Project Snapshot
Client: National Nurse-Led Care Consortium (NNCC)
Industry: Public Health, Nursing, Nonprofit
Services Provided: Social media strategy, content marketing, graphic design, staff training
Timeline: Nov 2023 – Mar 2024 (Five months)
Results: 214% increase in LinkedIn impressions, 320% increase in LinkedIn engagements, 128% increase in link clicks
The Client
The National Nurse-Led Care Consortium (NNCC) is a nonprofit organization that works to build healthier communities by supporting care led by nurses. They provide direct services, training, resources, and advocacy to help nurses and health centers across the country deliver high-quality care, especially in underserved areas. NNCC focuses on issues like maternal and child health, chronic disease, and building a strong public health workforce.
The Challenge
NNCC had a consistent social media presence, but it lacked engagement. Despite frequent posting and original graphics, performance lagged. The organization aimed to boost webinar registrations while building brand awareness and trust.
Key challenges included:
- Shifting social media environment with users moving away from X (Twitter) where most NNCC followers were concentrated
- Posts focused too heavily on promotion with minimal storytelling
- No repurposing of existing content
- Underuse of multimedia formats such as video and audiograms
- Inconsistent blog and podcast schedule
The Strategy
We shifted NNCC’s approach to reactive promotion to proactive content marketing with a focus on storytelling. We also reprioritized social media platforms to shift focus to LinkedIn, where NNCC’s target audience is most active.
1. Social Media Refresh
- Shifted platform focus to LinkedIn to better reach NNCC’s audience of healthcare professionals, policy stakeholders, and potential funders
- Designed a LinkedIn newsletter to share timely, relevant updates and position NNCC as a thought leader
- Expanded visual storytelling by incorporating more human-centered imagery (faces, nurses, community) and short-form video content
2. Content Strategy Overhaul
- Adopted a 5:3:2 content ratio (5 original multimedia posts, 3 pieces curated from other sources, and 2 promotional/marketing posts) to build trust and increase engagement
- Created a sustainable, long-term content calendar tied to organizational priorities, awareness days/months, and program milestones
- Implemented an updated workflow to turn blogs and webinars into new graphics, short videos, and social media posts, and in the process, maximizing the reach and impact of existing content
3. Team Training & Templates
- Redesigned graphic templates to be more engaging, readable, and optimized for email newsletters and social media
- Standardized a new NNCC Style Guide covering visual assets, formatting, graphic dimensions, and accessibility
- Delivered hands-on training for the communications team on Adobe InDesign, Joomla, Canva, and accessibility best practices
The Results
Within five months, NNCC saw significant growth in performance.
Click images to expand.
Reflections & Takeaways
This project highlights the importance of:
- Telling stories, not just sharing announcements
- Meeting your audience where they are (in this case, LinkedIn)
- Working smarter, not harder by repurposing existing content
- Training internal communications staff to carry the strategy forward – and therefore making this approach sustainable
Grow Your Audience & Tell Your Story
I help mission-driven teams build content strategies that actually connect.
Contact me today to learn how we can work together.
