Day 169 —Messaging to Schools

Designing our Schools Landing Page

In preparation to our schools outreach and National Association of School Nurses Conference next month, this week and next we’re putting together our marketing collateral. Today I designed the landing page I sketched out yesterday.

I’m intentionally focusing a lot of time on the messaging and value propositions we’re stating to schools because they will be the everyday users of our app and without them, we don’t have a product.

Here’s the landing page I designed.

Landing Page

Most of our communication to date has focused on kids. I want this landing page to be about empowering school nurse users and other health staff at school. Here’s what I came up with today. I still want to refine the chat display a bit — my goal is to combine the superhero theme with a simple demo of the core value the product delivers.

Value Propositions

I focused on 3 key value propositions of the product. My goal for this section is to tie value to product features and leave users with a clear sense of exactly what the product does and how they’ll benefit from it.

1 — Health Coordination at School

As I learned from lots of school interviews, health coordination at school is really tricky. In most cases, you have 1 or 2 licensed health resources training mostly unlicensed staff to support kids with chronic health issues. One of they goals is to make this coordination simpler — on both staff and kids.

2 — Digital Care Records

100% of schools we spoke to still use paper care logs to track care. Our app seeks to replace that with a secure record that can automatically be shared to families as care occurs.

3 — Parent Communication

I saw firsthand the challenges of communicating to parents — from missed phone calls to full inboxes to a myriad of communication tools (e.g., iMessage, SMS, WhatsApp, Facebook Messenger). We want to make this a whole lot simpler — helping to save time, and ultimately, driving better outcomes.

Value Delivery

Resources

We haven’t built many resources focused on school staff, but I think this could be an interesting marketing opportunity to reach lots of schools. At the beginning of each school year, school nurses are responsible for training staff on emergency situations.

Devices

I saw this on the ClassDojo site and just thought it was really clean and effective :).

Call to Action

Finally, our call to action. In the full version, I’ll animate the superhero.