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Winner - First Place
2007 CEA Awards

National Urban League

Diversity Career Fair Campaign

ASSESS

The National Urban League (NUL) is a name synonymous with community-based action and initiatives empowering the lives of people all over the country. They came to Bernard Hodes Group for a campaign to promote a Career Fair that is held every year during their annual conference. “Building Economic Power for Black America” was the theme of this year’s conference, July 26-29, 2006 in Atlanta, GA. The NUL needed to both raise awareness and generate registration and attendance, and Hodes took to the task.

STRATEGIZE

Hodes began concepting a campaign that would capture the vitality and strength of their motto, “Empowering Communities, Changing Lives,” while simultaneously analyzing where their attendees were coming from to more directly target them. Print, email blasts and radio would all be utilized to surround the target market with NUL’s message.

IMPLEMENT

After thorough assessment and strategy phases, Hodes honed on an integrated solution that would feature print, radio and email blasts centered on the theme of “Get Noticed.” Striking head-shots would present target audiences with a bold representation of prospective candidates. The copy focused on the opportunity attendees would have to present themselves, not just their resumes, to prospective employers.

MEASURE

The campaign was an unprecedented success. The multi-media campaign resulted in record buzz in and around the Atlanta area, generating the highest number of registrants in the career fair’s history. Over 65% of all attendees learned of the fair through the print, radio, and email placements, with 870 candidates registering online the first day of the campaign. Over 5,000 registrants attended the fair, shattering the previous attendance record. Additionally, these were highly qualified and sought-after candidates, over 58% having completed a 4-year degree or more.

Read what that National Urban League had to say in their post-Fair press release >