American association of nurse practitioners student member

American Association of Nurse Practitioners

Research, Design & Content, Web Development

When your profession is a mission

Early in our partnership with the American Association of Nurse Practitioners (AANP), one of our designers—in a never-ending quest for user research—casually asked a friend of his, “Do you know what a nurse practitioner is?”

The friend paused, clearly unsure, before hazarding a guess. “Isn’t that, like, a country doctor?” she said. “Like, a nurse who travels around the countryside offering house calls? Like, from the 1800s?”

Not even close.

Persona Development

Personas are concrete representations of each of your audiences that assures you remain laser-focused on serving their needs. Pulling from our research, we created five personas for AANP—including representations of rural-based NPs, urban-based NPs, students in NP school, etc.

Once we knew all of this, our directive was clear: Give AANP a messaging platform, content governance structure, and website that expands their influence among both current members and prospective members.

Out of Discovery, Into Messaging

On this project, the public wasn’t our audience; NPs themselves were. Everything should aim at serving, delighting, and interacting with NPs and potential NPs. To do this, we worked closely with AANP to compose a Messaging Platform.

Messaging Platforms are a specialty of ours—a buffet of ways of talking about your association and why it matters. A typical Messaging Platform includes key organizational fundamentals such as:

• Differentiators
• The “Why We Exist”
• Benefits
• Positioning Statement
• Audience Descriptions / Personas
• … and much more.

It was our supreme honor to partner with the American Association of Nurse Practitioners.

Awards

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  Graphic Design USA