Synechron

Sometimes we're given an opportunity to learn an industry and work with the brightest minds in their field. This is the rare case with this client, where an introduction leads to a conversation and timing presents the open door. Hired by the CEO of the company, the biggest challenge was to learn the industry and the influencing factors in the decision-making process of the desired consultants. As experts in their field and particular in their acceptance of unknown, unsolicited contact, verbal and written communication had to be extremely precise and intriguing.

The approach and strategy required similar techniques of traditional direct marketing best practices. Through social networking, email campaigns, online research and targeted marketing, the most desirable candidates were rapidly identified and contacted. Utilizing less common "recruitment" practices of mass mailings and software driven Web crawlers, candidates were qualified by the individual communication style and descriptive nature of previous roles and work. The nature of the work, skill level and client engagement mandated that the consultants demonstrated a mastery of both the business and technology.

All communication and marketing tactics required an alignment of messaging and content that would appeal to the seniority and prestige level associated with the company and the consultant. The newsletter was conceived as an information exchange tool to connect employees and consultants within the Architecture & Strategy group, in addition to the global management team. As an external marketing and executive placement tool, the content was designed to appeal to those who associate their peers with prestige, knowledge and growth. Copy and content addressed business and technology trends which would appeal to the mindset of the thought and practice leaders within financial services. The client and new hires conveyed the growth and prestige value of the organization and thus, credibility to the reader.