SUCCESS STORY

MAU

MAU engaged TargetMarket to provide a brand strategy and align messaging across the organization, alongside a full digital overhaul, including two custom website builds, a core competency messaging framework, ad management, video production, and photography to support MAU's growth as an enterprise-level workforce and productivity partner.

SUCCESS STORY /

MAU

The Client

Founded in 1973 with $500 and a vision, MAU has grown into one of the country's largest minority-owned independent staffing and recruiting companies. Now in its third generation of family leadership, MAU connects clients and applicants with workforce solutions nationwide, guided by respect, honesty, and responsibility. MAU is more than a place to work it's family, committed to creating success for clients, opportunities for applicants, and better lives for everyone.

The Goal

MAU needed to clarify and unify its brand architecture and positioning across a growing portfolio of services. TargetMarket was tasked with strengthening credibility across both B2B and talent audiences, equipping internal teams with clear, differentiated, audience-specific messaging, and modernizing MAU's web, digital, and advertising presence to match its enterprise-level growth.

CLIENT PORTFOLIO

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SERVICES PROVIDED

Brand Strategy

To build a unified MAU brand, TargetMarket met directly with company stakeholders to uncover what makes MAU different in the marketplace. Through in-depth discovery interviews exploring how MAU is described to clients and partners, where the brand is misunderstood, and what one idea should stick in the mind of every prospective client, we identified the core themes and positioning that now anchor MAU's brand strategy.

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To strengthen a unified MAU brand, we defined seven core competencies that reflect the company's full scope of expertise: Workforce, Professional, RPO, Outsourcing, Technology, Optimization, and Jobs. Together, they form a cohesive story a workforce and productivity partner that connects people, processes, and technology to deliver measurable results.

Video Production & Photography

We produced a library of video content to bring MAU's story and people to life, including a feature on founder William G. Hatcher Sr.'s story, interviews with MAU experts, client testimonials, dedicated videos for each of MAU's seven core competencies, and a "Mindset of the Market" video series. We strategically craft social media reels for platforms including LinkedIn and Facebook, tailoring the messaging and tone to resonate with each audience.

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Our team captured professional headshots and on-site photography including stills from GE Vernova to support MAU's website, marketing materials, and social channels. We continue to build out MAU’s content library alongside MAU, with new employee spotlights and "Day in the Life" features on leadership.

Website Design & Development

We designed and built two custom websites for MAU: the flagship MAU.com site and a dedicated MAU Jobs site built for job seekers and applicants. Beyond the initial builds, we created reusable template pages MAU's team can use for ongoing initiatives and campaigns giving them the flexibility to launch new content without starting from scratch.

Ad Management

We manage targeted ad campaigns across Google and LinkedIn to reach both B2B decision-makers and job seekers. By tailoring creative and targeting to each platform's strengths, we help MAU build visibility with the right audiences while driving qualified leads and applicants.