A Healthcare Career College

A healthcare career college, with 18 campuses across Arizona, California, Nevada, Oregon, Texas and Washington, offers a variety of health care career programs that lead to a certificate or associate degree.  Programs prepare students for careers in the medical, dental and veterinary fields.

The client engaged HMA Public Relations and its network partners Landis Communications, Three Box Strategic Communications (known at the time as Lewis Public Relations) and The Fearey Group to implement a full-scale public relations campaign throughout all campus.  Efforts included proactive media relations, digital communications and community relations.

Strategies

  • Market-specific story idea development and placement to focus on such programs as massage therapy, pharm tech, medical billing and coding, dental hygiene, dental assistance, physical therapy assistant, vet tech, medical assistant, and nursing.
  • Minimum of three placements per pre-identified program, per REGION with a minimum of three approved key messages per placement

Results

The results of this strategic and integrated public relations campaign were evident in the 100-plus print and broadcast stories, including the placement of strategic bylined articles in each of the markets, live and taped television and radio interviews for each of the campuses and stories utilizing campus staff as expert resources on various health-related issues. In each case the key messaging related to specific program initiatives were realized in the news coverage. Some of the media for which the team secured major placements includes the Sacramento Bee, AZ Health & Living Magazine, North Valley Magazine, Arizona Republic, Nevada Senior Guide, Mesquite News, Reno Gazette Journal, Good Morning Arizona, FOX 10 Arizona Morning, Good Morning Las Vegas, ABC 8, CBS 5, NBC 4, KXL 101, ABC 7, KTEL TV, KTVK TV, KTSY FM, KTAR FM, News Now 13 and many more.

A part of the campaign strategy was to further the campuses’ community relations and digital presence; we saw increased participation in community events as well as more active engagement on the organization’s various social media channels.