3. 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 1
Merrillville
Miami
N. Kentucky
South Bend
Region 2
Dallas
San Antonio
5. BSN Program Launch
Target 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
6. BSN Program
Current 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
7. BSN Program
Future 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
8. BSN Target
Media Usage
The BSN target audience utilizes Web Sites and TV more frequently
Source: Media Usage Study- based on Competitors Students
10. BSN Program Launch
Marketing 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
11. BSN Program
Specific 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 BSN
REGION 1
Merrillville X
Miami X X
N. Kentucky X X
South Bend X X
REGION 2
Dallas/Ft. Worth X
San Antonio X
13. BSN Program
Specific Strategies
• Web Strategies-Display
– Will include Display ads as well as retargeted display
– Retargeted display pathway:
14. BSN Program
Specific 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
15. BSN Program
Specific 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
16. BSN Program
Specific 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
19. BSN Program
Traditional 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
21. BSN Program- Flowchart
CATEGORY MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6
Web 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
22. BSN Program
Specific Strategies
• Questions from last meeting:
– Specific Nursing websites and/or publication
Nurse.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
23. BSN Program
Specific 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
24. BSN Program
Specific 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
26. BSN Program
Media Usage Details
Media Media Category
Commentary
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
27. BSN Program
Media Usage Details
Media Media Category
Commentary
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
Editor's Notes
Current plan to have Display ads point to Learnaboutnursing.com site. This may change with other options in the future.
