Web Marketing

Chris SullivanDirector, Digital and Marketing Communications

Immediate Projects (2012)

Addressing the most pressing items

• Getting Derrick’s help• Agency relationships• Content holes• Domain and site sprawl• Search• Automation

Content Work (2012)

Internal Publishing Platform

• Online news format• More frequent updates• Integrate current publications• Build out functionality over

time

• Site confusion between uvahealth.com, healthsystem.virginia.edu and medicine.virginia.edu

• User experience when moving from sites within the HS is poor

• Other uvahealth.com issuesCommon tasks for the 75%Duplicate contentConsolidate and automateAddress mobile traffic

Unification Project

• 37% of users accessing uvahealth.com on smart phones and tablets(up from 6% in 2011 and 15% in 2012 and )

• 27% true phone traffic (no tablets)

• Doing similar tasks, such as making appointmentsDesktop rate: 3.53%Mobile/Tablet rate: 2.60%

Mobile Issue

Near and Mid-Term Futures (2012)

• Migration Towards a Single Domain

• Template Changes for Usability

• Mobile Templates• SEM Templates and

Landing Pages• Video• Data and Reporting

2014 Futures

• Continue to figure out Social• Continue to build our video presence• Content marketing• Search and “findability” of information• Whatever comes next