Marketing the CNL Role

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• Marketing the CNL Role
• Jean Lange, Ph.D., RN, CNL
• Associate Professor of Nursing
• Cathy ODonnell, Director of Marketing
• Academics and Admission

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Clincial Nurse LeaderAn Exciting Opportunity

• Advanced generalist role
• At the point of care
• Bedside expertise
• Unit based
• Career mobility
• Non administrative
• leadership position

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Take-Home Points . . .

• Analyze the market
• Assemble internal resources
• Leverage existing partnerships
• Capitalize on external resources
• Sustain recruitment marketing

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Market Analysis

• Assess market viability of CNL
• Program trends national state
• Growth potential
• Alignment with strategic goals

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Assemble Internal Resources

• Gathering Momentum
• Faculty Dean
• SON Advisory Board
• Graduate Admission staff
• Marketing team PR, Media relations, Web

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Leverage Existing Partnerships

• Educate Nurse Executives
• Workshops for partners
• Dr. Jean DeMartinis, University of Massachusetts
• Dr. James Harris, Tennessee Valley VA
• On-site visits to Clinical Partners

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Capitalize on External ResourcesConnections to
Funding Goals

• Nursing shortage
• Aging faculty
• Patient outcomes
• Cost reductions
• Improved productivity

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Capitalize on External Resources

• Benefits of Funding
• Expert consultants
• Brochures
• Launch Recognition Event
• Faculty stipends
• Travel reimbursement
• Dissemination at conferences
• Data entry/analysis

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Marketing Recruiting

• Graduate Information Sessions
• On site recruiting events
• Personal advising appointments

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Marketing Activities

• Direct Mail
• Internet
• CNL Brochure
• Advertising
• Web enhancement
• Media release
• SON Alumni communications

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PROMOTION
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Sustaining the Energy

• Spotlight on enrolled students
• University magazine
• SON newsletter
• Student testimonials
• Word of Mouth Marketing
• CNL graduates as
• program ambassadors
• Partnerships
• Ongoing contact and support of partners
• Recognition events

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CNL Results at Fairfield Timeline
Spring 2006 SON Faculty Workshops Fall
2006 Market research Marketing and
recruitment plans SON faculty
subcommittee CNL Grant application Winter
2007 Partner site visits and
recruitment Curriculum consultant Spring
2007 Partnership education workshops Program
final approvals Media announcement Marketing
materialized finalized Summer 2007 Graduate
Information Session Fall 2007 First CNL
cohort enrolled (17 students) Partnership/Stude
nt Recognition Event
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School of Nursing

• Clinical Nurse Leader Program
• Building momentum
• internally and externally