microsite and go-to-market strategy for a new cancer center
For this brand awareness campaign, our goal was to produce a 5 page micro-site that would introduce Leonard Cancer Institute and drive traffic to the existing hospital website. I developed a visual identity and brand guidelines within an existing brand architecture and develop a microsite hub to measure marketing campaign KPIs.
my role. ui design. art direction. brand strategy. visual identity. digital marketing.
Working with the strategy team, we determined that our only measurable outcomes would be clicks to the donate button and video views. Our challenge was to avoid responsibility that relies on the client’s current systems like calls and appointment scheduling. Therefore we created a sitemap that would intuitively direct the user through our content and increase awareness.
The website is designed with engaging content and imagery to ensure our users stay on the microsite and drives users to a measurable outcome to click the “Donate” button. I placed large green donate button in the header of every page and then matched the internal page donate buttons with the same color for consistency. Color theory suggests green is the color of money and it also tells us to “Go” instead of stopping. Also, green just so happens to be the clients secondary brand color. Win.