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When enrollment in the Delaware County Intermediate Unit (DCIU) Practical Nursing Program, an accelerated 12-month program that prepares students to become Licensed Practical Nurses (LPNs), dropped well below its 30-seat capacity, the program faced a serious threat to its sustainability. Awareness was low, competing postsecondary nursing programs were drawing away applicants and demand for LPNs was rapidly increasing nationwide, with the U.S. Bureau of Labor Statistics projecting approximately 51,800 LPN openings each year through 2035.
To stay competitive and ensure long-term stability, DCIU recognized the urgent need to strengthen its recruitment pipeline and recognition within the community and hired The Communication Solutions Group to develop and execute a strategic admissions marketing campaign.
The campaign targeted prospective students throughout Delaware and Philadelphia Counties, including graduating high school students, adults seeking new opportunities and healthcare workers looking to advance their careers. The campaign included:
- Social media management, targeted advertising and geofencing
- Biannual Zoom Open House promotion, registration and event management, including presentation development and run-throughs
- Video testimonials, student profiles and professional photography
- Targeted postcard and email campaigns
- Lawn signs and recruitment materials for community outreach
- Press releases and media outreach highlighting alumni, program milestones and student success
RESULTS
Before the campaign began, the Practical Nursing Program had an average class size of 18 students, significantly below its 30-seat capacity. Today, enrollment has grown to 50 students, with a consistent waitlist of upwards of 20 prospective students.
Open House registrations have increased to more than 490, making the events a cornerstone of the program’s awareness and enrollment. The high level of interest also continues beyond the events, with prospective students frequently contacting the program afterward to learn more about the admissions process.
Since 2025, graduates have achieved a 100% job placement rate, further demonstrating the program’s success and strengthening its reputation and appeal to prospective students.
“With our great success working with Communication Solutions, we have been able to expand our classroom size and start to plan a night and weekend option to further help with the nursing shortage! Beyond their expertise in marketing, public relations, and strategic planning, their team is creative, dynamic, responsive, and genuinely invested in our success. They consistently bring forward innovative ideas that have created lasting positive impacts, not only within our nursing program, but throughout our students’ and staff’s experiences.”
-Stacy Delaney, MSN-Ed., RN, Supervisor of the DCIU Practical Nursing Program