The Vascular Access Certification Corporation (VACC) is an independent non-profit organization dedicated to the validation, through certification, of a specialized body of knowledge for all professionals working in the field of vascular access, such as RNs, MDs, physician assistants, EMS professionals, educators and other professionals. Certification offers potential benefits for the professional, employer and public and may include creating a standard for professionals in vascular access, identifying professional achievement, offering validation of knowledge and increasing professional credibility, furthering knowledge, assuring the public that the certificant has met rigorous requirements in areas of practice and more.
VACC desired to raise awareness of this important certification and increase first-time certification applications, ultimately driving
The Meeting Expectations team worked with VACC volunteers to create a “How to Study” initiative and new practice exam, and rolled out an integrated promotional campaign that included social media.
Meeting Expectations’ marketing efforts grew the VACC followers across all social channels and increased website traffic. In 2018, Facebook followers increased by 25% and LinkedIn grew by 49%. ME used the newly grown audience to promote the VACC website and the importance of certification. In 2018 versus 2017, the VACC website received an overall increase of total users by 38% and a 36% increase in total sessions. From March 2018-February 2019 versus the same timeframe the previous year, the VACC website witnessed a staggering 198% increase of new visitors referred to the site from social media.
In September of 2018, ME implemented a micro-marketing campaign to promote VACC’s presence at the 2018 Association for Vascular Access (AVA) Scientific Meeting. Over 1,000 vascular clinicians attended the conference, 60% of whom had expertise in vascular access. The campaign promoted the VACC booth with on-site social media to drive traffic, increase engagement and generate new prospect lists to encourage new certifications.
The four-part marketing campaign included the conceptualization of the VACC booth, on-site social media copy to drive traffic to the booth, which then encouraged attendees to attend VACC’s education session at AVA. There, attendees were directed to visit the VACC website, where they could provide their contact information to “unlock” a VACC study toolkit. ME developed this seven-page toolkit as a study guide/checklist and made it exclusively available by download for those at the AVA Scientific Meeting.
VACC used the data collected from attendees and created a nurture list that received specific messaging throughout a two-month time frame. This messaging included copy that encouraged new prospects to sign up and study for the December exam. Thanks to this micro-campaign at AVA, VACC witnessed a 320% increase of website visitors strictly from social media and a 62% increase of new users from direct referrals to the website in the month of September 2018.
Overall, the cross-digital campaign implemented in 2017 and the micro-campaign at AVA in 2018, ME brought VACC to a 5% increase in first-time test takers in 2017 and a 16% increase in first-time testers in 2018.