The document proposes redesigning a website to make it more engaging, mobile-friendly, and effective at driving user action and social sharing. It recommends optimizing the site for search engines and mobile devices, adding features for passive user registration via social networks, and connecting registered users to facilitate engagement. An accompanying campaign would utilize infographics, celebrity outreach, press releases, social media, and email to introduce the new site, increase brand awareness, and engage users.

1. Geoffrey Beene Gives
Back
Rock Stars of ScienceTM
Web Property Campaign
Presentation | Mary McKnight & Jeremy Mays

2. REPOSITION THE WEB PROPERTY FOR
SEARCH ENGINE, USER AND MOBILE
DEVICE FRIENDLINESS WHILE
DRIVING
ACTION, ENGAGEMENT, CONVERSI
ON AND AMPLIFICATION WHILE
LEVERAGING THE GEOFFREY BEENE
BRAND MORE EFFECTIVELY.
Repositioning
Engage. Collect. Convert. Amplify. Curate.

3. Current Metrics: Web
RockStarsofScience.org (MAY 1, 2012 – MAY 31, 2012)
Uniques: 993 Time on Site: 1:57
Page Views: 5,267 Pages/Visit: 4.68
Bounce Rate: 27.91% New Visits: 84.53%
Average page load time is extremely high. This should be addressed
immediately. No video or audio should auto play, images should be
compressed and caching should be optimized along with all JS, HTML and
CSS

4. The site is broadcast only with little engagement and
amplification so it only sees traffic when PR/media
campaigns run. Creating engagement, registration &
amplification mechanisms will allow the site to sustain
traffic between campaigns & support new initiatives.
40% of users say they immediately leave a site that
auto plays video or audio (due to at work searches)
17% of your traffic is mobile, yet the site is not mobile
friendly
Redesign
1. Widen Site to Current Screen Standards
2. Create a mobile version of the website that serves mobile friendly content to
phone and tablet devices
3. Design the site with printer friendliness in mind
4. Design to current standards of usability specifically color blindness (limited white
text on black backgrounds)
5. Design the site with more white space for easy eye scanning- (most people only
scan text on websites)
6. Organize site content for simple navigation by users
7. Engage visitors immediately with compelling calls to action
8. Integrate with common APIs from Facebook and Twitter to facilitate passive
registration, data collection and social amplification
9. SEO the site with more indexable text, meta data and social/mobile search
protocols

5. 30% of men over 45 have a form of color blindness
that makes white text on black backgrounds
difficult to read.
40% of users say they immediately leave a site that
auto plays video or audio
17% of your traffic is mobile, yet the site is not
mobile friendly
HOME PAGE
Header should give
movement to the site by
fading in different selected
images from the campaign.
Clear call to actions engage
various market segments in
simple and structured ways
Passive registration with
Facebook and Twitter allows
the site to collect rich user
data and easily amplify the
message to user’s social
spheres when they take
action on the site.
Leverage the Geoffrey Beene
Brand uniformly throughout
the site so the ROS property
and users can be easily
tapped to market new GB
initiatives.

6. REGISTRATION
• Use Facebook, Twitter and Standard Email Registration options
when users take any action on the site. This is a passive
registration process where we can collect rich data particularly
form the Open Graph Facebook API.
• Connecting through networks like Facebook and Twitter allow us
to also build in amplification mechanism. For example when a
user “tweets” to their disease, they amplify the message with the
ROS hashtag (#rockstarsofscience) and the ROS Twitter account
(@Rock_ros) to their social sphere to drive new traffic back to the
site.
• The registration page should incite people to join by including
images of registered users and recent activity related to the
action the user is taking like a Tweet Stream of recent 140
characters to…
The goal is to passively collect registrations, engage the user in an
action quickly and amplify the message to new registrants social
spheres.

7. CONNECT
• When users register, their data should be used to
generate a geographical database of
Doctors, Researchers, Advocates, Fighters, Early
Adopters, Self Trackers.
• The database can be used to directly market these
user types for future engagement campaigns that
connect users with one
another, registries, organizations or research projects
• Later, the site may be able to offer profile pages and
other tools like the Brain Baseline application to keep
users coming back.

8. INTERNAL PAGES
• There are so many assets in this site that can be
leveraged to generate engagement that it is
important balance rich visuals like the doctor and rock
star galleries with calls to actions like nominate a Rock
Doc or add a Rock Doc to the gallery.
• Calls to actions should be simple and the completion
of the actin should be accomplished entirely online.
• All galleries or portfolio pages should allow users to
search by specified criteria as these galleries should
grow over time.

9. MEDIA ROOM
• As the campaigns receive substantial press
coverage, a dedicated press page can be leveraged
for further coverage and the promotion of new
initiatives.
• Content should be organized in an “at a glance”
format so videos, press releases, media
mentions, social media, events, quick corporate facts
and campaign initiatives are easy to find.

10. MOBILE DEVICE SITE
• A simple mobile version of the site should
be developed that detects the device
type and formats the simple data to the
display size.
• Mobile version should not require resizing
and only offer mobile friendly options
and the most relevant call to actions for
mobile users. This would be a good place
for music, video and/or geographic
data sets like events, drug trials, research
centers, etc.
• Leverage applications such as
BrainBaseline and Da Vinci if possible.

11. Mobile Application Demographics
Age
No answer 6.82%
Under 13 2.16%
13-15 6.82%
16-18 13.21%
19-24 22.45%
25-34 29.25% * source: ATT
35+ 19.29%
Gender
No answer 8.39%
Male 62.07%
Female 29.54%
Race
No answer 9.03%
Caucasion 57.16%
African American 15.53%
Hispanic 8.24%
Asian American 3.35%
Mixed 6.69%

12. AMPLIFY
The Brand
Engagement Campaign
Campaign strategy, implementation and promotion

13. Goals
 Introduce the redesigned website
 Increase cross media mentions of Brand to build brand equity
 Utilize the Rock Doc Influencers and engage them as evangelists
 Increase engagement, retention and frequency of usage for the
amplification tools (tweet to disease/sign the declaration/2012
challenge)
 Build the volume of user generated content
 Increase the number of registered users
 Increase brand sentiment and brand awareness among various
demographics
 Generate new interest and mentions from media
 Continue the conversation & engagement through high-touch email

14. Infographics
Creating a campaign of infographics
that are easy to digest visually would
be the ideal way to explain complex
concepts such as “there is no cure
but prevention is possible.” A set of 6-
8 infographics distributed to online
media health and news channels
throughout the course of a year will
build not just awareness but also visits
back to the website.

15. Celebrity/Media Outreach
Reach out to magazines with strong celebrity ties like Haute Living to
garner further media and celebrity involvement for campaigns. Haute
has a robust program that allows campaigns to align with cover
celebrities and integrate with their mobile application.

16.  Announce 2012 contest,
site campaigns and events
with Press Releases
Promotion  Leverage existing social
accounts to drive traffic
through engagement and
amplification mechanisms
 Develop a drip email
campaign to immediately
engage new registrants in
other initiatives and the
Geoffrey Beene Brand.
 PPC (Google, Yahoo, Bing,
Facebook (WildFire App)