Are you a CNA Member? — Membership Awareness Campaign
Led the creation of a targeted LinkedIn video and social media campaign to support CNA’s transition from automatic to direct membership enrollment. The campaign addressed widespread misconceptions by guiding nurses through a simple web-based membership check using a Q&A video format. Visual assets included clean, accessible graphics for digital platforms and trade show displays. With a $5,000 ad spend, the campaign generated over 217,000 impressions, 51 new memberships, 59 renewals, and nearly $20,000 in revenue — achieving a 26.19% CTR and successfully reinforcing CNA’s unified national voice.
Situation:
The Canadian Nurses Association (CNA) transitioned from automatic membership to direct enrollment, requiring an awareness campaign to inform nurses of this change and encourage membership. Long-standing misconceptions about automatic membership presented a challenge.
The Canadian Nurses Association (CNA) transitioned from automatic membership to direct enrollment, requiring an awareness campaign to inform nurses of this change and encourage membership. Long-standing misconceptions about automatic membership presented a challenge.
Task:
Inform nurses about the new membership model, clarify misconceptions, and drive membership enrollments and renewals to sustain CNA’s unified voice and support for the profession.
Inform nurses about the new membership model, clarify misconceptions, and drive membership enrollments and renewals to sustain CNA’s unified voice and support for the profession.
Action:
Developed and executed a targeted LinkedIn video campaign with a $5,000 budget. Created a clear Q&A video guiding nurses on checking membership status via a web form. Designed clean, professional visuals for social media and trade shows, including regular posts and a roll-up banner, to reinforce messaging.
Developed and executed a targeted LinkedIn video campaign with a $5,000 budget. Created a clear Q&A video guiding nurses on checking membership status via a web form. Designed clean, professional visuals for social media and trade shows, including regular posts and a roll-up banner, to reinforce messaging.
Result:
The campaign achieved 217,205 impressions, 420 clicks to the membership form, 51 new memberships, 59 renewals, and $19,690 in revenue. A 26.19% CTR demonstrated its success in engaging the target audience and raising awareness.
The campaign achieved 217,205 impressions, 420 clicks to the membership form, 51 new memberships, 59 renewals, and $19,690 in revenue. A 26.19% CTR demonstrated its success in engaging the target audience and raising awareness.
Social Media Post
Roll up Banner for Trade Shows