The Challenge: To highlight Peninsula College’s new programs, the Marketing Department developed a microsite with a short quiz that asked, “How are you programmed?” This site had to maintain the college’s brand, provide details about the new programs, and encourage students to fill out a form for more information about the programs (which would input their contact info into the CRM). Questions addressed were: How do we get people to take the quiz? What will encourage people to learn about these programs? How can we get them to sign up for information?

The Project: Advertising materials directed people to the website, where they were told they could take a short quiz. Based on their answers, they were given an answer about how they were programmed and then directed to a landing page describing the corresponding program that fit that personality: Rural Cool (Natural Resources or Automotive Services); Healer (Natural Resources); Creative (Media Technician); Boss Move (Management Certificates); or Hot Spot in the Woods (Virtual Office Assistant).

I worked with the Marketing Manager to develop the quiz flow and questions, and the general design and wireframes for the microsite. I created the quiz images, program videos, and page mockups. We contracted with a third-party vendor to code and develop the pages. A form was embedded on the program pages and quiz result pages that encouraged users to submit their contact information to get more information about the programs. Doing this also entered users into a drawing for a free tablet.

The Outcome: When compared to the 2022 fall campaign, the number of new contacts increased from 5 to 71. This number excludes people taking the quiz multiple times. The number of people who clicked on the “Book an Appointment” link totaled 132, of which 98% were unique.