New Jersey State Nurses Association

IMPROVING VISIBILITY DRIVES MEMBERSHIP BY 28% FOR STATEWIDE ASSOCIATION

The New Jersey State Nurses Association (NJSNA), which represents the interests of 125,000 registered nurses and advanced practice nurses, acts as an advocate for the nursing professional and healthcare consumers in the state. Its nonprofit foundation, Institute for Nursing, helps nurses further their careers by providing continuing education, scholarships and research grants.

CHALLENGE
Increase membership and enhance the organization’s visibility. Additionally, it is imperative for NJSNA to be more widely recognized in the nursing and healthcare industries, as well as with state news and national trade media.

SOLUTION

Website refresh
CMA overhauled NJSNA’s existing website with a design, copy and programming upgrade that provides streamlined content and navigation for ease of use and more dynamically reflects the organization’s brand. The members-only content was reorganized to enhance the user experience. CMA introduced website SEO (search engine optimization) to improve the association’s page ranking on organic searches.

Public relations
CMA continues to leverage ongoing public relations to generate enhanced healthcare industry and consumer awareness of NJSNA. Press release topics include NJSNA news, events, awards, professional recognition, and pending legislation affecting nurses. Ongoing media relations with trade publications have generated several articles featuring key NJSNA spokespeople. CMA counseled NJSNA through a breaking news opportunity in which the association was featured on the Dr. Oz show, catapulting their media and social media reach.

Social media
CMA’s regular posts and tweets for NJSNA’s social media accounts continue to spur significant social platform growth and member/industry engagement. Social media content focuses on showcasing NJSNA’s culture, members, staff, activities and photos.

RESULTS
CMA’s PR efforts, thus far, have reached more than 21 million people with the Facebook page generating more than 1,500 “likes” monthly and the Twitter account currently having more than 800 followers. The team has secured placements across many platforms including Nurse.com, NJBiz.com, NJ.com and Beckers Hospital Review. The NJSNA upgraded website has been a powerful ambassador for new association memberships by reversing five years of decline with a 28 percent increase in total membership. CMA’s public relations effort continues to generate greater visibility for NJSNA in the news and trade media, positioning the organization as the leading voice of nurses and healthcare consumers in the state.