Project Description

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Campaign Background

Aneurin Bevan University Health Board is one of the largest NHS health boards in Wales and provides primary and secondary care to a population of more 639,000 people.

The Practice Education Team in Aneurin Bevan UHB have developed an innovative International Nurse Support Programme to provide sponsorship and tools for learning to assist overseas trained Nurses already in the UK in gaining NMC Registration through its structured registration support programme.

Aneurin Bevan UHB engaged HST to develop a brand that would resonate with the programme’s primary target market and to create a bespoke education and recruitment event to directly engage under-employed overseas trained nurses currently living and working in the United Kingdom.

Campaign Overview

HST developed a comprehensive marketing strategy that included the development of the UK Nursing Pathway brand and the creation of a bespoke recruitment event for prospective nurses to attend.

The recruitment event included a blended multi-channel advertising campaign incorporating both traditional and digital advertising to target under-employed overseas nurses in the UK that maybe interested in joining the programme.

HST’s event management services included venue selection and hire alongside event staff being present at the event on the day to manage the build-up, registrations and break-down.

The campaign resulted in 176 overseas trained nurses that were already based in the UK but that had failed to secure their NMC Registration, applying to attend the event of which 84 were invited and 45 attended on the day.

£19.4m

The equivalent reduction in agency spend from directly employing 420 Nurses

Campaign Overview

HST developed a comprehensive marketing strategy that included the development of the UK Nursing Pathway brand and the creation of a bespoke recruitment event for prospective nurses to attend.

The recruitment event included a blended multi-channel advertising campaign incorporating both traditional and digital advertising to target under-employed overseas nurses in the UK that maybe interested in joining the programme.

HST’s event management services included venue selection and hire alongside event staff being present at the event on the day to manage the build-up, registrations and break-down.

The campaign resulted in 176 overseas trained nurses that were already based in the UK but that had failed to secure their NMC Registration, applying to attend the event of which 84 were invited and 45 attended on the day.

£19.4m

The equivalent reduction in agency spend from directly employing 420 Nurses

Campaign Key Statistics

176

The Number of Nurses that Registered to Attend the UK Nursing Pathway Open Day using Facebook, Twitter, Instagram and LinkedIn to Advertise the Events

84

The Number of Nurses that were invited to attend the UK Nursing Pathway Open Day

45

The Number of Nurses that attended the UK Nursing Pathway Open Day

Campaign Key Statistics

176

The Number of Nurses that Registered to Attend the UK Nursing Pathway Open Day using Facebook, Twitter, Instagram and LinkedIn to Advertise the Events

84

The Number of Nurses that were invited to attend the UK Nursing Pathway Open Day

45

The Number of Nurses that attended the UK Nursing Pathway Open Day

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London Office
Tel: + 44 203 574 4586
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Tel: + 61 2 9056 2673
Toronto Office
Tel: + 1 647 977 9442
Dublin Office
Tel: + 353 1 826 0692
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