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How a University made
HOW a debate come toTEAM
    A UNIVERSITY WEB life
BROUGHT A PRESIDENTIAL
             Kate Johnson
DEBATE TO LIFE
       Content Strategy Manager
Kate Johnson   University of Denver
@katedjohns
debate2012.
du.edu
31 OCTOBER, 2011

We get the call.
CHALLENGES
RESOURCES
• 2 content FTEs

• 2 developers

• 1 user experience designer

• 45 active projects
CONTENT CONSTRAINTS
CONTENT CONSTRAINTS
Rebranding
REBRANDING
SILOS
Commission on
 Presidential Debates
event planners
               steering committee
 parking                          marketing leadershi
 services
        institutional partnerships

campus security          Secret Servic
        City of Denver
                                       public
   Web Team
                        Student Life
                                transportation
SOLUTIONS
GOALS
• Increase University’s
  visibility and brand
  awareness
• Increase our
  community’s excitement
  & engagement
• Information for media
PHASES
ATTACK THE SILOS
PHASE 1
Feb – early Sept.

• Introduce the brand look
  and feel
• Help the media cover the
  debate
• Give the community
PHASE 2
Early Sept – day before
 debate

• Draw the audience into
  brand-enhancing feature
  content
• Get the audience excited
DEBATE DAY
DEBATE DAY
PHASE 3
Afternoon of 2 Oct. –
 afternoon of 4 Oct.

• Leverage the high traffic
• Engage the community
PHASE 4
Post-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
                                    80,000




                  40,000




     0
9/2/2…
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/…
                                                                 RESULTS



9/13/…
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/…
Unique page views:
 >500,000

20% 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 JOHNSON
WEB CONTENT MANAGER, UNIVERSITY OF DENVER
@katedjohns
kate.johnson@du.edu
debate2012.du.edu

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How a University Web Team Brought a Presidential Debate to Life

Editor's Notes

  1. http://www.flickr.com/photos/lwr/5212486661/
  2. http://www.flickr.com/photos/grimages/1723306737/sizes/o/in/photostream/
  3. Phased plan
  4. Results