JP Morgan Chase is a leading global financial services firm with assets of $1.5 trillion, operating in more than 50 countries and employing more than 170,000 employees. A key component of their annual hiring plans is their University Relations activity, targeting acquisition of leading business and finance graduates from 1st tier universities. After a few years that included company mergers and re-organizations, JPMorgan Chase felt that they were losing touch with this highly sought after group of candidates and wanted to invigorate all of their university outreach materials and tactics.

Beginning with a research driven Discovery process that integrated primary research insights of university students, JPMorgan Chase’s own recruiter stakeholders and the best practices of relevant competitors in and out of the finance
space, Bayard created a vibrant concept pallet of messaging, imagery, photography and content pacing applied to an extensive portfolio of print deliverables, premise career fair materials and a university recruiting web site designed for maximum engagement with minimal number of clicks.

The results:  JPMorgan Chase reported that booth traffic at all career events was up dramatically, and that Web traffic, specifically engagement on the university site was up significantly.