bsn marketing plan (1)

BSN PROGRAMLAUNCH

Prepared by:Anita Miller9/30/2014

Bachelor of Science- Nursing(BSN Program)

• Provided is a marketing plan outline to promote the BSN program launch.

• BSN is initially to be offered at 6 BMC schools:

Region 1MerrillvilleMiamiN. KentuckySouth Bend

Region 2DallasSan Antonio

Snapshot of Target

BSN Program LaunchTarget Market

Here is the BMC BSN Target market*:

• Female, Age 35-54

• Female Head of Household: 51%

• Married: 43%

• Children in Home: 63%

– Children aged: 6-13 years old

– These are primarily single mothers

• Lower % of homeowners - 33%

• Median Income: up to $65K

• Must have a valid, active RN license.

*Based on SUO BSN Nursing Student demographic study

BSN ProgramCurrent Reality of this target:

• Realize there is a need to stay current/relevant in job knowledge

• Research shows target is aware of the need to complete their BSN*.

• May have been in the Nursing field for some time.

• Will have dependant children:

– With children still at home, focus is on family

– That said, BSN target market has very limited time

• Practical, not an image driven target

*Source: American Association of College of Nursing

BSN ProgramFuture Reality of this target:

• By 2020, accreditors are calling for 80% of workforce to hold a BSN*

• 75% of employers prefer BSN nurses*

• Based on primarily single parent status:

– Keeping their job is imperative

– Going to be a more settled individual

– Strive to keep their home life the focus while providing for their family

• May view the quickest and most convenient way to complete their BSN degree

• Flexibility , in terms of timing of class schedules, will be key

*Source: American Association of College of Nursing

BSN TargetMedia Usage

The BSN target audience utilizes Web Sites and TV more frequently

Source: Media Usage Study- based on Competitors Students

Marketing Strategies

BSN Program LaunchMarketing Strategies

Includes:Web Strategies:

– Paid Search primary strategy– Natural Search will take time to gain momentum– Web Display ads- including retargeted ads– Pay-Per-Lead – although not specifically detailed on

presentation, will be part of the web mix– Social Media

Business Development Reps (BCRM) Plan – - Includes Hospital Administrator visit, poster/flyers

Traditional:– Television– Outdoor

Public Relations- New Program Press Releases

BSN ProgramSpecific Strategies

• Web Strategies-Paid Search– BSN Paid Search terms

• Will point to BSN tab on improved LearnaboutNursing.com microsite

• Microsite now includes entire “Nursing Suite”

• Here are the Nursing programs currently offered by the BSN markets:

School STNA/CNA PN RN BSNREGION 1 Merrillville XMiami X XN. Kentucky X XSouth Bend X XREGION 2Dallas/Ft. Worth XSan Antonio X

Learnaboutnursing.comMicrosite

Improved microsite now includes entire “Nursing Suite”


• Web Strategies-Display– Will include Display ads as well as retargeted display– Retargeted display pathway:


• Web-Other– Facebook Campaign – – Campaign consists of sponsored ads in the FB News Feed – Ads to target similar:

• Demographics• Likes/interest• Education layers

– Will be geo-targeted around each school– Drive users to Nursing Microsite

https://www.facebook.com/pages/Brown-Mackie-College/246565758724735?ref=hl


– Whiteboard video – – A Whiteboard video has been produced that clearly

explains the benefits of a BSN degree for our target. – We recently re-edited with an improved professional voice

over– Post Whiteboard on Facebook and YouTube

• Future plans to also provide FB/YouTube link on main website and microsite

– Social Media – add BSN content to BMC Facebook page


• BCRM Plan– BCRM’s will provide great awareness and build relationships

within local hospitals/clinics/long term care facilities– The goal is to create awareness among:

• Specific RN target • Administrators at facilities

– Marketing Materials to include:• BSN Posters and flyers to post within break rooms • Administrator Packet Leave Behind including:

– Intro Letter– Corp. Education Piece (with available Corporate Tuition

Discount piece)– BCRM Community Focused Brochures

BCRM Creative PiecesPosters

Leave Behind

BCRM Creative Pieces

BSN ProgramTraditional Marketing Strategies

• TV– Using :15 unit– Dayparts:

• Primetime programming optimal • Early Morning news (600am-900am)• Specific Daytime programming

– Bonus schedules will be negotiated• Overnights rank surprisingly well against BSN target

– News sponsorships – “Brought to you by…”• Early Morning News/ Noon News/Weekend News

• Outdoor– Place outdoor near local hospitals– Learnaboutnursing.com Call to action

Outdoor Creative

BSN Program- FlowchartCATEGORY MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6Web Marketing

Pay Per Lead Paid Search

Display Retargeting Ads

Enhanced Nursing Microsite Launch

Videoscribe Launch within first 2 months

Social Media - BMC Facebook Launch

Facebook "like" Campaign Launch within first 2 months BCRM Plan

Hospital Administrator Visit X X Posters/Flyers

Traditional Marketing* TV :15's

News Sponsorships Outdoor Direct Mail - TBD In-school Marketing- Visix slides PR – Press Releases

*Future Traditional Activity Based on next Class Start


• Questions from last meeting:– Specific Nursing websites and/or publicationNurse.com

• Print pub available at state or regional level

– Print costs approximately $4k - $10K– Web display ad may be considered South Florida Hospital News– $850-$1000 per ad– Web display ad may be considered


• Phase II and ongoing• Paid Search/ Display / EDP/FB campaign

– Ongoing Optimization based on results

– Refine approach if necessary

• BCRMs

– Continue relationship building with administrators

– BCRM’s to consider for future networking events

• TV :15’s

– Based on next planned start, add back into rotation

– Dependant on :15 results, may consider producing :30 unit


• Phase II and ongoing• Direct Mail

– Purchase list of Active RN’s within 15 miles of campus– Drop to also include hospital/clinic administrators– Results based on list quality

• Radio :60– Consider Radio as an awareness vehicle– Very low inquiries would be expected

• Social Media – Blogs– Dependant on available resources

APPENDIX

BSN ProgramMedia Usage Details

Media Media CategoryCommentary

Internet

Usage volume Above Average

Top Sites Rank #1 Employment Search

Top Sites Rank #2 Streaming Video

Top sites Rank #3 Facebook and You Tube

TV

Usage volume Above Average

Daypart 1 Daytime

Daypart 2 Prime time

Daypart 3 Early Morning and Late Night

Outdoor Usage volume Average

BSN ProgramMedia Usage Details

Media Media CategoryCommentary

Radio

Usage volume Average

Genre 1 Urban Contemporary

Genre 2 Contemporary Hits

Print

Usage volume Below Average

Top Publications #1 National Publications: Parenting, Fashion, etc.

Top Publications #2 Newspapers Sunday Editions

Top Publications #3 Newspapers Weekday Editions

bsn marketing plan (1)

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