Solution: To gain the insight we needed to create a campaign that was on-target, we interviewed nurses and nurse leaders at NKCH, including the RN Education Coordinator and RN Nurse Manager, Med/Surg. Through our discussions, we learned that North Kansas City Hospital placed a strong emphasis on continuing education, had an excellent mentor/preceptor program for new graduates, offered flexible scheduling, and provided nurses with both tangible and intangible rewards. To succinctly and powerfully convey all that we had learned, NAS created the theme, "Expect Respect, Find Satisfaction." The visual for the campaign is a single long-stemmed rose that intertwines in the headline design. Campaign components include both black and white and full-color ads, radio spots, transit advertising, and an e-card. In addition, the campaign features a highly effective streaming video that can be accessed by candidates on the hospital's website. The video showcases the hospital's CEO and members of the nursing team explaining why North Kansas City Hospital is the place to be for a career that's fulfilling on many different levels.

Results: The campaign has been highly successful, resulting in 200 new hires over a three-month period, including 86 new grads. In addition, the number of applications and hits on the NKCH website increased dramatically after the launch of the "Expect Respect" Campaign.