To spread the word about its apt name and Web address, Jobs.com picked McKinney & Silver, Raleigh, N.C., as its new agency. The shop was tapped to craft a $15 million to $20 million effort for the first quarter of 2000 that will include radio, print, outdoor, online and -- for the first time -- TV advertising.
Jobs.com, a company in which CBS Corp. has invested $60 million in media over five years, chose McKinney after a formal review that included five other undisclosed agencies. Incumbent Rizzuti.com, Dallas, did not participate in the review but will continue to develop sales collateral materials.
Jobs.com picked McKinney for its "strong strategic insights, understanding of the Internet environment and how to use offline ads to build brands, as well as for their creative abilities throughout the agency," said Caryn Kboudi, director of marketing at Jobs.com.
The site formally was launched in March after purchasing the URL from John Carrieri, an entrepreneur who already had registered the address for a San Diego-based job posting board he developed. Jobs.com offered Mr. Carrieri stock options in Jobs.com, should it ever go public, and a seat on its board of directors in exchange for the URL.
'OUR LONG-TERM SUCCESS'
It was a worthwhile transaction for Jobs.com to win visibility among consumers. "The URL is certainly something we think is important from a marketing perspective for our long-term success," Ms. Kboudi said.
But other sites -- Monster.com, CareerPath.com and CareerMosaic -- present strong competition. In September, Monster.com had 2.6 million unique visitors; CareerPath.com, 1 million; and CareerMosaic, 734,000, according to Media Metrix. Jobs.com attracted only 329,000 unique visitors.
"While Monster.com . . .has helped itself, it's also helped define the [online job search] category and has helped everyone in the category grow," Ms. Kboudi said.
Executives said the campaign, which will run mainly on CBS properties, would focus on what Jobs.com brings to market, rather than the category in general.
"We're going into a category that actually has a good representation of work, but most companies are selling category. We have found a way to make Jobs.com important by owning [the concept of] 'needing a job' at a cultural level," said