Graduate schemes that were full by February
The beginning
Royal Mail had carried out extensive research into the perceptions of their company and the news wasn’t great. People perceived Royal Mail to be a traditional, boring and male dominated company which quite simply wasn’t true. They also discovered, through internal employee surveys, that when people joined the company they instantly became engaged. This was mainly due to realisation of how incredibly important Royal Mail is to our everyday lives.
Royal Mail also suffered by not targeting students early enough, failing to sell the range of opportunities or the most exciting parts of their business. Of course, well-publicised strikes meant there was negative press too.
The middle
For this campaign, we were keen to communicate the presence of the Royal Mail in everyone’s lives as it’s a truly unique selling point which can’t be claimed or used by any other graduate employer. For example, who else in the UK collects, processes and delivers 84 million items? They also employ 193,000 people and deliver to our 27 million addresses.
The ‘All in a Day’s work’ campaign was a simple yet incredibly effective campaign which focused on the overall scale and importance of Royal Mail, yet used these amazing stats and more to really hook the initial interest of the target audience. Besides running those messages across a wide range of collateral, we helped them target universities and make sure their online advertising and website went live in September rather than January to help them compete with other leading graduate employers.
The end
Royal Mail successfully closed all their graduate schemes by February 2010. There was good news with the website too: in 11 days it had 5,978 visits which generated over 300 hours of brand interaction. 1,973 people clicked on the ‘apply now’ button, while the Perfect Postie game proved to be a hit all by itself. It’s not often other people get to deliver for the Royal Mail.
