Citrix

College Poster and Premium

SITUATION

Citrix knew what colleges it wanted to target, but they didn't know how to create a message compelling enough to attract the students at those schools. Because they were a relatively new company, they also wanted to establish long-term exposure on campus.

STRATEGY/SOLUTION

We went straight to the source, conducting focus groups with recent college hires and interns. Our research identified the characteristics they deemed most important when choosing a company. Challenge, growth, innovation, and freedom ranked highest in impacting their decision. These attributes became the central theme reflected in the on-campus poster. To establish long-term exposure on campus, we suggested the perfect give-away: a graphically intriguing T-shirt with the Citrix brand in full view (front and back).

THE RESULT

The results were all positive. The graphic appeal of the collateral was the buzz on campus. There was a marked increased interest at Job Fairs and the client was extremely pleased with the results. The campaign won an EMA Merit for College Recruitment Communications Giveaways.