2019 Salary Guide Campaign
Multi-channel campaign customized for 7 lines of business, 15 countries, 8 languages, and nearly 1,000 print and digital assets. My roles: research, creative strategy and direction, design and layout, cross-team direction, production coordination
The Brief
What is Salary Guide? Salary Guide is the only industry resource forecasting future hiring and compensation trends. A trusted guide for the US Bureau of Labor Statistics, it outlines salary ranges for hundreds of positions, interview best practices and perks and benefits most attractive to retain top employees.
Direction: Create a highly-visual concept that translates digitally. The concept should be clean, modern and spark a conversation. Look for opportunities for specialty cover treatments but keep costs flat from last year.
Brainstorm
After kickoff, I led a brainstorm session with my design team. The floor-to-ceiling white board wall was covered with ideas! I guided the team through selecting our 6 most viable ideas then assigned mood boards. In our next meeting, four key themes emerged.
Strategy & Concept Development
We initially pitched the guide as a microsite to deliver the online experience customers expect. There were resource constraints so we considered tools such as Webflow.
As we developed cover concepts, we considered:
• Design adaptability across brands and global markets (TCG may decide to stand alone).
• How to marry up premium print techniques with digital best practices.
• Audience-relevant graphics within a "familied" framework.
• How we could extend the story across channels and re-promote throughout the year.
• Time investment to create or scale effects across touchpoints.
Concepts
Visual Identity
Stakeholders gravitated to the stylized black and white photography, bold use of color and iconography of this concept. It was easy to adapt online and each guide was visually distinguished, making it easier for sales reps to tell them apart as they run to a client visit.
Assets
Total assets: estimated 1,000 globally
Includes: booklet, internal and external emails, social media posts and covers, print and digital ads, landing page, intranet assets, email signature pickers, video assets, tradeshow materials
Landing Pages (all brands)
Separate gated Salary Centers for each line of business
Overview of experience across brands
Printed booklet with foil and emboss
The Creative Group
Booklet design
Advertising and social media
Print Ad
Finance Email Template
Digital Banner
TCG SM Stat
TCG SM Stat
SM Stat
RHT SM Stat
Print ad
Email
Editable template
Email signature banners
Results
+87% YoY total downloads | email generated 90% of all downloads | 275,000 unique email captures | +18% new leads | +19% new job orders | total revenues est $14,000,000 | 2 awards from Graphic Design USA for the global campaign and The Creative Group print guide
2019 Salary Guide global campaign
2019 The Creative Group Salary Guide
