Government funding cuts and the removal of student bursaries had resulted in a dramatic decline in nursing degree applications. With the NHS already facing a nursing shortfall of over 34,000, its survival was reliant on driving a pipeline of applicants. Our role was to convert inspired audiences through a simplified web experience and a personalised, intuitive CRM programme. We designed a unique journey per audience, guiding our key targets of Teens and Career Switchers through specific barriers and motivating them to application.