Our job as marketers is to put ourselves in the target audience’s shoes to better understand what he or she is searching for to succeed. In this case, we had to put ourselves in college students’ shoes and ask ourselves: what am I searching for in an entry-level landscape architecture or internship position? What are the determining factors that will make me choose K&W over other landscape architecture firms? These days, students want to feel like they are a part of something bigger, they want to feel valued, and they want to always be learning and growing professionally. At K&W, we consider our employees family. Over the last 27 years, we have developed a culture that is hard working but we also enjoy happy hour too. We offer professional development opportunities, social office gatherings, competitive salaries and other great benefits. We felt it would be beneficial to create a video that showcased the fast facts about our firm but mostly the culture to recruit new talent from our target universities. Our entry should win because we strive to create content that is valuable, personable and engaging and this video encompasses that.