University of South Alabama’s College of Nursing has about 4,000 students, working in classrooms and labs in Mobile and through online programs from all areas of the country. USA CON has educated nearly 14,000 nursing professionals who provide quality healthcare around the world.

In Spring 2020, USA College of Nursing partnered with Alabama Media Group with the goal of boosting awareness, consideration and increasing the number of applications for their online BSN program.

Key Campaign Objectives

  • Build brand awareness among those who have associate degrees in Nursing (RNs & LPNs)

  • Educate and communicate the benefits of receiving a BSN online from USA

  • Reach potential applicants in an environment where they are focused on professional development in order to gain a higher number of completed applications

  • Be a top option for those who are actively searching for USA Nursing’s offerings

Solutions

Email Marketing

SEM

Social Media

Digital Display

Content Marketing

Email Marketing

Targeted emails were delivered directly to the inboxes of RNs/LPNs, communicating the benefits of continuing their education and earning a BSN with USA CON.

Social Media Marketing

Targeted to RNs/LPNs on Facebook, Instagram and LinkedIn who might have an interest in earning their BSN.

SEM

AMG launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo! to increase visibility in search results for active seekers for BSN/MSN programs.

AMG tracked performance indicators such as goal completions, session duration and overall quality of site traffic and optimized the campaign accordingly.

Digital display

In order to create awareness for USA Nursing, a targeted online display advertising campaign was deployed on AL.com. One ad set promoted their blog posts, and the other had a CTA (call to action) of applying for the nursing program.

Content Marketing

Six blogs were created, posted and promoted in order to educate readers and boost USA College of Nursing’s message to potential applicants:

Results

  • USA Nursing’s brand and message has been seen 2,346,296 times, increasing awareness for the online RN – BSN program across the state of Alabama. (com, Network, Facebook and Email Display ads combined.)

  • AMG drove 7,629 users directly to their website, with 65% of these users coming from Facebook.

  • More than 2 million (2,346,296) impressions, 6,411 hours of brand exposure via display ads, 7,629 clicks to website throughout the duration of the campaign

  • There was a total of 21 new students for the 2021 Spring semester – up from only 9 new students prior to the campaign.

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