Vanderbilt Marketing Automation Templates
Creative strategy, ux, and visual design for guided landing page and modular email templates that Vanderbilt could leverage within one Marketo instance for 20+ brands
The Challenge
Create a set of landing page and email templates for implementation within Marketo across 20+ healthcare brands. Empower and enable marketing department end-users to effectively and efficiently create and support various digital marketing programs within a national academic medical center and affiliated healthcare network that manages 2 million patient visits each year.
The Solution
We created a bullet-proof set of responsive and highly-flexible marketing automation templates that could withstand the rigors of everyday use. We started with a brand audit and discovery sessions to help identify requirements, mandatories, and determine what levels of customization were needed per brand. Landing pages had to account for optional lead capture forms, videos, customer testimonials, and featured content. For this particular project, I led the UX and visual design efforts. I began wireframing the templates in UXPin. Both mobile and desktop views were created simultaneously to illustrate how content would flow in the different viewport sizes. Requirements were captured in the documentation portion of the wireframes. Once wireframes and requirements were approved, we moved into the design phase of the project. I applied various brand, color, and typography selections to the design mock-ups to help illustrate how each of the templates could be customized to each brand, via tokens in Marketo. Design mock-ups were rendered for 4 of the 20+ brands and included desktop and mobile views for both landing pages and emails. UXPin was used to present all of the mock-ups in one cohesive prototype link. UXPin also provided simplified communication and client feedback loops via comments. Once approved, the templates were coded, implemented, tested, and rolled out in the client's Marketo instance. These templates are currently in use across numerous digital marketing programs at Vanderbilt from 2019 and beyond.
This was a Hileman Group project completed in collaboration with Ken Sugiura for front-end development.