Introduction to White Glove

White Glove is a premier healthcare staffing agency with three distinct divisions, offering a comprehensive solution for placing nurses and other healthcare professionals in a variety of settings, from hospitals to homes. Their mission is to provide highly qualified healthcare staffing along with responsive support and professional development opportunities to healthcare providers nationwide. With a strong reputation and name recognition in the New York -New Jersey region, White Glove is a trusted partner to hospitals, healthcare facilities, and patients alike.

CHALLENGES

Ensuring a consistent and substantial pool of quality nurses to sustain business growth and meet the demands of healthcare facilities.

There was a significant loss of partnerships and associations with various nursing schools and institutions after the COVID-19 Pandemic.

Struggling to connect with and recruit travel nurses to fill more placements and contracts out of state.

Despite the age of the organization, White Glove lacked any significant, consistent online presence.

While successful in the New York City metro area, the company struggles to grow its national reach.

Lack of development for White Glove’s other brands; Home Care and Early Intervention.

APPROACH

As a client through a previous employer, White Glove's account was under my management. Upon completing an intensive multi-day discovery, my team and I gained a deep understanding of the substantial scope of this client's needs. It was evident that we would need to tackle and alleviate their concerns through a well-planned, multi-phased strategy. All of the work shown today was completed during phase 1.

DISCOVERY

RESEARCH

RECRUITMENT PLAN

BRAND ACTIVATION

ORGANIC DIGITAL MARKETING

PAID DIGITAL MARKETING

RECRUITMENT PLAN

MARKETING PLAN REIMAGINED

White Glove's primary objective was to increase nurse recruits and placements, which influenced our decision to rename our marketing plan to a recruitment plan. To achieve this, we conducted a thorough analysis of their competitors' strategies and recruitment processes, which provided us with valuable insights for our approach. We also surveyed and interviewed nurses to better understand their motivations and job search methods, which helped us shape our marketing initiatives. This was a massive team undertaking, and I took on the role of leading and conducting the market research, as well as developing the various recommended campaigns. The culmination of our efforts generated this beast of a document that outlines strategies, essential touch-points, and messaging to achieve the client's goal.

BRAND ACTIVATION EVENT

During Nurses Week, our agency organized a brand activation for White Glove to honor healthcare heroes. We arranged a heartfelt and engaging event, and went the extra mile by providing an ice cream truck adorned with the White Glove branding. This visually appealing and memorable presence was a symbol of appreciation and recognition for the incredible work nurses do.

Our team took this truck to several high-traffic hospitals across New York and New Jersey, ensuring a wide-reaching impact. At each location, we hosted a raffle and giveaway, inviting nurses and healthcare professionals to participate and enjoy a well-deserved treat. The event was not only a celebration of their dedication and hard work but also fostered a strong sense of community and appreciation.

2,000+ ICE CREAM CONES

We distributed more than 2,000 ice cream cones to healthcare professionals at 13 hospitals in the New York City metropolitan area. This gesture was a heartfelt token of our gratitude for their unwavering dedication to patient care.

15% FOLLOWER INCREASE

Our social media posts about the event reached an impressive 400,000+ accounts, creating an uptick in views and engagement. Notably, these posts also led to a substantial increase in our account following, reflecting the impact of our Nurses Week celebration on our online community.

500 GIVEAWAY ENTRIES

Our giveaway and raffle during the event garnered 500+ entries, providing us with valuable contacts for potential engagement. These entries serve as a foundation for future outreach and an opportunity to welcome new members into White Glove's extensive network.

PRESS COVERAGE + BRAND VISIBILITY

The increased brand visibility and press coverage generated a surge in public awareness and recognition of White Glove's commitment to healthcare professionals. This positive exposure further solidified the company's reputation and positioned it as a notable advocate for healthcare heroes.

RESULTS

Increased nurse placement as a result of the successful travel nurse campaign

Improved public image and increased press coverage

Expanded reach and engagement through the implementation of a new social media strategy

Enhanced market presence at both local and national levels

Sustained business growth providing a solid foundation for future phases

DELIVERABLES

WHITE GLOVE - RECRUITMENT PLAN