In the extremely competitive pharmacist recruitment market, Walgreens had a three-fold goal—to proactively connect with the student pharmacists on their contact list, to become a trusted information resource for the students, and to stay in front of the students/build a relationship as a possible future employer.
With Walgreens’ particular needs in mind, Shaker designed and developed an online newsletter—managed in a microsite form. The newsletter is updated quarterly along with an html email with teasers and links to the newsletter content. Each previous newsletter is archived when the next newsletter is launched. The quarterly newsletter is sent to approximately 20,500 student pharmacists in the United States as well as locations around the world such as Puerto Rico, Canada, the United Kingdom, Egypt, Serbia, and South Korea.
The online newsletter continues to increase in readership with student pharmacists located both in and outside of the United States. By incorporating promotions such as the "Forward to a Friend" contest, Walgreens has also been able to increase the campaign buzz, which is helping to incorporate a viral marketing aspect to the campaign.