Kane Communications Group is a communications firm that works closely with executives to develop organizational communication frameworks and strategies that define brands, build reputations and inspire business results.
The Milwaukee County Behavioral Health Division (BHD) provides care and treatment to adults, adolescents and children with mental illness and substance abuse disorders.
With behavioral health needs on the rise and a nationwide nursing shortage on their hands, BHD was experiencing an extreme shortage of nurses. Even with jobs openings posted on the County’s website for months, they were not receiving applicants. To make matters worse, the closure of a long-term care unit led to false rumors that they were closing.
Kane Communications Group saw an opportunity to increase nursing applicants at BHD by first combatting the closure rumors with a widespread media campaign, and secondly to increase interest in a career as a BHD mental health nurse among local nurses. Campaign creative was developed after Kane conducted focus groups and interviews with nurses to develop audience personas and profiles to inform the creative insight: That our nurses run towards those in need and fight the stigma that surrounds mental health with compassion and strength.
The campaign itself received:
- 13 million+ impressions, with $32k in added-value due to Kane’s negotiations and public relations efforts
- Digital ad click-through-rates of 0.37%
- 120,000+ video views
- Coverage on local and prime-time news
Leads coming in through the website specifically referenced campaign efforts, such as this one: "I enjoyed the videos on your website and saw the two female RNs on the local news. I am looking to find a job where I am really able to make a difference and help the people in my community." - Nursing candidate, later hired
Members of BHD’s leadership team and their board shared that not only did the campaign create awareness and drive leads, but it impacted the QUALITY of leads: "I’ve been getting a lot of good feedback from new hires stating they had seen the billboards in the past and really liked the message behind the campaign. Many of the managers and staff have also commented on the better quality-candidates coming through because of the campaign." - BHD Chief Nursing Officer
The campaign ran for three months. Along the way, BHD successfully recruited twenty nurses to fill open positions and their day shift was fully staffed by the campaign’s end.
Clients: Mike Lappen & Linda Oczus
President & CEO: Kimberly Kane
Executive Producer: Davidson Kane
Communications Director: Sarah Fracek
Public Relations Manager: Katy Glodosky
Account Coordinator: Tricia Timmers
Creative Director: Tom Ketterhagen
Digital & Recruitment Strategist: Todd Nilson
Media Strategist: Julie Kinunen