Challenge: The Council on International Educational Exchange, CIEE, is a global provider of language instruction and cultural exchange services. As part of its work, CIEE helps employers recruit college students from across Europe to work in the U.S. as seasonal employees or interns. The pool of work can heavily vary from year to year based on evolving regulations of varying countries and country employment rates.

Objective: To help develop a positioning and marketing strategy to establish CIEE as employers’ provider of choice for temporary employees by better understanding key targets’ mindsets, critical needs in employment and how CIEE can best meet those needs in the future.

Solution: Qualitative Exploratory work was conducted among Employers across several U.S. regions and International Students from across several countries.

Result: Plan-it recommended an umbrella positioning for the brand and a marketing plan of strategies for recruitment and appropriate tactics for specific countries. Today, CIEE is the world leader in international education and exchange.