Towers Watson is a leading global professional services company with 14,000 associates around the world. They admit a select few onto their graduate programme, and they need to be highly-numerate and logically-minded. Formed by the merger of Towers Perrin and Watson Wyatt, in 2010 they had a completely new name and brand.
Our challenge was to help Towers Watson to bring the character of the firm to life; to highlight the nature of the graduate programme in a way that would appeal specifically to their target students, whilst also building a broader awareness of their brand amongst the wider population – so as to increase the quality (but not necessarily the number) of applications they received.
Working alongside their graduate and marketing teams, we devised a two-part on-campus approach using their “Make Your Mark” graduate sub-brand. The first part was a broad-reaching ambient media campaign using a variety of student-to-student approaches, while the second was a series of “pop-up” events designed to maximise engagement and to encourage students to talk to Towers Watson’s staff and learn more about the firm.
Towers Watson straight away saw a marked increase in application quality, and a decrease in the total number of applications they had to sort through. They were a new entrant into The Times “Top 100” in 2012. What is more, the events successfully ran in 2010, 2011 and 2012, without the need for reinvestment in new designs or equipment.
What Towers Watson Say
“We have been using Graduate Promotions since 2007 to help us design, plan and arrange many different aspects of our graduate marketing. They are creative, knowledgeable, efficient and responsive, and they have helped us to attract a higher quality of applications from students for both general and specialist graduate roles and internships.At Towers Watson we have a small and very busy team, and we feel we can have confidence in Graduate Promotions to reduce our day-to-day workload so that we can be more productive. Their services provide a great return on investment.”