Nursing departments in teaching hospitals may not be Fortune 500 companies, but they do produce annual reports. We've worked with UAB Nursing for a number of years helping them recruit nurses and producing their annual reports. Over the years we have migrated their annual report to an online format (http://www.thenursingdifference.com/), saving them the cost of printing, and establishing them as being light years ahead of other nursing departments around the country.
Historically, the audience for the UAB Nursing annual report has been Chief Nursing Officers, other nursing staffs, nursing students, etc. But, in 2011, we decided the overall message of the annual report had a public agenda as well. UAB Nursing had, for the third consecutive time, achieved Magnet designation. Generally speaking, the public doesn't have a clue what Magnet designation means. We used a combination of traditional media and online tactics to drive people to the 2011 online annual report to (a) learn what Magnet designation signified, and (b) understand why that was relevant to where they choose to go for healthcare.