Plans Steady Radio, Mail Push in Contrast to Super Sunday Hype
DALLAS–A Dallas-based employment Web site is looking to take on category leaders Hotjobs.com and Monsters.com in a $10-15 million, year-long campaign produced by Rizzuti, Beckman & Lyman of Carrollton, Texas.
Jobs.com, formerly Resumail Network, has launched its newly dubbed Web address and is looking to make a direct response impact in 18 key U.S. markets–including Dallas and Atlanta–through both radio and mail. The direction is decidedly different from its better-known contenders, which launched their identities into the stratosphere last January in high-cost Super Bowl television spots.
“When those guys went on the Super Bowl . . . those events raised the stakes in the job-posting market,” said RB&L president John Rizzuti.
But that does not mean Jobs.com will follow their lead. Client marketing vice president Kyle Nelson said his firm’s strategy will be methodical. “Branding is based on frequency. The more times we can get our name out there, the better,” said Nelson.
The key pluses for Jobs.com is its added localization, more search engine hits (the site quadrupled visits in its first week as Jobs.com, Nelson said) and the company’s proprietary resumƒ provision. The latter allows creating a formatted profile from which employers can immediately identify candidates’ qualifications and experience, and users know their resumƒ has been viewed. “When you use e-mail, you have no clue as to whether they received it or not,” said Nelson.
The company paid handsomely to get the “Jobs.com” address, handing over a percentage of the company and a seat on its board of directors to the venue’s name rights holder. Nelson would not disclose the dollar value of the deal, but said the individual had received offers of $3-10 million for the Web address.
Radio, not television, will be the key focus of the campaign because of localization. Companies will be targeted through direct mail pieces, which will be reinforced by radio spots in each market.
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