North Coast GP Training.

overview.

To position North Coast GP Training as an innovative training organisation, in particular focusing on the location and lifestyle on offer in Northern NSW. Since the new website was launched NCGPT have filled all places on their GP training program.

brief.

North Coast GP Training (NCGPT) is a government-funded organisation that provides general practice training to GP registrars on the beautiful North Coast of NSW.

Initially we were approached to create a new website to appeal to a rising younger market. A quick audit of existing collateral and our recommendation for a complete rebrand was put forward to the board and, with some hesitation, approved.

NCGPT were keen to position themselves as an innovative training organisation but with a focus on one of their greatest asset - location.

Based in Northern NSW, the lush surrounds and lifestyle balance is a significant drawcard for registrars. The original logo and collateral alluded to these, however the overall styling was outdated and needed to be brought in line with our vision for the website.

solution.

Brand identity.

In order to take the board on a journey, which was essential to ensure buy-in, we worked closely with the marketing team to communicate the process and key considerations in developing a fresh approach for the brand.

We explored both a significant change to the logomark as well as a development of the original idea, which strongly reinforced the theme of location. The final logo was chosen as a fitting evolution of the brand which gave a nod to their history but allowed a fresh, new modern feel to attract a rising younger market.

Response from the board was extremely positive, appreciating the value of a brand refresh and embracing the new direction.

The symbol in the logomark brings together ocean, sun and hinterland with the three segments creating a unified circle, subtly conveying the balanced lifestyle the program offers new GPs.

Website.

A number of key elements came together to ensure the new NCGPT website appealed to a rising younger market and highlighted the work/lifestyle balance.

• Navigation and content structure. This was refined to improve ease of use for the 2 different audiences – prospects versus those already in the program.
• Vibrant colour palette.  Drawing on the colour palette created for the brand provided a great foundation to develop a relaxed, welcoming experience that conveyed the friendly, fun ethos behind the company.
• Images. Utilised across the site, images were selected to reinforce the lifestyle available to those who choose to train on the North Coast, and a dynamic ‘meet the NCGPT team’ page was created to ensure the character of all the team and their camaraderie really shone through.
• Video content. Integrated throughout the site to provide personal selling messages, it also allows a feeling of immediacy as video content can be quickly updated through the content management system. An events calendar and 24 hour call back form work to reinforce the constant stream of information available to prospects.
• Content management system. A key element in the site development to ensure the client had control of content and the ability to update quickly and at low-cost.

Results.

Since the site's launch NCGPT have filled all places on their GP training program and have now engaged Philter to create a mobile site to appeal to those looking for GP training as well as hospital-based junior doctors looking to undertake supervised general practice placements as part of one of their hospital rotations. 

Visit the NCGPT site.