The Challenge: Peninsula College’s campaigns usually directed people to the main website, or to the program-specific pages within the main website. However, there was disconnect between the message and tone of the website compared with the message and tone of the campaigns. The goal of these campaign-specific landing pages was to design pages that matched the look, tone, and message of the main campaign.
The Project:
“It’s All in a Day’s Work” PC Healthcare Campaign: This page was designed on the Pardot platform. The page was part of a campaign for the Medical Assisting program, but we went with the more generic “PC Healthcare” term because previous campaigns showed that when we used “healthcare” in the ad, it had better CTR than when we said “medical assisting.” The goal was to get people to click through onto the landing page, where they could learn about medical assisting even if they hadn’t considered it as a career before. I created the designs and graphics, and we worked with third-party developers to code the page. At the bottom of the page, I included links to the college’s other healthcare-related programs; if people had been looking for information on those programs I didn’t want them to reach a “dead end” with our landing page.
“Learn How to Handle Them” Early Childhood Education Campaign: This page was developed for a campaign to encourage enrollment in the college’s Early Childhood Education program. I took a previous Pardot page and edited the code so that I could create a new page for this campaign. I also created the video highlighting the program using footage that was obtained by both myself and by a third-party videographer. The campaign focused on how the skills learned in the program were transferrable to other careers beyond working with children.
The Outcome: The campaign webpages maintained the look of the associated campaign materials. The pages loaded quickly and were responsive. The pages embedded a contact form, which populated into the CRM, and allowed people to schedule appointments. The landing pages allowed for better tracking of campaign results, since clicks and leads could be directly tied to the landing page. The PC Healthcare page had a higher CTR than previous medical assisting campaigns, although the resulting form submissions was low. The Early Childhood Education program received increased interest following the campaign, and enrollment in the quarter following the campaign increased.