Every year, The Corp hires employees to staff its services during the summer. Because most students do not remain at Georgetown during the summer months, this hiring is critical to the continued functioning of Corp services. Following the summer, these newly-hired Corp employees remain as a part of the company’s employee base, making it different from other companies’ seasonal hiring campaigns.

Many other Georgetown students use their summer to return home or to work as an intern. Thus, the summer hiring campaign is unique in that it aims to specifically attract students able and interested in spending the summer in Washington D.C. 

I developed the Summer Hiring Campaign with the concept of pathos in mind. Since most people tend to associate the summer with personal memories, I aimed to create a sense of emotion that would highlight the key benefits of working for The Corp over the summer. Whether emphasizing the euphoric smell of toasted everything bagels or the simple joy of working with friends, the campaign was uniquely targeted to create an emotional appeal.