In June 2012, a leading Arkansas health system decided to hold a Registered Nurse job fair for recruitment purposes. In this highly competitive field, most hospitals have a difficult time recruiting registered nurses. This health system and competing hospitals are active in recruitment marketing on television, billboards and grassroots public relations. The client needed to maximize attendance at the job fair, and Team SI only had three weeks to do it! The goal was to reach 100 registrations.
The Big Idea:
Team SI immediately designed a landing page that all traditional and digital marketing would point to. The landing page URL made it easy for potential registrants to quickly see the details of the job fair and to register.
Traditional marketing elements including television, billboards and print were adjusted to showcase the landing page. Team SI understood the need to find this niche audience online with direct targeting. SI launched two digital campaigns: Search Engine Marketing and Behavioral Banner Ad Targeting. In five states, our client owned the search engines when registered nurses were searching for job opportunities or other niche terms that this specific audience would search for. Team SI followed registered nurses all over the Internet with mobile and website banner ads. When registered nurses were reading related material, Team SI would follow them throughout the rest of their Internet experience with an interactive banner ad highlighting the job fair and the opportunity to join this leading health system.
- While only 25% of the budget was spent in the digital spectrum, 65% of total attendance was generated
through the Search Engine Marketing and Behavioral Banner Ad Targeting
- Attendance exceeded the goal by 100%