Newton

Challenges Tackled
 Newton is a UK-based consulting firm, focused on driving operational improvement and cultural change. They have a fundamental belief that even the best organisations can be better.
 
They also have a lot of rivals and felt unnoticed and unknown in the recruitment market. They weren’t standing out, and they weren’t drawing in diverse candidates. All of which was preventing the growth they wanted, and holding them back in the search for new talent.
  
Strategic Breakthroughs
To boost awareness among the high-calibre graduate talent Newton wanted, we knew we needed a significant presence on key university campuses. What’s more, we needed to develop a campaign and campus activities that were memorable to gain the brand awareness Newton needed.
 
Once we had made Newton’s name known, we wanted to keep it that way. So we drew up a plan to consistently engage students at key points throughout the academic year. That way, Newton’s name would remain front of mind.
 
Along with being bold, we wanted our campaign to be authentic. We wanted to show students the real Newton – both the culture and the nature of the work – whilst using the campaign visuals and content to get across a real sense of inclusivity.
 
That way, we’d not only attract talented students, but ones who would be a good fit.
 
The Creative Idea
With our strategy in place, we needed a fresh new campaign that would really set Newton apart. Enter ‘Never Not Newton’, the bold, alliterative strapline at the heart of a campaign celebrating Newton’s unique culture, debunking myths about consultancy and revealing not only what consultants do, but the impact they can have as a graduate at Newton.
 
As with the strapline, we wanted our visual style to make an impact too. One of the ways we did this is by weaving a logo-inspired ‘N’ into many of the visuals. Whether the image is of a current grad, a project setting or a key aspect of Newton’s culture, the ‘N’ makes these visuals immediately distinct. As do the colour gradient overlays, which are not only rare for this sector, but which reflect the freshness and energy of the culture at Newton.
 
Key Deliverables 
From brochures and social ads to coffee carts and podcasts, the ‘Never Not Newton’ campaign engaged with graduate candidates in a variety of carefully-considered ways, both online and offline. As a result, we were able to bring the campaign to life and ensure that Newton’s target audience not only knew who they were, but what the experience of being a graduate consultant at Newton is all about.
 
 
Outcomes & Achievements 
‘Never Not Newton’ was a bold campaign to raise Newton’s profile among high-performing graduates. Through on-campus events and on- and offline collateral, we not only raised Newton’s brand awareness, but we translated this increase into significantly better – and more diverse – application numbers. 
 
 
The Results
Raised brand awareness
·      28% increase in overall applications
·      66% rise in apply clicks
·      Conversion up 15% year-on-year
·      Top 25 placement in The Times Top 100 Graduate Employers
 
Plus a significant increase in female applications
·      43% of accepted offers were female, compared to 28% the year before