Before students could change their futures, they had to change their minds.
Insights & Strategy
Branding & Advertising
Paid Media
When the barrier is self-belief, information alone is not enough.
For Pima Medical Institute, the opportunity beyond promoting healthcare education. It was to address the uncertainty keeping prospective students from taking the next step. By shifting the enrollment marketing strategy toward confidence and support, we created a campaign grounded in what prospective students needed to see and believe.
The Challenge
Students weren't questioning healthcare careers. They were questioning themselves.
For many prospective Pima Medical students, the biggest obstacle was believing they could succeed while balancing work, family, finances, and everything else life demanded.
The Strategy
We stopped talking about education and started building confidence.
Rather than asking prospective students to imagine a different future, we showed them people like themselves finding support, overcoming doubt, and succeeding every step of the way.
The Solution
We brought the idea to life through real student stories that showed prospective students what support at Pima Medical really looks like.
The Care & Confidence campaign used video, social, and digital content to highlight the people and support behind the student experience, turning hesitation into belief and belief into action.
More students saw themselves in the story.
- 32% increase in total leads
- 13% increase in conversion rate
- 49% increase in website visits
- 7% increase in website-generated leads
The campaign didn’t just generate more interest. It helped more prospective students believe they belonged.
“GreenRubino has been bringing us distinctive, effective campaigns for 12 years now, constantly adapting to changing conditions to generate leads for our programs. They get us—and just as important, they get our audience.”
Erin Fitzgerald
Corporate Director of Marketing, Pima Medical Institute
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
