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Elsevier – Digital Strategy

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Case Study

Digital Strategy

Building Elsevier’s Digital Resource for Nursing Students

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February 23, 2016
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Elsevier – Digital Strategy

Elsevier’s Student Life website is a resource that provides support materials and advice for future nursing professionals who seek guidance on how to be better students. Detailed content directly related to test preparation is posted on social media networks that drive traffic to the site. Parallel content with a broader focus on lifestyle was deployed to student ambassadors who promoted the resources across their own social media outlets. This organic approach has increased site traffic and expanded the use of both free and purchased services.

About the Client

Elsevier is a world-leading provider of information solutions that enhance the performance of science, health, and technology professionals. Student Life is a resource for students who are preparing for the nurse licensure and certification examinations.

Goals

Drive qualified leads to the site, increasing audience reach and overall user engagement with free and purchased content.

Obata-ElsevierSL-Website

Strategy

Engage the nursing student community by creating a digital community that shares relevant information in articles, quizzes, tutorials and study tools.  Promote unique content via student ambassadors using social media to gain and retain the attention of nursing students.

Approach

Robust, free content was created to align with the terms students are searching for. An active network of student ambassadors interacts with fellow students via informational posts on their own blogs and across the relevant social media outlets.

Obata-ElsevierSL-iPad