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Challenge:
Largo Medical Center asked NAS to develop a branding campaign with staying power of at least a year which would, above all, be visually exciting. They wanted highly conceptual ads-no photos of nurses in work settings or images of their hospital.
In addition, they emphasized that this new campaign highlight their employer of choice attributes in a unique and interesting way.
Solution:
Beginning with our proprietary Demand Chain-an extensive
discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding Largo Medical Center's situation. NAS created a new branding campaign for
Largo which features an animated starfish character "acting out" the headline in each of our ads. (We chose a starfish because of its association with the Gulf States-especially Florida-and its creative potential, i.e., it can be used in a variety of ways and formats down the road.)
Each headline focuses on a different employer of choice attribute, allowing us to create several different ads and rotate them to keep them fresh in the readers' minds.
Results:
Recently launched, this campaign has been well-received by readers
and has gotten numerous compliments from the HR department. Nursing numbers are up, and much of that can be attributed to the engaging series of trophy-embracing, golf ball-kicking, hospital bed-reclining, and door-opening starfish ads that have been created so far.
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