The Challenge

Established in 2023 by the VHHA, On Board Virginia is a digital initiative dedicated to resolving the healthcare workforce shortage in Virginia. While they excel at creating resources for those studying and working in healthcare, the initiative needed to show key lawmakers and lobbyists that they were tackling issues aligned with the stakeholders’ agendas in order to receive the necessary funding. 

The Solution

Brandmint identified four key healthcare points that required funding and were relevant to each lobbyist, creating new assets and repurposing existing content into multiple digital advertising campaigns on Meta. Each campaign featured unique graphics and landing pages designed to appeal to relevant audiences. Our efforts drastically increased impressions and drove traffic to On Board Virginia’s pages while raising awareness around issues aligned with the stakeholders’ agendas.

Our Process

Each Meta campaign focused on a key healthcare point that needed funding, including healthcare education loan repayment programs, nursing scholarships, a new Earn While You Learn Program, and Community Healthcare Workers.

Brandmint supplemented existing blogging resources with a new article promoting the Earn While You Learn Program. This solution gave nursing students paid opportunities to build their clinical experience while simultaneously addressing nursing aid shortages in Virginia’s healthcare system.

The localized campaigns focused on a +15 mile radius within Richmond, targeting adults (18–65+) interested in government debt or small business administration.

Overall, the campaigns garnered 998,632 impressions with 7,256 clicks combined and a frequency of 14. Individually, the highest-performing campaign centered on the importance of community healthcare workers, with over 400,000 impressions alone and more than 3,000 clicks.