Making a Life-Saving Difference

The North East Ambulance Service (NEAS) is a publicly funded organisation responsible for providing ambulance services in the North East of England.

They are an essential medical service for the region, responding to medical emergencies and transporting patients to and from hospital.

Recognising the need to attract top talent, NEAS partnered with us to streamline their recruitment process and launch an impactful regional campaign.

1,007,641

reach through targeted paid social media and out of home adshels in a 12-week period.

50%

increase in the number of job applications compared to the previous year.

78%

of the people who applied for positions through the campaign were shortlisted for an interview.

Senior Clinical Advisor

roles being completely filled during the project timeline.

Our approach

Our mission was to improve NEAS’s online presence, develop engaging materials, and create online content for advertising purposes to target their desired audiences. The end result: to boost job application numbers and find the right people to fill a range of different vacancies, carrying out crucial work for the health of more than two million people across the North East.

NEAS was recruiting for a variety of roles, from Heath Care Advisors to Advanced Practitioners, where the target audience ranged from recent university graduates and trained Paramedics, to those looking for a career change. With such a wide range to target, we wanted the ‘influencers’ of the campaign to be those working for NEAS, that have real stories to tell and can highlight the importance of the campaign – that every team member is a lifesaver.

We created a compelling brand identity for this campaign, using a bold ‘battenburg’ secondary graphic, replicating that found on NEAS vehicles, to immediately grab the attention of potential applicants, to build momentum and create a sense of urgency. We combined this with messaging that was impactful, concise, and accessible, reflecting the tone of voice of the organisation and providing a clear call to action: ‘Every team member is a lifesaver’.

Our marketing strategy involved the effective use of multiple channels to reach our target audience. We utilised social media, audio, and digital advertising, and in-person events to create a comprehensive and impactful campaign.

We created weekly social media content and delivered targeted social media advertising, focusing on priority demographic groups across Facebook and LinkedIn.

For engagement events, we designed and printed event banners, display cubes, leaflets and branded merchandise including pens, keyrings, magnets, and coasters.

We developed some scripts for audio adverts which ran for four weeks, covering Spotify, podcasts, and digital radio such as Absolute and Heart. In conjunction, we placed 160 internal carriage cards across the Tyne and Wear Metro and ran live Adshel adverts in six prime locations across the Newcastle area.

By employing these various channels, we could maximise our reach and engagement with our target audience, ensuring a well-rounded and successful marketing approach.