Content Design for
landing page
Oct. 2023–Dec. 2023
Content designer
Arizona State University's online program consistently achieves a high rate of admitted students choosing to enroll. However, this rate isn't at 100%. At any given time, there are roughly 5,800 admitted students who have yet to enroll.
By creating a social media posts and landing page campaign, we aimed to reach 5,000+ admitted students who have yet to enroll. Given that the average time for a student to transition from admission to enrollment is 23.7 days, our re-targeting efforts focused on those who have reached the 20 day mark since admission.
The landing page portion of this project deviated from the norm—it was a content-first endeavor. Initially, I was handed just a short list of bullet points from stakeholders, outlining what they wanted on the landing page. My first step? Diving into available research data to construct an empathy map. I was lost on how to structure this page, so it was crucial to understand the needs and concerns of potential students. Creating an empathy map guided me in deciding which information should go at the top of the page and how I should group items.
I then opened a new document in Coda and began brainstorming the content layout. Throughout this process, I was mindful of the limitations our UX designer might face and consistently referred to our existing UX design system.
The task of crafting social media posts brought a different challenge. Since this style of writing was not my usual forte, I reached out to our marketing department for examples of their previous posts. I wanted to ensure that my tone matched the established style and that the posts seamlessly blended in with our current content. This content took the longest to perfect as stakeholders wanted every word to fit the context perfectly.
Due to the scope of the project, there were several stakeholders involved from different departments. I was made aware of several business needs on the class search section that had not been previously outlined. This impacted the content and especially how several sections had been grouped in the landing page.
Meanwhile, on the social media front, I grappled with finding the right words to convey our message effectively. This led to several rounds of rewrites and fine-tuning in collaboration with stakeholders.
After numerous revisions and discussions, the stakeholders were able to reach a consensus and the final versions were approved for both the landing page and social media ads.
This campaign is targeted to launch in December 2023 with results expected to impact Fall A 2024 enrollments.
When the stakeholder constraints were tight, I had to get creative with my writing. It was all about finding that sweet spot where the content was still user-friendly but didn't step over any lines. This part of the project really showed me how to be flexible and think on my feet.
Working within constraints didn't stop me from iterating and improving the copy. I quickly adapted to the feedback loop, making necessary changes to ensure the content was clear, engaging, and within the set boundaries. This process of constant revision underlined the importance of adaptability in content, especially when dealing with strict business guidelines.