Facebook campaign doubles enrollment in Master of Science in Nursing and Bachelor of Science in Nursing programs.

Background: 

A local nursing school wanted to increase student enrollment to their BSN and RSN programs for the upcoming school year.  The goal was to target adults, 25+ who would complete their degrees while often juggling a full-time job on their own, and raising a family.  Their programs offer parents the option to do one class at a time and is very friendly to those with limited time, to become nurses.  We also targeted those who are currently nurses to complete their Masters program.  

Strategy: 

We utilized Facebook carousel ads and newsfeed targeting, focusing closely on rural geographies who have potential students that are the most underserved.  We ran a 4-month campaign, and served just under half a million impressions within that time period.   We focused the creative on their online classes, the free laptop provided with classes, personal academic advisement, and brought home that these were fully accredited courses to ease a busy adult into making a career move. 

Results: 

This campaign generated a lot of traffic for the client, which resulted in increasing their online classes.  Overall 932 people clicked on the ad, just under 3x the national click through rate.  We also tracked an additional 59 people who made their way to the “Apply Now” page.   Prior to running the digital campaign they had one student for RN-BSN program, and 3 in the MSN program, with zero in process to become a student.  This year they have 4 students in the RN-BSN, 6 MSN, and 11 in process.  The only thing the school did different from the year prior was this digital campaign.  

This campaign opened a lot of eyes for a school that has not done a lot of digital advertising.  They have increased their buy to reach more potential students with 1.6 million impressions over 10 months.