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Recruitment Campaign & Conference - Case Study
Center for Vein Restoration (CVR), a rapidly expanding, multi-state private group of clinics focusing on treatment of varicose veins and spider veins, needed to make a statement -- that it was aggressively recruiting new physicians, vascular technologists and other professionals. The company decided to take advantage of a leading medical conference to literally make a big splash. A fun and engaging, mutl-facted campaign was designed to grab attention and get converesations started that could lead to inverviews and fast-track hires from professionals at the national American College of Phlebology Convention.
Themed "Only the Best," the campaign used refreshing images of gold fish making the leap to another bowl, symbolizing key messages for recruits: CVR represents a refreshing change in the healthcare marketplace, a place to work that's free from the hassles of traditional practices, and the strongest swimmers will thrive in this exciting, growing company. Campaign elements included recruitment brochures, trade journal ads, branded goldfish cracker giveaways and a colorful, nontraditional conference booth -- complete with a live mermaid mascot to greet visitors. RESULTS: CVR's booth had huge traffic with physicians and vascular techs in particular -- our target audience -- lining up for pictures with the mermaid mascot. The spectacle, far from the traditional "docs in white coats" approach, also gave pros more reason to engage with CVR at the booth and a corresponding happy hour event -- and feel more free and easy to talk about career options. The campaign follows on past, award-winning recruitment campaigns, with CVR having won several marketing industry awards, including two for B2B marketing, judged on creativity, content and effective messaging:
View PDFs & Images of Only the Best campaign materials: |
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