Elliance Case Study - Oncology Nursing Society
Putting Nurses First
Oncology Nursing SocietyPositioning the Standards Bearer of Advanced Cancer Care for future growth.
Challenge:
Realizing that their association would lose 20% of its membership to retirement in the next ten years, ONS entrusted Elliance with the development and implementation of a digital strategy to help grow their organization.
While the assignment certainly required re-organizing and re-designing content, our larger role was in helping ONS distinguish itself, increase the perceived value of being a member and grow annual revenues from courses, publications and conferences.
Strategy:
To achieve this, Elliance shifted the focus of the Oncology Nursing Society’s institutional strength onto the strength of its members. We presented ONS as 39,000 cancer caregivers whose collective experience and expertise have the power to transform cancer care for the better, forever. Our digital strategy put “Nurses First” – elevating, celebrating and supporting them with three integrated websites.
ONS.org
The mothership website, ONS.org supports oncology nurses lifelong learning by connecting them quickly with the career development information, CNE courses, clinical best practices, standards, publications, books, articles, conferences and association members they’re looking for.
Much of this is accomplished through “Explore Resources” – a custom-developed, faceted search tool based on a taxonomy familiar to oncology nurses.
ONSfoundation.org
Elliance developed the ONS foundation website to celebrate and support the culture of giving that defines cancer nursing. The website connects nurses to the funds they need for their career development, and it gives potential donors all the reason in the world they should contribute.
Voice.ons.org
ONS Voice is the Voice of Oncology Nursing and the news, views and advocacy engine for the Association. This Publishing 3.0 website deploys an SEO strategy that puts ONS-created content on page one Google results, and introduces tens of thousands of readers each month to the Oncology Nursing Society’s subject matter expertise.
