Project Goals
- Create a video series in order to educate users about Medicare before open enrollment period.
- Gain brand recognition and trust from users.
- Capture emails.
Wireframing
A fellow content strategist and I created a wireframe to present to stakeholders. We wanted the video to be the most prominent on the page and to provide an easy-access table of contents for the other videos in the series. We also created buttons that would lead the user to the next video in the series, or back to the previous video.
In this side-by-side comparison, you can see the evolution between the wireframe and the execution.
2) Execution of wireframe
Hub Page
I created a hub page to use as a CTA landing page and a landing page for any paid media campaigns.
I wrote the copy for the hub page and designed the layout. We wanted the copy to be empowering for seniors and not use common language like “Medicare is confusing.”
I wanted users to have the opportunity to jump straight into the first video, or see the contents of the other videos so they could choose their own journey based on their current needs.
Email Strategy
In addition to the above elements, I created the wireframe to use for both our design template and copy template in order to aid the email creation process.
Writers found this template to be extremely helpful, as they were new to writing email copy and made the writing process much quicker.
Kayla Haas 