Manufacturer Ad Campaign Development
OKAY Industries is a leading, international manufacturer of medical components and assemblies. In creating a new recruitment ad campaign, Stifel Marcin relied on the extensive experience of their marketing team as well as research into the various concerns and motivators for a diverse workforce audience. Combining purpose, capabilities and benefits into the messaging, Stifel Marcin was able to devise emotional ads that highlighted the impact of becoming a part of a company that makes more than parts – they make life-saving components.
The Creative Strategy
This campaign was not only effective as a recruitment tool, but it also enhanced the OKAY Industries’ higher-purpose brand image. Using a diverse range of employee photographs – showcasing a range of ethnicities, ages and genders – and a prominent impact-focused testimonial headline, the ad campaign was hard-hitting and authentic, with the ring of “truth.”
With straight-forward messaging that pulls the reader into the text, the campaign was able to create one-on-one connections that immediately gave respect and importance to a job in manufacturing. The campaign featured OKAY Industries technologically-innovative components, explaining their medical purpose in many applications, demonstrating the manufacturing innovation that OKAY employees take pride in, and which substantially add to quality of life, all over the world.
Media & Implementation
Stifel Marcin’s B2B media planning team negotiated and placed the ad campaign in a variety of targeted digital platforms and trade publications, designed to reach and attract targeted audiences. Placement worked to ensure high visibility for the client and a high rate of return on their recruitment efforts.
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