ASU's Decision Theater Goes High Tech in Search for New Leader

In its search for a new Center Director/Senior Director for its Decision Theater (a world-class center for science-based, informed solutions), Arizona State University recently unveiled an innovative and custom-designed strategic campaign to recruit for a decidedly unique and difficult-to-fill leadership role.

Cleveland, OH (PRWEB) November 28, 2007 -- In its search for a new Center Director/Senior Director for its Decision Theater (a world-class center for science-based, informed solutions), Arizona State University recently unveiled an innovative and custom-designed strategic campaign to recruit for a decidedly unique and difficult-to-fill leadership role.

Utilizing the latest media channels and technologically state-of-the-art software programs, ASU's agency of record, NAS Recruitment Communications, developed a dynamic media mix consisting of public relations with a variety of e-marketing tactics, including job postings and alternative optimizations, targeted e- blasts, search engine marketing, and social networking -- all tied together by a customized, trackable landing page, which can be viewed at www.asuDecisionTheater.jobs.

Key to the success of this campaign was how NAS created the messaging for such a novel concept as the Decision Theater. "One of the biggest challenges we faced was how to creatively present the Decision Theater as an innovative technology solution to policymaking rather than the stereotypical entertainment image conveyed by the use of the word 'theater,'" says Kristine Rhodes, National Director and Talent Strategist for NAS. "Once we accomplished that, our ensuing success rested on reaching the appropriate target audience through our e-marketing strategy to attract the right talent for the job… and it worked!"

As a result, within a two-week period, the Decision Theater site had over 1,200 unique visitors to the site and over 100 applicants, 60 of whom met the minimum qualifications and several of whom are currently in the interviewing process.

NAS Recruitment Communications is a recognized leader in the specialized field of human resource communications consulting. As a McCann Worldgroup agency, NAS offers a 38-office network providing best-of-class service delivery with global, national, and local market expertise.

Operating since May of 2005, the Decision Theater focuses on balancing the complexity of real-world phenomenon with clear, transparent modeling using an interactive 3D immersive environment built with cutting-edge graphics technologies. The core component, called the Drum, is a 260-degree faceted screen that can display panoramic computer graphics or 3D video content. The Drum accommodates up to 25 people and includes tools for collecting participant input and interaction. Individuals see a detailed and dynamic 3D representation of the consequences of behavior, decisions and policy in order to examine future "what if" scenarios.

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