3fold considered the benefits working in a place like Southeast Alaska offered nurses – a slower pace of life, a fraction of the number of COVID cases, and lower patient volumes.

3fold leveraged these benefits, and a generous signing bonus, in the campaign messaging that ran in markets ranked as the worst places in the country to be employed as a nurse. States hit hardest by COVID, and who’s front line providers were the most tired, were the main targets.

The campaign was aimed at attracting nurses who were looking for more than just a paycheck—they wanted a job where they could make an impact on their community and maintain a work life balance. A digital and paid search campaign ran in Texas, Louisiana, Mississippi, Alabama, Georgia, Florida, South Carolina, North Carolina, Virginia, Virginia, West Virginia, Delaware, and Maryland for four weeks.