cLIENT CASE STUDy
Next Move Healthcare
Next Move Healthcare is a leading provider of clinical talent to hospitals, healthcare systems, physician groups and other healthcare employers nationwide. They do this through their wholly-owned subsidiaries Next Move, Inc., which provides premier travel nurse and allied healthcare talent, and Prime Surgical Associates, which provides world-class surgical staffing services.
Executive Media Training Focused on Real-World Scenerios
Ongoing Media Inquiry Support
Launch of New Brand Identity
The Challenge
Next Move, Inc., a rapidly expanding travel nurse agency rooted in Kansas City, has experienced remarkable growth since the year 2020. This growth has been so substantial that it led to the establishment of a holding company, Next Move Healthcare. Additionally, in a strategic move to broaden its services, Next Move Healthcare successfully completed the acquisition of Prime Surgical Associates, a well-established surgical staffing solutions agency based in Kansas City. In an exciting collaboration, Conway Marketing Group joined forces with Next Move to enhance its brand identity as a holding company. Through this partnership, the aim is to solidify Next Move Healthcare’s position as a premier provider of clinical talent catering to healthcare employers across the nation.
Services
Public Reltions
Media List Building
Press Releases
PR Calendar
DELIVERABLES & ACTIVITIES
What We Delivered
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Executive Media Training: Our initial focus was on preparing Next Move’s executive team for media interviews through real-world scenario-based training. This involved individual virtual meetings, key message preparation, and a custom media training session. The goal was to identify strengths, provide feedback, and develop a media spokesperson matrix and strategy.
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Media Lists and Key Messages: We collaborated with Next Move to develop a core set of key messages and build media lists with relevant contacts. This involved multiple rounds of revisions to refine the messaging and outreach to media contacts to introduce Next Move in a friendly manner.
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Identify News Hooks and Crafted PR Calendar: We worked with Next Move to identify upcoming developments and announcements, developing a strategy for announcing and promoting them effectively. Additionally, we created a PR calendar with deadlines for drafting and approval, allowing flexibility for shifting priorities and breaking news.
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Strategic Announcement Strategy: Collaborating closely with the Next Move team, we devised and executed a strategic announcement strategy to generate excitement around the organization’s newly redesigned website and subsidiaries. This initiative ensured that Next Move’s narrative resonated with stakeholders and clients, facilitating a seamless transition, and fostering transparency throughout the process.
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Draft and Pitch Content/Announcements: Our team drafted announcements, press releases, and thought leadership content according to the PR calendar and company needs. We pitched media outlets to position Next Move spokespeople as expert resources and placed thought leadership content with external publications.
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Ongoing Media Inquiry Support: Throughout the retainer, we provided ongoing support by fielding media inquiries and preparing Next Move spokespersons individually as needed. Additionally, we offered refreshers and additional media training support to ensure the team remained effective communicators.
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Press Release Dissemination: Facilitating the dissemination of four press releases, we effectively communicated major company developments and milestones to stakeholders. These press releases served as valuable tools for maintaining stakeholder engagement and sustaining a strong presence in the media.
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Iterative Approach to Strategy Refinement: Building upon the insights gathered from our evaluation, we employed an iterative approach to refine Next Move’s public relations strategy. This involved analyzing media performance, identifying emerging trends, and fine-tuning our messaging and outreach efforts accordingly. By continuously optimizing our strategies, we ensured that Next Move remained agile and responsive in an ever-evolving media landscape.
OUR IMPACT
The Results
Next Move Healthcare debuted to the world on March 2, 2023. The news was immediately received with interest by the local business media, and the announcement led to conversations with staffing industry trade media that opened up thought leadership opportunities for the Next Move executive team. The narrative created through our announcement strategy also ensured that all Next Move clients were kept well-informed about the company’s evolution, and transitioned smoothly.
Our PR manager arranged impactful interviews with national and local business, news, and trade publications and podcasts, such as the Kansas City Business Journal, the Springfield News-Leader, KSMU, NursingColleges.com, Staffing Industry Analysts, and Banking on KC. Additionally, we facilitated thought leadership articles at no cost, skillfully crafted and placed in respected publications like The Staffing Stream, MedPage Today, and Staffing Industry Review.
15
Media
Mentions
4
Press
Releases
3
No-Cost Thought
Leadership Articles
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