Our Work: NH Needs Caregivers
Healthcare marketing strategy that helps NH residents become LNAs
CLIENT: NH Needs Caregivers
We developed and launched the NH Needs Caregivers! initiative, a healthcare digital marketing campaign, to help nursing homes across the state train and hire Licensed Nursing Assistants (LNAs) to meet the demand for healthcare workers due to a chronic workforce shortage, an aging population and a pandemic.
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
Name development, logo design and branding
The goals for branding this LNA training initiative were clear: Highlight the urgency of New Hampshire’s need for caregivers in an approachable way. Through the branding process, we landed on the iconic Heart symbol (often associated with healthcare) combined with an emphasis on the “needs” word in the logo design. We created an inviting yet dependable color pallet consisting of blues, greens and a toned-down red accent. The result was a cohesive and versatile brand presence that greatly enhanced the healthcare marketing strategy.
We researched the backgrounds of people most interested in LNA positions by having conversations with human resources professionals and healthcare industry experts and pulling data on numerous socio-economic factors. Through this work, we created seven unique personas, which guided 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, allow for opportunities to pivot and incorporate integrations such as LiveChat, MailChimp and other email 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 marketing email automation software to keep them informed on webinars and virtual career fairs.
Campaign performance:
- 3% average open rate (36.1% – average performance in healthcare)
- 4.0% average click rate
Illustration and animation
Our creative team brought the personas we developed to life and produced and scripted a fully animated, two-minute video with custom illustrations to explain the process for becoming an LNA through 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 state-wide 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 the critical need for LNAs to the healthcare industry in a and 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.
