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Challenge
North Kansas City Hospital (NKCH), a 350-bed, all-private-room facility, recently underwent major expansion, including 20 new Med/Surg beds and a new Assessment Unit. The hospital has also developed new Critical Care and OB Internship programs and is in the process of adding new floors to its patient tower. Clearly, many fresh and exciting opportunities are available to nurses interested in developing a career with a respected healthcare leader. Our challenge was to create a campaign that effectively communicated the advantages of a career at North Kansas City Hospital and also established a memorable branding image. |
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.
Consult with NAS to implement a multimedia campaign that delivers results!
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