{"id":110,"date":"2024-04-17T04:18:47","date_gmt":"2024-04-17T04:18:47","guid":{"rendered":"https:\/\/dctechnical.ca\/?page_id=110"},"modified":"2024-04-26T00:27:06","modified_gmt":"2024-04-26T00:27:06","slug":"case-study-persuasive-writing","status":"publish","type":"page","link":"https:\/\/dctechnical.ca\/index.php\/case-study-persuasive-writing\/","title":{"rendered":"Case Study: Persuasive Writing"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px|0px|0px|0px|true|true&#8221; custom_padding=&#8221;20px|0px|0px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; width=&#8221;70%&#8221; custom_margin=&#8221;0px||0px||true|false&#8221; custom_padding=&#8221;40px||10px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px|0px|0px|0px|true|true&#8221; custom_padding=&#8221;0px|0px|0px|0px|true|true&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>Case Study<\/h2>\n<h3>Persuasive Writing<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; width=&#8221;70%&#8221; custom_margin=&#8221;0px||0px||true|false&#8221; custom_padding=&#8221;20px||20px||true|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px|0px|0px|0px|true|true&#8221; custom_padding=&#8221;0px|0px|0px|0px|true|true&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>Deryn Collier Technical Communications (DCTC) was engaged by a regional physician recruitment program to write fresh and unique community profiles for a revamped physician recruitment website.<\/p>\n<p>Targeting an audience of family and specialist physicians and their spouses, DCTC was asked to write a welcome message and six community profiles for the new site.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; width=&#8221;70%&#8221; custom_margin=&#8221;0px||0px||true|false&#8221; custom_padding=&#8221;10px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|||on|||||&#8221; text_text_color=&#8221;#074456&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>SPECIFICATIONS<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_2,1_2&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; width=&#8221;70%&#8221; custom_margin=&#8221;0px|auto|0px|auto|true|false&#8221; custom_padding=&#8221;10px||10px||true|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|20px||20px|false|true&#8221; border_width_left=&#8221;10px&#8221; border_color_left=&#8221;#edcf56&#8243; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>The client requested that the Community Profiles achieve the following:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Integrate the provided SEO keywords<\/li>\n<li>Pair community information with medical practice details<\/li>\n<li>Paint a specific picture of life and medical practice in each community<\/li>\n<li>Use a warm, friendly tone<\/li>\n<li>Stand out from existing tourism, real estate, and recruitment profiles<\/li>\n<li>Convey the fun and collegial nature of the medical community<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/dctechnical.ca\/wp-content\/uploads\/2024\/04\/KootenayLake.jpg&#8221; alt=&#8221;When all the BC interior is filled with mountains and lakes, how do you make your region stand out?&#8221; title_text=&#8221;Kootenay Lake&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; module_alignment=&#8221;center&#8221; border_width_all=&#8221;20px&#8221; border_color_all=&#8221;#FFFFFF&#8221; box_shadow_style=&#8221;preset1&#8243; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|300|on||||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><em>Figure 1: When all of the BC interior is filled with mountains and lakes, how do you make your region stand out?<\/em><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_3,2_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; width=&#8221;70%&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|||on|||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>Challenges<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>With a Canada-wide shortage of medical staff, relocating physicians have no end of choices. Websites for regional recruitment programs are often the first point of contact for candidates looking to make a change.<\/p>\n<p>While physicians moving from outside the province likely know Vancouver and the Lower Mainland, rural British Columbia is a vast and unknown territory. In a province where every community boasts mountain views and backcountry adventures, how can one region stand above the crowd?<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_3,2_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; width=&#8221;70%&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|||on|||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>Approach<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>DCTC took a hyper-local approach to writing community profiles that stand out from existing profiles of the same communities on tourism, real estate, and municipal websites.<br \/>Each of the six completed profiles captures the vibe of the community and paints a place-specific picture of what it is like to live and practice medicine there.<\/p>\n<p>The content is written in the collective voice of the region\u2019s medical staff, inviting the target audience to, \u201cCome join us.\u201d<br \/>Physicians and their spouses choose a community based on a combination of medical practice, spousal employment, and family opportunities. The completed profiles highlight the many diverse options available within the same region, invite candidates to explore further, and reach out to recruiters.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_3,2_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; width=&#8221;70%&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|||on|||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>More Information<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_3&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>To request a full case study and writing sample for this, or other DCTC projects, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/dctechnical.ca\/index.php\/contact\/\">please get in touch<\/a><\/span>!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||0px||true|false&#8221; custom_padding=&#8221;0px||0px||true|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#edd057&#8243; background_image=&#8221;https:\/\/dctechnical.ca\/wp-content\/uploads\/2024\/04\/yellowBkg.png&#8221; background_size=&#8221;contain&#8221; background_repeat=&#8221;repeat-x&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;0px|0px|0px|0px|true|true&#8221; custom_padding=&#8221;20px|0px|0px|0px|false|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.24.3&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;0px|0px|0px|0px|true|true&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][et_pb_text _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|300|||||||&#8221; text_text_color=&#8221;#064456&#8243; text_font_size=&#8221;24px&#8221; text_line_height=&#8221;1.3em&#8221; module_alignment=&#8221;left&#8221; custom_margin=&#8221;0px|0px|0px|0px|true|false&#8221; custom_padding=&#8221;5px|0px|5px|0px|true|false&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;]<\/p>\n<h3 style=\"text-align: center;\"><span data-metadata=\"&lt;!--(figmeta)eyJmaWxlS2V5IjoiYlkxU1JLWVluaHh1bzNOZnFEQWhRRiIsInBhc3RlSUQiOjE1NjgzOTkwODksImRhdGFUeXBlIjoic2NlbmUifQo=(\/figmeta)--&gt;\"><\/span>Ready to get started? <br \/>Let&#8217;s talk about how I can help with your documentation needs.<\/h3>\n<p>[\/et_pb_text][et_pb_button button_url=&#8221;@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjkwIn19@&#8221; button_text=&#8221;Get started&#8221; button_alignment=&#8221;center&#8221; module_id=&#8221;contact&#8221; _builder_version=&#8221;4.25.0&#8243; _dynamic_attributes=&#8221;button_url&#8221; _module_preset=&#8221;default&#8221; background_layout=&#8221;dark&#8221; custom_margin=&#8221;0px||20px||false|false&#8221; custom_padding=&#8221;5px|30px|5px|30px|true|true&#8221; box_shadow_style=&#8221;preset2&#8243; box_shadow_horizontal=&#8221;2px&#8221; box_shadow_vertical=&#8221;3px&#8221; box_shadow_blur=&#8221;5px&#8221; global_colors_info=&#8221;{}&#8221; theme_builder_area=&#8221;post_content&#8221;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Case Study Persuasive WritingDeryn Collier Technical Communications (DCTC) was engaged by a regional physician recruitment program to write fresh and unique community profiles for a revamped physician recruitment website. Targeting an audience of family and specialist physicians and their spouses, DCTC was asked to write a welcome message and six community profiles for the new [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-110","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/dctechnical.ca\/index.php\/wp-json\/wp\/v2\/pages\/110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dctechnical.ca\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/dctechnical.ca\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/dctechnical.ca\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dctechnical.ca\/index.php\/wp-json\/wp\/v2\/comments?post=110"}],"version-history":[{"count":13,"href":"https:\/\/dctechnical.ca\/index.php\/wp-json\/wp\/v2\/pages\/110\/revisions"}],"predecessor-version":[{"id":280,"href":"https:\/\/dctechnical.ca\/index.php\/wp-json\/wp\/v2\/pages\/110\/revisions\/280"}],"wp:attachment":[{"href":"https:\/\/dctechnical.ca\/index.php\/wp-json\/wp\/v2\/media?parent=110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}