Arrington Living Center | Residents & Recruitment
In 2024, a skilled-nursing facility reached out for help. Arrington Living Center Administrator Christie Miller had two problems: She needed job applicants and she needed residents to fill the rooms. Through strategic social media and traditional print advertising, ALC saw their job applications triple and their resident applications nearly double. The campaign was originally intended to run for a period of 90 days. Within two weeks, that duration was abruptly cut short. To quote Ms. Miller, "Don't advertise this anymore! I have so many applications, I can't sort through them all."
The usual protocol they used was "a social post." In today's social media saturated world, a post isn't enough. It takes a larger spectrum of advertising and brand solidification to achieve these results. In marketing, especially in rural areas, you can't expect to present yourself once and everyone flock to you. You have to strategically position yourself for the right people, using the right platforms, while solving their needs.
All photos were taken with a Panasonic Lumix GH5 MII and edited using Adobe Photoshop and Adobe Lightroom.
Video footage was shot using a Panasonic Lumix GH5 MII setup and edited/finalized using Adobe Premiere Pro and Adobe After Effects.
Click here to see the original campaign plan.
Click here to see the double-page OurSouth Magazine Ad.
Click here to see the Collins News Commercial Print Ad.
Paid Facebook ad for recruitment. Directed to nursing graduates. Actual resident and employee.
Paid Facebook ad for recruitment. Directed to seasoned nurses. Actual employees.
Photo changed later by request.
Alternation made.
Facebook Cover Photo
The Carolyn Norris Story | Swing Bed Program
The late Carolyn Norris was a bright and talented person. Known for her gospel voice and ministry, Carolyn is remembered mostly as the woman who simply didn't give up. While cancer may have shortened her time, it didn't diminish her smile or care for community.
In 2022, Covington County Hospital's Swing Bed Program was experiencing a shortage of patients. The Director of Nursing (then Lynn Scott) asked if there's anything I could do to help. I received word of a grateful patient by the name of Carolyn Norris who spent some time with us in recovery. She was happy to share her story, and its message was delivered through online and local television. The Swing Bed Program saw an increase of nearly 150% in referrals (according to numbers provided by the D.O.N.) within three weeks. This campaign went on to receive two awards from the Mississippi Hospital Association in 2023.
Out of respect for Ms. Norris, all sources for this campaign except for one have been removed since her passing.