Campaign Brief
This campaign details a dynamic, results-oriented marketing campaign for the University of South Alabama College of Nursing’s (USA CON) LPN to BSN bridge program. Recognizing the demands faced by working Licensed Practical Nurses, the program’s core value proposition – enabling LPNs to earn their BSN while continuing to work, through flexible, online classes – became the cornerstone of our strategic approach. We implemented a targeted digital strategy, leveraging compelling creative executions and refined audience segmentation to reach this niche market.
The campaign effectively communicated the program’s unparalleled flexibility and career advancement potential, resulting in a significant increase in qualified leads and program enrollment. Explore this case study to see how Advance Education crafts innovative marketing solutions that address the unique challenges and opportunities within the higher education landscape, ultimately driving impactful results for our clients.
Challenge
Many Licensed Practical Nurses (LPNs) in Alabama and Mississippi face limited career advancement opportunities and earning potential. The need for Registered Nurses (RNs) is high, especially in rural and underserved communities.
Additionally, many LPNs may find it challenging to pursue further education due to work and family commitments.
Solution
The University of South Alabama College of Nursing, with a $3.4 million HRSA grant, launched the LEAP (Leveling Education and Social Support Resources to Advance Professional Nursing Practice) program.
This LPN to BSN pathway provides academic, financial, and social support to help LPNs transition into RN roles. Importantly, the program is delivered in a hybrid online format to offer maximum flexibility for working students.
Campaign Goals
The campaign aimed to promote the online LPN to BSN pathway, highlighting its accessibility and convenience for working LPNs across Alabama and Mississippi, and ultimately grow student enrollment in the program.
Key Messaging
The campaign inspired working LPNs to advance their careers by enrolling in the online LPN to BSN pathway. It emphasized the program’s flexibility, allowing students to balance their professional, family, and academic responsibilities while pursuing a BSN degree.
Creative Approach
To authentically connect with working LPNs, the campaign prioritized real photography of USA nursing students over stock images.
This approach fostered a sense of relatability and encouraged social sharing. Visuals depicting clear degree pathways helped illustrate the different levels of nursing education.
Social media headlines reinforced key benefits with concise and engaging copy, such as “Flexible, Online, Hybrid Format, Completed At Your Pace” and “Level Up Your Nursing Career.”
This multi-faceted approach ensured the core message resonated with nurses at all levels of educational attainment.
Impact
The campaign successfully reached a wide audience, generating over 8.5 million impressions. This extensive reach translated into significant engagement, with over 107,500 pageviews on the LPN to BSN pathway page. Most importantly, the campaign drove action, resulting in 7,972 clicks on the “Apply” button.
This data demonstrates the campaign’s effectiveness in raising awareness, generating interest, and motivating potential students to take the next step toward a rewarding RN career.
The successful launch of the LPN to BSN Pathway, with its first cohort of seven students recognized in a May 2024 white coat ceremony, further underscores the campaign’s impact.
The online LPN to BSN Pathway is poised to make a lasting impact on the nursing workforce in Alabama and Mississippi by providing a flexible and accessible route for LPNs to advance their careers and contribute to their communities as RNs.
