WASHINGTON: Recruitment ad agency TMP Worldwide has teamed up with WestGlen Communications and Media Works for PR and social media support on a $12 million contract for work for the Veterans Health Administration.
The VHA, a part of the US Department of Veterans Affairs, wants to raise awareness of itself and the vacareers.va.gov website. Its strategy is to target national broadcast stations, cable networks, and emerging media to better recruit hard-to-reach healthcare professionals such as physicians, registered nurses, and pharmacists, according to a representative.
The effort will also target diversity-focused media outlets, as it seeks to reach urban and rural markets and multi-language and multi-generational audiences.
Under the contract, TMP will develop a library of promotional, educational, communications, marketing, and implementation materials and tools to market the VA Careers program though social media outlets such as Facebook, YouTube, SecondLife, and MySpace, according to the RFP.
JWT was the incumbent on the account. A representative from the firm did not immediately return a request for comment.
Late last year, DC-based Atlas Research was hired to support the VHA communications office with evidence-based strategic communications work.
TMP and its subcontractors declined to comment on the account.