How a University Web Team Brought a Presidential Debate to Life
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How a University made a debate come to life Kate Johnson Content Strategy Manager University of Denver HOW A UNIVERSITY WEB TEAM BROUGHT A PRESIDENTIAL DEBATE TO LIFE Kate Johnson @katedjohns
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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.
Transcript of How a University Web Team Brought a Presidential Debate to Life
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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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 [email protected]@du.edudebate2012.du.edu
