Solution: Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding Kernan's situation. NAS suggested a two-day telephone job fair to target nursing professionals within the Baltimore market. A telephone job fair would provide candidates with an opportunity to get to know the people and team culture of this facility-and give them instant access to decision makers-without the cost and time investment of a traditional open house. Kernan set up a vanity line for the calls; direct mail pieces, print ads, and radio spots on three local stations put the message in front of thousands of certified professionals. Pieces were designed with a lighthearted theme, "Get a jump on a great career," to give busy candidates a feel for how quickly and effortlessly they could attend the job fair-even if they were "swamped."

Results: Candidate response was impressive.and Kernan rang up exactly the results they needed. Not only was the client extremely pleased with the quality and quantity of candidates that "attended" the two-day phone event, but they were also able to hire ten experienced Registered Nurses and a new Nurse Manager.