ACORN
Marketing Strategy, Social Media.
The Challenge
The Australian College of Perioperative Nurses (ACORN) is both a business and health promotion charity, aiming to advance safe, quality perioperative nursing care for Australians.
Earlier this year, the organisation’s engagement with peri-operative nurses reached . As a result, it was struggling to effectively promote perioperative nursing standards, education, training, and career pathways.
It was critical to build the organisation’s profile nationally and help to unite a perioperative nursing community. Our worked need to create opportunities to nurture leaders who could act as advocates for the organisation’s goals and contribute to breaking-down hierarchical barriers. In doing so, we needed to work with ACORN to demonstrate credibility, value and encourage membership uptake.
The Outcome
Pitstop was engaged in February 2021, initially to build on ACORN’s social media presence, engagement and following. By the end of July 2021, this was the impact:
9.9% increase of audience
72% increase of impressions on Facebook and Instagram
126% increase of link clicks to ACORN’s website
How we did it
We held a concise discovery session with ACORN, to ensure we were equipped with the knowledge and insight to represent the organisation via social media.
We brought to this session, research we had conducted about what had been working so far – through its social media channels – both for ACORN and for comparable organisations in the medical field.
From that, we recommended a social media approach – involving pre-planned monthly content for Facebook and Instagram, that is on-brand and reflects the organisation’s goals and timely activities. We scheduled, monitored, boosted and responded to posts and provided ACORN with a monthly report based on these activities.
What we did differently
Workplace pride – and a sense of community – is often best on show when you launch a competition… or you post funny and broadly relatable content! Check out how this looked for ACORN and how it boosted engagement.
