CASE STUDY: SALES AND RECRUITING ENABLEMENT
IT STAFFING FIRM
QUICK FACTS
Client Situation:
- Lack of identity
- No previous lead generation activities
- No return on investment
Solution:
- Built unique direct marketing campaign
- Created multiple executions working in tandem utilizing direct mail, web, email and calls
- Created lead generation campaign with clear ROI
- Targeted four markets to prospect accounts
Key Benefits:
- New prospect account business
- Definable ROI
- Exposure to 1000 prospects
- Expectations were exceeded
CLIENT SITUATION
Our client is an IT staffing firm with revenues of $180 million and had grown over the years without utilizing any form of lead generation. They were not confident that direct marketing campaigns could generate clear return on investment (ROI). Since they had no prior experience creating campaigns, they needed assistance with determining the best approaches, execution planning and ROI modeling. They knew they wanted to try to get their name to a wider audience.
Overall issues included:
- Lack of identity
- No previous lead generation activities
- No return on investment
S.J.HEMLEY MARKETING SOLUTION
Working with the sales and recruiting leadership, we decided to concentrate our efforts in four market areas. We wanted to focus on contract opportunities, but not completely dismiss permanent, and we wanted to build an offer that would differentiate us from the rest of the market. Our creative team developed a clear theme that the leadership team bought into, a unique offer was developed, and target lists were created. We began by sitting down with the sales and recruiting team to get them engaged in the program early. We explained the concept, the offer, and the plan in order to get their feedback on how to make it the best it could be. As a result of the initial team meeting, the team was fully invested in the process and the campaign as a whole.
We built direct mail pieces, created unique creative executions for each, built a deployment schedule and plan, as well as a small training program for the sales and recruiting team. The entire campaign was executed over a two and half month period which included multiple mailings, email messages, and calls and web forms to gain easy traction.
Working with leadership, we built a sales and recruiting contest around the campaign and created weekly tracking reports to motivate the entire team and hold them accountable. The metrics for the campaign were able to be tracked and viewed in real-time by the entire team.
This campaign was designed to reach the prospect market in order to drive new client acquisition and to drive both new requirements and brand awareness.
Focus Areas:
- Campaign development
- Website updates to capture leads
- Creative executions
- Direct Mail and Email Campaigns
- Sales and Recruiting Training
- ROI development and tracking
KEY CLIENT BENEFITS
The campaign exposed 1000 prospect accounts to the brand.
The offer drove over 25 new requirements.
GM expectations were exceeded.
Revenue expectations were exceeded.
New accounts were opened.
ROI tracking was transparent to the entire team.
ABOUT S.J.HEMLEY MARKETING
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.
Marketing Strategy | Branding | Lead Generation Campaigns | Website Design & Development | Social Media | Market Research | Advertising
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