RTG Medical: Showing Travelers Just How Appreciated They Are

If you’re familiar with Nurses Week, you know it’s like Black Friday for medical staffing companies. Social media is abuzz as recruiters vie for travelers’ attention and likes. RTG Medical needed a way to break through this noise.

Many staffing companies stand out by giving travelers flashy and expensive gifts. But RTG wanted a solution that actually made travelers feel valued, and reaffirmed their brand promise: Nobody knows you like RTG.

How I helped:

  • -Created a survey to uncover what travelers want
    -Identified the key insight that most travelers don’t want a gift; they want time off
    -Led team brainstorming sessions to generate a “sweet” campaign concept based on this takeaway
    -Transformed the theme into consistent copy for the gift, direct mail, emails, reminder texts, a custom landing page, and social media
    -Collaborated on an influencer strategy to create extra buzz about the campaign

Campaign results:

  • -91% boost in job inquiries

  • -858% increase in Instagram reach858%

  • -550% growth in web traffic from social
    -Campaign reached 16,500 people
    -Followers grew by 42% on Instagram, Facebook, and LinkedIn

A phone with a text reads: "Andrea, dont miss out on your extra cool Nurses Week surprise from RTG Medical. Please take a minute to confirm the address where you'd like to receive your gift.
The campaign landing page reads: "Ready for your COOL surprise? We can't wait to make this Nurses Week extra sweet."
A photo shows the early gift a select gift of influencers received. A red RTG Medical ice cream scoop is next to a card explain the campaign. The headline is: Here's the scoop.
Four ice cream pints show different travelers doing different activities. Featuring real RTG travelers on the pints helped this campaign feel customized and personal.

*I got to strategically choose the ice cream flavors—a very cool part of this project.

Phone mock-up 2: A photo of two traveling nurses by a beach.
Phone mock-up 3: A red waffle cone background reads: Happy Nurses Week!
Phone mock-up 1: A photo of a Ninja Creami with copy about how to enter to win.
Phone mock-up 4: A story post asks if people have entered to win the Ninja CREAMi yet.

The highlight of this project was the outpouring of love it received from traveling healthcare workers on social.

*This work was created in partnership with Kristen Kelly—an incredibly talented designer—during our time together at Ervin & Smith.

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