TAG Case Study

TAG
Case Study

Genesis Health System Practice with Pride Campaign

Pride is difficult to measure but, when it exists in an organization, its effects can transform a workforce.

Overview

Last summer, Genesis Health System came to TAG to help with a nurse recruitment and retention struggle.

Challenge

The system had a desire to create interest in nursing positions at its various hospitals and clinics. The intention of the campaign was to highlight the benefits of working at Genesis and raise awareness of current job openings. That campaign was called ‘Practice with Pride’.

Approach

TAG created a vibrant color palette to compliment Genesis blue and created a mark that would personify and humanize the message. What’s more personal than a thumb print? It was important that each Genesis nurse tell his or her unique story about why they practiced with pride. Each nurse is an individual and we wanted the mark to represent that. So, each nurse marked their video with their thumb print.

From there, TAG went to work building a multi-media campaign. Through television commercials, bus wraps, custom photography for digital advertisements and Facebook advertisements, radio commercials, Pandora commercials, and direct mail pieces, we let the experiences of incredible Genesis nurses act as invitations for others to join them.

Genesis Health System Practice with Pride Campaign
Website Marketing Images
Website marketing design.
Genesis Health System Practice with Pride Campaign
Facebook Ads
Digtial ad design and management
Genesis Health System Practice with Pride Campaign
Outdoor Advertising
Billboard design and production.
Genesis Health System Practice with Pride Campaign
Bus Wrap
Full bus wrap design and implementation.
Services Utilized: DesignMediaDigitalStrategy
Results

Public Reaction:

The reaction to these 13 nurses’ stories was swift and overwhelming. Within the first 6 weeks, the Practice with Pride recruitment landing page had more than 6,000 visits and some of the nurse videos shared on Facebook were viewed more than 12,000 times and shared more than 70 times.

While the original goal of the campaign was to recruit nurses, TAG’s efforts created a cultural movement within the health system. Employees began to send letters to the Genesis Corporate Communications team explaining how they practiced with pride. Teams of nurses were complimenting and encouraging each other in the comment threads beneath the videos. Current nurses began to refer others to apply for jobs at Genesis. We were thrilled.

Incredible Continuation:

At an open house in April showcasing the new Genesis Orthopedic Hospital, nurses attended. They wore ‘Practice with Pride’ t-shirts stamped with thumb prints. They wore them proudly.

And now? We’re continuing the campaign. The latest ‘Practice with Pride’ video was published 24 hours ago. It has been viewed 1,700 times, reached 3,770 people, and been shared 15 times.

If that’s not pride, we don’t know what is.