Tapping Into the Power of Print
Tapping Into the Power of Print
Guides & E-books for the HR Tech Industry
Aon partnered with Rep Cap to help write and design collateral for a sponsor presentation at the SIOP Annual Conference.
Background
When Aon, a leading global professional services firm, was preparing for a major presentation at the annual SIOP (Society for Industrial and Organizational Psychology) conference, they turned to Rep Cap to help them create a lasting impression.
Challenge
Trade shows are lively but noisy places, and it can be challenging to communicate complex ideas in these environments. Aon’s marketing team wanted to find a way to extend the impact of their messaging to attendees long after the event.
Solution
Rep Cap wrote and designed a B2B guide that could be distributed both digitally and in print. Styled as a 4-by-6-inch booklet, the “AI in Talent Handbook” showcased Aon’s collective expertise in applying cutting-edge technology to assessments. The guide offered plain-language guidance on the major developments in artificial intelligence for talent, including basic definitions and an overview of trends.
Results
The printed guide was a big hit at the event. Attendees were spotted reading and sharing the handbook throughout the conference center. The content was also adapted into a digital format to be used as a gated lead-generation asset. The asset performed so well that the handbook model was extended to a series and adopted for other business lines.