All Saints Healthcare

Event Marketing

ASSESS

All Saints Healthcare, located in Racine Wisconsin, needed to hire 30 Registered Nurses (RNs) as quickly as possible; hiring managers had already asked Human Resources to set up a hiring event. A significant amount of time had transpired since the last event and the managers needed this one to take place before the end of the year. With little time and such a large number of hires needed, planning around the holidays would be a key strategic challenge.

STRATEGIZE

Bernard Hodes Group proposed having the hiring event at the local mall, where qualified nurses who interviewed would receive a $200.00 gift certificate for their holiday shopping.
The theme became “Unwrap a new career at All Saints.” The event would be held right after the Thanksgiving holiday and Hodes would develop an integrated strategy to compete with holiday advertising.

IMPLEMENT

A direct mail piece was produced and sent to nurses within a 70 mile radius of the hospital. Hodes created radio spots that ran on local stations one week prior to the event and posters for display in the mall. E-mail blasts were sent through Nursing Spectrum to all nurses in Wisconsin and to critical specialties and an internal e-mail was also sent to current employees inviting them to bring a qualified nurse to the event, as they would also receive a $200 mall gift certificate.

Print ads were placed in local newspapers and in Advance for Nurses. Press releases were written and sent to all local television stations, radio stations and newspapers in the area.
The story was picked up by four television stations that aired the story nine times on the day
of the event. The local newspaper also wrote a front-page article that ran the Sunday before the event.

MEASURE

The key to a successful initiative was to devise advertising that would cut through the holiday clutter and deliver results for All Saints Healthcare. Bernard Hodes Group was able to craft a compelling call to action, even during the busiest time of year. As a result of Hodes’ outreach efforts, over 230 interviews took place, with more than 150 continuing on through the hiring process. All Saints Healthcare was able to make 34 offers, the majority resulting in new hires.