Our Work
Nearly 1M Impressions Reaching Key Healthcare Stakeholders Through On Board Virginia’s Advocacy Campaigns.
Services Provided.
Strategy
Graphic Design
Website Design
Blogs
Digital Advertising
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.
Digital Advertising.
Each Meta campaign focused on a distinct healthcare priority that required legislative funding, including healthcare education loan repayment programs, nursing scholarships, the new Earn While You Learn Program, and the essential role of Community Healthcare Workers. By tailoring messaging to each initiative, we ensured that lawmakers, stakeholders, and community members understood both the need and the impact these programs would have on strengthening Virginia’s healthcare workforce.
Our localized paid campaigns reinforced these messages by targeting highly relevant audiences within a 15-mile radius of Richmond. We focused on adults aged 18–65+ who showed interest in topics such as government policy, debt management, or small business administration—signals that indicated a higher likelihood of engagement with legislative and workforce-related content. This strategic targeting ensured that the campaigns reached individuals most likely to engage, advocate, or influence conversations about healthcare funding in Virginia.
Blog.
To further support these efforts, Brandmint expanded On Board Virginia’s content ecosystem by developing a new article promoting the Earn While You Learn Program. This piece highlighted how the program provides nursing students with paid opportunities to build clinical experience while simultaneously addressing critical nursing aid shortages across the state—a compelling narrative that aligned with legislative goals and workforce needs.
Impact.
- 998,632 total impressions delivered across all campaigns
- 7,256 combined clicks, demonstrating strong engagement with campaign messaging
- Average frequency of 14, ensuring consistent exposure to key audiences
- 2,000+ blog views (and growing), extending the campaign’s educational impact
- Published all social ads organically across Facebook, Instagram, and LinkedIn to reinforce awareness and credibility
- Drove increased website traffic through awareness-focused social ads paired with conversion-driven Google Search ads
- Validated the effectiveness of focused mini-campaigns, supporting future use of this integrated approach
Client Review
Brandmint team brings a thoughtful approach.
“Brandmint helped us turn an idea into an impactful campaign with strategic, well-timed placement of messaging to reach our intended audience. It’s obvious from our work together that the Brandmint team brings a thoughtful approach to their process and design.”
On Board Virginia
Glen Allen, VA
Increased Revenue
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