1. CASE STUDY
Proprietary and Confidential
Not for use or disclosure outside Sketchworks except under written agreement.
2. PAT THE ROC
SKETCHWORKS 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.
4. PAT THE ROC
SKETCHWORKS CASE STUDY
PAGE 4 OF 13
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.
5. PAT THE ROC
SKETCHWORKS CASE STUDY
PAGE 5 OF 13
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 HOTNESS
Red 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 FLAVOR
The 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 TARGET
Along 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.
7. PAT THE ROC
SKETCHWORKS CASE STUDY
PAGE 7 OF 13
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 PHOTOGRAPHY
To 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 ANIMATES
Long 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 EFFECTIVE
We 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.
8. PAT THE ROC
SKETCHWORKS CASE STUDY
PAGE 8 OF 13
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.
9. PAT THE ROC
SKETCHWORKS CASE STUDY
PAGE 9 OF 13
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
11. PAT THE ROC
SKETCHWORKS CASE STUDY
PAGE 11 OF 13
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
12. PAT THE ROC
SKETCHWORKS CASE STUDY
PAGE 12 OF 13
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.
0
180
360
540
720
900
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
Social Media Growth
Twitter Facebook Subscribers
Social Media statistics as of June 2011.
0
350
700
1050
1400
1750
2100
2450
2800
3150
3500
2011
Social Media Followers
Twitter Facebook Subscribers
13. GET IN TOUCH.
MARK KENNEDY
Owner and Principal
mark@sketchworkspro.com
301.399.6920
www.sketchworkspro.com
