Yoh uses multichannel campaign to reach target.(Yoh Services a staffing agency)

Byline: Roger Slavens

Philadelphia-based Yoh Services provides temporary and managed staffing, talent outsourcing and payroll services to the human resources industry, specifically targeting highly skilled fields such as technology, health care and engineering. Yoh serves more than 1,100 customers in North America and Europe from its network of 80-plus offices and generated more than $415 million in sales in 2005.

Yoh recognizes that HR executives aren't its only primary targets. "HR execs are the lead decision-makers when it comes to human resource outsourcing," said said Jim Lanzalotto, VP-strategy and marketing. "But when you are trying to sell skill-specific staffing services, HR execs are only the gatekeepers, while hiring managers-the CTO, the IT manager, the engineering department head-make the final decisions."

The challenge for Yoh has been to design a multifaceted marketing program that leverages HR's critical role in both selling situations.

Researching these audiences has given Yoh greater insight in how to do this. The company identified HR executives as the lead enterprisewide