Case Study

Information without boundaries:

Helping create the NurseONE portal for Canada's nurses

Client Name:
 Canadian Nurses Association (CNA)
Project:
 NurseONE
Services:
 Implementation, Project Management, Strategic Counsel.
Assignment
NurseONE is the only Canadian web-based environment that provides nurses with centralized access to professional reference tools and evidence-based research, and that allows them to exchange their knowledge and experience. Blueprint was engaged by its long-time client, the Canadian Nurses Association, to develop a communications plan to raise the profile of the portal and increase registration to the site among Canadian nurses.
"Blueprint's involvement was pivotal to the success of NurseONE. Robyn and her team helped us to overcome nurses' lack of comfort with technology tools and to invite them into this truly valuable online community." Salma Debs-Ivall, RN, MScN Manager, TOH Models of Nursing & Inter-Professional Patient Care Nursing Professional Practice Department, The Ottawa Hospital, Formerly, Senior Nurse Consultant, NurseONE, Canadian Nurses Association

The Blueprint approach

The new portal represented a shift in nursing culture. Traditionally, computers have not been part of everyday nursing practice. Blueprint was challenged to overcome nurses’ unfamiliarity with technology while at the same time building support and awareness among a diverse range of stakeholders: registered nurses, nursing researchers, government representatives, and provincial/territorial associations.

To develop an informed communication plan based on an accurate understanding of the Canadian nursing environment, Blueprint undertook extensive research including document review and consultations with nurse leaders and the NurseONE executive team. The resulting strategy was two-pronged and involved first objective was to personalizing the portal experience for nurses so they could become comfortable with the idea of gathering information and communicating with peers online. The second aspect was to build awareness of the value of the portal’s many resources and tools.

Implementation of the plan involved the rollout of a print-ad campaign, transmission of a series of e-bulletins, and development of a suite of supporting promotional collateral and presentation materials. BPR implemented the campaign with the contributions of creative partners Friction Design Group and Ascribe Marketing Communications—designers and writers, respectively.

Highlights and outcomes

The project was a resounding success. With careful management of expectations and through phased implementation, Blueprint brought all stakeholders on board with the initiative.

Registration to NurseONE spiked in jurisdictions where the advertisements ran. Speaking engagements, presentations and conference-booth promotions boosted numbers further, and Blueprint’s media relations efforts garnered positive print and electronic coverage. In total, the number of registrants to the portal since the campaign’s launch has increased fourfold.

The success of the initiative reinforced Blueprint’s place as a committed partner of the CNA, adding to the list of projects on which the firm has been a key support to the association.