In an effort to boost enrollment, MCPHS University reached out to Agency Oasis to explore the creation of a micro-site to target a recruit audience with consolidated and engaging content. This project allowed the messaging and visuals to be optimized for one audience, instead of serving many audiences, as the broad reaching university site needs to do. However, it was critical that the content of the micro-site remain centralized through the current WCMS.
Agency Oasis began by working closely with MCPHS stakeholders to understand the brand value proposition, content, and conversion pathways most relevant to the target audience. We identified articles of content to leverage from the existing website and partnered with the university’s traditional media agency to absorb current campaign visuals. The resulting user experience designs employ a heavy use of imagery to provide a sense of place and culture. Parallax scrolling and other modern design qualities are juxtaposed with traditional feeling elements like the university seal and serif typefaces to balance tradition with modernity. With the hyper-accessible placement of conversion tools, such that the “Request Appointment” toolbar at the right of the screen, this site is optimized for conversion.
This micro-site has been so successful since its launch that there is a current initiative underway to carry over the same user experience to the primary MCPHS University website.