MGH Institute of Health Professions 
Launch Strategy and Communications for two new programs:
Accelerated Bachelors of Science in Nursing and Doctor of Nursing Practice

The challenge: Create a strategic communications plan for both programs and execute the plan through print and web communications to start the buzz about the new programs and bring in qualified students.

The solution: We crafted and implemented a marketing strategy for the two new, and distinctly different nursing programs working collaboratively with Tim Carlson of Oxygen and MGH External Relations.

For each program we developed a tagline, key messages, and a graphic brand and executed it through an integrated print and web campaign comprised of a web landing page (built on the existing MGH/IHP web templates), html email, direct mail, information sheets, internal and external advertisements, and program applications.

The outcome: Each of these programs had more qualified applicants then needed. The first classes have been filled and we are on to filling next year’s places!