Content Marketing and Website Development Case Study: Georgia’s Coalition of Advanced Practice Registered Nurses (CAPRN)

Georgia’s Coalition of Advanced Practice Registered Nurses (CAPRN), formed in 2010, unites 20 advanced practice registered nursing organizations across the state of Georgia to improve the healthcare of all Georgians through collaboration, advocacy and legislative initiatives. CAPRN represents over 8,000 advanced practice registered nurses in Georgia, including nurse practitioners, certified nurse-midwives, certified registered nurse anesthetists, and clinical nurse specialists.

The leadership at CAPRN decided in order to better serve their members and also to help grow awareness and increase new membership, that they wanted to redesign their website and develop a content marketing and social media strategy. The leadership wanted a website that was easy to navigate, mobile friendly, and had a modern, professional look. For their content strategy, CAPRN wanted to solidify their place as the leader in promoting quality healthcare, educating about the advanced practice registered nursing profession in the state, and advocating for the profession at the State Capitol.

Arc 3 Communications worked with CAPRN to develop a plan for their new website that would meet all of their goals. From this plan, a new, modernized website was built that represented the mission of CAPRN, and brought value to members and potential members alike. This new website was mobile first, provided easy-to-find valuable resources, and allowed for donations to the association, and easy new member registration.

In addition, Arc 3 did a thorough content audit of their current social media presence and content efforts. From this audit, Arc 3 was able to identify key messages, audiences, and objectives that would help in forming a successful content marketing strategy for CAPRN. The Arc 3 team then held a content and social media training session with the group, providing a new content marketing plan and providing strategies and insights on how to grow the group’s digital presence and in turn increase traffic to the website and ultimately grow their membership.

Since the creation of the new website and the development of a content marketing plan, CAPRN has experienced substantial growth in unique visitors to their website. They have also grown their social media following by over 100%. The new website has given the association distinction and a strong online presence, leading to increased awareness and new members.

Does your association need a new look for your website or a content and social media marketing plan? Contact us here.