BSN Marketing Plan (1)
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Transcript of 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”
BSN ProgramSpecific Strategies
• Web Strategies-Display– Will include Display ads as well as retargeted display– Retargeted display pathway:
BSN ProgramSpecific Strategies
• 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
BSN ProgramSpecific Strategies
– 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
BSN ProgramSpecific Strategies
• 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
BSN ProgramSpecific Strategies
• 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
BSN ProgramSpecific Strategies
• 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
BSN ProgramSpecific Strategies
• 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
Usage volume Below Average
Top Publications #1 National Publications: Parenting, Fashion, etc.
Top Publications #2 Newspapers Sunday Editions
Top Publications #3 Newspapers Weekday Editions