Case study · Health · Workforce · Oregon
Growing the I/DD nursing workforce
with Oregon Department of Human Services
The objective
Oregon Department of Human Services (ODHS) is a state agency serving more than 1.5 million Oregonians each year — children, families, seniors, people with disabilities, and people seeking employment. Using American Rescue Plan Act (ARPA) funding focused on workforce development and public-service delivery, ODHS engaged Applichat's research, marketing, recruitment, and technical assistance services.
The campaign set out to engage nurses with Oregon's Intellectual and Developmental Disabilities (I/DD) sector and grow a workforce the sector urgently needs.
What we delivered
Applichat produced a 70-page marketing strategy valued at $50,080, planning a $240,900 media spend. It featured an in-depth competitor analysis, targeted candidate personas, and a refined content strategy positioning I/DD nursing as a fulfilling, flexible career. We optimized the recruitment funnel and routed all traffic through a single destination, impactoregon.careers.
We then executed a multi-channel campaign across social and digital channels, a referral program, and partnerships. It generated 967,091 impressions, reached 191,021 individuals, and drove 30,480 clicks and 761 qualified nurse applications — 177 of whom were screened by a recruiter.
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