New Jersey State Nurses Association (NJSNA)
NJSNA Recruits 1.9K Nurses To Frontline Of War Against COVID-19
Challenge
Gov. Phil Murphy’s office charged the New Jersey State Nurses Association (NJSNA), a nonprofit association representing 110,000 registered nurses in the state, with recruiting more nurses to assist during the COVID-19 pandemic.
Solutions
CMA developed a crisis communications campaign that compelled active nurses, retired nurses and nursing students to join the frontlines of the war against the viral outbreak.
RESULTS
CMA’s integrated, digital marketing effort, throughout the peak of the COVID-19 crisis in March and April 2020 brought out the best in the worst of times:
- Nearly 1,900 additional nurses answered NJSNA’s call to action to join the front lines against COVID-19 between March 22 and April 7.
- Six key media outlets published the press release reaching a total audience of 237,836.
- The open and click rates for the organization’s e-publication, Nurses Weekly, increased to 24.3% (2-fold increase over norm) and 12.5% (6-fold increase) respectively during a two-week period.
- One issue of Nurses Weekly drove 8,540 readers directly to NJSNA.org, a 10.3% increase in the website traffic typically generated by the e-publication with a 27% open rate.
- WNYC Radio (NPR affiliate), which has a monthly audience of 24.3 million people, conducted an interview with a retired NJSNA nurse—and aired it four times.
- The two main social media posts calling for volunteers on March 24 had a combined total reach of 11,000 (37-fold increase over norm), generated 903 post clicks (9-fold increase) and 311 reactions/comments/shares (6-fold increase).
Client
Solutions provided
Public Relations
Social Media
Media Relations
E-publication
Industry
Healthcare
Association
Non-profit
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