Ask­ing the First ques­tion that should come to mind

We real­ized that the type of peo­ple First Amer­i­can Equip­ment Finance was look­ing to recruit were dif­fer­ent — high per­form­ers with their pick of jobs at a ros­ter of impres­sive com­pa­nies. So we devel­oped a cam­paign strat­e­gy that asked a series of ques­tions of our tar­get audi­ence, none more impor­tant than Are you right for us? Are we right for you?” It rec­og­nized the unique mind­set of our audi­ence and made them ques­tion their cur­rent sit­u­a­tion ver­sus what they could have at First American.