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The "Find the Nurse in You" campaign for Stanbridge University shows a woman’s journey to becoming a nurse, from childhood dream to fulfilling career. The creative appears in many out of home placements in Souther California, as well as a supporting digital campaign. The primary campaign objective was to increase Stanbridge University’s brand recognition and ultimately boost program enrollments.
Five by Five was briefed to create a brand awareness campaign targeted at those actively or passively in-market for nursing programs. This includes both those new to nursing and those already in the profession considering their next career step. With out of home media part of the media mix, the creative needed to communicate an emotional and compelling story very quickly. The campaign needed to clearly distinguish Stanbridge from its competitors, speak to the brand’s quality and reputation, and drive viewers to find out more about enrollment.
We needed to overcome the following challenges:
Non-for-profit schools in general can suffer from poor reputations due to a lack of perceived legitimacy. Stanbridge is a reputable institution with several awards and accolades to its name.
Stanbridge University is trying to encourage program enrollments. We needed to avoid misattribution with other brands, especially hospitals or cancer care through generic nursing collateral without explicit references to the university.
While the campaign should reflect the quality of the institution, it shouldn’t appear unrelatable or out-of-reach for our target audience.
The creative solution was to appeal to our target audience, by showing the relatable journey of a young woman as she fulfilled her calling of achieving a career in nursing. The campaign key art communicates that this career is obtainable while also upholding the Stanbridge's premium brand and quality offering.
Production of the photography from the initial concept was a creative challenge. Properly showcasing several stages of the woman's life, from adolescence to adulthood, required planning. We cast our lead woman and her adolescent version, ensured wardrobe, makeup and posing were appropriate for each stage, and edited the photos extensively in post to achieve a seamless evolution. The result of the campaign lead to an increase in program interest and enrollment.
Our audience included those new to the career of nursing, as well as those who have been in the profession for some time. There are some differences across the key target segment groups, especially with regards to life stage.
The audience skews female (18-29) and index higher for Hispanic or Latino people. The majority have completed high school and may have some college experience. They tend to live in cities within commuting distance of key campus locations (<1 hour’s drive).
Career fulfillment is their number one motivator for enrolling on to a nursing program, while cost is their major barrier. Our audience is pursuing a meaningful life in their careers, putting their skills in the service of others to make a difference and feel good about their choices. At the same time, they want a college that will deliver results and support them on their career path.
While by no means primary audiences, we also need to consider how the campaign would resonate with parents/grandparents of would-be nursing students, employers of nursing graduates, and to a lesser extent Stanbridge employees.
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