Randstad Education brand transition

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Corporate brand transition campaign development, concept and delivery for Randstad Education.

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Select Education was acquired by Randstad in 2008. The Select Education brand had built up significant equity in the education recruitment market since its launch in 1993.

In order to deliver Randstad’s corporate strategy of becoming the worldwide leader in recruitment, it was imperative that Select Education was successfully integrated into the Randstad brand in a way that did not affect Select Education’s existing brand equity, business, staff or customer relationships.

Despite Randstad’s prominence internationally and in the UK as a recruitment specialist, it had no previous experience in the UK education sector. Our creative strategy was founded on a five-step campaign during the Randstad rebrand in the run up to the official transition of Select Education to Randstad Education in January 2010.

Over the five months leading up to the brand relaunch, we identified five core messages so that each month, through advertisements in the national and trade press, targeted traditional and digital direct marketing campaigns, we were able to raise awareness of the quality, reliability and prestige of the Select/Randstad brand; positioning the change from Select to Randstad Education as an extremely positive and appropriate move for all clients and stakeholders.

An activity that was in danger of becoming just another corporate campaign was lifted through our creative delivery into something that was an innovative, high impact, multi-channel engagement initiative.

By the time Randstad Education was officially launched, the brand had already started to establish itself in the marketplace through gradual and consistent awareness building. As a result, the transition from Select to Randstad Education was smoother and all stakeholders were informed in a timely and appropriate manner through a phased creative countdown campaign.

Bonfire’s work for this campaign was recognised with a Bronze Award at the Transform Awards 2011 in the Best Corporate Rebrand Following a Merger or Acquisition category.

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We started working with Bonfire in 2008 after a word-of-mouth recommendation. Having now experienced Bonfire first-hand it is clear that this is no ordinary agency – for what, on the surface, appears to be a small consultancy, Bonfire have gone far beyond our expectations. They have not only supplied a range of creative services but also given expert and pragmatic advice on marketing strategy, brand development and been heavily involved in developing and driving a brand transition strategy after Select Education’s acquisition by Randstad. I can recommend Bonfire to any company wanting an intelligent, enlightened and open-minded approach to their communications.

Managing Director, Randstad Education Group
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A carefully executed, award winning brand transition campaign.

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