With the global nursing shortage an urgent challenge, CGFNS, a federally approved screening programs for foreign-born healthcare workers, anticipated a rush of activity. To maintain its market dominance, CGFNS wanted to re-energize marketing and public relations efforts to deflect expected competition from state nursing boards and other newcomers entering the credentialing field. The theme, Narrow the Healthcare Workers Gap, One Footstep at a Time, was inspired by a global think tank hosted by CGFNS. The campaign was designed to align with emotional issues and legal challenges that affect foreign nurses seeking employment in the U.S.


  • Internationalize major aspects of CGFNS’ marketing program, including a multi-lingual website, materials and selective local country advertising
  • Promote the CGFNS brand through a new image advertising campaign to reach target audiences globally
  • Retool the CFGNS website with new design, new content, better navigation, foreign language options, and new interactive features
  • Develop strategic public relations programs, press tour opportunities, speaking engagements, and special events to gain visibility


  • Increased global awareness
  • Improved brand recognition
  • Increased website traffic
  • Higher customer satisfaction

International Non-Profit

Nursing Credentials

Philadelphia, PA