Executing a National Nurses Week Campaign for Education Affiliates

OVERVIEW

Education Affiliates (EA), a network of post-secondary career-focused schools, comprised of Fortis Colleges and Institutes, Denver College of Nursing, St. Paul’s School of Nursing, and All State Career, engaged O&G to execute its annual National Nurses Week campaign across 15 campuses nationwide, celebrating the invaluable contributions of nurses and highlighting the dedication of nursing educators. The campaign combined social media, on-campus events, and community outreach to engage students, faculty, and the public while reinforcing EA’s commitment to the nursing profession during National Nurses Week, observed annually May 6-12.

APPROACH

• Campaign Planning & Logistics: Hosted media training sessions with campus leadership in the weeks leading up to Nurses Week, coordinated a Google survey to gather event details, and developed social media and media relations guidelines to ensure consistency across campuses.
• Media Strategy & Support: Drafted and distributed 15 localized media advisories, compiled targeted media lists for each campus, and pitched local reporters to secure interviews and event coverage. O&G also provided guidance to campus spokespeople to help prepare for media interviews during Nurses Week events.
• Event Coordination: Provided ongoing counsel to campus teams on event planning and logistics, supporting the execution of recognition ceremonies, appreciation events, and student engagement activities honoring nursing educators and future nurses.
• Social Media Activation: Developed templated graphics and captions for campus teams, promoted nursing-related blog content, and guided posting strategies using campaign hashtags including #WhyFortis, #FortisProud, #SPSNursing, #ASCareer and #NursesWeek.

O&G IMPACT

The coordinated campaign generated strong media visibility, social engagement, and campus participation nationwide.

• 12 media placements generating 2.15M+ impressions
• 9.79M+ combined monthly unique visitors
• 15 Nurses Week events successfully executed across participating campuses nationwide
• 1M+ Instagram impressions generated during the campaign
• 333,000+ users reached across Facebook and Instagram
• 3,900+ blog landing page views on Fortis website content
• 750,000+ impressions for nursing-related blog topics covering nursing careers, skills, and technology
• 220+ new social followers across Instagram and Facebook during National Nurses Week social initiatives