Product: ON24 Webcast Elite
Use Case: Customer & Product Marketing
Industry: Information Services
The American Nurses Association (ANA) is the premier organization representing the interests of the nation’s 4 million registered nurses. ANA is at the forefront of improving the quality of health care for all. Founded in 1896, and with members in all 50 states and U.S. territories, ANA is the strongest voice for the profession.
The American Nurses Association (ANA) chose Webcast Elite for its annual National Nurses Week webinar, the organization’s most well-attended event. The webinar has proven to be ANA’s number one new member recruitment source. This year’s webinar drew more than 11,000 registrations — an increase of more than 40% over the previous — and featured a live video broadcast to more than 6,000 viewers in 4,500 locations
Using webinars as a membership value add
The American Nurses Association is the only full-service professional organization representing the interests of the nation’s 3.1 million registered nurses.
The organization holds monthly webinars that are free to members, while non-members can pay a fee to attend. These webinars deliver important information of interest to nurses and additionally serve as a platform to earn continuing education contact hour credits.
By far, the ANA’s largest and most well-attended webinar is its annual National Nurses Week live broadcast held each May to commemorate the birthday of Florence Nightingale. When the new marketing director came to ANA, one of her first priorities was to improve the overall quality of this high-visibility event, which is used to recognize and celebrate nurses all across the U.S.
The search for a reliable platform that scales to the thousands
ANA’s other webinar platform had a cap of 2,000 registrants and was prone to technical issues. In one webinar with 900 participants, the system crashed, ANA could not reestablish a connection, and the event had to be cancelled.
ANA finally decided it was time to increase marketing to support the National Nurses Week webinar. Expecting a much larger audience, ANA felt they needed a platform that could:
ANA also recognized an opportunity to use the webinar as a membership recruitment driver and focused on reaching out to a large number of non-member participants, which made it even more important to have an event that was a positive reflection on the organization.
ON24: the answer for high-volume, high-quality webinars
The marketing director had experience with the ON24® Platform from her last job and trusted it to provide the user experience she needed for this important and highly visible broadcast.
Compared to its prior webcasting platforms, ANA was impressed with:
Worry-free execution that exceeded expectations
Since implementing Webcast Elite, ANA’s annual National Nurses Week webinar is:
Webcast Elite’s ease of use is also giving ANA the ability to communicate quickly:
“ON24 allows us to give our webinars a ‘wow’ factor. This helps us elevate our reputation and leave a strong impression with would-be members, which may be why our webinars are our number one recruiting source.”
Marketing Director, Membership & Marketing