A Look Inside
Recruitment Campaign
A Look Inside was designed as a recruitment campaign geared specifically toward attracting new diagnostic imaging technicians into the medical imaging department at Rutland Regional Medical Center.
The Goal
Build interest and recruitment numbers in the diagnostic imaging field across all Rutland Regional Medical Center modalities.
Client Requests
Clean & Simple
The diagnostic imaging team wanted a clean look that let the phrase itself shine
Communicates Skill & Expertise
The team was looking for a design that would communicate their expertise in medical imaging and advanced care skills
True to Their Field
The team wanted a design that was true to their identity as diagnostic imaging technicians and related to the field
Timeline
One month to design
My Role
Graphic Designer
Inside the Design Process
Early on in the process, logo variations were designed with colors inspired by the blue gradients and dark backgrounds associated with medical scans. Though different concepts were considered, the campaign's color scheme was established from the start.
Campaign Logo
After some back and forth with the diagnostic imaging team, we landed on the final design below for it's simple, but effective depiction of the skill and value Rutland Regional Medical Center's diagnostic imaging team brings to the table.
The main design element includes the top half of the "I" broken up into slices. This is an interesting element since it plays on the upper and lowercase version of the letter. In addition to its letter case duplicity, the design also nods to CAT and MRI scans that take photos of a person's anatomy in slices. In this way, the audience looks inside the letter the same way a diagnostic imaging technician would a person.
Leaveraging Transparency
One of the other main features within the campaign's advertising design is the transparent band outlining the large blue circle. This band is overlaid onto photography of patient care shots both as an interesting design and another nod to taking a look inside.
See Yourself as a Technician
The ad's QR code links to Rutland Regional Medical Center's diagnostic imaging careers website where applicants can learn more about the field, department, and hear directly from team through individual interviews. The QR code not only builds engagement by linking to informative content, but also gives its audience the immediate satisfaction of seeing themselves as a diagnostic imaging technician by getting to scan their own "patient" before being taken to the webpage.
Supporting Designs for Video Interviews
Video interviews from the team provide valuable information to future applicants about the workplace culture and diagnostic imaging field. A fixed footer throughout these interviews was designed to keep the logo and call to action top of mind. The same concept is reiterated on the end slate of each video, once again encouraging applicants to apply.
Measuring Results
Though this campaign is ongoing, results will be measured by analyzing the conversion rates from the diagnostic imaging careers landing page and reports from Rutland Regional Medical Center's Human Resources Department. Clicks and interactions with digital ads placed through local media publications will also factor into measuring the effectiveness of the campaign.