In 2005, 97.9 The Loop resurrected a program called The Loop Rock Girl, launching a 6 week search/competition to discover the next beautiful spokesmodel to represent its brand. Over the span of 12 years, 8 talented women have served as Rock Girl, establishing an extremely popular asset that the Classic Rock radio station can leverage on-air, onsite at concerts & events, and online with the website and Social Media.
To increase website traffic and Social Media engagement, I pitched the idea to build a custom website that showcased all the older Rock Girl content (photos and videos) that the radio station had accumulated over the years, while also providing a strong foundation for us to continuously generate new content (blog posts, photo galleries, and videos), for our current Rock Girl, as well as for future Rock Girls.
From conceptulization, to content strategy, to hosting and CMS solutions, to design & development, I was in charge of the entire build-out of this custom WordPress website.
97.9 The Loop (Cumulus Media)
Art Direction, Web Design & Development, UI/UX, Content Strategy
Sabrina Česas – Graphic Design
Alex Goykhman – Photography
Rich Markese – Photography
Brian B. Hayes – Photography
Utilizing the existing Rock Girl logo, and a deep archive of photos and videos, I crafted an online experience that complimented both 97.9 The Loop, and the Rock Girl brand. To ensure the best user experience, I took this website off our normal radio station website platform, and sought out new solutions for hosting, domain name, CMS, and plugins.
My team’s graphic designer created this logo for previous promotional items.
My preliminary ideas helped map out final page layout, and structure for the masthead and other navigational elements.
Here’s a small sample of the amazing photography that I was able to repurpose for a variety of photo galleries on the website. My team at 97.9 The Loop has had the luxury of working with very talented photographers like Alex Goykhman, Brian B. Hayes, and Rich Markese.
The end result is a carefully-crafted responsive website that showcases the vast archive of photos and videos from all of the Rock Girls who’ve represented the radio station.
Thoughtful organization helps to showcase the latest blogs, photo galleries, and videos of our current Rock Girl. Both of these figures are scrollable.
This demonstrates the responsiveness for a blog post, in this case, a post by Shannon when she was featured in Maxim magazine. (scrollable)
Each individual girl has her own “landing page” that contains a collection of posts about her latest blog entries, photos, and videos. (scrollable)
This is a landing page for Leah, our Rock Girl in 2009, which features a collection of posts pertaining to Leah’s photo and video content. (scrollable)
Similar to the samples above, this landing page for Erica is pulling in all content that is tagged with “Erica”. (scrollable)
In conclusion, developing this new Rock Girl website has opened up a whole new stream of content, increasing website traffic and Social Media engagement. Providing content that resontates with our audience has strengthened the radio station brand, and has resulted in a variety of sposorship opportunities.