April 25, 2019
How to Position Your Graduate Nursing Program for Success
Agenda I: REVIEW OF 2019 GRADUATE NURSING RECRUITMENT SURVEY
II: KEY FINDINGS
III: RECOMMENDATIONS
IV: POSITIONING YOUR SCHOOL FOR SUCCESS
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Nurse Survey - Approach and Methodology Phase 1: Survey
Phase 2: Interviews
Create Survey and Distribute
Interviews to Gain In-Depth Insights
233 Total Respondents
Interviews With Nurses
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Positioning Your School for Success “People don’t buy what you do, but why you do it.” Simon Sinek, Instructor of Strategic Communications at Columbia University
How is your graduate nursing program positioned?
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How is Social Media Used by Graduate Nurses? Although Most Nurses Do Not Use Social Media in a Professional Context, LinkedIn and Facebook are Most Common From which of the following social media outlets do you obtain information on your profession? (select all that apply)
Marketing of Graduate Nursing Schools Through Facebook and LinkedIn Will Be More Effective Than Using Other Social Media Networks 5
Why Pursue a Graduate Nursing Degree? MSNs and DNPs pursue graduate degrees to accelerate their career, increase salary potential, and update their skills. DNP candidates pursue a degree to fulfill credentials and update clinical knowledge. Why do you want to pursue a graduate degree in nursing?
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Why Do Nurses Pursue an MSN?
Most Nurses Pursue an MSN to Accelerate Career Development and Update Their Skills If you were to go back to school, what would be your motivation for doing so? (select up to 3)
Most Nurses Return to School for Practical Purposes (i.e. Career Advancement or Salary Increases), Rather Than to Obtain Softer Benefits (i.e. Leadership and Respect) 7
Why Do Nurses Pursue a DNP?
Most nurses pursue a DNP to Update Clinical Skills and for a Salary Increase If you were to go back to school, what would be your motivation for doing so? (select up to 3)
Programs should highlight specific clinical skills and knowledge when promoting programs for aspiring DNPs 8
Why Do Nurses Pursue a PhD?
Most pursue a PhD to increase specialty credentials and to update their skills and knowledge If you were to go back to school, what would be your motivation for doing so? (select up to 3)
Programs should highlight credentialing opportunities within programs for aspiring PhDs 9
Decision Criteria for Selecting Nursing Program Convenience and Cost are the Two Most Important Factors
What would be your key decision criteria for selecting a university for a nursing degree? (select 2)
While Convenience and Cost Dominate, Prestige is Surprisingly an Unimportant Decision Criteria Relative to Other Fields. Distance from Home is Less Important Given the General Preference for Online Education. 10
Preferred Format for Nursing University Program Online Programs (part-time/full-time) are Preferred by 66% of all Nurses.
Which format of delivery would you prefer for a nursing university education?
Note: Hybrid Programs Typically Involve One or Two On-Campus Sessions Where Students Meet Each Other, But The Majority of Hybrid Programs Are Online
Less than 10% of Nurses Prefer On-Campus Programs, Which is Driving Demand for Online Course Creation 11
Recommendations: Prestige Plays a Minor Role in School Selection Key Themes in University Recruitment
1 Prestige Plays a Minor Role in School Selection compared to Cost and Convenience. “I got masters at Duke, but it was just as hard as with my BSN to get a job. I think it is way more about putting money where your mouth is and not just a title. Name of school is not the end all�
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Recommendations: Local Advertising is Key for Traditional and Hybrid Programs Key Themes in University Recruitment
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Word of Mouth and Localized Advertising are Key for Nursing Programs “I attended the Grand Canyon online BSN. I heard about it through word-of-mouth. Where I’m from everyone either goes to Grand Canyon or Chamberlain…Grand Canyon is one of biggest here in AZ, and they advertise everywhere. Internet, TV, radio, billboards, you name it they advertise here” Grand Canyon has a stronghold on Arizona through word-of-mouth and intensive local advertisements “I attended Chamberlain...I went to an education fair and found out about them”
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Recommendations: Nurses Want Clarity on Specializations Offered, Format, and Price Key Themes in University Recruitment
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General School Selection Process (Ranking of Factors in Order of Necessity)
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Degree and Specialization Offered
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Format (i.e. Online vs. In-Person)
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Price, Intangible Factors, and Other
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How Can We Help?
Targeting & Career Focus
Self-Service Lead-gen
Targeted Digital Emails
Content-Driven Leads
Online Recruitment Events
Convenience
Delivery
Cost
24-36 hour turn-around time
We provide the leads. (Integration available for CRM/Enrollment Management Systems)
$100-$200/lead
Provide the HTML email and SPC You manage the leads, based on will deploy an email to our students who complete your database of 200K+ US nurses lead form.
$.30-$.50/email
SPC will create a sponsored Use award-winning e-books and microsite and form to drive CEs to drive enrollment leads targeted leads to your program
We provide the leads. (Integration available for CRM/Enrollment Management Systems)
$100-$250/lead
SPC and Acadidate manage the promotions, online technology, registrations, and lead integration
We provide the leads. (Integration available for CRM/Enrollment Management Systems)
First event will be free, price based on cost per lead. ($100$200/lead)
Integrate your enrollment management system/CRM with our lead-gen software
Target students by location, discipline, and specialty
Communicate what differentiates your program directly to registered students
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Live Online Recruitment Event A full-service solution for nurtured, higher quality leads STEP 1: We invite individuals from your target market to join us for an online event centered around your school and program.
STEP 2: We handle all registration and hosting of the online recruitment event
50 Minute Live Event
30 Minute Introduction your Program You lead an event focused on what matters to students.
20 Minute Career Development Session Acadiate will talk about how your program helps improve career outcomes
STEP 3: We provide all event leads to you
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Live Online Recruitment Event Leads The leads from online recruitment events come with many distinct benefits
Live Online Recruitment Event Leads: ✓ Drive unique engagement ✓ Demonstrated interest furthering education ✓ Demonstrated interest in your program ✓ Nurtured, they have deeper understanding of how your program is beneficial to them Performance based cost $1000 / Event Fee + $100-200 per lead ✓ $1000 Event Fee is waived for your first event. 17
Positioning Your School for Success Clearly articulate value in the areas that matters most to prospective students.
Career Benefits
Convenience
Affordability / Cost / Value
Why will prospective students find competitive advantage in their career by choosing your school over others?
Why will prospective students find it easier to complete your education alongside their busy career by choosing your school over others?
Why will prospective students find it more affordable / more valuable to choose your school over others?
Unique job access? Exclusive courses? Better faculty? Industry partnerships? Access to better tools? Professional development opportunities? Unique skill sets? Mentorship programs?
Online / Hybrid program? Flexible class times? Easy to register? Rolling start times? Ability to pause? Customer service? Fits into busy schedules? Works on any computer?
Can students continue working full time? Is there flexible payment options?
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Contact Us to Schedule Your Online Recruitment Event
Andrew Bennie Product Director, Springer Publishing Company E: abennie@springerpub.com P: 212-845-9933
Zane Westmoreland Co-founder, Acadiate E: zane@acadiate.com
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