SERVICES
Strategy
Digital
Media
Design
Web
The Challenge
In June 2020, StaffDNA – based in Plano, Texas – launched a new platform and mobile app that allows travel nurses and other healthcare professionals to search and apply for temporary contract opportunities across the United States. The StaffDNA app also gives healthcare workers more control over their contracts and allows for higher pay packages.
At the height of the COVID-19 pandemic, nurses were in high demand everywhere, which led to major growth opportunities for StaffDNA. They partnered with Point in to support growth with media relations. They also engaged us on ESPN’s First Responder Bowl. With the due date upon us, we immediately provided creative in-house production and efficient channels to reach more healthcare professionals and promote downloads of the app.
212
PIECES OF MEDIA EARNED
7+
SUCCESSFUL MARKET MEDIA PITCHES
$492K
ADVERTISING EQUIVALENCY EARNED MEDIA
Our Strategy
Tapping the Network
StaffDNA needed to reach nurses everywhere. Meanwhile people everywhere wanted to know what was going on with the state of their city’s hospitals. Point bridged the gap by focusing in on local-level news media to offer StaffDNA’s experts and network of nurses to address questions around nursing job openings and the experiences of the nurses filling those roles.
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Our Strategy
Multi-Market Saturation
Read the Stories:
NBC DFW | News 4 San Antonio | KXAN | Fox 10 Phoenix | Spectrum Local
ESPN’s First Responder Bowl invited first responders, including nurses, to attend the game on December 27. During the game, StaffDNA aired TV spots and digital video ads on ESPN and in the stadium.
The Solution
Monitoring the Space
Point monitored markets experiencing higher nursing news or higher-than-average activity/pay packages in StaffDNA’s app to address COVID-19 surges. Our PR pros vetted the media interest in those markets and coordinated interviews with 1) StaffDNA representatives to speak to job data from the app and anecdotes from area hospitals, and 2) a StaffDNA-placed nurse working in each market to speak about their job experiences in relation to using StaffDNA. We also supported StaffDNA’s growth story with DFW business trade media relations and contributed articles in other states’ medical trade outlets.
Meanwhile, we kept a close watch on the language used around nursing shortages during the pandemic. Point coached StaffDNA’s subject matter experts in interview skills and positioned StaffDNA neutrally on the sensitive topic of addressing nursing shortages and providing temporary staffing solutions to hospital networks.
For TV, video, and digital ads airing during the First Responder Bowl, we featured real StaffDNA employees showing them caring for a patient, using the app, and meeting friends after work. This genuine feel attracted our target audience because we weren’t communicating “at them” but “with them.”
