Company: NurseWise, St. Louis, MO, U.S.A.
Company Description: NurseWise is a wholly owned subsidiary of Centene Corporation that is in the business of providing multilingual telehealth (nurse triage and health education) services. We partner with health plans, hospitals, providers, colleges and universities, and other specialty organizations to ensure all callers have access to high quality, appropriate care.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Internal Communications - Under 1,000 Employees

Nomination Title: My Personal Purpose

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Overview

When you think about why you do what you do, personally and professionally, what comes to mind? That’s what NurseWise asked employees for the “My Personal Purpose” project. What resulted was a powerful display of messages about hope and caring for others. The project was NurseWise’s first attempt to connect its six locations throughout the U.S. through communication and events. Additionally, it was a way to help employees relate to and influence the company's purpose work.

Approach

An extensive marketing plan was created for all communications, promotional materials, and event logistics.

• Personal Purpose events (complete with food!) were held at each location, with an employee serving as photographer, helping to further engage the teams.
• During the events, employees wrote their Personal Purpose statements on 12x12 cards. Then they were photographed holding the cards.
• The next month, the photographs were created into six videos that launched NurseWise’s celebration of 2014 Nurses’ Week.
• A new video was shared each day during Nurses’ Week. Through the use of an integrated strategy, daily emails to all employees, daily intranet and website posts, and daily tweets helped to engage both the internal and external audiences and drive them to NurseWise’s website where the videos were housed.
• A social media contest for sharing the videos was launched internally. Each day, employees were encouraged to share the video and ask others to share the videos.

Per Kimberly Tuck, RN, NurseWise’s CEO: “My Personal Purpose was a fun and impactful way for NurseWise employees to share who they are and what they stand for. The messages shared, and even the way that they held the cards, let their personalities shine through. I’ve always known we have a compassionate, motivated team, and now others can see it come to life in the video through their inspiring words.”

Results

• Employee morale and engagement increased! NurseWise employees across the country shared their positive outlooks on life – and their love of how they make a difference each day in the lives of co-workers and the people we serve.
• As the first-ever cross-location event and communications strategy, NurseWise achieved a 34% participation rate with employees in Tempe, Ariz.; El Paso and Tyler, Texas; Fort Lauderdale, Fla.; Atlanta, Ga.; and St. Louis, Mo., taking part in local My Personal Purpose photo events.
• The six Personal Purpose videos on nursewise.com prompted double the day-of page views of the week previous, a 200% increase in site visits.
• A 9% increase in email opens as compared to general company email communications.
• A cross-location communications committee was formed as a result. In just three months, the committee tripled in size. Now employees are asking to join – rather than the company asking for volunteers.
• A best practice was added per NurseWise’s CEO. My Personal Purpose videos are included in the new hire onboarding process for all employees. Each new team member is asked to create a Personal Purpose statement during new hire orientation.
• My Personal Purpose videos are used in sales presentations and have resulted in positive accolades from prospective clients, and most importantly, have been a major factor in winning business because of the caliber of the team represented

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Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Part of NurseWise’s senior leadership, Marketing & Strategy Director Jennifer Bonham manages company reputation and brand through integrated marketing and communications strategies development. A hands-on creative director, Bonham leads the PR, creative, web and social media functions that market innovative health care programs contributing to increased compliance, market penetration and customer satisfaction. Bonham also leads the internal communications and leadership communications efforts, as well as proposal development.

Prior to joining NurseWise, Bonham served as the Creative Services and Communications Director for the nation’s sixth largest Catholic health system. For the past 17 years, Bonham has held progressively responsible roles in marketing, creative and communications. She holds a bachelor’s degree and master’s degree from Webster University, where she serves in the University’s mentorship program.