Our Work: NH Needs Caregivers
Marketing Strategy Case Study: Healthcare marketing strategy that helps NH residents become LNAs
CLIENT: NH Needs Caregivers
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. We created and brought to life seven unique personas, and produced and scripted a fully animated videos to explain the process for becoming an LNA through NH Needs Caregivers. We also created a flexible microsite to grow with the program, allow for opportunities to pivot and incorporate integrations such as LiveChat, MailChimp and other email automation. The site included a lead-capturing form for prospects ready to take the next step towards becoming an LNA.
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
Website design: marketing automation
Campaign performance:
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
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.
Digital advertising campaign creation and management
Through advertising on Facebook, Instagram and Google Ads campaigns, we built an e-mail database of over 2,600 people in New Hampshire who expressed interest in learning more. We put them into a nurture stream using marketing email automation software to keep them informed on webinars and virtual career fairs and 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
