Integrated Marketing Campaigns supporting nursing professionals and students during COVID-19.
The Year of the Nurse. From a Grateful Nation: Thank You.
In response to the COVID-19 global pandemic, I strategized and directed an immediate pivot from our evergreen holiday campaigns. With empathy, encouragement, and recognition of the formidable burden placed on nurses to care for patients, campaigns were launched to reach current and prospective students to consider their educational goals and career aspirations.
The role of my Creative Services team was to execute innovative, student-focused campaigns using various creative assets to reach current and prospective students. These consisted of videos, email, paid search advertising, blogs, and social media posts with seasonally-appropriate messages and imagery implementing thematic concepts focused on building a sense of community and highlighting student support.
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"Let's Heal Together" Holiday Campaign
“From a Grateful Nation: Thank You Nurses.”
During the holiday season, we desired to engage with our current and prospective online students at Marymount University. Our purpose was to implement a campaign focused on seasonal themes as well as reflecting on overcoming obstacles and positioning nurses as heroes who rose to the challenge of caring for others during a pandemic. We deployed messaging to reinforce the decision to pursue an advanced degree and encourage prospective students to set goals, looking forward to opportunities in the New Year. -
Why is 2020 the Year of the Nurse?
The holiday season presents the opportunity to further a sense of community between current and prospective students alike. Community, a core value of Spring Arbor University, became a central theme of holiday outreach efforts.
Spring Arbor University pursued an integrated marketing campaign to reach current and prospective online student target audiences during Thanksgiving, Christmas, and New Year 2021. The strategy behind the holiday outreach campaign was to use a combination of creative assets to promote connectedness, encourage reflection on the previous year, and consider future possibilities—all within the realm of Spring Arbor’s supportive community.
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Digital Marketing: Integrated Marketing Campaign
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