2. Launched Jan. 26, 2012
Collaborative project –
University marketing,
communications, health
sciences
Content feeds:
• Emory.edu
• WHSC.emory.edu
• EmoryHealthcare.org
• Emory Mobile
• RSS Feeds
Tech work by Emory’s
Web Design Group

3. Site Structure
Home Page
News by Topic
Campus News
For Press
Contact Us
News Releases
Multimedia Gallery
Media Resources
Experts
News Tip Sheets

4. Story Pages
Two Types
Press Release or
Campus Story
Features
• Large or small photo
• Large video
• Related Video
• Related Stories
• Resources
• Sidebars
• Photos within stories
• Share/Print button

5. How News Center Benefits Emory
Centralized content hub with all the the most current stories
Rich mix of content from multiple sources
Exposure of content on related web sites that never got that content before
• EmoryHealthcare.org homepage now shows Emory Health stories
• WHSC.emory.edu homepage now shows WHSC Emory Report stories
• All Emory.edu pages show show top News Center stories
Rich story format – photos, videos, related materials – show off Emory’s best
News by Topic and RSS feeds serves as content “index” and “engine”

6. How News Center Benefits WHSC – Part 1
Exposure to much wider audience and increased traffic/views
• Health sciences stories appear on Emory.edu with far greater frequency
• Magazine and blog stories appear on EmoryHealthcare.org
• University posting more WHSC stories to Facebook and Twitter
Collaboration across C&M Division
• Weekly and daily coordination of content keeps Division on same page
• Google Docs for sharing latest schedules, available content
• Much more online collaboration between HSC and University News,
Emory Report, and University video
• More awareness on both sides of what is going on University-wide

7. How News Center Benefits WHSC – Part 2
Greater exposure for previously underexposed content
• Magazine stories – Emory Health, alumni publications
• Stories from publications
• Stories from Health Sciences Update
• Blog posts
• Videos
Topic pages make it easy to see breadth of activity in areas like cancer,
cardiology, clinical trials
Expert pages and tip sheets designed to assist media relations
Faster updates on pages on WHSC site like SoM Releases, Research, etc.

8. Case Study #1
Smoking Cessation Tips
• Press release
• Campus story
Featured as Top Story
• News Center
• Emory.edu homepage
• Emory.edu all pages
• WHSC.emory.edu
EmoryHealthcare.org
Later a “Secondary” story

9. Factors in Success
Catchy headline
Photo
Broad appeal
Consumer “tips”
Social media
By the Numbers
Nearly 1,000 views
3-5 times average
Spikes
#1 Feature
Emory Report

10. Case Study #2
Marathon Runner
• Campus story
• Multimedia story
Featured as Top Story
• News Center
• Emory.edu homepage
• Emory.edu all pages
• WHSC.emory.edu
EmoryHealthcare.org
Later a “Secondary” story

11. Factors in Success
Rewritten headline
Colorful photo
Broad appeal
Human interest
Social media
By the Numbers
Nearly 400 views on NC
Only 45 views on EH site
Marketing
Appeared on Emory
Healthcare homepage

12. Additional Success Stories

13. Big Boost for Magazines
Referrals
Almost ALL referral traffic from News Center to WHSC site is from
people clicking “Full Story” on News Center version
Additional traffic from “Related Story” links on other stories,
including press releases and multimedia
Jump in Numbers
Referrals = additional 50-150 views on each story
Plus 100-400 views on the News Center version of the story

14. How It Adds Up
Teaching Compassion
Emory Health
About 400 Views
News Center
About 350 Views
Total
About 750 Views
Referrals
100 from News Center
to original EH story

15. Finally…