How To Get Started Improving Your Efforts To Support And Assess Novice Teachers
Mktg437SocialMediaMarketingPlan
1. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
CSULB Advanced Public Health Nursing
1. Conduct a Situation Analysis
What is CSULB APHN?
CSULB APHN is going to be the Advanced Public Health in Nursing Master’s Degree
that will be offered for the first time in Fall of 2017. The MSN-APHN program prepares nurses
at the graduate level for leading and managing the delivery of nursing and community healthcare
services in the complex, diverse community health settings and healthcare organizations at the
local, state, national and global levels.
Internal Environment:
The APHN program at CSULB has many internal factors that have a positive influence
on its growth along with some external factors. One of biggest strengths in the APHN program is
the fact that it provides a superb education to all its students while giving them the opportunity to
have lots of hands on experience. Students are granted 700 clinical hours of work to help
enhance their skills and knowledge in the field. The program is also very flexible, giving
students the opportunity to go full time or part time while giving them enough time to have a part
time job if need be. The fact that no experience is needed is another big factor that makes the
program even more appealing because we provide students with the right tools and faculty to
help them gain all the skills they will need. With our new nursing program we provide quality
education through our face to face courses taught by a professional and experienced faculty who
strive to build relationships with their students to help them grow.
Although there are many internal factors that have a positive influence on the growth of
our APHN program, there are a few that hinder its growth. Because CSULB is a popular school
with a great location, it is highly impacted which can make it very difficult for students to get in.
Another negative factor is the fact that APHN is a new program in which lacks credibility which
could push many students away when looking into the program.
External Environment:
2. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
SWOT ANALYSIS:
Strengths:
For the CSULB advance public health nursing SWOT analysis there are severalstrengths, one
being that it is a year round program which provides more individuals with the opportunity to attend
school. The program is extremely flexible, allowing students to attend school while being able to maintain
a job to help pay for all their expenses. Another amazing strength is the fact that individuals can attend
part time or full time, allowing them to finish at their own pace. Clinical hours are a major part of the
program, giving students the opportunity to get a huge amount of hands on experience working in
hospitals for about 635-700 hours. The program is taught in the traditional face to face way by which
teachers can provide their students with the best engaging learning experience. Most nursing programs
such as the CSULB advance public health nursing usually require some form of work experience,
however our program does not allowing more students to enroll in the program. The program is not only
amazing because of all the staff but also because the tuition is very affordable while providing aid to
students who need it such as financial aid or scholarships. Location is definitely a major strength given
that the program is located in a popular city with lots of opportunities for work in the medical field.
Weaknesses:
Although the CSULB advance public health nursing has many strength it also has a few
weaknesses. Many nursing school prospects typically prefer attending schools that have more years of
credibility so although we may offer an amazing program, the fact that their are no records of success
stories to hold it accountable for being so, it is deemed to be less credible. Another downfall to the
program is the fact that CSULB is typically an impacted school which may discourage some individuals
from applying. This program is only available to BSN and RNs which can also be another major barrier
for some students.
Weaknesses ofOther Schools:
When looking at the competition, they also have some weaknesses that can work to CSULB’s
advantage. For instance, there are other programs out there that are considered to be far much more
prestigious but then again they are that much more expensive as well. Although these schools are
considered to be prestigious simply because of their names, some if not all offer the same level of
education than what CSULB does. Another downfall is the fact that most nursing programs do not offer
the same amount of hands on experience that the CSULB program offers. Because CSULB requires their
nursing students to do so many hours of hands on experience as a way of making up for the affordable
tuition, in turn it only benefits the students when in other schools volunteering extensive amounts of time
for hands on experience is seen as unnecessary because of the high tuition costs which in turn makes the
students less knowledgeable about the field. A third weakness for other schools is the high level of
difficulty for their entrance exams which essentially eliminated potential students who could have really
prospered in their program. CSULB on the other hand has a reasonable exam giving more students the
opportunity to become nurses and providing them with the right set of skills they need to be successfulin
the field.
3. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Opportunities for CSULB:
There are severalopportunities CSULB advance nursing program offers,one being that their is a
large number of BSN students already attending our school which can make it much more convenient to
continue their education at the same school. Although being a new program can be viewed as a threat, it
can also be a strength because their are some individuals who seek excitement and see value in new
programs because of the potential they hold. A third strength is the great reputation are nursing programs
already have which could carry over to the new program. Another opportunity is the fact that our campus
is culturally diverse providing students with the best type of education where individuals can learn and
grow together with international students from all over the world. Our program is very appealing to
individuals who do not want a simply MPH but rather something a little more exciting.
● Work/study concept GRE score not easily attained
Threats:
Some threats that we encounter in this field is the fact that their are many individuals who want to become
nurses but cannot find the time and or money to first complete their undergraduate degree. If students did
not have to first complete that barrier, more individuals would want to enroll knowing that they can
complete their program in a much smaller amount of time. Because of this same barrier, many decide to
apply to private independent nursing programs that only require a high school diploma. Another threat is
the fact that some feelthat nursing jobs are becoming a bit more obsolete due to all the advancements in
technology. Many feel that machines are being ing to take their jobs which lead them to either
discouraging them to every enroll or even drop the course before it is complete.
DIGITAL SWOT ANALYSIS
Strengths:
When looking at some of the strengths when it comes to our programs digital area the fact that
they already have an existing website is a major strength. With an already existing website it
makes it a lot much easier for consumers to find exactly what they are looking for by simply
using keywords in the CSULB’s website search engine. Another major strength is the fact that
because CSULB is such a popular search word, when looking up anything related to it is made
very easy and consumers can generally find what they are looking for right away.
Weaknesses:
When looking at some of the weaknesses the lack of a Facebook, Instagram, and Twitter makes
it very difficult to keep consumers updated on current updates or feel a connection with the
School. The lack of Social media platforms is really only because the program is new so hasn't
really set a foundation.
Opportunities:
4. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
One opportunity with the creation of different social media platforms is the amount of reach with
little to no cost it can get. It also gives students a chance to constantly be updated with
important information regarding the program. Another major opportunity is having the chance to
create all social media platforms to fit a certain image from scratch as opposed to having each
platform have a different image and try to remake its image
Matching Strengths with Opportunities & Weaknesses with Threats:
Strengths Opportunities Strategy
one of the largest nursing
programs in the CSU system
CSULB Nursing department
has noteworthy reputation
that can be used as a
stepping stone
Encourage student retention
from BSN to APHN - “Study
with the best stay with the
best”
flexible course schedules;
year round program; full time
& part time; no work
experience needed; great
value/affordable
appeal to the working student
or full-time employee; appeal
to those w/o hospital hours/
experience
no matter what your
circumstance, you can obtain
a APHN degree at CSULB -
overcome various obstacles
that typically prevent students
from getting an APHN degree
more clinical hours (hands on
experience) 635-700; face
to face education;
experienced faculty; located
in diverse city with many
surrounding facilities
be first class to graduate from
CSULB with APHN; higher
quality of hands on
experience; more prestige;
more credibility
students can distinguish
themselves via this newly
developed, superior program
- more hands on, more
diverse, more application,
etc.
2. State Objectives
New mission:
We strive to assist our students to become premier health professionals by giving them
the right tools and skills to contribute to their communities.
5. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Objectives:
One of the main objectives for the CSULB APHN program is to increase the level of
public awareness for our target market. A second objective is to create different social media
platforms for our target market to engage with. With different social media platforms we strive to
gain at least 150 likes on our facebook page, 50 followers on Twitter, and 100 on instagram.
With all of are our efforts in engaging our target market with the CSULB APHN program, our
goal is to at least enter their consideration set while increase the number of applications by
25%. We are not only hoping to increase the number of applicants, but also to increase the
number of participants during the informational meetings by 50%.
3. Gather Insight Into Target Audience
Targetmarket:
Our primary target market is currently enrolled, undergraduate nursing degree students;
often referred to as BSN or Bachelors of Science in Nursing students. These students have not
yet graduated and are currently discovering the various career paths that can be taken with a
nursing degree. A secondary target market is nursing students who have already graduated,
have a BSN, and are either struggling to obtain a job in their field of study or are dissatisfied
with their current nursing job. Lastly, another additional target market segment is those who just
started their BSN studies and are unsure of what to do with the degree. These individuals know
that they want a good and fulfilling job after school but are unsure of what that looks like.
Although our target market consists of students from all across the nation, the most
accessible segment of our target market is current BSN students at CSULB. Another relatively
accessible segment is CSULB BSN graduates who have not yet completed a graduate program.
This segment may be reached via the CSULB Nursing Alumni Association. This alumni
association is well established and, in fact, works closely with the current undergraduate BSN
students. The CSULB Nursing Alumni Board sponsors a comprehensive mentoring program for
undergraduate nursing students. The association also hosts social events such as “Chapter
Theater Nights” or “Concerts in the Grove.” It would be a fantastic avenue of communication as
we would have access to both current and alumni CSULB BSN students.
Insight through Primary Research:
The California Nursing Student Association is an exceptional means of communication
with various BSN students from across the entire state of California. This association is
comprised of current students, graduates, and working professionals. We were able to access
this channel of communication via CSULB’s CNSA Chapter. We did this by creating a unique
partnership with Brown Turtle Designs. Brown Turtle Designs is a small, start-up screen printing
shop that is owned and run by a current CSULB BSN student. This student agreed to
6. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
disseminate a survey to her current nursing program--in support of our “Testimonial Tuesday”
efforts--in return for our acknowledgment of her screen printing shop via social media.
We created a short, five question survey, and took this as an opportunity to ask
CSULB’s current nursing students about their interest in a nursing graduate program. With a
variety of potential answers, the survey allows us to not only gauge how many potential
consumers are within this specific segment, but also understand their differing levels of interest.
The survey will be disseminated via the nursing administrator and CNSA president (Brittni
Bohan) to over 1,000 current CSULB BSN nursing students. As an incentive to participate in the
survey, Brown Turtle Designs gave students an opportunity to enter a drawing to receive a
personalized nursing T-shirt or handbag. Additional information received from the survey
includes the participants’ email addresses.
Insight through Observational and Participation Studies:
What better way to understand our target market than to study them in their free time!
This observational study was conducted solely through social media platforms. Social media
posts, profiles, and activities provided us with a tremendous opportunity to learn of our target
market’s psychographics; specifically, their attitudes, beliefs, and values. Our first step was to
searched various social media platforms to find the most commonly used platform within the
nursing community. We found instagram to be the most popular with our target market and
spent a significant amount of time seeking out popular groups, individuals, and content within
this community.
After creating our instagram account, we followed the individuals they follow, posted
similar content to their posts, and even liked the things they like. Some of the most popular
nursing related instagram accounts are as follows:
7. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Our team avidly followed, liked, and commented on these popular accounts’ posts. We
often reposted their memes with a caption that thanked them for sharing. In order to develop
relationships with these community leaders, we found it beneficial to tag and complement them
in our posts. This strategy dramatically increased our engagement rate as well as doubled our
followers within a twenty four hour period. Following community leaders allowed us to see what
type of content receives the most likes and comments.
Another element of gaining insight to our target market through social media was by
researching various nurse related hashtags. We paid close attention to these popular accounts
and would then evaluate their hashtags via two criteria: usage rate and sentiment. We utilized a
site, called “Tagboard,” to measure which hashtags were trending and which would give us the
most exposure. Tagboard also informed us of “suggested,” or closely related, hashtags that
were commonly posted together. The following trending and commonly used hashtags are
displayed in ascending order: #nurse, #nurselife, #powernurse, #nursingstudents, and #rn.
8. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
MarketSegments:
Benefit /
Consumer
needs program
to accept BSN
w/o experience /
“can’t get
accepted” nurse
needs AHPN to
get dream job /
“dream seeker”
nurse
What to do
with nursing
degree /
“starting”
nurse
(All of the above)
9. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Demographics ·Completed
BSN
·Doesn’t have
hospital hours
·Working in
another industry
& hoping to find
· Income:
$35,000 to
$45,000 with
student loans
·Completed
BSN
· Has hospital
hours
·Currently
working in
nursing related
field
·Income:
$65,000 -
$75,000
· Enrolled in
BSN, not
graduated
· Doesn’t
have hospital
hours
Income:
parent’s
support or
student loans
·
·Multiple
ethnicities
·Live in state,
out of state
·Male & female
Psychographics ·Frustrated b/c
they need hours
& are unable to
get opportunity
·Feeling
hopeless, cannot
find masters
program that will
accept them
·Feels stuck
· Has neutral
feelings for
current job
·Knows there
is something
more out there;
searching
feeling
·Ambitious
·Feels that
nursing is
right but not
sure what
they should
do with it
·Wants to
know & see
nursing
options
· Feels
pressure to
decide what
to do
·Want to serve
·Want to make a
difference in
people's’ lives
·Want to be a
hero
·Nurturing &
compassionate
·Makes self-
sacrifices
Behaviors ·Gets
overwhelmed
with searching
for solution & is
about to give up
·Continues to
work at same
non-nursing job
·Involved in
nursing
associations &
groups
·Scrolls
Facebook/insta
gram & wishes
for more
fulfilling nursing
career
·Studying
frequently
·On campus
regularly
·Eager to
learn what
they can do
with their
degree (once
graduated)
·
10. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Target Size
Nurses Graduated in California within the last
4 years1
41,348
Nurses Graduated in Southern California with
a BSN within the last 4 years 1
11,520
Percent of Nurses that go back to College 2
10.16%
Percentage of Nurses that receive their
Master’s within 4 years of receiving their
BSN2
13.2%
Total Target Size 155
1. Wankea, MPH, R. Bates, MPP, T., & Spetz, PhD, J. (2015, June 17). California Board of
Registered Nurses. http://www.rn.ca.gov/pdfs/schools/losangles.pdf
2. Nursing Workforce in 2014. American Nursing Association (2014, August 1)
4. Select Social Media Zones and Vehicles
SocialMedia: Facebook
Through regular postings on Facebook, (two to three times a week) we will hopefully
remain part of the consideration set of many people, especially those affiliated with nursing, as
well as CSULB students. By soliciting other programs and organizations, we hope to increase
awareness of our organization and reach a larger audience.
We will promote ourselves to our followers as a witty, yet informational site. This will
hopefully include a mascot, and posts that highlight the fun of CSULB as well as the benefits of
the CSULB APHN program.
Once we have our budget approved, we can promote our page to those who are closer
to our target market. This will allow us to gain access to the consideration set of our target
market and those who may be somewhat affiliated with the target or secondary market.
In our postings we will try our best to be relevant, yet still get across information relevant
to the Nursing Department. This will include articles, memes, current events, dates, etc. We
want to maintain a fun attitude, bringing in relevant material from social media and mainstream
media. This can relate to things such as videos, trends, crazes, etc.
Posts will be roughly every two days, and hopefully be scheduled beforehand. Posts can
range anywhere from videos, links, pictures, text posts, or possible links to other entertainment
media such as flash games. The content will vary, but will all relate back to nursing at some
11. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
point. We have an idea of creating an artificial “holiday” where we have testimonials of nurses
and other public health officials for their experience and their opinion of their job. This would be
featured as a reoccurring thing called “Testimonial Tuesdays.” This will require soliciting public
health officials for their feedback and featuring them throughout Facebook and possibly other
media.
As of 4/19/2016, the Facebook page currently has 111 likes and has posts scheduled for
the half of May. This will be acting as the “home base” for all of the other social media outlets,
with the ability to monitor different traffic entrances and viewership. This allows us to give more
accurate data about the amount of people reached. As found from the Facebook Analytics, we
know that our viewers are most often online from the hours of 9:00 am to 9:00 pm. As a happy
medium, we have most posts scheduled between the hours of 2:00 pm and 4:00 pm.
Among the posts scheduled are weekly events known as “Testimonial Tuesdays”
“Motivational Sundays” and “Flash Game Fridays.” Testimonial Tuesdays are days in which we
share a photo that is overlaid with a quote from a real nurse or nursing student. The purpose of
this is to have the current nurses inspire other nurses. These quotes are taken from real people,
and tell of why they love nursing, or what inspired them to pursue a nursing career.
12. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Motivational Sundays are a day of the week where we post motivational pictures to help
everyone get through their work or school week. Most of these pictures relate back to nursing,
why nurses are necessary, and many other forms of motivational posts.
Flash Game Fridays are interactive events where the page administrators post their
score for a nursing game offered through online websites. We provide this game link and
challenge visitors to beat our score. These games vary from simple quizzes to fully interactive
games with a story and graphics.
In addition to these weekly events, we post on current events as they happen, campus
events, and roughly every several days thereafter. This is to not overload the viewer and
pressure them to hide the page from their feed. Our page reach varies by post, ranging from 20-
350 impressions. While a wide range, we can use this information to cater each post to our
target market.
SocialMedia: Twitter
Similar to the social media campaign for Facebook, posts will vary with different forms of
media and attachments. All posts will be relevant as well as interesting. Posts will be made
several times a day, and will feature a variety of material. By posting several times a day, we will
help to be at the top of any followers news feed and bring more attention to the organization. In
order to retain followers, we will try our best to post relevant and funny tweets, making APHN a
desired account to follow, and to increase awareness by word of mouth.
We will utilize the different related Twitter accounts like the ASI and the president of
13. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
CSULB’s account for mentions and promotions. This will also cement the fact that CSULB is a
community, and there is a sense of camaraderie.
The CSULB APHN Twitter account is used several times a day in order to keep at the
top of the student’s feed. Things such as quick motivational quotes & quips are utilized, as well
as cohesiveness with what is posted on Facebook. For example, when a Testimonial Tuesday
is posted on Facebook, mention of it and a link and possibly a photo is posted on the same day.
As you can see above, the Twitter account has anywhere from 16-390 impressions a
day. While not as efficient as possible, Twitter can evolve into an invaluable part of the digital
marketing mix with proper time and resources. Because Twitter is such a fast-paced
environment, many of our tweets may go unnoticed, but it should still be maintained, regardless
of deterrents.
SocialMedia: Instagram
Through regular postings on Instagram we hope to connect with people and increase
awareness between CSULB students and those interested in the nursing program. Instagram is
14. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
a great way to share pictures and information about the great nursing program CSULB has to
offer.
Utilizing this social media platform, we hope to aspire individuals who are passionate about
nursing and have a desire to become one in the near future.
Contrary to popular belief, Instagram is not just about pictures, it's about making
connections with people that have similar interests and aspirations, and we hope that through
our page, people will become more aspired to learn more about nursing and its importance.
Posts on Instagram will include pictures of our nursing facilities, important information
about our program, our nursing mascot, funny pictures/quotes and much more. Our two to three
posts weekly will force our followers to keep our program as part of their consideration set, and
will help enlighten those people that our nursing program should be the next step in their career
path. Our hashtags will be nursing appropriate to appeal to a large number of people who are
nurses or who have an interest in it. Overall Instagram is a perfect way to keep people
interested in a nursing career as well as learning important information about it. Although
Instagram does not have a huge following as of now, constant posting and hashtagging will
definitely entice more people to join and follow us. As of 4/18/16 Instagram has 23 followers but
will continue to grow more when content is presented. Instagram will utilize “Squarelovin” to
measure the likes and comments.
15. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
SocialMedia: LinkedIn
Having a LinkedIn account is crucial to our program and this type of social media will
help us establish a professional identity online and stay in connected with professional
organizations, colleagues, and CSULB students. Through this social media platform people who
are interested in the program can learn more in detail about the qualifications needed to be in
this program.
The benefit of our LinkedIn account, is that we can create an in-depth profile regarding
qualifications needed to be eligible for the nursing program. Not only will this social media help
people connect with our program, but it will also help people connect with others who share the
same interests and love for nursing.
Currently, there is not LinkedIn profile page, as the email (nursing@csulb.edu) is already
in use. Until a new email can be provided, we have no other way to create a LinkedIn profile.
Regardless, we are still looking at LinkedIn as a possible tool to advertise to career nurses.
LinkedIn would be an amazing social media platform to connect and interact with other nurses
or people that are interested in our nursing program and wish to be a part of it.
5. Create an Experience Strategy Encompassing Selected Zones
Ansoff’s Matrix:CSULB’s APHN Program
CSULB currently has a Masters in Nursing Program, consequently CSULB is not
developing their business by entering a new market. The APHN Program is a new product that
CSULB is advertising to its current market. This matrix helps us see that our growth strategy is
based off a product development approach. Therefore we must focus our efforts on CSULB’s
points of difference. It is CSULB APHN program’s points of difference that determine the
positioning strategy. This is how we develop our value proposition and distinguish ourselves
from the competition.
16. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
The CSULB APHN program’s largest points of difference are affordability, less credits
required, flexible class scheduling, opportunity to gain up to clinical 700 hours, and no prior work
experience required. This program is anywhere between $10,000 to $15,000 less than its
largest competitors. Advertisements and messaging can utilize phrases such as “cut your
costs in half! Save up to $15,000 by choosing CSULB’s APHN program” The fact that this
program requires less credits to complete and offers extremely flexible scheduling is a dream
come true! We can communicate this to our target market by using copy such as, “Your dream
job, just got dreamier… Open doors with only 1 ½ years of APHN grad school. Less
credits, flexible class schedules, and no work experience required. No, this is not a
dream; this is THE BEACH. Coming Fall 2017.” One last point of difference we can
emphasize is the phenomenal opportunity students have to gain up to 700 clinical hours.
Clinical hours and prior work experience tends to be a sensitive subject with nursing students.
Students are typically required to gain clinical hours/work experience prior to entering grad
school. However, it is extremely difficult for students to obtain all of the hours they need,
considering most clinical hours are non-paid and these students need to make a living! It’s a
terrible predicament that is one of the core reasons nursing students are discouraged from
continuing their education. It is critical that we communicate these unique opportunity to our
target market. This critical message can be communicated with the following message,
“STAND UP for your dreams and STAND OUT from the rest, by choosing CSULB’s APHN
program. Walk away with 2 to 3 times more hands-on experience than the others in your
group interview.”
17. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Overview:
Our target market encompasses men and women from all walks of life who have one
major thing in common: they want to serve and help mankind. The pursuit of a nursing career is
motivated mostly by an inward drive to make a difference. These individuals value self-fulfilment
and often value careers that build their esteem. As marketers, we must match this emotional
pursuit by showing our target market that the CSULB APHN Program can equip them to achieve
their potential and obtain their dream career.
To communicate these benefits we are creating an integrated social media campaign.
We will integrate our messaging across all mediums, both in our digital efforts as well as our
physical seeding efforts. We will communicate a thorough and cohesive message that serves to
educate our audience on what our program is and how it is the best fit for you. With interactive
posts, links, and social engagement, we strive to connect with those nursing students who are
genuinely interested in helping the community.
18. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
6. Establish an Activation Plan
The CSULB APHN website is in need of improvement. As this product is in the
introductory stage of the product life cycle, it is critical that we educate and inform our audience
about the new MSN APHN program. Currently, the website
(http://web.csulb.edu/colleges/chhs/departments/nursing/programs/MasterofScienceinNursingM
asterofPublicHealthNRSGMN01.htm) only features a list of classes. There is no information on
the website or the nursing page about what this program offers, nor does it provide visitors with
any information concerning how to apply. Information is presented in a basic bullet point format,
listing only the tentative courses and necessary prerequisites. We suggest creating a more
robust website that gives full detail about what the program is and what it offers to the
prospective student as well as the community. Our target marketing is most interested in
learning the value of our product (aka our program); we must communicate “what is in it for
them.”
Unfortunately the current structure of CSULB’s School of Nursing website makes it
rather difficult for visitors to find the MSN APHN homepage. If the homepage is to be found, it is
critical to provide various links throughout the CSULB School of Nursing website. The fixed
column on the left hand side of the website is the ideal location for a link to the MSN APHN
homepage (shown below). The link can be position beneath the tab titled, “About Our
Programs.” This would ensure that all visitors to the CSULB School of Nursing website, as well
as all associated websites, will gain exposure to the MSN APHN homepage link.
In the mock website: http://kathiekaydk.wix.com/csulbnursingmba we give information in
a more appealing format, access to additional information about the program, and offer a way
for students and interested parties to learn more.
19. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
.
To further amplify our social media and digital marketing efforts, we strongly suggest
investing in print materials that will be used to seed the market. Utilizing print communications in
conjunction with digital communications can optimize our effectiveness. Various promotional
posters can be placed in premier locations, both on and off campus, for as little as $25. Ideal
locations for these posters are as following: the area surrounding CSULB’s nursing building, on
message boards in local hospitals, on other college campuses, in the staff rooms of local
nursing homes, etc. All promotional posters will be available in a digital format. Digital copies of
these posters can be dispersed via emails and social media, increasing our reach. Each poster
will feature a call to action, prompting viewers to follow our social media accounts, as well as
QR codes with additional information details about the program. All of these tactics combined
will magnify our exposure, significantly increasing both program awareness and program
interest.
7. Manage and Measure
Currently with the resources available, we do not have access to many analytic software.
With changing the CSULB website, and inputting the Google Analytics code, we can have
access to how many people have viewed the website. Google Analytics will allow us to figure
out where the people are coming from, and gives us more information as to which social media
platforms are becoming popular and/or effective at reaching our target audience. In the
meantime, we will use Facebook as the main hub for all of our measuring efforts, using built-in
monitoring data. With Facebook we can see how many people we are reaching, and use trial
and error to figure out what is effective at reaching more people.
20. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
As you can see in the photo above from Facebook Analytics, the page is still gaining
momentum. While not quite hitting our goals, we are still able to take a program that has
minimal exposure to creating a small community. While having many people being reached by
our posts, we rarely have interaction with consumers. We are hoping the that team that takes
this client over will be able to be more successful in getting more interaction with our target
market.
Of course we want to get as many people interested in the program as possible, but we
also want to build the brand image. This will help us in joining the consideration set for as many
prospective students as possible. We will not be able to see results from this segment
immediately, but it will be beneficial in the long run.
As shown above (in Facebook Analytics), we can see what items are more successful in
reaching and interacting with our viewers. Overall, a variety of different posts are more likely to
21. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
attract everyone, but we recommend a larger portion of posts to be photos. This creates interest
in the small thumbnail and people are more likely to engage with our brand. In addition, or most
popular posts are ones that feature actual people. This can mean quotes from people, or
pictures of and about nurses.
Our most determinant mode for measuring our success is by the interest in the
informational meetings. This will give us a physical count of how many people are seriously
interested in the program and help us monitor our efforts. While “likes” and “retweets” are
important, what we are really looking for is actual people to apply to the program. Unfortunately,
we do not have the information on all informational meetings, as the program has been pushed
back from Fall of 2016 to Fall of 2017, and whether or not they are still holding informational
meetings.
Since this program will be starting after this digital marketing team has (hopefully)
graduated, then we will not be able to get the actual number of students in the program, and
where they got their information, and this will be used by the Marketing Center as their measure
of success. From these students that have enrolled in the APHN program, the Marketing Center
can hopefully get them to fill out a survey about where they got their information. This can lead
to more insight about what they are looking for and what worked and didn’t work in the
marketing plan. These surveys can also be used to get feedback about the program itself,
including information about the classes, teachers and whole experience.
22. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Appendix A
Quotes:
- “I became a nurse because I wanted to be part of something bigger” -Andrea
- “I became a nurse because I was born to help those in need. No matter how big or
small the job maybe, you feel you will always have an impact on patients lives
with the care you show them.” -Leo
24. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Appendix B
Further Insight Questionnaire:
1. Why do you want to continue your education in Nursing?
2. What do you look for when searching for a nursing program?
3. How important is hands on experience when determining which nursing program you
want?
extremely important very important important not too important irrelevant
4. How important is it to find an affordable program when searching for nursing programs?
extremely important very important important not too important irrelevant
5. What do you look for when searching for a nursing program?
6. Rank the following in the order of importance.
____ Nursing school specialties
____ Location of school
____ Size of nursing school
____ Class Size
____ Nursing school clinical rotation
____ NCLEX Examination pass rates
____ Accreditation
____ Tuition
25. Katherine Kinnel
Anjianna Grasso
Brittany Turner
Jasmine Herrera
Brenda Ordaz
Appendix C
Activation Points & Progress:
● Created Facebook Jan. 26th:
○ Daily postings with random health-related facts
○ March 4th began Flash Game Friday
■ Currently no engagement
○ Attempted reaching out via DM to organizations seeking nurses for our
“testimonial Tuesday” initiative -- FB prohibited us messaging orgs.
■ Mar. 24th we began reaching out to individuals asking for testimonies
○ Mar. 24th created social media posting schedule (please refer to google sheets)
● Created Twitter, Mar. 22nd:
● Created Instagram Mar 17th:
❏ Daily postings with funny quotes, random health-related facts, funny nursing
memes
❏ Posting the same pictures that are posted on Facebook/Twitter to keep a
cohesive look between all social media platforms.
● Tuesday, 3/22/16 meeting with Stacey Freeman to discuss changing the CSULB school
of nursing website; presented mock-up Wix website
● 4/6/16: began researching relevant hashtags and sharing photos on our own Facebook
timelines to receive more impressions
