The Creation of a Brand + An Online Presence

NCLEXRx Case Study

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We crafted a fresh new look for NCLEXRx, including a new identity and website that communicate the company’s offerings and high level of expertise within its niche audience.

Who is NCLEXRx?

If you know anyone who has studied nursing, you may know that to become a nurse, in addition to graduating from nursing school, they must pass a licensure exam called the NCLEX. It’s an extremely difficult national test, and up to 20% of students fail it on their first try. The statistics get even scarier when a student makes a second attempt – the pass rate is only 50% on the second try.

This is where NCLEXRx, and the person behind the brand, Cheryl Thompson, come into play. Cheryl is a nursing student coach. For the past 10 years, she has helped nursing students succeed in nursing school and pass the NCLEX exam. Cheryl’s work is different from other NCLEX help services. Her approach is holistic. She helps her students reflect on their lifestyle and their learning style, then she teaches them to “think like a nurse” so they can pass the NCLEX AND succeed in their careers. To date, Cheryl has coached over 200 students to success. But how does she communicate this to the world?

What were their challenges?

Before Cheryl came to Hayman Studio, NCLEXRx coaching had been a working entity for several years. She had even authored the book on NCLEX Success, but she still struggled to reach her target audience. She came to the Studio so we could help her let her potential clients know that her amazing coaching exists.

We had to help her jump a major hurdle of human nature: students who have failed the NCLEX feel embarrassed or helpless. Often, they just don’t talk about their situation with anyone. When they did search for help online, they weren’t landing on the NCLEXRx site, and if they did, they didn’t stay to reach out for help.

Cheryl needed to connect with her clients. How would they discover her services and consider her a knowledgeable and trustworthy source once they found her?

Cheryl wanted to communicate these things to potential clients:

• She is available to coach nursing students.
• She has a book that is a fantastic NCLEX resource.
• She is a credible coach and the real person clients will work with.
• She is a fantastic, credible resource for nursing schools that want to improve curriculum and engage in instructor development.

Our Solution

The Hayman Team created a new identity for NCLEXRx that relayed professionalism and promoted Cheryl as a subject matter expert within her field. This was done through the following channels:

Brand Refresh

We designed a brand guide so NCLEXRx can communicate consistently throughout the brand’s touchpoints. Here are some of the inclusions:

• Carefully selected fonts to relay credibility
• Professional color palette
• Images that communicate to a broad audience

Modern Logo

Our Creative Director designed a new logo to complete the branding package. He considered the following aspects:

• Professionalism
• A clear representation of the industry
• Flexibility to be utilized in different brand colors and displayed on different mediums (paper, digital, clothing, etc.)

Website

Once we established the branding and logo, we designed and developed a new website for NCLEXRx. Our goal was to create a professional looking platform with built-in SEO to promote Cheryl’s services as a trustworthy resource.

We carefully considered and implemented the following:

• Mobile responsiveness
• Easy to navigate and find information
• Anchor links that direct users to specific content through email or newsletters
• Clearly identified niche audience
• A website that acts as a passive sales funnel
• Messaging that clearly communicates Cheryl’s qualifications
• A style that helps users to feel comfortable with and engage with Cheryl
• Messaging capabilities
• An easy-to-edit website backend
• Training for our client so she can drive the final website herself

The Result

Now, NCLEXRx is an easy-to-edit online resource that clearly communicates the space Cheryl works within. Cheryl has attractive, sophisticated brand guidelines, and she can create seamless and professional tools to interact with her clients across her website, social media platforms, and print materials. Her site is SEO engaged, and NCLEXRx.com is ready to found when any nursing student or academic googles for help. Cheryl has already been booked to speak at a national nursing conference!

“Ryan, Georgie and John are the best. They helped me discern my vision and articulate it in a professional website that is easy to navigate.”

Cheryl Thompson, Owner of NCLEXRX.

What we did

• Brand and logo development
• Website design and development
• Custom WordPress backend development
• WordPress training