Our Work: NH Needs Caregivers
Marketing Strategy Case Study: Healthcare marketing strategy that helps NH residents become LNAs
CLIENT: NH Needs Caregivers
What does it mean to be “essential”? In 2020, Cookson Communications answered this with the NH Needs Caregivers! healthcare workforce development campaign. The initiative helped skilled nursing and longterm care facilities in New Hampshire fill critical shortages in the healthcare workforce with the hiring of new Licensed Nursing Assistants (LNAs). Marketing efforts gained traction in 2021 and grant funds were renewed twice due to its success.
What We Did
- Name development, logo design and branding
- Website design and marketing automation
- Illustration and animation
- Webinar and virtual event management
- Communications, public relations and healthcare marketing strategy
- Digital advertising campaign creation and management
Name development, logo design and branding
The branding highlighted the urgency of New Hampshire’s need for caregivers in an approachable way. We used the iconic Heart symbol (often associated with healthcare) combined with an emphasis on the “needs” word in the logo design. Seven unique personas were brought to life in a series of fully animated videos designed to explain the process for becoming an LNA through NH Needs Caregivers.
We researched the backgrounds of people most interested in LNA positions by having conversations with human resources professionals and healthcare industry experts as well as reviewing available socioeconomic data. The seven unique personas we created served as guides for all future marketing strategy and design.
Website design
The NH Needs Caregivers! initiative website’s main goal was flexibility. The design needed to grow with the program and incorporate integrations such as LiveChat, MailChimp and other marketing automation. We built the website on a WordPress platform and installed Elementor Pro to allow for seamless content updates, form integrations and support of the healthcare digital marketing strategy. The mobile-responsive website features subtle animation, simple and clear UX and straightforward navigation.
Website design: marketing automation
As part of the marketing strategy, we integrated a lead-capturing form on the microsite for prospects ready to take the next step towards becoming an LNA. For those who needed more information, we put them into a nurture stream using automated email marketing tools to keep them informed of upcoming webinars, virtual career fairs, and other opportunities to gain additional information.
Overall Campaign performance:
Campaign Sign-up Email performance:
Illustration and animation
Our creative team brought the personas we developed to life by producing a fully animated, two-minute video with custom illustrations to explain the process for becoming an LNA with assistance from NH Needs Caregivers. We created 15- and 30-second versions to use across social media and as radio and video PSAs.
Webinar and virtual event management
With in-person events and job fairs on hold in 2020, we needed to pivot. We participated in virtual career fairs with various statewide partners, like JobsInNH and NH Employment Security. We also scheduled and managed our own virtual events and webinars to give prospects the opportunity to meet the caregiver career team.
Communications, public relations and healthcare marketing strategy
We announced the start of the program and explained the critical need for LNAs to the healthcare industry in a scripted the explainer video in a way that the audio could stand alone as a healthcare PSA. The PSA was played on six FM stations 1,820 times and on three AM stations 88 times.
Digital advertising campaign creation and management
Through advertising on Facebook, Instagram and Google Ads, we built an e-mail database of over 3,500 people who expressed interest in learning more about becoming an LNA in New Hampshire through the initiative. We utilized email marketing automation to create distinct audience segments for each geographic region of the state kept audiences informed of webinars, virtual career fairs, and eventually local in-person events to guide them through the training and certification processes.
Built an e-mail database of over
contacts
More than
people signed up
Approximately
started training
Approximately
went into the workforce as new LNAs
