Fastaff Travel Nursing came to us with lofty goals: Dramatically grow qualified nurses (i.e. leads) in their database, while simultaneously driving up brand awareness and affinity.
So, how did we drive down their cost-per-lead by 41%, increase qualified nurses by nearly 10%, and magnify brand differentiation – all in just six months?
Our Approach & Results
The Fastaff brand is widely recognized for offering nurses the industry’s highest pay. Connecting with nurses interested in this opportunity and driving registrations was the goal of the digital team, so we delivered a strategy that linked brand to performance.
Through all of our research, we found one thing to be true: Fastaff nurses aren’t just any travel nurses – they are the ‘special forces’ of nurses. They are the first on the ground. They are eager to help. Exotic locations aren’t their priority. Instead, what matters most to them is that they are treated like a valuable resource.
Based on the insight, we sequenced our approach:
1. Revamped Fastaff’s creative platform.
We built out a creative platform geared to recognize, respect and represent travel nurses. “First to Serve,” Fastaff’s new creative platform, is a powerful acknowledgement of the commitment that these dedicated professionals embrace wherever they go. And Fastaff is committed to being “First to Serve” – on the nurses’ behalf.
Result: We successfully launched the creative platform across all marketing channels, differentiating them from their competitors by implementing a more serious tone. This “First to Serve” platform now lives on as a means to build the Fastaff brand.
2. Executed a retargeting buy aimed at those who were already interested.
We began our performance efforts, specifically search and display, by retargeting audiences who had visited the Fastaff website. These were quality leads who were the most likely to convert and could drive the most efficient initial acquisition.
Result: After taking over performance management and strategy in September, Fastaff saw its highest total leads per month – and most efficient cost-per-leads – of all of 2016.
3. Expanded content opportunities by developing a fully-integrated brand and performance campaign geared to:
a. Improve brand perception.
How we did it: We developed a cross-channel campaign asking Fastaff nurses to share their experience with the company on key review sites. By driving up Fastaff’s “star rating,” more potential leads might convert.
Result: Fastaff improved by .5 star on the top review site, elevating its brand perception in search results.
b. Generate awareness and conversation of/about the brand.
How we did it: We asked real nurses through social, e-mail and blogs for their tips and tricks when starting an assignment. To further extend our outreach, we leveraged industry influencer Epstein LaRue to share her advice, write blog posts and ask for tips from her social network. From their answers, we created a “Travel Nurse Guide” video series to help new nurses.
Result: We were able to generate awareness – to the tune of 1.1MM impressions and 144K video views. We also saw a large uptick in conversation, where share of voice amongst top three competitors increased from 16% (in Q1 2017) to 41% (in Q2 2017).
c. Increase branded search leads and qualified nurses in the database.
How we did it: Our efforts of building Fastaff’s awareness, conversation and perception led to an increase in branded search leads.
Result: We were able to surpass our 2017 goals of total nurse leads by 6% – and on top of that we lowered our cost-per-lead by 21%.
We not only met – but exceeded – Fastaff’s lead acquisition and awareness goals by merging their performance and brand work. We leveraged an already strong brand affinity to drive awareness among new leads, positive conversation/reviews, and drove up branded search leads. But most importantly, we treated these nurses like the valuable resources they are, helping that brand build consideration among new nurses.