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Pharmaceutical-Open House/Media Strategizing

Situation
ImClone Systems Incorporated a growing bio-pharmaceutical company headquartered in New York City with offices in New Jersey and Brooklyn is engaged primarily in the research and development of therapeutic products for the treatment of cancer and cancer-related disorders. Upon receiving FDA approval on one of their cancer drugs, ImClone Systems needed to attract technology professionals in an unusually tight labor market for all their facilities fast. They were up against countless pharmaceutical companies throughout the tri-state area.


Strategy
Saturating the media market surrounding all ImClone facilities by producing flashy color ads promoting a Career Forum. A hotel in New Jersey was reserved for the full days event. Jordan Anderson Advertising also recommended that ImClone Systems provide shuttle service for those coming in from the New York City area to and from the hotel. The event was promoted in major New York and New Jersey radio markets during AM and PM Drive Time where people are driving to and from work as well as a variety of newspapers all 4 days before the event. The theme— “We want to meet YOU-not just your resume” resonated with hundreds of candidates in the pharmaceutical industry who were suffering from the impersonal process of job boards and unacknowledged e-mailed resumes in a highly competitive job market.

Results
Our client testimonial says it all. We quote the ImClone Systems Human Resources Dept. in their e-mail to us:

“I have been meaning to call you but we have been swamped! The Career Fair was a BIG success! We had almost 1,000 people show up and we have already brought in a lot of applicants. Thank you so much for your help. We may doing one in the fall if we can get approval for it. I will keep you updated! Again thank you so much for your assistance, we loved all the Ads and many people heard the radio ads as well!”

In October, we repeated the campaign which drew over 700 candidates.