Our achievement is defined by our clients’ successes, AND WE CAN PROVE IT.

Client/Background
Carle Foundation Hospital is a 315-bed regional care hospital in Urbana, Ill.

Project
A nationwide nursing shortage has affected Carle Foundation Hospital, as many young people are turning to better-paying, less-stressful jobs in other professions. The hospital wanted to create an integrated nurse recruitment campaign using new media, including personalized URLs (PURLs), to fill 100 open nursing positions.

Strategies

• Campaign media, based on the theme “Your Perfect World,” included:
  • Print ads
  • Web banner ads
  • Outdoor
  • Radio spots
  • Posters
  • Displays
  • Direct mail featuring PURLs and an Apple iPhone giveaway
• PURLs connected to a microsite that offers information on nursing careers and allows the hospital to collect user information
• Chance for users to win one of four iPhones, as registering through the microsite automatically put the candidate in the drawing

Results

• 22 percent of microsite visitors asked a recruiter to contact them
• 89 new and experienced nurses hired
• Campaign extended by a month due to strong success
• Based on the campaign’s success, The Roberts Group also implemented campaigns to recruit pharmacists and physical therapists

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