Brand Management | Medical
The Big Idea
SanStone Health & Rehabilitation is a statewide organization that sets the standard for excellence, growth, and passion in health and rehabilitative care. SanStone, like many healthcare employers, found themselves in disequilibrium post-pandemic, with a shortage of skilled and support staff and an abundance of residents needing short and long-term care. SanStone came to Kudzu with their needs, and together, we crafted and implemented a massive, statewide recruiting initiative. Kudzu also supported SanStone with media buys, collateral development, photography, videography, and strategic guidance to support this ambitious hiring campaign.
The Strategy
To easily and succinctly convey everything the Chamber does, Kudzu Brands developed unique brand marks, taglines, and ongoing initiatives for the Together We Are More campaign and other Chamber programs, including Sustainability Council, Manufacturing Mornings, Next AVL, WomanUp, Inclusive Hiring Partners, and the Industry Leaders & Influencers Circle. By making who they are and ALL they do simple to understand, Kudzu aided in increased member attraction and wider community engagement.
“We partnered with Kudzu Brands in October 2021 to launch a state-wide recruiting and awareness campaign through radio, lead generation, social media, OTT, and OOH tactics. Tracking the success of these tactics by matching back actual applicants and hires to the campaign has been invaluable. Because of this recruitment campaign and Kudzu’s expertise and guidance, we’ve maintained our workforce while not relying on third-party agency staffing, which is a rarity in our industry.”
– Travis Fowler
Director of Creative Services
The Impact
Since the SanStone market included the entire state of North Carolina, they required concrete indicators to show their investment was fruitful. Through multiple channels and reporting measures, SanStone is now able to track conversions and career form fills to unique strategies in each market they serve. Their unified campaign across the state, bolstered by local career fairs and hiring events, has lead to a significant increase in brand awareness, website traffic, employment applications, and hundreds of new employees.
The Work
