The Coronary Atlas project aims to understand the reasons coronary stents fail, how we can improve them and help more patients effectively. I helped the researchers by building a website and doing all of the graphic design, web design, Google Analytics integration, on-site SEO optimisation and some of the content.
I helped them to articulate their message through visual and written content assets so that they could talk about complex academic concepts in a way that anyone could understand.
During the planning and scoping phase of the design, I did some usability assessments in the form of interviews, surveys and looking at the design of competitors sites. I then worked with the researchers to design a website that was usable, relevant and designed with the various stakeholders in mind who are of interest to the researchers.
The final design consisted of a general interest page that was written in a simpler language called Global Context. This page was a reference guide to coronary artery disease and featured an interactive infographic. This contrasted to other pages which were research focused and written with other researchers in mind.
Infographic creation, interactive design
Working along with the researchers, I created an infographic which demonstrates in a clear and articulate manner, a very complex engineering and research pipeline. I also designed all of the icons, the interactive elements and slides.
I managed the design and content for a new website for the University of Auckland, built using the Divi theme in WordPress.
– Web design
– Graphic design
– Planning and wireframing
– Writing web copy
– Managing content writers
– Client and stakeholder consultation
– Budgeting and timing management
Programme Director for the Master of Health leadership (MHL) Dr Jude McCool enlisted my help to create a new website for the Master of Health Leadership, a new Masters programme for the Faculty of Medical and Health Sciences.
Sticking closely to the University branding and marketing guidelines, I created a custom website using WordPress and the Divi Builder template. This template allows almost infinite flexibility in terms of design and content.
This included creating custom interactive tabs featuring information, full width slides. The sourcing of suitably engaging stock photography. The creation of an on-site blog where students and lecturers could communicate and contribute thought leadership articles. I also interviewed key international students and featured them throughout the website. I identified key important information regarding the selling points for the Masters programme which weren’t identified before. Namely the potential growth in salary after completing the degree. This was turned into an interactive infographic which dynamically depicted the growth in salary.
As part of the intuitive and user-friendly navigation, the FAQs section has a drop down menu of interactive tabs which answered common pain points for students around fees, scholarships, starting dates, deadlines, lecturers, contact information and other vital information.
The result was an engaging and practical website which answered the main pain points of the target audience. The Programme Director Jude McCool along with other faculty staff were exceptionally happy with the results.
Background and challenges
Brain Research New Zealand – Rangahau Roro Aotearoa (BRNZ) is a Centre of Research Excellence which was newly created in 2014. BRNZ involved 4 Universities – Otago, Canterbury, Auckland and AUT along with several independent research institutes and groups and over 300 researchers.
BRNZ’s aim was to advance the treatment and prevention of diseases of the ageing brain on a global scale. BRNZ therefore required a heavy-duty marketing approach to kick it off.
I was the sole-charge marketing person for the group and as such had to be a one-woman band. I also had a zero dollar marketing budget with virtually no access to funding for day-to-day marketing, with the exception of the creation of the annual report and some key research events.
As such I needed to produce valuable marketing assets out of nothing but my own capabilities. I also needed to foster an atmosphere of branding consistency and cooperation between historically competitive institutions, which were now brought together under the same banner for the first time.
I therefore put together a marketing strategy and then executed all of it highly effectively.
• Management of a database of community members for targeted personalised comms around specific issues, via Hubspot and HootSuite.
• Ongoing community outreach with relevant not for profits and iwi across the country – both online and in-person events.
• Event planning, management and promotion before, during and after events.
• Produce creative, cost-effective merchandise, branding materials and visual branding (myself and via an outsourced agency).
• Social media management and content management best practice training for researchers.
• Measuring and optimising the website using Google Analytics and making cost-effective recommendations for optimising content for SEO and conversion.
• Content, design and digital marketing using free and open-source tools where possible to keep costs low.
• Media liaison with Fairfax, NZ Herald and other journalists and getting researchers stories out into the media.
• Relationship building with dispersed teams and individuals in order to capture and convey research stories to the wider world and get cooperation on key campaigns.
Community engagement, social media and online conversion optimisation
As a part of my role with Brain Research New Zealand – Rangahau Roro Aotearoa, my role was to engage directly with Not for Profits and Maori Iwi within Auckland and Dunedin and to arrange marae visits for researchers and clinicians.
BRNZ had a stall at Te Matatini 2016 was an outstanding success. I managed to giveaway over 3,000 kete bags with the koromiko seeds and also to giveaway approximately 1,500 notepads. The community outreach and #GrowWithBRNZ campaign online and offline resulted in a 30% increase in Twitter followers along with substantial user generated content.
The campaign also meant a spike in engagement, with over 3,000 views of the website during the week of the event. The conversion goal of 100 responses to our online survey was exceeded and we received over 800 responses to the online survey into knowledge of neurological conditions.
Community events (which I organised and ran) contributed to the group receiving millions in philanthropic funding towards improving health outcomes.
- Ruth Monk uses Cell Programming to study the mechanisms of disease
- Breakthrough in Parkinson’s disease offers new hope
- New dementia research on Maori, led by Maori
Web design, graphic design, content marketing
I designed a new website for Brain Research New Zealand which was based on usability assessments, paper and online surveys, and research into the existing CMS and what pages were most visited on the site. Also the UX process involved integrating the most important user functionality such as access to new research studies looking for participants, as well as contact information for key clinicians. I designed the site with this and design best practice principles in mind.
Internal communications/ research collaboration
I wrote, designed and produced a pamphlet for researchers to promote themselves internally to other researchers within BRNZ and externally to researchers around the world.
Annual Report writing, design and production management
This was the first annual report ever produced for Brain Research New Zealand.Therefore it needed to be visually impressive, on-brand and also contain stories of substance and scientific rigour which would impress the target audience – the Tertiary Education Commission (TEC) the governing body which provides funding to BRNZ on a 4 yearly basis.
I coordinated the content, interviewed researchers, coordinated the photography and managed the production of the design and printing via a design agency.
Video production and post production
For the opening of several new dementia research clinics across the country, I managed photo shoots and produced a series of videos which featured interviews, speeches and cut aways to stock footage. See examples below
eDM template design and distribution
Wentworth People are a Singapore and Sydney based business and management consultancy. They provide leadership and team-building consulting services to large corporates. As such they were needing a fresh approach to managing their existing content and freshening up and optimising their content so that it worked harder for them, creating more conversions.
On-site content optimisation, PPC campaigns, landing pages and content audits
I used social listening tools to examine the impact of their brand on conversations currently taking place about business consulting, leadership consulting and other keywords. I also used Google Analytics and Hot Jar to analyse the effectiveness of their page content and how its relative positioning on the page could improve conversion. I also looked at the most popular social posts and pages on the site.
From this data I was able to glean that the best way forward in terms content topics, based around the popularity of topics with their audience. From the analytics data is was possible to extrapolate that the most popular pages were buried deep within the 3rd level pages and were not easily accessible with one click from the main menu. I worked with a web developer in order to optimise these most popular pages and turn them into stand-alone landing pages. With some keyword research, I found some long-tail keywords which we could insert naturally into these landing pages and use in PPC ad campaigns.
We created two versions of each landing page and split test them according to the copy and tracked these using Google Analytics to examine their effectiveness.
I also put together a changed navigation based around the most visited pages on the site and optimised the positioning, design and copy for the call to action on each of these pages to generate a higher conversion.
After split testing the effectiveness of these pages, the page with the highest conversion rate were implemented and the site was performing and achieving a 30% increase in conversions after the on-site content and design optimisation.