Marketing Landing Page

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Marketing Campaign Landing Page

Department:

First Name:

Last Name

Email:

Marketing Landing Page (MLP)

What is an MLP? A marketing landing page is a standalone entity (web page) that supports the main objective of a marketing campaign. You may reference examples.

Best Practices:

Clear benefit statement – what can they achieve with a degree / certificate from Missouri State? What problem might we solve for them?
Messaging that supports the ad content – should have similar tone, look (images), keywords and phrases.
Main concept and call to action "above the fold."
No left navigation - avoid leading the user away from the page except to perform the desired call to action.
Define what we want the user to do when they are on the page and ask them to do it.
Measure and report the effectiveness of our ads based on our campaign goals. Evaluate and determine if changes are needed.
Establish well defined areas, within the page, that supports the main objective.
Include testimonials when possible – may help the user to relate to others.

Campaign Name:

Campaign Start Date:

Date to Retire Page:

Preferred Vanity URL, if needed:

What are the campaign's objectives? i.e. conversions, page views, link clicks, etc.

What are the campaign goals? i.e. increase traffic to site; form submissions, etc.

What specific action(s) do we want the user to take? i.e. submit a form, download a document, virtual tour, etc.

Page Content (top to bottom)

Hero Image: Select a photo that best supports your campaign marketing message. Choose a landscape image that has a 16:9 ratio. The recommended size for a hero image is 1920 x 1080. Because this photo is responsive to different platforms, it's best to choose a photo whose visual emphasis is centered vertically and horizontally within the frame.

Hero Image Upload

Top eyebrow: Optional; short and concise; it defines the content below it; must be able to stand independently.

Headline (H1 tag): Supports the ads keywords and phrases. Why should the site visitor perform the desired call to action?

Descriptive text: Builds on to the headline. Concise – two or three sentences maximum.

Call(s) to action: Indicate links (3 allowed).

Please fill out the following recommended rows/components. These are just recommendations. They may be reordered accordingly. (will add a link to a sample here).

Row 1: Subhead and supporting text that further outlines the benefits. Include descriptive text, links to photos selected (or upload), call to actions:

Row 1 Photo(s) Upload

Row 2: Statistics that support why the site user should take action. Include descriptive text, photos selected (or upload), call to actions:

Row 2 Photo(s) Upload

Row 3: Social proof. This could be testimonials, awards (such as U.S. News and World Report best colleges rankings), special accreditation, etc.
Include descriptive text, photos selected (or upload), call to actions:

Row 3 Photo(s) Upload

Row 4: Reinforcing statement with additional benefits. Might talk about outcomes. What types of jobs do our graduates typically get? Include descriptive text, photos selected, call to actions:

Row 4 Photo(s) Upload

Row 5: Features with benefits outlined. 3 or 4 column touts work well. Include descriptive text, photos selected, call to actions:

Row 5 Photo(s) Upload

Row 6: Final summation and call to action.

Row 6 Photo(s) Upload

Program Contact Information

Program contact information to include:

Request Information Form

If needed, what fields should be included:

Who should be notified when a request information form is submitted? Please provide their name and email:

Call to Action(s) with Links at Footer: Include name of link as well as link destination (url).

Campaign Analytics Tracking Needed

The following items need to be tracked for this campaign:

Call to action links at bottom of page

Call to action links at top of page

Scroll Depth

All Links

RFI Form Submission

Other

If other, please describe:

Campaign Reporting

Do you need campaign reports?

Yes

If yes, how often do you need a report?

Weekly

Bi-weekly

Monthly

Other

Additional Information

Is there any additional information you wish to share about this project?

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