Recruitment Emails
Project
The NHS is a publicly funded healthcare system in England. Due to declining interest in nursing careers, they were facing a supply gap of 50,000+ nurses by 2021. A new campaign was needed to reverse this trend and fuel applications for Nursing degrees. ‘We Are Nurses. We Are The NHS’ campaign included billboards, TV adverts, website and CRM emails.
The emails targeted subscribers that expressed certain interest in studying nursing with the aim to convert this interest to action. The emails guided the audiences through the application process and kept them inspired along the way by showcasing the extraordinary nature of the nursing roles. The work showed real nurses and patients, lifted the lid on role realities, and captured camaraderie and dedication of the nation’s beloved team.
Involvement
Creative, Design
Client
NHS England
Agency/Studio
MullenLowe Open
Campaign Awards
The DMA 2020
Gold – Best Integrated Campaign
Gold – Best Customer Journey
Gold – Best Use of Data & Insight
Gold – Public Sector
Silver – B2C Campaign
EFFIE UK 2020
Silver – Positive Change: Social Good – Non-Profit
We did an enormous amount of CRM and sent out emails targeting all groups. These were really successful in driving people to the recruitment website and getting them to actively apply for nursing courses.
Lovisa Silburn
Yes, of course you have the big shiny ATL, but they didn’t neglect the performance driver (the CRM). They really delivered on the targets through tailored CRM.
Charlotte Langley
Campaign Results
Despite ⅓ less budget, the results exceeded all expectations across every stage of the funnel. The CRM journey saw a high open rate of 45% on average (more than double the industry benchmark) and showed consistently strong engagement, particularly from career switchers, outperforming previous NHS campaign benchmarks. The overall campaign increased consideration (+6%) and the number of UCAS nursing applications (+6% YoY), delivering £131 million in NHS freelance savings; an ROI of £14.9:1.