Florida Center for Nursing
If You Nurse, You Know
The Situation
The Florida Center For Nursing is one of the best professional resources for nurses and soon-to-be-nurses in the nation, connecting with them in a way that’s deeply understanding, empathetic, and tuned into their needs. But the organization was largely unknown and needed to get on nurses’ radar and into their consideration set.
The Insight
In a post-Covid world, nurses have hero-worship fatigue. They’d rather be truly seen than esteemed.
The Solve
To prove to nurses that FCN was the only place that truly understood their work, their habits, and the cult-ish lifestyle that goes with it, we created If You Nurse, You Know (#IYNYK) – a campaign built to relate to nurses by using their own insider language and special brand of humor. With a full suite of materials from OOH and digital to print and social, the highly targeted campaign brought the mission of the organization to the fore by bringing the shared quirks of the profession to life.
The results exceeded expectations and established KPIs and got nurses to engage and interact. The newsletter list grew 6x, their Meta following ballooned by over 3,000% and the effort produced over 11k leads at a rate 75% lower than previous initiatives.
75%
reduced lead cost
6x
newsletter growth
3k%
increase in meta followers
