Censeo: Public Relations

PR Challenge:
Censeo, an emerging, 8(a)-certified operations and supply chain consulting group, sought to increase contract capacity through revitalized recruitment efforts. It solicited The Borenstein Group to devise and execute a public relations strategy with a quantitative objective – the measurable influx of top-quality applicants to Censeo’s recruitment office in Washington.

Strategic Solution:
Believing in the power of information, Borenstein first conducted executive interviews to establish self-perception, researched hiring trends to catalog job incentives, and monitored consulting publications and message boards to pinpoint the state of the industry. Using this data, the agency crafted a uniquely attractive value proposition for prospective employees, then propagated the message through tactically placed features in The Wall Street Journal, Washington Technology, Government Computer News and other key national and regional media channels. As a result, Censeo enjoyed a reinvigorated public profile, appealing specifically to top consulting candidates in the business-to-business and business-to-government sectors. Since the PR plan’s inauguration, Censeo has reported a top-level recruitment increase of approximately 25%.