Facebook campaign doubles enrollment in MSN and BSN programs

In today’s fast-paced world, adult learners, particularly parents balancing full-time jobs and family life, often face challenges when it comes to pursuing further education. A local nursing school reached out to Vici Media with the goal of increasing enrollment in their BSN (Bachelor of Science in Nursing) and MSN (Master of Science in Nursing)programs. The target demographic? Adults aged 25+ who were looking to further their education but needed a flexible program that fit their busy schedules.The nursing school’s unique offering allows students to take one class at a time, making it an ideal choice for working adults and parents. The goal of the campaign was to attract students who were interested in completing their degrees while juggling their professional and personal commitments.

Strategy: Targeting Adult Learners and Current Nurses

To effectively target this audience, we designed a 4-month Facebook advertising campaign using carousel ads and newsfeed targeting, with a special focus on rural geographies where potential students were most underserved. These areas tend to have a higher number of individuals who could benefit from the school’s flexible programs, but may not be aware of the opportunity.Our messaging revolved around key selling points:

• The online class format, ideal for busy adults
• Free laptops provided to students
• Personal academic advisement to guide students through their educational journey
• The fact that all programs are fully accredited, which reassured prospective students about the quality and value of their education

The campaign was designed to highlight the ease of making a career shift, while ensuring that the program would fit into the busy lifestyles of adult learners.

Results: Increased Enrollment and Improved Awareness

The campaign proved to be a major success for the nursing school, generating just under half a million impressions and driving significant traffic to their enrollment page. Here's a breakdown of the key results:

• 932 clicks on the ad, nearly 3x the national average click-through rate (CTR)
• 59 additional clicks that led directly to the "Apply Now" page
• Prior to the campaign, the nursing school had 1 RN-BSN student and 3 MSN students, with zero in process to become a student.
• After running the campaign, enrollment numbers grew:
  • 4 students in the RN-BSN program
  • 6 students in the MSN program
  • 11 prospective students in process

This boost in student enrollment was directly attributable to the digital campaign—the only new initiative the school implemented. In response to the campaign's success, the school has increased their digital ad spend, reaching a wider audience with 1.6 million impressions over 10 months.

Conclusion: A Successful Digital Strategy for Education Providers

This case highlights the power of targeted digital advertising in driving enrollment for educational institutions. By leveraging Facebook ads, we were able to effectively reach the right audience, communicate the school’s unique offerings, and ultimately boost enrollment in both the RN-BSN and MSN programs. The nursing school’s success demonstrates how even institutions with limited experience in digital advertising can achieve outstanding results with the right strategy.If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.