ICL LAWRENCE
BRAND IDENTITY
KMG worked with the existing ICL color palette and logo mark to create a complimentary recruitment-focused website, specifically for their Lawrence manufacturing plant. To best meet the company's primary goals, the website is simple and to the point -- with a focus on available positions and benefits, family and community events, employee testimonials, and corporate values (such as sustainability).
WEBSITE DESIGN
EVOLUTION OF THE CAMPAIGN
KMG started with an overall campaign message that spoke to the heart of what people look for in a job: "A Great Place to Work." Under this umbrella, we were able to target sub-demographic groups with complementary messaging. After one year, the overarching message was updated to: "Great People. Great Pay." This subtle refresh, based on data insights, allows for consistent branding with a slightly more specific focus, but still allowing plenty of room for even more targeted messaging in quarterly campaigns.
WORK HARD, PLAY HARDER
KMG developed videos to highlight the company's family and community friendly events, showing the company's commitment to being a great place to work.
STRONG COMMUNITY ROOTS
Continuing to focus on the culture ICL wanted to highlight, KMG used digital media and print to reinforce their unique value proposition for prospective recruits. Messaging included "More than a job" and "A plant with strong community roots" with corresponding call to action of "Join our team" and "Join our family."
MORE THAN A JOB
Visually, the campaigns continued to hold to a cohesive look and feel, while using photography of events and employees to support the messaging.
Celebrating 100 years
KMG helped facilitate and capture ICL - Lawrence's 100 Year Celebration.
STRATEGY + SOLUTION
ICL offers a good example of the KMG approach. We don't offer cookie-cutter solutions, but tailor our strategy to each client's immediate goals and needs. We then support those needs with smart, creative approaches, adjusting the messaging as we move forward using data insights.
We highly recommend KMG for your recruitment and branding campaigns. Their marketing strategies quickly connected us with qualified candidates.
THE RESULTS
ICL Lawrence continues to receive applications based on the ongoing recruitment campaign. They have noted the success and want to continue with the strategy to bring in more qualified applicants as the company continues to grow.
Whether you need logo design, campaign development, online ads, web design, marketing strategy, photography – or the whole shebang – KMG will help you reach your target.
KERN, INC.
Unique Entity ID: DJ2TYMD17LL1 | CAGE/NCAGE: 532B8