know. For this I utilized this long shadow technique to draw attention the the number, and I made the whole ad around that piece. For the photos, I had though portraits of employees would help draw a person’s attention – people are often attracted first to other people’s faces – and our client wanted to capture the team aspect of working for CDS.
We wanted to show a variety of people and tasks, to show there’s something for everyone.
This campaign resulted in a 63% increase in new hires from the previous semester, and after just one month of running the campaign on TV screens, in-unit signage, point-of-place floor clings and social media, all the necessary positions were filled.