Highmark

Bynums developed a recruit piece to reach African Americans, women and people with disabilities. The piece was introduced at a Black MBA convention to encourage individuals to seek careers with Highmark. The recruitment piece was developed to reach people of diverse backgrounds. Bynums created a booklet that included a changeable cover. Inserts were created to slip into the cover according to the target market.

Outcome: According to Highmark, the recruitment piece increased their response level from these specialized markets.