The major players in the promotional products industry offer little differentiation when in comes to recruiting sales representatives. However Newton Manufacturing Company had one distinguishing characteristic that it could leverage – its employee ownership. The company wanted to shape its recruiting brand and message around its employee ownership culture.

 

The “Why We Do It” campaign was developed to showcase the company’s employee owners and the value of working with people who have a vested interest in the potential representative’s success. Anyone can say that their people care. Newton could back that claim up and wanted to show it.

 

The objective was to get the potential representative to see the ads and collateral and say, “I want to work with that person.” The creative centered on actual employees and the aspects of the ideal personality for the service that they provided to the representative. Actual employees were used as models for each execution with quote’s aligning their engagement with their work to the benefit of the representative.

 

The campaign covered print advertising, banner advertising, direct mail, email, LinkedIn and the company’s website.