Nursing School Campaign Success Story: Facebook campaign doubles enrollment in MSN and BSN programs.

For many adults juggling a full-time job, raising a family, and considering a career shift, the idea of going back to school can seem daunting. One local nursing college recognized this challenge and sought to increase enrollment in their Bachelor of Science in Nursing (BSN) and Master of Science in Nursing (MSN) programs by offering a flexible, accessible path to earning a degree. With the help of Vici Media, they launched a digital campaign to drive awareness and attract more students for the upcoming school year

Digital Strategy: Reaching Underserved Adult Learners

The goal of this campaign was to target adults 25+, especially those managing multiple responsibilities, who were looking for a flexible way to earn their nursing degrees. In addition, the campaign also focused on reaching current nurses interested in advancing their education by completing a Master’s degree

To achieve this, we ran a 4-month Facebook ad campaign that focused on carousel ads and newsfeed targeting. We honed in on rural geographies where potential students were likely underserved and had fewer options for in-person nursing programs. The campaign highlighted key benefits of the nursing school’s programs, such as

• The option to take one class at a time, making the program manageable for busy adults.
• A free laptop provided with classes, enhancing the accessibility of their online courses.
• Personal academic advisement, offering students guidance and support throughout their educational journey.
• Fully accredited courses, providing reassurance to prospective students that they were enrolling in a legitimate, high-quality program.

By focusing on these key selling points, we were able to create compelling messaging that resonated with the target audience

Results: Enrollment Growth and Renewed Investment

The results were clear: this digital campaign made a significant impact on the nursing college’s enrollment numbers. Here are the highlights

• 932 Clicks on the Ads: Nearly 3 times the national average click-through rate.
• 59 People Reached the “Apply Now” Page: Indicating a strong interest in the programs.
• Enrollment Increase: Before the campaign, the nursing college had just one student in the RN-BSN program and three in the MSN program. After the campaign, they saw enrollment rise to four students in the RN-BSN program, six in the MSN program, and 11 additional students in the application process.

This marked a significant change for the nursing college, as the only difference from the previous year was the introduction of the digital campaign. Due to the success of the campaign, the school decided to increase their investment in digital advertising, expanding their reach with 1.6 million impressions over 10 months

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.