Joe Hoke, Marketing Consultant
Lawson & Hoke
People think you're something you're not.
When I ran Mintz & Hoke (now Mintz + Hoke) one of our clients, Aetna Insurance, faced a big mindset barrier as they tried to sell math majors on the wonders of an actuarial career.
I recommended a creative strategy that combined humor with shock value to jolt students into seeing a new reality.
Typical student reaction: “Who would believe the president of the division would appear under headline like that. They can’t be that dull and nerdy.”
Student turnout at Aetna’s actuarial career presentations doubled.