NIHD Proposal
NORTHERN INYO HEALTHCARE DISTRICT
A place to live.
A reason to give.
A future to build.
Supporting NIHD’s Recruitment, Foundation & Community Goals
Prepared by Travel Bureau
NORTHERN INYO HEALTHCARE DISTRICT
Discovery
Key takeaways from our initial meeting.
| Focus | Initial Takeaways |
|---|---|
| Priority roles | Perinatal RNs; surgical staff; rehabilitation staff, including physical therapists and speech-language pathologists; clinic staff; and radiologic technologists. Additional priorities to confirm. |
| Target markets | Primary: Southern California (Los Angeles to San Diego) and Reno. Secondary: San Francisco and Denver. Tertiary: Test other outdoor recreation markets. |
| Success | Qualified applications, interviews, and hires for priority roles. Supporting indicators include microsite visits, interest-list signups, application clicks, email engagement, and social engagement. Establish baselines, reporting responsibilities, and targets with NIHD Marketing. |
NORTHERN INYO HEALTHCARE DISTRICT
Recruitment: One connected journey.
Apply lifestyle-brand marketing to build interest, capture leads, and support recruitment.
Campaign funnel
Attract
Put Bishop in their path.
Reach healthcare professionals where they spend time, digitally and in person.
Engage
Help them visualize the move.
Bring prospects to the microsite to explore life in Bishop, career opportunities, and available relocation and housing information.
Convert
Turn curiosity into a connection.
Invite prospects to leave their email so NIHD’s recruitment team can follow up.
Recruitment funnel
Contact
Start the conversation.
Discuss specialty, qualifications, timing, and relocation needs.
Evaluation
Find the right fit.
Apply for a relevant role and move through screening and interviews.
Offer
Make the move possible.
Work through compensation, schedule, benefits, and practical questions about moving.
NORTHERN INYO HEALTHCARE DISTRICT
Recruitment: Microsite & Campaign
Create a recruitment home base with NIHD’s new videos as the centerpiece, supported by creative that brings prospective candidates to the site.
| Deliverable | Scope |
|---|---|
| Website | Develop one destination to explore Bishop, discover career opportunities, and connect with NIHD. |
| Campaign | Work with NIHD Marketing to develop the 2027 recruitment campaign. Together, we’ll develop new concepts and refine the direction that best fits NIHD. |
| Brand Book | Establish headlines, subheadlines, copy, typography, color palette, visual direction, and usage guidance. |
| Creative | Develop microsite copy and agreed campaign layouts using existing video and licensed photography. |
| Measurement | Track campaign sources, QR-code visits, interest forms, and application-link clicks where technically available. |
NORTHERN INYO HEALTHCARE DISTRICT
Recruitment: Owned Channels
Turn interest into an ongoing connection through the channels NIHD controls.
| Channel / Workstream | Role |
|---|---|
| Website | Bring careers, life in Bishop, and relocation information together. |
| Keep interested candidates connected to opportunities and recruitment. | |
| Social | Share NIHD’s people, work, and community stories. |
| Collateral | Make opportunities easy to discover and share across campus. |
| Reporting | Review website engagement, email response, and recruitment inquiries. |
Owned channels give earned and paid activity a destination—and support follow-up.
NORTHERN INYO HEALTHCARE DISTRICT
Recruitment: Earned Channels
Build awareness and credibility through other people’s voices.
| Channel / Workstream | Role |
|---|---|
| Press | Share timely stories with local, lifestyle, and healthcare publications. |
| Employees | Help NIHD’s team share their experiences and career opportunities. |
| Creators | Explore relevant healthcare and outdoor communities that could introduce NIHD to new audiences. |
| Reporting | Track outreach, coverage, referrals, and follow-up opportunities. |
Earned stories bring new audiences to NIHD’s website and give its own channels more to share.
NORTHERN INYO HEALTHCARE DISTRICT
Recruitment: Paid Channels
Extend the campaign into selected markets and reach candidates beyond NIHD’s existing audience.
| Channel / Workstream | Role |
|---|---|
| Plan | Select audiences, markets, channels, and budget. |
| Creative | Adapt the campaign for selected placements. |
| Launch | Coordinate approved media placements. |
| Optimize | Review response and refine the campaign. |
| Reporting | Review spend, campaign response, and available recruitment outcomes. |
Paid media expands reach, while owned channels help turn that attention into recruitment conversations.
NORTHERN INYO HEALTHCARE DISTRICT
Foundation: Website & Communications
Refresh the digital home. Give leadership a new starting point for donor conversations and a consistent way to share the Foundation’s impact.
| Deliverable | Scope |
|---|---|
| Website (Refresh) | Refresh the Foundation website for a renewed launch. Highlight its mission, priorities, impact, and ways to give and get involved. |
| Strategy | Work with Foundation leadership to identify an agreed number of prospective corporate and private donors. Develop an initial donor communications and outreach strategy, with leadership guiding relationships and outreach priorities. |
| Content | Create a reusable website story format and begin one monthly blog post or update. Adapt each story into related social posts that bring people back to the website, coordinating publishing with NIHD Marketing. |
| Press Release | Create a press release template and prepare one quarterly release around a substantive announcement, milestone, or impact story. Coordinate approved local media distribution. |
| Coordination | Plan content, gather input, coordinate approvals, and review available performance insights with Foundation leadership and NIHD Marketing. |
OUR RECOMMENDATION
Start focused. Build together.
Begin with two digital home bases. Get comfortable with my working style and process, then expand together based on priorities, results, and available budget.
| Stage | Investment | Timeline | Recruitment | Foundation |
|---|---|---|---|---|
| Build Home Base | Project Fee $15k | 30–45 days | Build a recruitment microsite with NIHD’s new video as its centerpiece. Connect life in Bishop, career opportunities, and a clear path to recruitment. Establish inquiry routing and an initial email acknowledgment. UI Draft | Refresh the Foundation website for a renewed launch. Give leadership something new to share with prospective donors and the community, highlighting its mission, priorities, and ways to give. UI Draft |
| Develop the Programs | Optional Retainer Fee $1,500–$3,000/month | 30–90 days | Develop email follow-up, campaign direction, a focused brand book, and an agreed set of creative assets alongside NIHD Marketing. | Identify prospective donors with leadership. Develop an outreach strategy and templates for monthly website stories, related social posts, and quarterly press releases. |
| Share the Story (Local) | Optional Retainer Fee $1,500–$3,000/month | 30–90 days | Introduce the campaign across NIHD TVs, campus bulletin boards, and social channels. Announce the microsite through local press and make opportunities easy to share. | Begin monthly website updates and related social posts. Prepare a press release around a meaningful announcement, milestone, or impact story. |
| Share the Story (Target Markets) | Planning: Agreed Retainer Buying: Priced to Media Budget | 30–90 days | Develop a targeted media plan around priority roles and markets. Recommend channels, costs, and timing; coordinate approved placements and track response. |
After Launch
Review progress and the working relationship. Agree on whether to begin ongoing support.
After Program Development
Review the work and priorities together before continuing.
Before Media Buying
Evaluate early results and agree on whether to proceed with media buying, including scope, fees, and media budget.
Complimentary: Happy to have a meeting with the social team to discuss formats I’ve seen performing pretty well in this region.
Housing: Confirm the need and explore a community-supported approach, potentially through a “Friends of NIHD” initiative. Scope and budget separately.
NORTHERN INYO HEALTHCARE DISTRICT
Project Notes
Included services, website standards, and scope considerations.
| Area | Scope |
|---|---|
| Timing & Engagement | Each subsequent phase can run between 30–90 days, with timing and continuation agreed together. The $15k project fee covers both websites. Work beyond the websites is optional and prioritized within an agreed scope and budget. The $1,500–$3,000 monthly support fee covers Recruitment and Foundation together. The fee depends on agreed workload and deliverables. Any overlapping work will be covered by one agreed monthly fee unless separately approved. |
| Meetings | Includes one weekly meeting throughout the project, either at NIHD or online. Meetings will be held online when I’m traveling. |
| Websites | Agree on page counts, content responsibilities, hosting, maintenance, and recurring platform or licensing costs before kickoff. Target launch is 30–45 days; timing depends on content readiness and the turnaround of leadership feedback and approvals. |
| Revisions & Approvals | The website project includes three rounds of consolidated revisions per site:
Revisions refine the agreed scope. Additional rounds or new pages, features, or changes in direction will be scoped and approved separately. |
| Development & Production | My rate includes programming, light graphic design, and video editing using existing materials. Professional photography, new video shoots, and more extensive design work require a separate contractor budget, agreed with NIHD before costs are incurred. |
| SEO/AIO | Develop website copy and page structure to support search engine optimization and discovery through AI-powered search tools. Include clear headings, descriptive page titles and metadata, internal links, and structured information where appropriate. |
| Accessibility | Include accessibility-conscious design and a prelaunch review informed by WCAG 2.1 Level AA. Review page structure, image descriptions, color contrast, keyboard navigation, form labels, and video caption availability. This review is not a comprehensive accessibility audit or legal certification of ADA compliance. Independent specialist testing, remediation of existing documents or third-party systems, and requirements beyond the agreed scope will be budgeted separately with NIHD’s approval. |
| Privacy & Security | The sites are intended for recruitment and foundation communications and will include standard website security protections. We will coordinate with NIHD on privacy notices, form fields, analytics, and integrations before launch. The sites are not intended to collect patient information or process financial transactions. Recruitment inquiries will route to NIHD’s provided CRM, and applications and donations will link to platforms provided by NIHD. |
| Campaign & Creative | Campaign direction, a focused Brand Book, and asset quantities will be agreed within optional ongoing support. |
| Owned: Email | Use NIHD’s existing CRM for email capture, follow-up templates, welcome-email copy, and supported automation. Custom CRM development or integrations will be scoped separately. |
| Owned: Social & Collateral | Coordinate assets and formats with NIHD Marketing. NIHD retains social publishing and day-to-day management. Printing and installation costs will be agreed separately. |
| Earned: Press & Creators | Agree on outreach priorities with NIHD Marketing. Media coverage is not guaranteed. Paid creator partnerships will be scoped within the media budget. |
| Paid Planning | Build a rate card database and provide media recommendations by budget tier. This work can be included in an agreed retainer. |
| Media Buying | Campaign management, deployment, and optimization will be priced based on the media budget. Placements require NIHD approval; media spending is additional. |
| Foundation | Agree on the scope of prospective-donor research with Foundation leadership, who will guide donor relationships and outreach priorities. Approved ongoing support includes one monthly website story with related social posts and one quarterly press release around a substantive announcement, milestone, or impact story. |
| Reporting & Measurement | Agree on KPIs, reporting frequency, available data, and responsibilities with NIHD Marketing. Use website analytics, campaign tracking, and NIHD-provided recruitment data to assess progress and guide adjustments. |
Thank you.
We appreciate your time and consideration.
Rebecca Brinegar