Benedictine
OBJECTIVES
Being short on good help is a universal problem, especially in long-term care. Benedictine came to us knowing they needed to recruit not just people but the RIGHT people to care for residents in their nursing home and assisted living communities all across Minnesota. With their benefits really setting them apart and the support system built into each community, we focused on the feelings that employees get when they’ve been able to pour their heart into “work with purpose.”
Solutions
- Developed the campaign “Work With Purpose” with messaging to attract people who truly care.
- Launched an educational landing page with a CTA and easy form to apply.
- Custom video testimonials of current employees and photography of real residents.
- Targeted specific demographics with social media and digital campaigns.
Results
new website users
ad clicks
impressions
(Digital results from October to December 2023)
Be Fulfilled
Be Valued
Be Admired
Advertising & Media
With a play on the BE at the beginning of the word Benedictine we came up with campaign messaging such as Be Fulfilled, Be Valued, Be Admired. To show the right faces, we captured custom photography and videos, and targeted specific demographics with social media and targeted digital campaigns.
Website Design & Development
We also developed a landing page at a custom URL (workwithpurposeMN.com), to educate the need for nurses and caretakers, to hear testimonials from current staff members, and to ask them to get started on their career growth journey.
Photography & Video
Custom photography and video shows the heart and real-life scenarios caretakers may find themselves in with Benedictine. It shows how meaningful it is to work with residents, have a laugh with them, and help them live fulfilling lives.