Client: Bentley     Project: Graduate Recruitment Campaign

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Attracting graduate applications for a premium manufacturer

Bentley is the authentic British motor company, building cars by hand from the finest quality natural materials. Located in Crewe, and owned since 1986 by Volkswagen AG, Bentley is a byword for quality, comfort and style

The brief

Generate interest in careers at Bentley, and collect quality applicant data at recruitment exhibitions.

The situation

The current stand, marketing materials and systems were tired and not geared to generate applications for all departments. Bentley wanted to attract more than just fantastic engineers.

The solution

We developed an exhibition plan which would help with attraction, capture and response. 
We reviewed graphics, sourced departmental personnel imagery and created materials that better reflected Bentley’s diverse team. We used stand materials that met the standard of the prestigious marque, but were modular and portable enough to be sited at future events. Data capture software and HTML mailers were designed and built to manage fast collection at events and generate powerful follow-up correspondence to prompt respondents on the day following events to apply for places at Bentley.

Bentley captured data for 600 prospects with a 43% open rate for the follow up mailer. 66% of applicants for non-engineering positions compared to 47% the year before. A result!

Recently we’ve also delivered

  • Brand guidelines
  • Adverts