1. Outsourcing: Letter from Kelly services offering solutions.

In 1946, with the dynamic vision and pioneering spirit, William Russell Kelly started a new
company to meet the office and clerical needs of Detroit area businesses. Kelly temporary
employees with skills in calculating inventory typing and copying were soon in great
demand. During the 1960s, the Kelly girl became a nationwide icon synonymous with high
quality temporary employees. The company changed its name to Kelly Services Inc. In 1966,
reflecting the increasing diversity of its IT services customers and employees.
Today, Kelly Services is a global Fortune 500 company that offers staffing solutions that
include temporary services, staff leasing, outsourcing, vendor on-site and full-time
placement. Kelly provides employees who have a wide range of skills across many
disciplines including office services, accounting, engineering, information technology, law,
science, marketing light industrial, education, health care and home care.
Workforce needs in terms of quality and skill mix, fluctuate greatly. At the same time,
employees have adaptable skills and are far more mobile. The result is that more employers
and employees alike want flexible staffing arrangements and temporary staffing is often the
best solution
Companies use Kelly Services to strategically balance workload and workforce during peaks
and valleys of demand to handle special projects and to evaluate employees prior to making a
full time hiring decision. This dramatic change in business has spurred the rapid growth of
the contingent employment industry.
In turn, many individuals are choosing the flexibility of personal career management,
increasing options of where, when and how to work. It is not the desire of many employees to
fit their work into the lifestyle, rather than fitting their lifestyle to their work. Therefore, more
and more workers are becoming receptive to being a contract, temporary or consulting
employee.
There are advantages to both the company and employee. Both have the opportunity to
evaluate one another prior to making long-term commitment. Kelly Services earns a fee when
its employees are hired permanently, but employers find that it’s small price to pay for such
valuable preview time, which saves everyone the cost and pain of a bad hiring decisions.
Kelly has received many supplier award for providing outstanding and cost-efficient staffing
services, including, Daimler Chrysler's Gold Award, Ford Motor Company's Q1 Preferred
Quality Award, Intel Corporation's Supplier Continuous Quality Improvement (SCQI) award
AND DuPont Legal's Challenge Award.
A job as a marketing manager with Kelly holds challenge and promise with 2500 offices in
26 countries, Kelly provides its customers with nearly 700,000 employees annually with
revenue of $4.3 billion in 20XX. The company provides staffing solutions to more than 90%
of the Fortune 500 companies.
As companies increasingly face new competitive pressures to provide better service and
quality at lower prices, many are turning to outsourcing suppliers to deliver complete
operational management of specific functions or support departments, allowing the company
the necessary time to focus on its core competencies. One solution is to choose the single
suppliers such as the Kelly Management Services (KMS) division to deliver “full service”
outsourcing.
KMS combines management experience, people process improvement, technology
enhancements and industry expertise to optimise customer operations and reduce cost. KMS
understands the unique challenges companies are facing in today's increasingly fast paced
business world and can provide customers with services across multiple functional offerings
including call centre operations warehousing, distribution and light assembly, back office and
administrative functions and mail and reprographic services. The result is a department
staffed by employees that can fluctuate as a company's needs change.
KMS customers who have implemented one service often add others when they see KMS
managed employees performing at high levels and producing substantial cost savings and
operational efficiencies. By partnering with an outsourcing supplier, such as KMS,
companies will experience a greater value and cost savings than with in-house operations.
Your task: Write a sales letter to companies similar to DaimlerChrysler, Ford, Intel and
DuPont explaining what Kelly has to offer.

2. Writing Psychological Description

Choose one of the audience from the groups and write two to three sentences of
psychological description that could be used in a brochure, news release or direct mail
directed to members of that group.

1. Having a personal trainer

Audience: professional athletes. Busy managers. Someone trying to lose weight. Someone
making a major lifestyle change after a heart attack.
2. Buying a cellular phone
Audience: People who do a lot of big city driving. People who do a lot of driving in rural
areas. People who do a lot of flying.
3. Find a laptop computer
Audience: College students. Financial planners who visit clients at home. Sales
representatives who travel constantly. People who make a PowerPoint presentations.
4. Vacationing at a luxury hotel
Audiences: Stressed out people who want to relax. Tourists would like to sightsee and absorb
the local culture. Business people want to stay in touch with the office even on vacation.
Parents with small children. Weekend athletes who want to have fun
5. Attending a fantasy sports camp, playing with and against retired players who provide
coaching and advice.
Hints:
 Remember the feature benefit conversion concept.
 Understand the difference between the rational and emotional approach S
Submission Format:
 Students attending the classes physically can submit a printed assignment in class.
 Students attending online should email an attachment of the document. The subject of
the email should be “Persuasive Assignment, Section 1 or 2.”

Date of Submission:
 Section 1: 8.30 am, Tuesday , November 10th
 Section 2 : 10am, Tuesday , November 10th
(Applies to physical and email submissions)