The document outlines a mobile and digital advertising strategy focused on engaging passive candidates in the healthcare sector, particularly targeting registered nurses through advanced geotargeting and demographic tactics. It emphasizes the importance of mobile consumption versus advertising spending, recommending personalized ad placements on platforms like Facebook and Instagram, along with in-app ads and text marketing for effective candidate outreach. Success stories highlight measurable results from recent campaigns, demonstrating the effectiveness of this strategy in acquiring high-quality healthcare talent.

1. Mobile/Digital Advertising Strategy
presented MONTH DAY, YEAR
Presented To: NAME
Presented By: NAME
THE POWER OF MOBILE
Using Social Media and Mobile
To Engage and Acquire
Insert Client Logo Here

2. THE IMPACT OF
TECHNOLOGY
IN ONLY
8 YEARS

3. …and how it has influenced people looking for jobs
Data Source: Glassdoor 2016

4. Reaching Passive Candidates on Mobile Devices
Data Source: LinkedIn 2013

5. Not “IF” but WHEN candidates are
researching careers on a mobile device
Tablet users
80% research new career opportunities at home after work
Smartphone users
51% research new career opportunities on their lunch/coffee break
36% do so during their commute
Data Source: LinkedIn 2013

6. THE BIG GAP: MOBILE SPENDING VS MOBILE CONSUMPTION
% of Time Spent in Media vs. % of Advertising Spending
Data Source for Time Spent: eMarketer
Data Source for Ad Spending: ZenithOptimedia
When Will Mobile Get Its Fair Share?

7. BUDGETS MOVING AWAY FROM PRINT, BROADCAST
Marketing Spending Plans for 2016, by Media Type
Data Source: StrongView/Selligent

8. We Specialize In Engaging passive candidates
& Acquiring high quality candidates

9. CURRENT CLIENTS IN 2016

10. Mobile/Digital Advertising Strategy

11. PINPOINT TARGETING
TARGETING:
• Registered Nurses
• 5+ Years Experience
• CITY, STATE +30 miles
NO WASTE!
Only Pay For Those
You Want to Reach

12. OUR MOBILE DISPLAY NETWORKS
 Over 9 Billion Impressions/Day
 Premium Inventory
 Real Time Bidding
 Daily Placement Optimization
Over 350 Display Networks

13. LASER-FOCUSED NURSE TARGETING
GEOTARGETING, GEOFENCING & GEOCONQUESTING
• Pinpoint candidates based on their location
• Target competing health centers
DEMOGRAPHIC & INTEREST TARGETING
• Only target candidates who meet your standards and
certification
• Find people that show interest in health related fields
DAYPARTING
• We know the best days to run your ads
• Target night shift workers at your competitor
WE DON’T SET IT AND FORGET IT

14. GEOTARGET, GEOFENCE & GEOCONQUEST
Geotargeting: Serve ads to those
within 10 miles of your facility
Geofencing: As a more defined form
of geotargeting, geofencing can be
used to create a virtual barrier
around a specified area. An example
would be a healthcare fair.
Geoconquesting: Another from of
geotargeting, geoconquesting can be
used to pinpoint qualified candidates
that are located in your competitors’
facilities.

15. DEMOGRAPHIC & INTEREST TARGETING
Demographic targeting: Target based
on gender, age, parental status,
income, languages known, etc.
Interest targeting: Target based on
pages or topics your audience has
liked, apps they use, posts they
publish on their timeline, and their
other activities on desktop and
mobile.
Behavior targeting: Target based on
the user’s search history, pages they
have visited, and their purchase
history.

16. DAYPARTING
Day parting: Present your message at
the right time that makes sense for
your target audience. Perhaps
offering a dayshift job to an RN
currently working the night shift.

17. MOBILE WEB ADS
Your ads run across thousands
of locally relevant mobile
websites, like People.com.
COMPONENTS OF MOBILE ADVERTISING

18. IN-APP ADS
Your ads will be seen in the
apps that nurses and allied
health professionals are using
every day.
COMPONENTS OF MOBILE ADVERTISING

19. COMPONENTS OF MOBILE ADVERTISING
FACEBOOK
Your message will be placed in
front of thousands of nurses that
fit your target audience!

20. COMPONENTS OF MOBILE ADVERTISING
FACEBOOK CAROUSEL
 8x Better Engagement
 3x Better Click Through
ATS Internal Study, First Quarter 2016

21. COMPONENTS OF MOBILE ADVERTISING
INSTAGRAM
NEW! Facebook owned
Instagram offers segment
targeting and a younger skew.

22. COMPONENTS OF MOBILE ADVERTISING
LANDING PAGE
When a candidate taps on
any of your ads they will be
sent to a custom landing
page. Information provided
will then be available to
your recruiters.
MOBILE
DISPLAY
IN-APP
NETWORKS
FACEBOOK INSTAGRAM

23. YOUR INFORMATION IS ALWAYS AVAILABLE
Candidate
Dashboard
 Manage, Sort, & Track
Candidates
 See Results in Real
Time

24. Follow Up
COMPONENTS OF MOBILE ADVERTISING
When users complete the
landing page form, they
instantly receive a follow-
up email with a link to fill
out a more detailed
application on desktop.
DISPLY
IN-APP
NETWORKS

25. COMPLETE CAMPAIGN IN ACTION
GENERATE
AWARENESS
BUILD
ENGAGEMENT ACQUIRE
NEW NURSES
• Social media advertising
• In app ads
• Mobile web ads
• Retargeting
• Email list targeting
Custom mobile landing
page
Access your leads
through your dashboard

26. CAMPAIGN FLOW FOR THE CANDIDATE
SEE YOUR
MESSAGE
FILL OUT THE
LANDING PAGE
RECEIVE A THANK
YOU EMAIL AND
TEXT WITH A LINK
TO THE FULL
APPLICATION

27. COMPONENTS OF MOBILE ADVERTISING
TEXT MARKETING
Follow up with applicants using
text messages.
TRY IT!
Text “WORK” to
84444
To see it in action!

28. COMPONENTS OF MOBILE ADVERTISING
RINGLESS VOICEMAIL
• Your message will be sent
directly to the applicant’s
voicemail

29. Every day new
companies enter the
mobile ecosphere,
where the pace of
innovation is
exceedingly high.
The process can
become confusing
fast.

30. Every day new
companies enter the
mobile ecosphere,
where the pace of
innovation is
exceedingly high.
The process can
become confusing
fast.
We live, dream and
sleep mobile so you
don’t have to.

31. SUCCESS STORIES
BAYLOR, SCOTT & WHITE
● 48 HOSPITALS IN TEXAS
● TEST MARKET IN WACO
● NOW HAVE RECRUITED FOR 14 HOSPITALS INCLUDING THE NEW
HOSPITAL WAXAHACHIE. TOTAL CAMPAIGNS = 17
● RN, ICN, OR, RADIOLOGY, PHARMACOLOGY, ADMIN
● 2 WEEKS ON, 1 OFF, 2 ON, 1 OFF, 2 ON (8 WEEKS)
● WEDS 6PM - MONDAY NOON
● $5000 INVESTMENT
● 112 LEADS, 18 HIRES IN WACO ALONE

32. OUR SOLUTION INCLUDES:
• Targeting Strategy
• Creative Design
• Media Placement
• Landing Page Dev & Hosting
• Daily/Weekly Monitoring
• A-B Testing
• Optimization
• Performance Analysis
• Advertising Media
• Facebook
• Instagram
• In-App
• Mobile Web
• Retargeting
YOUR HEADACHE, OUR MEDICINE
THE BEST NURSES & ALLIED HEALTH PROS
ARE OUT THERE...

33. Barb Osier Breeser
Purple Gator – an atsMobile company
Digital Mobile Marketing Strategist
TWITTER: @barbosier
EMAIL: barb@purplegator.com
FACEBOOK: Facebook.com/atsMobileNOW
LINKEDIN: linkedin.com/in/barbosier
OFFICE: (515) 850-1162
MOBILE: (515) 371-7552