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Challenge:
St. Francis Hospital was suddenly ready to jump on the technological bandwagon and start to use e-cards for their new college recruitment campaign. In order to create an impressionable flash e-card that they could send out to college students prior to on-campus visits, St. Francis turned to the experts at NAS. It was critical that the campaign not just be about the job. It had to talk about work/life balance and life outside the hospital, too. It also had to be "hip" enough to go younger in its appeal.
Solution:
The NAS Creative Team proposed the use of actual St. Francis nurses depicting all the positive aspects of working at the hospital. Different versions of e-cards were created to accommodate all types of client needs, including college visits and job fair announcements. The theme corresponded to St. Francis' established marketing theme. The sound of a beating heart opened up with the first frame, blending into background music that was kept very upbeat and energetic throughout the remaining frames.
Results:
As a result of the overall campaign, of which the e-card was one vital component, St. Francis was able to attract a record number of new grad recruits, as well as nurse externs. The client said they were "extremely pleased" with the final numbers, which totaled 30 new grad hires and 20 nurse externs during the spring season, plus an additional 20 new grad hires during the winter season.
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