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How a University madeHOW a debate come toTEAM    A UNIVERSITY WEB lifeBROUGHT A PRESIDENTIAL             Kate JohnsonDEBAT...
debate2012.du.edu
31 OCTOBER, 2011We get the call.
CHALLENGES
RESOURCES• 2 content FTEs• 2 developers• 1 user experience designer• 45 active projects
CONTENT CONSTRAINTSCONTENT CONSTRAINTS
RebrandingREBRANDING
SILOS
Commission on Presidential Debatesevent planners               steering committee parking                          marketi...
SOLUTIONS
GOALS• Increase University’s  visibility and brand  awareness• Increase our  community’s excitement  & engagement• Informa...
PHASES
ATTACK THE SILOS
PHASE 1Feb – early Sept.• Introduce the brand look  and feel• Help the media cover the  debate• Give the community
PHASE 2Early Sept – day before debate• Draw the audience into  brand-enhancing feature  content• Get the audience excited
DEBATE DAYDEBATE DAY
PHASE 3Afternoon of 2 Oct. – afternoon of 4 Oct.• Leverage the high traffic• Engage the community
PHASE 4Post-debate• Post-event wrap up• Tell the story of the  debate experience• Nostalgia for alumni• Excitement for
100,000                                                       120,000         20,000                           60,000     ...
Unique page views: >500,00020% of site traffic in Sept/Oct
DEBATE SITE SEPT &        OCT• Time on page: BELOW DU  site average• Bounce rate: ABOVE  average• Exit rate: ABOVE average
ENGAGEMENT CONTENT• Highest time on page• Lowest bounce rates• Lowest exit rates
LIVE BLOG• Most viewed page post-  debate• Highest time on page• Internal audien ces >5  minutes
$56 million in publicity
KATE JOHNSONWEB CONTENT MANAGER, UNIVERSITY OF DENVER@katedjohnskate.johnson@du.edudebate2012.du.edu
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
How a University Web Team Brought a Presidential Debate to Life
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How a University Web Team Brought a Presidential Debate to Life

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When the University of Denver was selected to host the first US presidential debate of 2012, our small web team found itself responsible for creating and maintaining a high-profile site on a tight schedule while simultaneously launching a university-wide rebranding effort. A case study into the collaborative process that built debate2012.du.edu.

Presented at Content Strategy Forum in Cape Town, South Africa, in October 2012.

Published in: Career
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How a University Web Team Brought a Presidential Debate to Life

  1. 1. How a University madeHOW a debate come toTEAM A UNIVERSITY WEB lifeBROUGHT A PRESIDENTIAL Kate JohnsonDEBATE TO LIFE Content Strategy ManagerKate Johnson University of Denver@katedjohns
  2. 2. debate2012.du.edu
  3. 3. 31 OCTOBER, 2011We get the call.
  4. 4. CHALLENGES
  5. 5. RESOURCES• 2 content FTEs• 2 developers• 1 user experience designer• 45 active projects
  6. 6. CONTENT CONSTRAINTSCONTENT CONSTRAINTS
  7. 7. RebrandingREBRANDING
  8. 8. SILOS
  9. 9. Commission on Presidential Debatesevent planners steering committee parking marketing leadershi services institutional partnershipscampus security Secret Servic City of Denver public Web Team Student Life transportation
  10. 10. SOLUTIONS
  11. 11. GOALS• Increase University’s visibility and brand awareness• Increase our community’s excitement & engagement• Information for media
  12. 12. PHASES
  13. 13. ATTACK THE SILOS
  14. 14. PHASE 1Feb – early Sept.• Introduce the brand look and feel• Help the media cover the debate• Give the community
  15. 15. PHASE 2Early Sept – day before debate• Draw the audience into brand-enhancing feature content• Get the audience excited
  16. 16. DEBATE DAYDEBATE DAY
  17. 17. PHASE 3Afternoon of 2 Oct. – afternoon of 4 Oct.• Leverage the high traffic• Engage the community
  18. 18. PHASE 4Post-debate• Post-event wrap up• Tell the story of the debate experience• Nostalgia for alumni• Excitement for
  19. 19. 100,000 120,000 20,000 60,000 80,000 40,000 09/2/2…9/3/2…9/4/2…9/5/2…9/6/2…9/7/2…9/8/2…9/9/2…9/10/…9/11/…9/12/… RESULTS9/13/…9/14/…9/15/…9/16/…9/17/…9/18/…9/19/…9/20/…9/21/…9/22/…9/23/…9/24/…9/25/…9/26/…9/27/…9/28/…9/29/…9/30/…10/1/…10/2/…10/3/…10/4/…10/5/…10/6/…
  20. 20. Unique page views: >500,00020% of site traffic in Sept/Oct
  21. 21. DEBATE SITE SEPT & OCT• Time on page: BELOW DU site average• Bounce rate: ABOVE average• Exit rate: ABOVE average
  22. 22. ENGAGEMENT CONTENT• Highest time on page• Lowest bounce rates• Lowest exit rates
  23. 23. LIVE BLOG• Most viewed page post- debate• Highest time on page• Internal audien ces >5 minutes
  24. 24. $56 million in publicity
  25. 25. KATE JOHNSONWEB CONTENT MANAGER, UNIVERSITY OF DENVER@katedjohnskate.johnson@du.edudebate2012.du.edu

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