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May 22, 2014
Client Name
Digital Strategy for Pediatric Nurses
Presented by: Eric Ritter

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2
TODAYSMEETING
• Our Process
• The Brief: Recap the discovery
• Insights: Cultural, Product and Consumer Truth
• The Strategy
• Key Idea
• Executions
• Campaign Architecture
• Campaign Elements
• KPIs
• Budget
• Timing / Next Steps

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3
thechallengeis…
thatcvicu&picunursesareunawareof
the Hospital

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thoseawareofit
Love It

5.
5Source: Yelp, Indeed, Glassdoor

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thereislotsof
One-Way Communication
ishappening

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7
Source: Radian6

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8
whatwehavebeenupto
KEY IDEA /
SOCIAL
STRATEGY
STRATEGY
CONCEPTING
CAMPAIGN /
ONGOING
ARCHITECTURE
KPIS
KICK-OFF
MEETING
QUAL AND
QUANT
RESEARCH
(IN PROGRESS)

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9
The
Brief

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10
Typetoentertext
Challenge
The right CVICU & PICU nurses are unaware of the Hospital
Goal
Increase the number of applications from the right nurses
Paid Advertising Budget
$XX,XXX for Display Campaign
Timing
Fall 2014

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11
OurTargetAudience—
PediatricCVICU/PICUNurses
•She works at a free-standing children's hospital
outside of Florida - most likely in the Midwest or
on the East coast.
•Her parents are retired and live on the West
Coast of Florida.
• She is standing firmly in here career with both
feet, but is ready to take it to the next level.
Currently, she is 28-35, unwed, has no kids, and
no seniority at the hospital she works at.
• She a sense of adventure and wouldn’t mind
continuing their career in the sunshine near the
beach.

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key
Insight
section

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ittakesaspecial
kindofpediatric
nursetochoose
thisfield.

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HumanResources
Facebookinsights
isthiswhatwe
want?
Source: Facebook Insights

15.
Top50Children’sHospitals
Source: Mapbox, US News

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KeyGoogleTrends-NICU
Source: Google Trends

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KeyGoogleTrends-CVICU
Source: Google Trends

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MRI
Media Consumption
• Heavy to medium Internet users -
135-155 index
• Heavy email users – 131
• Search for Financial information – 161
• Search Entertainment and Celebrity news
– 137
• Heavy social users – 222
Source: MRI
• MRI is a 3rd party survey based research company
• Aggregate consumer insights based on psychographics and
behaviors
• Based on Women 25-34, Healthcare Occupation
Interests
• Own smartphones and tablets/e-readers –
170
• Love mobile apps – 161
• Download music – 163
• Watch videos online - 115
• Likely to change jobs next 12 months -
167

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AudienceInsights
0%
10%
20%
30%
40%
50%
60%
70%
70%
66%
62%
57%
45%
40%
18%
14%
What type of medical or career-related information
do you regularly look for online?
Continuing education
Best practices
Case-related information
Patient education, materials
and resources
Patient care information
Side effects and pain
management techniques
Career opportunities and
advice
Stress management
Key Take-Aways
• Focus outside career boards/job listings through behavioral interests to capture remaining 82% of online
consumption
• Grow presence around educational content through contextual targeting
Source: UBM Medica – Nurses Use of Digital Media 2012

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AudienceInsights
• 88% of nurses use social media for personal and/or
professional purposes
• 43% of nurses use social media for job searches
• 46% rank LinkedIn as the top social media site for career
purposes, compared for 42% for Facebook
Key Take-Aways
• Continue social efforts through Facebook and LinkedIn
• Remove Mobile display efforts
Source: UBM Medica – Nurses Use of Digital Media 2012
44%
38%
11%
7%
Are you more likely to
access professional
websites from computer or
mobile device?
Computer only
Mostly computer,
sometimes mobile
About same for
each
Mostly mobile,
sometimes
computer

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KeyGoogleTrends-NICU
Source: Google Display Planner

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KeyGoogleTrends-CVICU
Source: Google Display Planner

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comScore
comScore Target Audience: W25-35; Searched online for
Healthcare Facility information in past 6 months; Healthcare
Practitioner and Technical job title; Healthcare Support
Occupation
Source: comScore

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EmbraceMobile
66%
66% of people searching for
“CVICU Jobs” are doing this from
a mobile or tablet device.
Plus, their index number is a very
high 170 for smartphones and
tablets/e-readers ownership.
Source: Google Display Planner & MRI

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weneedto
performmore
primaryresearch
onourtarget

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PROPOSED CONSUMER TRUTH
Career is important to them and they are willing to
relocate to the right place to take the next step.

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PROPOSED CULTURAL TRUTH
PICU & Pediatric CVICU Nurses are in
demand,highly compensated, and perform
emotionally draining work. Getting out of dreary
surroundings can be appealing.

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PROPOSED PRODUCT TRUTH
The Pediatric Hospital is the premiere
specialty pediatric nursing program
with a unique location.

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CULTURAL TRUTH CONSUMER TRUTH
PRODUCT TRUTH Proposed
STRATEGY
Neonatal Nurses are in
demand,highly compensated,
perform emotionally draining
work. Getting out of dreary
surroundings can be appealing.
My Career is important to me and
I’m willing to relocate to take the
next step.
The Pediatric Hospital is the
premiere specialty pediatric
nursing program with a unique
location.
Convince the targets that
we are the best choice to
further their career.

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The
Strategy

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ModernCustomerJourney
Source: Mooney, 2012

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MediaShortcuts
PAID EARNED OWNED

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PaidMediaSolutions
GOOGLE ADWORDS
SEO
SOCIAL ADS
DISPLAY ADS
JOB BOARD ADS

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GoogleAdwordsOpportunity-NICU
Keyword Avg. monthly searches CPC
nicu jobs 390 $0.92
nicu rn jobs 390 $1.98
nicu nurse jobs 260 $2.56
picu jobs 110 $2.23
nicu doctor 110 n/a
picu nursing 110 $0.92
nicu dietitian jobs 90 n/a
nicu manager jobs 90 $1.42
nicu nursing jobs 90 $2.40
cvicu jobs 50 $1.99
working in the nicu 50 n/a
jobs in the nicu 40 n/a
nicu job description 40 n/a
picu nurse jobs 30 $1.46
picu rn jobs 30 $2.28
nicu jobs in california 20 $0.54
nicu jobs chicago 20 $2.46
nicu careers 20 n/a
Source: Google Keyword Planner

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GoogleAdwordsOpportunity-CVICU
Keyword Avg. monthly searches CPC
cvicu nurse 210 $7.07
cvicu nurse salary 90 $2.07
cvicu nursing 70
what is cvicu 50
cvicu jobs 20 $1.99
cvicu rn 20
cvicu rn salary 20
what is cvicu nursing 20
what is a cvicu nurse
Source: Google Keyword Planner

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EarnedMediaSolutions
INFLUENCER OUTREACH
LONG FORM CONTENT

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LongFormContent
Source: allnurses

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OwnedMediaSolutions
SOCIAL PRESENCE
DIRECT RESPONSE ADS

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TimeInvestment
CAMPAIGNS ONGOING

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CreativeShortcuts
BRAND/JOBAWARENESS REASONSTOBELIEVE/APPLY ADVOCACY/RETENTION

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The
KEYIDEA

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KeyIdea
• The John Hopkins Medicine name
gives us leverage to appeal to the
rational side of potential nurses
• More importantly being a
neonatal pediatric nurse is
emotionally draining
• We have the key visuals to
support our strategy of
convincing potential nurses to
choose “a life on the beach” in
all phases of their digital
journey

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THEHOSPITALHAS
ALLTHEKEY
COMPONENTSTO
PERSUADETHEBEST
TALENTTOAPPLY.
Image source: vintagenurseromancenovels.blogspot.com

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The
Execution

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communicationsplanning

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DigitalCommunicationsFramework
APPLICATION
Hard hitting messaging:
Positions open
Aggressive compensation
RESEARCH
Messaging of key benefits
incorporating the brand idea
“Part of Johns Hopkins
Medicine”
MEDIA
Display Ads
TrueView Ads
Social WOM / Ads
MEDIA
Hyper-Targeted Display Ads
PPC Ads
Remarketing Ads
MEDIA
Nursing Community
HR Blog
Testimonials
Videos
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
WORK OF MOUTH YOUTUBE PINTEREST USNEWS.COM NEWSLETTER INDEED.COM
FACEBOOK CAREERBLISS.COM YELP GLASSDOOR.COM ALLNURSES.COM WULLO.COM CAMPUSRN.COM
APPLY TO THE HOSPITALCVICU NURSES 25-35
AWARENESS
“You might not be looking,
but…” messaging
One broad reason to believe.
MEDIACREATIVE

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CampaignArchitecture
WE NEED THE RIGHT
TALENT TO APPLY
SHOWCASE OUR
PEDIGREE
WE ARE YOUR ONLY
CHOICE
TOP OF MIND
FACEBOOK ADS
PUSH SOCIAL /
BLOG POSTS /
VIDEOS
HEAVY
REMARKETING /
JOB BOARDS
APPLICATIONCONSIDERATIONAWARENESS
CONVINCE APPLY NOW
BARRIERS
COMMS
TASK
BUSINESS PROBLEM
CAMPAIGN IDEA
POSITIONING
TACTICS

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CurrentDigitalEcoSystem
Email Newsletter Twitter Job Posts Search Facebook Page / Ads
HR Site Videos and HR Blog Content
Social Sharing Links and Nursing Community

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DigitalApplicantJourney
Awareness Ads
(Display,
Facebook, etc.)
HR Application Site
Follow us on Social
Retargeted Banner Ad
Retargeting
Database / Nursing Community
HRatACH
Exit
Site
Nurse
1st interaction
Nurse
2nd interaction
Newsletter
Videos and HR Blog

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CampaignRollout
MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6
REWORK FACEBOOK ADS / TESTING
TWITTER ADS / TESTING
REGULAR ANALYTICS TRACKING
DIRECT RESPONSE ADS
DIGITAL HUB/BLOG
PRIMARY RESEARCH
COMMUNITY ACTIVATION
TASK 1
GROUNDWORK
TASK 2
HELP WITH
RESEARCH
TASK 3
CONVERT
TARGETED DISPLAY ADS

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CampaignEco-System
FACEBOOK/
TWITTER
HR WEBSITE:
DIGITAL HUB
APPLY NOW
AWARENESS
ADS SEARCH
INDIRECT
DIRECT
TYPE OF LINK
BLOG
DIRECT
RESPONSE
ADS

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COMMS TASK 3
INVITE THEM TO
APPLY WITH A SENSE
OF URGENCY
COMMS TASK 1
ESTABLISH THE
HOSPITAL IN THEIR
MINDS
COMMS TASK 2
SHOW HOW WE CAN
IMPROVE THEIR LIVES
COMMS BARRIER
THE TARGET DOESN’T
KNOW ABOUT THE
HOSPITAL
CHANGE TO VERTICAL
COMMS BARRIER
TARGET DOESN’T
UNDERSTAND HOW ELITE
THE HOSPITAL IS
COMMS BARRIER
HOW DO WE ENSURE
THE RIGHT APPLICANTS
APPLY
TACTICS
REMARKETING
NEWSLETTER
DIRECT RESPONSE
ADS
TACTICS
SOCIAL ADS
VIDEO ADS
DISPLAY ADS
TACTICS
DIGITAL HUB
TALENT COMMUNITY

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SampleFacebookExecutions
APPLICATIONCONSIDERATIONAWARENESS
Source: Facebook Insights, Facebook Ads

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KEYPERFORMANCEINDICATORS

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KPIs
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consectetuer adipiscing elit,
sed diam nonummy nibh
euismod tinciduntt.
awareness
Impressions
Video views
Search Volume
increase
consideration
Digital Hub site visits
Digital Hub
Engagement
Twitter Followers
preference
Talent Community
Growth
Facebook Fans
APPLICATION
Number of
Applications on
Digital Hub
Increase in
Organic
Applications
retention
Email Subscribers
Talent Community
Growth

56.
GOALFORDIGITALHUB
METRIC FOR SUCCESS
C
TARGET ACTUAL
RECRUITMENT GROWTH 8% TBD
APPLICATION INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS 52% TBD
KEY IMAGE ATTRIBUTES
IS A HOSPITAL BRAND
IS A BRAND FOR ME
52%/46% TBD%/TBD%
COMMS TASKS - ADD VALUE
DIGITAL HUB
VISITS TO THE SITE 1,400,000 TBD
TIME ON SITE 2:20 0:00 TBD
EXIT POLL ON SITE
IS A HOSPITAL BRAND
IS A BRAND FOR ME
75%/60% TBD%/TBD%
EXIT POLL ON SITE
I’M INTERESTED VS. BROWSING 20%+ TBD%

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The
BUDGET

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OriginalTMPBudget
Total Impressions: 18.3 MM
Total Cost: $XX,XXX
CPM: $X.XX
Mojiva - Mobile $XX,XXX
Yahoo! - $XX,XXX
AddThis - $XX,XXX

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Option1:CampaignBudget
>Spending100%ondisplaymedia
Total Impressions: XX.X MM
Total Cost: $XX,XXX
eCPM: $X.XX
Verticals:
• Local News/Information: Brand Exchange
• Audience: The Trade Desk
• Content: AdPrime Health, Hulu
AdPrime
Health
Audience
Targeting
Brand
Exchange
Hulu
$28,500
$25,457
$15,042 $16,000

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Option2:CampaignBudget
>Startingwithresearch,content
Phase One: Research
- Gain a detailed understanding of the demographic and psychological
makeup of our targets
Phase Two: Content
- Create content based on our learning from the research phase
Phase Three: Launch Paid, Owned, Earned campaign
- Drive traffic to the digital hub to ultimately increase qualified applications
- Budget will be based on Phase 1 & Phase 2 findings.

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The
Timeline

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Timing/NextSteps
Completed
- Ensure Analytics is tracking correctly
- Create goals in Analytics
- Tag all Marketing activities
- Create tagged URL strategy
- Deploy tracking pixels
- Give tagged URL to vendors (Sample Vendor, Email, etc.)
0-60 days
- Trial Google Surveys
- Analyze form submission sources / Analytics
- PPC Ad discussion
- Redo current Facebook setup (Awareness, Consideration, Loyalty)
- Interview recruiters
- Focus Group with targeted Nurses
60+ days
- Launch Display Campaign
- Revisit Strategy and access implementation
- Develop a plan for mobile and tablet (non webkit browser) visitors