WGU aimed to increase awareness of advanced nursing degree programs in key U.S. markets while rebranding the Leavitt School of Health. The audience for an advanced nursing degree is nurses already working in hospitals, a group that is difficult to isolate through general-market media but concentrated by definition on hospital campuses.

Strategy

Innovare Media leveraged Hospital Placed Media to position WGU messaging on hospital campuses, targeting working nurses and healthcare staff directly. Reaching prospective students at their workplace connects the program to the career they are already building rather than asking them to imagine a change in the abstract.

Execution

Placement across 46 units delivered more than 53 million impressions in the environments where nurses and healthcare staff spend their working hours, supporting both program awareness and the broader Leavitt School of Health rebrand.