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Challenge: NAS partnered with Saint Anne's Hospital to develop an exciting new employment brand with a friendly/fun look and feel. It also required the flexibility for use in a wide range of media. The targeted audience included college students and all disciplines of local healthcare talent, including RNs, Imaging Technicians, Therapists, Dieticians and Social Workers. Healthcare administrators, including accountants and directors, were also targeted. Influencer targets were friends, family and the continuing education program personnel.
Solution: Beginning with our proprietary Demand Chain - an extensive discovery process that allows us to customize deliverables - NAS made a significant commitment to understanding Saint Anne's Hospital's situation. Our team set out to address common misconceptions among healthcare professionals regarding a wide range of issues (pay, environment, etc.). The word "Myth" was used to catch the reader's eye, and to expound on what most readers mistakenly believe to be true. The body copy cemented the employer of choice attributes of our client. Visually arresting photographs were chosen to conceptually depict the issues. The campaign included direct mail postcards, print ads, flyers and posters.
Results:
One postcard was mass mailed to 7,754 RNs within a 20-mile radius of Fall River, Massachusetts, and the client filled their 12 open positions. Another postcard initially attracted over 50 people to attend their event, and continues to attract favorably on a monthly basis. The client has been extremely pleased with the brand creation and end result.
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