A recruitment campaign planned by catchment area
A nurse or doctor in the regions chooses an employer mainly by commute. A national campaign would pay for reach among people who will never travel to any of the sites, and a region-by-region campaign would fit no better — a hospital’s or clinic’s catchment ignores regional borders. So the media plan started from a map of the sites and from where people actually travel in from.
The brief
- Reach healthcare staff around each individual site, not nationally.
- Recruit in several regions at once without fragmenting the budget into unconnected local activity.
- Build communication that can be reused for further positions and locations.
The solution
- We split the campaign by the catchment area of each site, not by region. Each area got its own media selection, based on where the people for whom the commute is realistic actually live.
- The core of the media mix was regional media and local press — titles and sites chosen for their coverage of the catchment, so no money went on reach outside it.
- The print and outdoor side was complemented by targeted social and search campaigns run by OMNIA MEDIA. Both worked with the same areas and the same message.
- The visual was built on a single template, filled in with the specific position and location. Ads in different regions read as one brand, and a new variant did not need a new design.
The outcome
- Unified recruitment communication reusable for further positions and sites.
- A campaign running in several regions at once without splintering the budget.