Bringing Meaningful Care to Wisconsin
DCTS Nurse Recruitment Campaign
Situation
In 2024, Kane Communications Group worked with the Wisconsin Division of Care and Treatment Services (DCTS) to create a targeted marketing campaign to recruit out-of-state nurses for their care and treatment facilities.
DCTS is a division of the Wisconsin Department of Health Services that provides resources for individuals living with psychiatric disorders and intellectual disabilities, including community mental health and substance use services. Its programs also support individuals in the criminal justice system and protect client rights for people receiving services for intellectual disabilities, mental health and substance use.
Opportunity
DCTS had over 400 open clinical positions across its seven facilities and sought to recruit clinicians from out of state. Previous recruitment efforts lacked a targeted approach to candidate profiles and did not sufficiently track campaign metrics. Kane’s opportunity was to create a targeted marketing campaign to attract talented healthcare professionals to Wisconsin and DCTS.
Approach
Kane worked with DCTS to implement a digital recruitment campaign from April to June 2024, targeting nurses, social workers and psychologists in the following states:
Illinois
Indiana
Iowa
Michigan
Minnesota
Wisconsin
Kane conducted comprehensive research to create a campaign that authentically reflected DCTS culture, included messaging that resonated with the target audience and effectively attracted qualified candidates.
Kane’s paid media strategy included:
LinkedIn Advertising
Social Mirroring Ads - Facebook, LinkedIn and Instagram Story
Display Ads
Results
DCTS received 197 applications, 57 of whom were registered nurses.
Paid media efforts resulted in 2,832,422 impressions, 38,045 clicks and a click-through rate of 1.34% (19 times higher than the national average of 0.07%).
