Drive potential candidates into the top of the funnel by creating a landing page where visitors could register and download information about the program.
Exploration and design:
The value prop was the first thing we wanted users to read and identify with, accompanied by an image that would best represent the target audience. But the most important asset on the landing page would be the form, so a lot of thought and testing was put into its location. Ultimately it was kept just above the fold without being too invasive for the user, thus avoid making them feel pressured into filling it out. From there on each blade would contain information ordered by relevance to the target audience.
An aggressive web banner campaign was also created and targeted to registered nurses to help drive traffic to the landing page.