Best of CASE District II Award
 

Institution: University of Maryland Baltimore

Title of entry: Be a Maryland Nurse Microsites

About this entry: Our strategic goal is to attract and engage prospective nursing students by providing a high-level, concise, and visually engaging online platform that highlights the unique offerings and strengths of the University of Maryland School of Nursing, replacing the need for separate printed recruitment materials for each program. In collaboration with an agency and the admissions team, we developed the "Be a Maryland Nurse" microsites. One microsite focuses on the School as a whole, and one microsite is specific to our Universities at Shady Grove (Rockville, Maryland) location. Both microsites have the same general design to reduce costs. The interactive, one-page microsites serve as a one-stop shop for information critical to a prospective student’s decision-making. Through links to our main website, they provide an opportunity for a prospective student to dig deeper during their decision-making journey, if they choose.

The microsites feature engaging design elements, including abundant imagery, to capture the attention of prospective students and to showcase the vibrancy of the School. They include a feed of upcoming events, clear calls to action, and a prominent request for information button to encourage form completion and Customer Relationship Management (CRM) funnel entry.

Additionally, we created a complementary printed piece to drive prospective students to the microsites, ensuring a cohesive and integrated marketing approach. This printed piece was designed to be evergreen. We recently launched the microsites and are excited to see how they impact prospective students’ journeys through our admissions funnel. So far, the sites have received more than 500 visits.