Challenging geographical dynamics: Powys, known for its sparse population and limited access to mainstream media, posed a unique challenge in attracting potential candidates for this significant nursing endeavour. Overcoming geographic hurdles and media constraints became a pivotal task in the recruitment process.
Seizing the solution: In a collaborative effort with their media partners, M3, a comprehensive recruitment strategy was devised. This multifaceted approach amalgamated wide-reaching awareness initiatives with highly-targeted direct response marketing. A strategic blend of digital and print press publications laid the foundation for impactful mobile presence, equipped with digital content capabilities. The subsequent phase of the campaign harnessed the power of social media advertising and mobile/tablet syndication to pinpoint and engage potential candidates.
Content that captivates: A novel aspect of this campaign was the innovative content strategy that challenged conventional imagery of nurses, fostering intrigue and interest among a diverse demographic in terms of age and gender. All campaign materials were crafted in both Welsh and English, reinforcing inclusivity and reach. Precise tracking mechanisms, including tracking URLs, empowered Glued to monitor the efficacy of each advertising medium and campaign iteration.
Triumphant results: Based on the results of the initial campaign, Glued is now set to run an extended recruitment drive for a forthcoming cohort in September. The original campaign witnessed an impressive surge of over 4,500 page views, accompanied by an influx of applications substantial enough to cover costs. Beyond financial success, the campaign yielded invaluable insights and data, paving the way for a more robust recruitment solution for the upcoming primary degree commencement in the following September.
Jo Hemley, College Marketing Manager at the College of Human Sciences, Bangor University, said: “This was a great learning curve with Glued. Delivering results despite significant constraints and providing a solid foundation for greater recruitment later in the year.”
For results, delivered, contact Glued www.gluedlimited.co.uk | [email protected] | +44(0)7787 557 197 |
Picture caption: Partnering for Success: Powys Teaching Health Board, Bangor University and Glued Marketing Collaborate to Recruit Nurses utilising a multifaceted marketing approach, including the geographically tactical use of Advans
