|
Challenge: NAS' challenge was to create a multi-page, 4-color brochure that would be used both as a marketing piece (to entice people to relocate to the Camden area) and a recruitment tool for the Human Resource department of Kershaw County Medical Center. While our main objective was to showcase the hospital and its services, we also wanted the brochure to convey the message of "quality" and have it stand out from other healthcare brochures at recruitment or other trade show events.
Solution:
Once we reviewed the goals and recruitment needs outlined in the Creative Brief prepared for Kershaw County Medical Center, we went ahead and researched Camden, South Carolina, the home of KCMC. The creative team decided to play up the area's claim to fame: thoroughbred horse training. We felt the theme of horse racing was a nice way to weave the "quality of life" in Camden throughout the recruitment brochure. Instead of putting a large picture of the Kershaw County Medical Center on the cover, we wanted an image that would capture people's attention and inspire them to pick up our brochure over someone else's. We believe the picture of horses in a mid-air jump with the sun setting in the background did just that.
Results:
The hospital was very pleased with the content and quality of the brochure. They've mostly been using it for recruitment of physicians and for select staffing positions. People who've seen the brochure felt it did an excellent job of presenting the community and highlighting the very professional atmosphere of Kershaw County Medical Center. The client recently printed another 10,000 copies of the piece, as well as updated inserts that are used to provide information about the hospital and its current staff.
Click here to download PDF file
|
