Crown Prosecution Service
Changing perception
The CPS is changing. It’s becoming a champion for victims and crime-ridden communities and a closer partner with police forces. This campaign was targeted at students not only to attract and develop the finest young lawyers, but also to influence perceptions of the CPS for a whole new generation.
Targeted Approach
The CPS needed to balance youth marketing, with the audience’s expectations of the professionalism of the legal sector and the organisation’s need to shift perceptions. Key messages were the public interest in (and variety of) cases and the idea that the prosecution were ‘good guys’, not ‘bad guys’. We created a ‘roadshow’ concept, featuring local Chief Prosecutors across the country, because our graduate research showed that students were interested in the quality of an employer’s people more than anything else. The media campaign — including on campus posters, advertisements and ‘Cluedo Card’ flyers – attracted students to road show events and encouraged online applications via a bespoke microsite.
Results
Twelve law schools were visited, 1000 students attended road show presentations, generating 2,218 applications. In total 23% of people studying BVC and LPC qualification applied and 40% of applications were generated through online, or non-press, marketing. What’s more, the campaign won the integrated campaign of the year award at the 2006 AGR Conference Awards.
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Crown Prosecution
Whodunnit? But more importantly, who brought them to justice? We put the spotlight on the ‘good guys’: the CPS.
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HM Prison Service
Many people have the right qualities to be a Prison Officer – they just don’t realise it.
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McDonald’s
Just the McJob: we set the story straight about what it’s really like to work at McDonald’s.
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Tesco
Over 91% of the visitors to our Tesco website agreed that night-time is the right time to be a Store Manager.