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Anjianna Grasso, Jasmine Herrera, Katherine Kinnel,
Brenda Ordaz, Brittany Waken
CSULB Advanced Public Health Nursing
Table of Contents1. What is CSULB
APHN?..........................................................................................................................................5
2. Situational Analysis 3. SWOT CSULB4. Opportunities and Threats for Other Schools5. Objectives6. Target Market 7. Selective Social Media Zones 8. Creating an Experience Strategy 9. Establish Activation Plan 10.Manage and Measure 11.Appendix 2
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.
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Situational Analysis
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CSULB APHN Program
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Internal Environment
Analysis
Internal Environment of APHN• Students are granted 700 clinical hours of work to help
enhance their skills and knowledge in the field.• Program is 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.
• No experience needed.• CSULB is a great school with a great reputation, experienced
faculty and a great location.• CSULB is affiliated with 11 nearby hospitals• Highly impacted means harder to get in.• New program, lacking credibility.
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CSULB APHN Program
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Business SWOT
Strengths● One of the largest nursing programs
in the CSU systems ● Year round program ● Flexible course schedules● Offers full time and part time ● More clinical hours (hands on
experience) 635-700 ● Face to face● No work experience needed● Great value/affordable ● Experienced faculty ● Located in a diverse city with lots of
opportunities to work ● Multiple surrounding facilities● Lots of surrounding diseases so lots
of opportunities for work
● New program ● Lack of credibility with
APHN● BSN and CSULB highly
impacted ● Only available to BSN
and RNs
Weaknesses
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Opportunities
● Large amounts of BSN students already at CSULB
● First class to graduate from CSULB with APHN
● Nursing department's reputation is noteworthy and used as a stepping stone
● Appeals to individuals who don't want a simple MPH
● International students● Work/study concept GRE
score not easily attained
● New program ● Lack of credibility with
APHN● BSN and CSULB highly
impacted ● Only available to BSN
and RNs● Nurses who can't make it
through undergrad program
● Advancements in technology leading to obsolete public health positions
Threats
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CSULB APHN Program
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Digital SWOT
Strengths●Already existing website ●Can easily find website
with google search
No Facebook page No Instagram account No Twitter accountNo social media platforms
to keep students updated
Limited information available on the CSULB website page
Weaknesses
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Opportunities
● Because it’s a new program, there is lots of room for growth and innovative ways of reaching out to consumers.
● Can reach more consumers at a low cost
● Form social communities● Can keep consumers
engaged and up to date
● Other existing programs have active accounts where students are constantly being updated with new information about their program
Threats
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Competitor Schools
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External Environment
Analysis
Opportunities
● More prestige● More credibility ● Academically better ● Better facilitators● Better facilities● Higher quality of hands
on experience ● More connections in
prestigious schools
● More expensive ● Less hands on
experience ● More difficult entrance
programs ● Nurses who can't make
it through undergrad program
● Advancements in technology leading to obsolete public health positions
Threats
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Objectives
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Formulating Objectives: Implications of SWOTMatch Strengths with
Opportunities
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Strengths Opportunities ObjectiveOne 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
Communicate that 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 & job opportunities
Be first class to graduate from CSULB with APHN; higher quality of hands on experience; more prestige; more credibility
Communicate that students can distinguish themselves via this newly developed, superior program - more hands on, more diverse, more application, etc.
Objectives● Establish social media presence: activate
relevant SM accounts● Create a following: FB 100, Twtr 50, IG 50● Establish awareness: enter target
market’s evoked set● Increase interest in program: increase
applicants by 20% ● Increase attendance to information
meetings: by 50%● Create interesting/relevant content:
increase target market impressions & engagement
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Existing Touchpoint
Then… ● CSULB Website (
https://web.csulb.edu/colleges/chhs/departments/nursing/programs/MasterofScienceinNursingMasterofPublicHealthNRSGMN01.htm) 18
New TouchpointsNow…● Facebook● LinkedIn● Twitter● Instagram
Target Market
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Target Market: Segmentation Studies
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Benefit / Consumer
Needs program to accept BSN without 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 segments
Demo- graphics
· Education: Completed BSN; but doesn’t have hospital hours· Income: $35,000 to $45,000 with student loans
· Education: Completed BSN; has hospital hours· Working in nursing related field · Income: $65,000 - $75,000
· Education: 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
Psycho- graphics
·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 & 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 non-nursing job· Working in another industry & hoping to find
·Involved in nursing associations & groups· Scrolls Facebook/instagram & wishes for more fulfilling nursing career
· Studying frequently·On campus regularly·Eager to learn what they can do with their degree (once graduated)
Target MarketOur 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 have yet to begin 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, they may even be at a community college working towards an Associate Degree.
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.
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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 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.
**Please see Appendix B, C, and D to view the initial survey and following two surveys.
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Insight through Observation & 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:
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Insight through Observation & Participation Studies
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, and #rn.
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Nurses Graduated in California within the last 4 years1 41,348Nurses 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 155Nurses 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%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)
Sizing the Market
Positioning Strategy
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Optimizing the Situational Analysis
& Implementing a Strategic Growth Direction
Strategic Growth Direction: Ansoff’s Matrix
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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.
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CSULB APHN
CSULB MPH
UCLA-MPH CSUF
Tuition for Program
$14,508 $20,088 $31,659 $30,040
Credits Required
39 credits 42 credits 60 credits 42 credits
Time to Complete
1.5-3 years (flexible)
2 years 2 years 2 years
Clinical Hours
635-700 None 400 240
Class Type In-class In-class In-class In-classRequirements
-BSN-GPA > 3.0-GRE writing >4.0-No work experience
-BA, BS, or BSN-GPA >2.5-No GRE-No work experience
-BA, BS, or BSN-GPA>3.0-GRE required-Work experience preferred
-BA, BS, or BSN-GPA>2.7-GRE required-Experience Required
Positioning: Identify Points of Difference
Positioning Strategy 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 them. With interactive posts, links, and social engagement, we strive to connect with those nursing students who are genuinely interested in helping the community.
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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.”
Positioning Strategy
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Positioning: Digital & Print Ads
Media Zone Strategies
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Social Media Platform Initiatives
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Motivational Mondays Testimonial TuesdaysFlash Game Friday Current Events & Nursing News Historical Heroes Funny Nursing Memes
}}
used on a weekly basis to establish a consistent and reliable flow of valuable
content → pursuit of regular page visitors used in conjunction with
relative dates/events; on a case by case basis
→ pursuit of brand image
FacebookThrough 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.
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 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.
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TwitterSimilar 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 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.
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InstagramThrough 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 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.
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LinkedInThe 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 ([email protected]) 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.
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Activation Plan & Experience
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Facebook Page: (www.facebook.com/csulbaphn)
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Motivational Monday
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Testimonial Tuesday
Current Events
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Flash Game Friday
Nursing News
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Nursing Memes
Queued Posts
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● Posts are scheduled to be online when our followers are online
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Twitter (@CSULB_APHN)
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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.
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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.
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Website
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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/MasterofScienceinNursingMasterofPublicHealthNRSGMN01.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.
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Budget
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Budget In addition to improving the website, we also find it critical to invest in promotional
messaging and materials. In the table below, you can see the costs associated with the suggested social media and digital strategies; we believe these are necessary for a successful campaign. The prospective budgets are organized according to month and social media platform.
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Additional Budget Info 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.
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Manage and Measure
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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.
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Manage and Measure As you can see in the photo 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
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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 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.
Since this program will be starting after this digital marketing team has graduated, then we will not be able to get the actual number of students in the program, 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 the experience as a whole
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Appendix
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Appendix A: testimonial Tuesday posts
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Appendix B: Survey 1: CSULB Nursing Class
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email address
testimonial Tuesday
interest in program
location email address
Appendix C: Survey 2: CNSA CSULB Student Chapter
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Thank you for your time! We
look forward to hearing
your inspiring
stories and sharing your message of hope. Thank
you for making our
world a better place!
Appendix D: Survey 3: CSULB Nursing Program
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Appendix E: activation points & progress
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Appendix F: digital & print ads
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Appendix G: social media scheduling
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