TravelNurse.me is a company which matches nurses with hospitals & medical centres all around the United States. Since nursing jobs are in high demand, shortages are considered a rule, rather than an exception. The usual concept is that nurse gets an assigned to one area, which usually lasts for a couple of weeks, up to a couple of months. After the assignment ends, nurses can choose the next area in which want to be assigned. Aside flexibility & freedom to choose the work location, travel nurses also enjoy higher base pay, higher bonuses, tax breaks, generous reimbursements & retirement benefits, which makes the job very attractive to nurses across the United States.
Since TravelNurse.me is a mediator between job seekers and job givers, the challenge was to fill the gap between the demand and supply. To be more precise, we needed to motivate nurses to apply for the TravelNurse.me’s travel nursing program, while lowering the cost-per-applicant.
After the audience research it was obvious that our desired audience is going to be consisted out of women, segmented by the type of nursing job they do. Initial testing showed that nurses are motivated or apply for this program mostly because of two reasons - higher income or desire to travel & experience different parts of the country. With that in mind, we’ve decided to go with banner ads on Facebook, which communicated simple, but clear message, followed up by reassurance sequence which showcased all of the benefits which travel nursing job can offer.