CASE STUDY

"760 Media provides high quality service, innovative graphics and new ideas
that elevate our brand image. For a company like ours, meeting
or beating our brand recognition is a special challenge. 760 effectively
translates our message into vision and keeps our image fresh."

-Phylicia Cicalo-Aiken
Regional HR Manager, McDonald’s Corporation

Client:
McDonald’s Corporation

Objective:
Strategically develop an effective marketing campaign for McDonald’s Human Resources’ recruiting efforts.

Target Market:
College Graduates Regionally (CA, OR, NV, AZ)

Project description:
To our knowledge, this one of the few times in McDonald’s history it granted an agency the rights to manipulate the McDonald’s logo, the "Golden Arches." The reason behind the idea is that McDonald’s was looking to take its brand name and recognition and give it a fresh new feel to attract a younger audience. To achieve these goals, 760 manipulated the "Golden Arches"
logo to represent stimulating visual images used to show growth, diversity, and market share.
A trade show booth, ad campaign and collateral were then created with the new, manipulated logo. The booth and collateral were used at colleges and schools through out Southern California and Oregon. The ads were presented at banquets, fundraisers, and many cities’ Chambers of Commerce. The Vice President of McDonald’s North America personally carried these brochures with him to show other regions. San Bernadino County was used as the backdrop
for outdoor banners which numbered seventy in total. To further heighten awareness of McDonald’s and its commitment to growth and their employees, we created of a website, www.work4mcdonalds.com. The web page was developed as an interactive application site where future employees could apply directly online. 760 also created a brand recognition piece to show community involvement.

Result:
The campaign was a huge success for both McDonald’s and 760 Media. The Vice President of McDonald’s North America gave the thumbs up and loved it so much that after the project was completed the brochures were used in other states. The testimonial given by the Regional HR Manager is clear evidence of the satisfaction that McDonald’s gained through working with 760 Media.