Pat The Roc - Case Study

CASE STUDY

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PAT THE ROCSKETCHWORKS CASE STUDY PAGE 2 OF 13

PROJECT INSIGHT

WHO IS PAT THE ROC?With over 20 patented moves to keep his audiences impressed and coming back for more, Pat the Roc has an undeniable talent and dedication that makes him an international superstar both on and off the court. In addition to playing streetball all around the world, Pat tours the country giving motivational speeches, hosting charity games, and leading basketball camps and clinics throughout the year. His initiative, Team AiP (Anything is Possible), inspires young kids to reach for their dreams no matter how many setbacks they may encounter.

RESULTS.Our work included giving his brand a major overhaul, developing a futuristic website, and increasing his presence across social media platforms including Twitter and Facebook.

THE CHALLENGE.We were tasked with one simple goal: to increase clarity and understanding behind who Pat The Roc is, and do it all online. But as simple as the goal may seem, the plan to make it happen wasn’t as obvious.

PROJECT INSIGHT.

BRANDING.REDEFINING PAT THE ROC’S BRAND TODAY FOR A BETTER TOMORROW.


BRANDING

TARGETING WHO MATTERS MOST.

UNDERSTANDING WHERE WE WERE.Lucky enough, Pat The Roc already had a good following behind his brand. But there were a number of problems that prevented it from reaching its full potential. First, we needed to understand what his current marketing efforts were. So we evaluated a number of different marketing channels, distributed surveys, and conducted usability studies to gain insight on how the public already responded to him. This allowed us to pinpoint the brand issues and set goals that our project must satisfy.

Corporate Sponsors

Newcomers

Urban Youth

REDEFINING OUR AUDIENCES.After our research, we found that Pat’s audience was very vague and too general to

accurately identify the branding and marketing issues he faced. After all, if he didn’t know who exactly he was targeting, how could we improve his brand for those people? So we took a number of small, but critical steps to only focus on the people who mattered most

to achieve his marketing goals

Once we knew who we were talking to, we understood exactly what each member of Pat The Roc’s audience needs were and how best to appeal to them. This set the tone and direction for all tasks that followed.


BRANDING

LOGO, REDESIGNED.Keeping Pat The Roc’s target audience in mind, we came up with a logo that branded him as the credible and professional athlete he his. The style of the logo needed to satisfy two goals. It needed to be edgy enough to appeal to Pat The Roc’s younger audiences but not too soft-hearted for potential corporate sponsors.

RED HOTNESSRed is a color that commands attention and it was just what we needed to make the logo “pop” and resonate well with Pat The Roc’s audience.

CURVY FOR FLAVORThe symmetry in the typography says “stability” and “credible”. The rounded, curvy ligatures gives off a fun and down-to-earth tone for Pat The Roc’s younger audiences.

RIGHT ON TARGETAlong with our concept of Pat The Roc being a targeted figure in sports, carving an illustration of a target symbol into the letter “O” in “Roc” was pure destiny.

WEBSITE DEVELOPMENT.

BUILDING A WEBSITE ON TECHNOLOGY SO NEW, WEB EXPERTS HAVEN’T EVEN HEARD OF IT YET.


WEBSITE DEVELOPMENT

A USER-CENTERED DESIGN.Using the latest web technology available, we were able to build a vibrant and modern website

that functions a lot different from the websites you would normally see today.

HIGH-QUALITY PHOTOGRAPHYTo further enhance Pat The Roc’s “street cred”, we had to make sure he looked good. So we conducted a photo shoot to get the highest quality photos of Pat The Roc to use across the site.

IT DOESN’T LOAD, IT ANIMATESLong lived the days where a click lead to waiting for a page to load! When browsing Pat The Roc’s website, if any navigation link is clicked, you are immediately transitioned into a new page without having to wait for it to load.

SIMPLE, YET EFFECTIVEWe eliminated a lot of the unnecessary bells and whistles, giving the website a clean and simple interface. This freed up a lot of clutter so users can focus on getting the information they need quicker and easier.


WEBSITE DEVELOPMENT

EDUCATING THE WORLD ON PATS TALENTS.We dedicated a section on the website to educate site visitors on the moves and tricks Pat The Roc is most known for. Each move is shown using creative photography with an instructional video of Pat The Roc doing what he does best.


WEBSITE DEVELOPMENT

SOCIAL MEDIA INTEGRATED.We integrated interactive social media networks on to the site to allow visitors to see Pat’s latest Twitter and Facebook updates. But this isn’t your average, run-of-the-mill social media integration. When mousing over one of the social media icons (on the lower left), an animated panel slides up and shows you exactly what Pat The Roc has posted on his social networks. It also lets you interact with his posts directly on the site, without having to go to Twitter or Facebook to tune in.

Interactive Slider for Facebook Statuses

SOCIAL MEDIA.GETTING A LITTLE CLOSER TO FANS.


SOCIAL MEDIA

GETTING ALL SET-UP.When we first evaluated Pat The Roc’s social media presence, he had none. No Facebook Page. No Twitter profile. No blog. This prevented him from making strong connections and nurturing the relationships he needed to stay relevant. We rolled out the Pat The Roc brand on the world’s most popular social media platforms including Facebook and Twitter. We also tailored each platform to the Pat The Roc brand which included designing the layouts, uploading media, and setting the tone for status messages to get fans and supporters engaged.

Pat The Roc’s Facebook Page

Pat The Roc’s Twitter Page


SOCIAL MEDIA

MAXIMIZING SOCIAL MEDIA.Once the social media accounts were set up, we consulted with Pat The Roc on our secrets to gaining a larger following on each social media platform. Since then, Pat has gained over 1,500 Twitter followers in five months and over 2,500 Facebook Likes in under three.

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Social Media Growth

Twitter Facebook Subscribers

Social Media statistics as of June 2011.

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Social Media Followers

Twitter Facebook Subscribers

GET IN TOUCH.MARK KENNEDY

Owner and Principal [email protected]

301.399.6920

www.sketchworkspro.com

Pat The Roc - Case Study

Marketing

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