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Challenge: Fun, friendly and family-oriented: that was the approach University of Maryland Medical System (UMMS) was looking for when it asked NAS to develop a theme for its first system-wide Open House. Held at the spectacular National Aquarium in Baltimore, the event would, for the first time, offer area health professionals across multiple disciplines the opportunity to learn about the careers available at all six of UMMS' network facilities-facilities that represented a diversity of world-class clinical specialties. And to reflect their family-oriented environment and commitment to positive work/life balance, UMMS opened the event to families as well. This meant the message had to have a warm appeal that could be delivered across a variety of media:print, radio, online, and direct mail.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding UMMS' situation. NAS targeted healthcare professionals for multiple disciplines within the Baltimore and Washington, D.C. market with "Catch Us All in One Spot," a campaign that tied the event's unique setting to its equally unique opportunity. Bright and animated characters added a whimsical touch that carried through from print and online advertising to day-of-event signage. Direct mail pieces, print ads, banners and "e-blast" animated e-cards put the message in the hands of thousands of certified professionals. Plus, a series of "bubbly" radio spots reminded area professionals that the entire family was invited, as the event neared.
Results:
With over 650 attending the night of the event, candidate response was quite impressive...and "netted" the system the desired result. Among the six network facilities, 57 professionals from a variety of disciplines were hired ...quite a splash for a single event!
Winner of 2005 SIAA and EMA awards for Creative Excellence.
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