San Francisco Business Journal Ad
Brand awareness advertisement highlighting the benefits of working for this company. My roles: research, creative strategy and direction, copywriting, production oversight
THE BRIEF
An executive is being interviewed for the SF Business Times Journal. There was a spot for a full-page color ad, promoting Robert Half as an employer of choice in the Bay Area. So many East Bay residents make the long commute to San Francisco and don't realize there's a great employer in their backyard. The direction and copy received focused on the benefits of a light office commute.
RESEARCH
We surveyed several Tri-Valley commuters who confirmed their travel time to our office was one hour or longer. The original strategy wasn't relevant. Additionally, the content was geared more towards recruiters. We spoke with our partners and offered alternate value-driven solutions.
Original copy received:
Gain Meaningful Work. Lose Meaningless Traffic.
At Robert Half, you'll improve lives and strengthen businesses by matching the right people to the right jobs. What you won't do? Sit in traffic. We're the #1 staffing firm in America, and with our prime location in San Ramon, we're just a short, easy commute away.
Join a growing company that's consistently recognized as one of the Bay Area's Best Places to Work.
STRATEGY & DEVELOPMENT
We recognized an opportunity to create an emotional connection to our brand by highlighting our differentiators, such as our award-winning culture. The team and I rewrote the copy to offer 3 distinct solutions focused on:
1) time-saving commute (the original ask)
2) inclusive culture
3) community connection
CONCEPTS
Initial direction and copy
New direction we recommended with copy we rewrote – centered on the human need for connection and belonging.
FINAL PRODUCT
Our business partners liked our recommended copy and people-centric photography. To ensure we represent the diversity of our business they asked to see options with more than one person.
RESULTS
The stakeholders agreed – the value-driven copy we wrote was more engaging than the original draft. It elevated our brand appeal and resulted in new leads.
