The campaign’s goal was to identify and hire automotive experts to fill open positions in Morley’s Technical Assistance Center (TAC). The challenge is the auto tech audience is not familiar with Morley as a potential employer needing their skill set. To capture their attention, we developed an integrated campaign showing provocative headlines set in a neo-vintage style that incorporates a masculine color palette and grit texture. Externally, this campaign included direct mail, email marketing, social media advertising, video, feather-flag banners, referral cards and giveaways. We maintained campaign enthusiasm internally by distributing t-shirts and hanging posters advertising a referral bonus. My role included concept development, design direction and graphic design.
