American Background Launches
"Next Practices" Campaign
FEBRUARY 2005: "Best Practices" in employment screening just aren't good enough, according to American Background Information Services. That's why the Winchester, VA company is focused on leading its industry with "Next Practices," an array of products and services that offer new, advanced choices for customers who conduct background checks on their employees.
"This is thought leadership of the most dynamic kind," says Tom Simmons, creative director of The Thomas Simmons Agency, which launched American background's ad campaign. "They're taking a task-oriented industry and raising it up to a strategic level.""
The three-ad campaign is the second one the Simmons agency has developed for American Background.
"We developed their brand position, which is "Reduced Risk Drops Right To The Bottom Line," and launched their first ad campaign in 2003 with the idea that it would run for 18 months," says Simmons. "The sales team leveraged that positioning and brand awareness to achieve incredible revenue increases."
The "Next Practices" concept is an evolution of the prior campaign. It shows that American Background is a consistent innovator in a critical marketplace.
The campaign runs in HR publications where it reaches decision-makers for background screening purchases. "We believe a strong brand presence supports the sales team and shortens the sales cycle," says Simmons. "That drops right to the bottom line, too."
© 2009 The Thomas Simmons Agency represents clients in consumer, business-to-business and emerging technology sectors. For information, call 540-882-4418 or e-mail Tom@thomassimmonsagency.com.
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