How a University made a debate come to life

Kate JohnsonContent Strategy Manager

University of Denver

HOW A UNIVERSITY WEB TEAM BROUGHT A PRESIDENTIAL DEBATE TO LIFE

Kate Johnson@katedjohns

debate2012.du.edu

We get the call.

31 OCTOBER, 2011

CHALLENGES

RESOURCES

• 2 content FTEs

• 2 developers

• 1 user experience designer

• 45 active projects

CONTENT CONSTRAINTSCONTENT

CONSTRAINTS

RebrandingREBRANDING

SILOS

Web Team

Commission on Presidential Debates steering committee

parking servicesinstitutional partnerships

Student Life

event planners

Secret ServiceCity of Denver

public transportation

campus security

marketing leadership

SOLUTIONS

GOALS• Increase University’s visibility and brand awareness• Increase our community’s excitement & engagement• Information for media and debate attendees

PHASES

ATTACK THE SILOS

PHASE 1Feb – early Sept.

• Introduce the brand look and feel• Help the media cover the debate• Give the community introductory info• Highlight events

PHASE 2Early Sept – day before debate

• Draw the audience into brand-enhancing feature content• Get the audience excited• Provide information

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 prospective students

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0120

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120,000

RESULTS

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 JOHNSONWEB CONTENT MANAGER, UNIVERSITY OF DENVER@katedjohnskate.johnson@du.edudebate2012.du.edu