Challenge:
In response to a critical shortage of nurses and social workers, the State of Connecticut created Health Horizons, a program designed to get professionals in the workforce. Comprehensive in scope, Health Horizons partnered with more than 30 public and private colleges to offer:
- Tuition assistance to low-income and minority students in BSN, Psych NP, and MSW programs
- Funds to recruit new faculty in order expand capacity by 1,000 additional students
The challenge entailed reaching specific target pools, including students eligible for the $10,000 tuition scholarship in the following categories:
- Undergraduate nursing students enrolled in BSN and accelerated BSN programs
- Graduate nursing students enrolled in Psych NP degree and certificate programs
- Graduate MSW students enrolled in MSW programs
To recruit new faculty, the campaign needed to reach professionals: MSN-level nurses and MSW-level social workers throughout the State.
Solution:
Calculate was hired to create and launch a comprehensive campaign that branded the program and reached the right prospects. We developed a state-wide campaign, which included the following tactics:
- Social Media Marketing (SMM) on Facebook and LinkedIn
- Programmatic Advertising
- Digital Out-of-Home: Billboards, movie theatre lobbies, convenience stores, urban panels, and bus shelters
- Connected TV
- Spotify
Results:
The campaign ran from mid-September to mid-December with the following results. The goal was to disperse all scholarship funding and hire the allotted number of faculty within the fall semester: Goals achieved!
Social Media Marketing: Ads on Facebook and LinkedIn generated 1,871 actions, including:
- 1,398 clicks to the State landing page
- 473 clicks that show engagement via post comments, reactions and shares
- Facebook: 33,375 clicks with a CTR of 2.68%
- LinkedIn: 653 clicks with a CTR of .55%
Programmatic Advertising
- Clicks: 4,656
- CTR: 0.26%
Digital Out-of-Home
- Plays: 43,258
- CPM (cost per 1,000 impressions): $7.21
Connected TV
- Video Completion Rate: 98.83%
Spotify
- Video Completion Rate: 95.82%
- Clicks: 687
- CTR: 0.09%
Costs:
- Cost per Click: $1.08
- Cost per Action: $22.72