APNA wanted to reinvigorate its existing member base and grow to include new members. The association engaged us to work across digital advertising, SEO, landing page creation, design and email, so that every point of contact would carry the same message and the brand would hold together as one. Member growth targets were set from the outset.
Case study · Health & wellbeing
APNA: supporting nurses.
The Australian Primary Health Care Nurses Association is the peak professional body for nurses working in primary health care. Their core values include sustainability, leadership and education in the health care sector, with a specific focus on nursing.
- Sector
- Health & wellbeing
- Service
- Digital marketing
Digital marketingCampaign delivery
The challenge
What needed to change.
APNA needed an agency that could work across multiple points of contact, from landing pages to creative copy, rather than a specialist in one channel. Previously the association had advertised through traditional media, so the opportunities in digital were new territory.
That meant the brief went beyond fully managed marketing services. APNA’s internal teams needed to learn as the work went along, so that they could understand the campaigns, read the results and take on parts of the activity themselves.
While APNA is the primary brand, a number of sub-brand projects also needed attention, including the Infection Prevention Helpline, which was key to preventing infection outbreaks in Victorian businesses during the COVID pandemic.
Approach
How the work took shape.
Working across several services at once let us move between areas and give whichever pain point mattered most the focus it needed. From the beginning we chose to target a range of audiences and channels to find where we would have the best success, testing on a small scale before rolling out with a focus on the channels that brought the top results.
Key demographics included nurses and other medical workers in specific areas. We also found high rates of success targeting the establishments where APNA members work, which allowed precise messaging that resonated with the right audience.
It did not stop at digital. We created advertising and creative that APNA later used for collateral such as flyers, and we provided training wherever the team felt they needed it, including how to schedule Facebook campaigns and check results, so they were always up to date with our activity and understood what they were seeing.
For the Infection Prevention Helpline we designed and wrote a landing page and ran a complementary digital campaign. Simple visuals and clear copy carry the information without confusion.
The shift
Testing small across every channel first meant the budget only scaled where nurses actually responded.
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The work
The work, up close.
The results for APNA were strong. A combination of campaigns across Facebook, LinkedIn and Google met the member growth targets comfortably, and each channel earned its place through the early testing rather than by assumption. With a clear idea of the target base, we reinvigorated the existing membership and grew it with new members.
The landing pages carried the campaigns through to sign up. The message in each ad continued once people arrived, and the path to joining was kept short and clear. For the Infection Prevention Helpline the page had to explain a new service to Victorian businesses quickly, and clear copy with simple visuals did exactly that.
The strongest single campaign set a record for the association, and the website as a whole turned more of its visitors into members than it had before the work began.
500+.
Most member sign ups ever received from one campaign.
4.96%.
Overall website conversion rate.
Facebook carried the nurse recruitment campaign to nurses and other medical workers in specific areas, and to the establishments where APNA members work. The creative was built to be recognisably APNA at a glance, in step with the collateral the team was producing offline, so a nurse who saw a flyer and then an ad met the same brand twice.
23.7%.
Increase in website traffic over the six months since working together.
Google advertising ran alongside SEO optimisation across the website, which allowed APNA to rank highly for related terms and brought more traffic to the website as a bonus. The final piece was the landing pages and email projects, which allowed APNA and its sub-brands to coalesce into a professional, approachable brand. We are pleased to keep working with a growing organisation on Australia’s medical front line.
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