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Challenge:
How do you entice new graduate nurses to take a look at your opportunities? For four collaborating hospital systems in Columbus, Ohio, the answer was easy: give them the bigger picture. In conjunction with the Columbus Chamber of Commerce, the group had created a website that would showcase the benefits of working-and living-in the third-fastest-growing major metropolitan area in the Midwest. To attract the right audience to this site, the team tasked NAS Recruitment Communications to create just the right message and method of delivery.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding the situation of this unique consortium. NAS targeted not only new nursing professionals at colleges throughout the area, but also professors and others with significant student influence, with vibrant e-cards that drew attention to the careers and lifestyle nurses could find "Only in Columbus!" Using photos of actual city life in Columbus, the quick delivery of the information was punctuated with sound effects to reflect the vitality and energy of the city.
Results:
Within the first month alone, visitors to the Columbus health care site doubled...and candidate response improved among all four hospital systems. Not only did the e-card strategy exceed the clients' expectations, but plans are also in the works to expand the campaign to include a customized trade booth where all four employers can showcase their unique strengths, and where a "traveling" version of the piece will give candidates a sense of the great life available to them "Only in Columbus!"
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