Rise Above the Rest: Rogers Behavioral Health Targets Recruits with Pizza Box Topper Campaign
In an innovative effort to recruit Residential Care Specialists, Rogers Behavioral Health launched a targeted campaign using pizza box toppers in Whitewater, Sun Prairie, and Waukesha, Wisconsin. By delivering their message directly into the hands of recent college graduates, Rogers Behavioral Health was able to connect with potential candidates in a setting where they might least expect it—while enjoying a pizza at home.
Campaign Overview
With a compelling message—“Rise above in your career with a national leader specialized in psychiatric care”—and eye-catching visual artwork, Rogers Behavioral Health used pizza box toppers to create a strong call to action. These ads were distributed to consumers via pizza deliveries, directly targeting individuals who might be considering their next career move in the mental health field.
Engagement and Metrics
The campaign reached over 15,000 consumers, generating an estimated 3.2 million impressions at a CPM of $2 to $3. By combining the convenience of pizza delivery with a message that encouraged professional growth, Rogers Behavioral Health effectively reached its target audience of recent graduates in an approachable and non-intrusive way.
Why This Strategy Worked
Relevant Targeting: Recent college graduates are often unsure about their next steps. By using pizza box toppers, Rogers Behavioral Health tapped into a common experience—ordering pizza—making their recruitment message both timely and accessible.
Appealing to Career Growth: The phrase “Rise above in your career” directly appealed to graduates looking for meaningful, impactful work. Pairing this with a message from a national leader in psychiatric care added credibility, making the opportunity more attractive.
Engaging Visuals: The pizza toppers used bold, attention-grabbing visuals, ensuring that the message stood out even in a casual setting, and encouraging recipients to consider the role of a Residential Care Specialist.
This campaign by Rogers Behavioral Health demonstrates the power of thinking outside the box—literally. By leveraging pizza box toppers to reach recent graduates, the organization not only expanded its recruitment reach but did so in a way that was cost-effective and engaging. This strategy shows how non-traditional advertising can be a creative and effective tool for attracting talent in niche sectors like mental health care.
