The tagline 'it's all about people' served Wightman well since their rebranding. They enjoyed success in the Southwest Michigan, Northern Indiana, Ohio, and Illinois markets, but it became time for a campaign concept refresh.
A competitive analysis report was generated, as well as notes on client demographics, threats, and opportunities. Collaborating with the agency account team and staff content writer, several headlines, subheads, and body copy samples were produced for internal and external testing.
We produced a series of six ads focusing on key projects paired with a boldly colored employment ad in several trade publications, both print and digital.
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