here's what we've done
National Health Service Corps
Client
The National Health Service Corps (NHSC) recruits healthcare professionals to provide primary care in the nation's underserved urban and rural communities. Working with Reingold, the Corps has enlisted more than 1,400 ambassadors—volunteer healthcare professionals and academics—to recruit, train, and mentor students and clinicians who are interested in pursuing careers in primary healthcare.
Challenge
The NHSC has a dual challenge: to attract students and clinicians to the program, and to enlist, equip, and retain the ambassadors who are on the front lines of recruiting and mentoring students. Ultimately, by providing tools and outreach materials that make the ambassadors as effective as possible, the NHSC can achieve both goals of recruiting and retaining ambassadors and program applicants.
Enter Reingold
In our first engagement with the NHSC, Reingold developed a new identity for the Corps—America's Health Care Heroes—and refined the NHSC logo to give its new identity added emphasis and dynamism. Next, we featured that identity in a powerful and targeted campaign to recruit students, clinicians, and community leaders. When the NHSC reengaged Reingold four years later to strengthen and expand its ambassador program, we produced a new ambassador toolkit that underscores the career benefits of working in primary care with the tagline: Primary Need. Extraordinary Opportunity. We created brochures, information cards, and tabletop displays designed to help ambassadors generate student interest, and then put all the information and resources ambassadors need at their fingertips in a tabbed ambassador pocket guide that outlines the history and mission of the Corps and explains how ambassadors and their work fit in.
Results
Reingold's initial ambassador campaign tripled the NHSC's recruitment numbers—under the same budget. Today, the ambassador program is the NHSC's flagship recruitment program; in fact, the Corps no longer recruits students directly.