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Case Study

The Power of Storytelling

West Coast University (WCU) is a professional college providing online and on-campus healthcare degrees for students at all points in their healthcare careers. As a professional educational institution, WCU typically utilized a tried and true ad technique: direct response ads that rely on a familiar list of the school’s programs and features (Classes around your schedule! A variety of degrees!) with a phone number displayed across the bottom of the screen. Looking for a fresh approach, the university turned to Gigasavvy for a new look at its large regional campaigns.

Highlights
  • Fresh approach for a traditional industry
  • Integrated digital and traditional executions
  • Passionately authentic storytelling to appeal to multiple diverse audiences
  • 3 broadcast TV spots under a cohesive campaign strategy

We are Nurses Case Study
   

Challenge

Break through a familiar and comfortable equation with new thinking. In the industry, ads tend to rely on direct response tactics, which lead to a formulaic approach and an undifferentiated look and feel. WCU looked to make an impact on the market, with the goal of increasing enrollment inquiries. Making an impact requires the boldness to break the mold of what every other professional and career college sees as a proven formula.

Solution

A human touch. We identified a huge opportunity to display the heroism of those who choose a career in nursing. We brought the diverse careers of nurses to life through a series of TV, online, and traditional ads that show the true heart and strength of a nurse. The “We Are Nurses” campaign makes a personal and emotional connection with it’s audience through passionately authentic story-telling. The ads embody the strength and determination that every nurse, no matter what field they have chosen to work in, has. The campaign focuses on a series of nurses that impact the lives of those they serve, in even the smallest of ways.


Nurses Prayer

We Are Nurses 30

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