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Business Situation

Former San Antonio Mayor Julián Castro made health and wellness a major policy focus during his tenure. Through the SA2020 master plan, policymakers combined the mayor’s priorities with public input to develop action items. That led to creation of the nonprofit Mayor’s Fitness Council (MFC) in 2010. With a variety of health initiatives, the MFC needed a solution to give this effort a single voice on a website that was easy to navigate. The MFC hired a consultant and launched its first website in November 2012. During its first year, the website failed to gain traction as it was fraught with technical and design errors.


In fall 2013, esd was tapped to redesign the website, launch a web-based fitness contest, Million Pound Challenge, and create a mobile app. esd’s work increased page visits, while the mobile app helped to generate a PR story that resulted in multiple media hits. To promote the app, we recruited Community First Health Plans to help launch it to its 120,000 members and promote on its Facebook page and newsletters. We also held a press conference, which led to stories about the app in all major San Antonio media outlets.

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86.87 percent increase in page views compared to the same 10 months under the previous design

114.74 percent increase in unique page visits

12.52 percent drop in the bounce rate enrolled more than 4,400 members

Million Pound Challenge resulted in a 50 percent increase in page sessions and user visits

Page views increased by almost 40 percent with unique page views up 36.6 percent

More than 3,300 people participated in the Million Pound Challenge and another 400 downloaded the app