Historic Boston College hasn’t changed its brand over the last 100 years, but when they introduced the college’s first fully online program they enlisted Gragg’s help.
Very few schools offer a Master’s of Healthcare Administration, and almost none offer it online. Our challenges were to stay within Boston College’s strict brand guidelines, use only original photography, and convey a lot of information – all while keeping it engaging. So we got savvy with our approach to layout and UX with a responsive microsite that’s readable, minimal, and packed with information without it looking like an encyclopedia.
How to serve info to people with already established healthcare careers while increasing conversions? We did it by tracking the propensity of people who convert on form fields at the top or bottom of a page. Turns out structuring the landing page to give them the info they came for at the top and then convert them through a form field at the bottom really works.
To supplement Boston College’s paid search efforts we ran ads on the Google Display Network. The ads successfully drove more awareness to the MHA program by targeting custom affinity groups that were more receptive to the ads. That way, we got the message to people in healthcare careers and didn’t waste time elsewhere.