firstPRO

Challenge

firstPRO, an executive search and professional placement firm with over 20 years of consecutive growth, engaged Trio to assist in creating a cohesive branding campaign as well as raising awareness. A significant element of firstPRO's brand challenge was formulating a strategy to differentiate and highlight various vertical markets while remaining cohesive.

Goals

• Supplement brand initiatives
• Redefine navigation and look of website
• Increase level of brand awareness
• Define and manage recruitment strategies
• Extend and integrate brand throughout all print and interactive materials

Solution

The first step was reviewing firstPRO's previous marketing materials and deciding on a course of action to solidify the brand while highlighting each individual vertical. Each vertical was identified and parallel campaigns were implemented for each. Next, Trio provided guidance in reworking the website to increase usability, as well as modernize the overall look and feel. Once brand and style guidelines were determined, Trio launched a PR campaign with two goals - one, establish April Nagel, CEO, as a thought leader in the industry and two, increase firstPRO's brand visibility with marketed industry events.

Trio launched an aggressive PR campaign around Nagel, securing her speaking spots on all major media outlets in the Atlanta area. She has appeared on CNN multiple times, and her "Mancession" clip was also featured on an episode of The Colbert Report on Comedy Central. Nagel continues to be a frequent panel speaker and contributor to CNN.

After establishing Nagel as an expert in her field, Trio assisted firstPRO in actively hosting luncheons and events in an effort to establish relationships with top-level employers and candidates. Trio's 7-Touch point system utilized email marketing, direct mail, and personal contact with potential attendees to increase acceptance rates. Trio continues to assist firstPRO in PR, brand collateral, and Search Engine Optimization.

Results

As a result of Trio and firstPRO’s efforts, firstPRO has seen several of their best quarters ever. They have achieved major quantifiable and qualitative results as well as reaching long sought goals. In addition, top candidate retention and outreach has increased giving firstPRO a market edge.