University of South Alabama College of Nursing – Graduate Programs Case Study
The Challenge
The high demand for nursing majors in the job market has unintentionally led to lower enrollment numbers in graduate programs, as new graduates can secure high-paying positions due to unprecedented demand.
While the pay is much higher than the previous ranges for new BSN graduates, the challenge for their careers arises several years later when many are underqualified for promotions into leadership/administrative roles.
Additionally, growth into a more specialized area of practice requires additional credentials, locking out many working nurses.
This is further complicated by the fact that working a full-time job in a demanding field makes going back to school seem nearly impossible to many working nurses.
In light of this challenge, The University of South Alabama’s College of Nursing hired Advance Education to increase enrollment for their various graduate programs.
The Goals
Grow interest across following post graduate degree paths:
Master of Science in Nursing (MSN)
Doctor of Nursing Practice (DNP)
Post Graduate Certificate programs
Succeed in achieving:
• A goal of 600 Total Applications
• Improvement in brand awareness
• More impact across key markets
The Design Parameters
- No stock photography. We need to showcase photography of real USA students to encourage shareable creative across social platform. The creative had to be authentic to earn attention from working nurses and current undergraduate students.
- Build visualization of degree pathways to illustrate levels of education.
- Distill core concept into idea that could resonate across all nursing education attainment levels.
Core Concept of Campaign, the Ladder
The Strategy
Target Audience Segmentation: identify and target specific demographics, such as registered nurses seeking career advancement or individuals interested in specialized nursing fields, to ensure messaging resonates with intended audience.
Strategic channel selection: utilize a mix of digital marketing channels, including social media platforms like Facebook and Instagram, search engine marketing, and targeted display, to reach and engage with potential applicants across various touchpoints.
Collaboration with team: foster collaboration between the digital marketing team and the nursing school to align marketing efforts with enrollment goals and gather insights.
The Results
With assistance from Advance Education, the USA College of Nursing was able to surpass its goal of 600 applications for their graduate programs by January 1st!
Google Analytics
Key Takeaways
Strategic Partnership: collaborative efforts = successful campaign.
Student-Centric Approach: prioritize the needs of students, guide them toward their academic and professional dreams.
Innovation in Outreach: embrace the ability to connect with potential candidates on a deeper level.
If you’d like to learn more about how we can help you adapt to the evolving education marketing landscape and ramp up your efforts, please contact us today.
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