Helping nurses take the
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Assignment:
Half of all patients in primary care live with muscle, bone and joint disorders, but most front-line clinicians don't possess the skills or confidence to adequately treat them. California-based non-profit Jackson Orthopedic Foundation works to fill that gap by providing clinical education for advanced practice nurses and other clinicians.
Starting locally in the San Francisco Bay Area 25 years ago, the organisation recently earned certification to provide courses across the United States and needed to appeal to a much larger audience, especially their growing catalogue of online courses.
Challenge:
JOF is volunteer run with limited marketing resources. Any activities would have be developed with this in mind and with the ability to phase in items only as needed and to multi-purpose them when possible. Development was agile – testing quickly and determining ‘fit’ and usefulness before expanding or replacing. This helped the small operation stay nimble while it evolved and grew its reputation as an educational leader.
Approach:
We began with helping JOF develop consistent branding so that we could begin to bring existing materials into alignment before adding in new elements. We also developed a comprehensive audience-building programme that could be phased in gradually and not overwhelm the small team as new activities were brought online.
We developed a new, award-winning e-commerce website making it easier for nurses to buy courses, for supporters to donate, and for students to apply for scholarships. We also developed a cohesive set of user-friendly templates – presentations, event flyers, blog artwork, fact sheets, social posts, e-newsletters, etc. – that helped volunteers get on with their work and maintain a consistent presence across their activities.
We introduced social media automation to help them keep their profile high but in an easier-to-manage format.
We also helped with conference sponsorships, fundraising events and campaigns, earned media, donor outreach, and board development.
Marketing activities included:
JOF's reputation has grown as a unique provider of nursing courses, as well as educating clinicians on the need for better orthopedic education among front-line staff, particularly in primary care. With a solid marketing infrastructure and resources in place, the small team can focus on doing what it does best – making life better for patients and the clinicians who care for them.
Half of all patients in primary care live with muscle, bone and joint disorders, but most front-line clinicians don't possess the skills or confidence to adequately treat them. California-based non-profit Jackson Orthopedic Foundation works to fill that gap by providing clinical education for advanced practice nurses and other clinicians.
Starting locally in the San Francisco Bay Area 25 years ago, the organisation recently earned certification to provide courses across the United States and needed to appeal to a much larger audience, especially their growing catalogue of online courses.
Challenge:
JOF is volunteer run with limited marketing resources. Any activities would have be developed with this in mind and with the ability to phase in items only as needed and to multi-purpose them when possible. Development was agile – testing quickly and determining ‘fit’ and usefulness before expanding or replacing. This helped the small operation stay nimble while it evolved and grew its reputation as an educational leader.
Approach:
We began with helping JOF develop consistent branding so that we could begin to bring existing materials into alignment before adding in new elements. We also developed a comprehensive audience-building programme that could be phased in gradually and not overwhelm the small team as new activities were brought online.
We developed a new, award-winning e-commerce website making it easier for nurses to buy courses, for supporters to donate, and for students to apply for scholarships. We also developed a cohesive set of user-friendly templates – presentations, event flyers, blog artwork, fact sheets, social posts, e-newsletters, etc. – that helped volunteers get on with their work and maintain a consistent presence across their activities.
We introduced social media automation to help them keep their profile high but in an easier-to-manage format.
We also helped with conference sponsorships, fundraising events and campaigns, earned media, donor outreach, and board development.
Marketing activities included:
- E-commerce website design & content
- Service promotion (continuing education courses)
- Blog articles
- Social media content & automation
- Media relations
- Fundraising campaigns
- Conference sponsorships
- Presentation development
- Hosted networking events
- Intern recruitment campaigns
- Board development
- Radio copy
JOF's reputation has grown as a unique provider of nursing courses, as well as educating clinicians on the need for better orthopedic education among front-line staff, particularly in primary care. With a solid marketing infrastructure and resources in place, the small team can focus on doing what it does best – making life better for patients and the clinicians who care for them.
