Kirkhof College of Nursing Grand Valley State University
Objective
Grand Valley State University’s Kirkhof College of Nursing approached us with a unique challenge. While their traditional program was thriving, they wanted to expand awareness and increase enrollment in the second-degree BSN program – a unique program designed for individuals who have earned a bachelor’s degree or higher from an accredited college or university and wish to pursue a career in professional nursing.
Creative & Strategy
Designed to drive consideration and grounded in research and firsthand insights, the creative featured authentic second-degree nursing students who were photographed in a heroic perspective to emphasize confidence, leadership, and the impactful role they will have on healthcare teams. The messaging reinforced the key benefit of a faster pathway to a meaningful career while enabling prospective students to envision themselves as future nursing professionals.
We launched the creative with a targeted multi-touch campaign including search marketing, behavioral-targeted digital display and video, social display and video, OTT/CTV, and digital outdoor advertising.
Results
The digital advertising delivered nearly 4 million impressions, and the digital billboards provided an additional 4 million, leading to nearly 35,000 visits to the program landing page – nearly 4 times the traffic of the main site’s leading page. The KCON second-degree program now has a waiting list for the first time in the school’s history.
“Stevens helped us reach the goals we had hoped for and then some! From high-level strategic planning to sweating the small stuff, Stevens helped us find and connect with the right audience. Their attention to detail, in-house expertise, and production quality resulted in higher engagement at every metric along the customer journey.”
“I look forward to working with Stevens again in the future and would highly recommend them.”
Matthew Cooke, Director of Communications, Academic Affairs
(CHP & KCON)