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Challenge: Condell Health Network, a comprehensive, not-for-profit, privately owned and operated healthcare system serving Lake County, Illinois and surrounding communities, wanted a warm, heartfelt way to express their admiration to their nurses during National Nurses Week in 2004. At the same time, they decided to promote an open house for nursing professionals. The challenge for NAS Creative was to reflect a message of appreciation in a unique, sophisticated way while including a mention of the upcoming recruiting event.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-we developed a sincere message of gratitude, using an elegant, royalty-free photograph that stood out in terms of color and design. The open house information was written to flow naturally from the lead-in paragraph. Final result: a lovely, sincere message that addressed the emotional impact Condell nurses have on the entire health system.
Results:
Reaction was very positive to NAS' treatment of an important ad that recognized some of the hardest-working members of the network-a Condell Health Network spokesperson called it a "fabulous ad that reflected the warm environment at Condell."
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