Recruitment
 
American Express
MBA Recruitment Brochure
Challenge
Accurately depict company’s culture and career opportunities; attract appropriate candidates for management training program; project diversity.
Solution
Tell the American Express story in straightforward narrative and in the words of program participants and graduates who advanced in the company.
Result
Reported to be helpful recruitment tool.
Art Direction
Internal.
Other
None.
 
Fordham University
Student Recruitment Print & Brochures
Challenge
Ad—Counter perception that Fordham University was situated only in The Bronx; raise awareness of existence of its spacious campus in Manhattan. Orange Brochure—Promote, on limited budget, innovative program for retired adults.
Solution
Ad—Associate Fordham’s Manhattan campus with its well-known next-door neighbor, Lincoln Center for the Performing Arts. Brochure—Write four-panel #10 brochure.
Result
Ad—Volume of inquiries from ads running in New York papers was so strong, client had to outsource telephone and mail services. Brochure—Small staff reported tool quite effective.
Art Direction
Fred Weiss, Jeffrey Leder, Priscilla Baer
Other
Print, collateral and direct response for many adult undergraduate and graduate programs.
 
Kresge Law Prep
Student Recruitment Print & Website
Challenge
Create a website and print advertising to brand and promote a service with little competition: a course that teaches how to succeed in law school after being accepted but before starting.
Solution
Appeal to the prospective student’s desire to excel. Use images of happy students because people identify with people. Provide straightforward, comprehensive information about the course and how it would benefit the student.
Result
Drew sufficient students first semester to test course.
Art Direction
Jeffrey Leder, Jeffrey Leder Inc./Marketing Design
Other
None.