Building a congressional election campaign IDENTITY, site and blog
creation of HarryTaylorForCongress.com
More for less. The candidate needed a topflight campaign website with clean, convincing graphics and a platform that allowed constituents to participate by commenting on blog posts, photos and videos.
Because the candidate already had a great deal of visibility on the internet, search engine optimization was also an issue, or his site would simply be drowned out by all the other articles and sites related to him.
And all of this needed to be achieved on a tight budget.
NetRoots ready, volunteer managed. The candidate’s largest base of support lay in a demographic identified as the NetRoots. We identified the best sites of NetRoots candidates and designed the site to encourage maximum online cooperation.
This would have the benefit of engaging the candidate’s supporters and of building the site’s content and popularity by organic means, which, over time, will increase its search engine ranking.
Because of the campaign’s budget, a completely custom-built site, integrating a custom content management system, a fully-integrated donation portal and e-newsletter system was out of the question.
We decided to use the flexible and powerful open-source blog platform, WordPress, to frame the site. With our custom template design and modifications to the php code, we would be able to build a high-quality site quickly and efficiently that includes its own content management system, allowing volunteer staff to update site content cheaply.
For an e-newsletter solution, we chose an online, subscription-based service, which, once customized with campaign branding, is extremely easy for a campaign volunteer to manage. It also manages newsletter signup and provides detailed statistics of each mailing.
For a donation portal we integrated with a free system called ActBlue, which was created to support democratic candidates.
Cost savings, higher visibility. The result is an highly engaging and cost-effective site that provides a feature set similar to campaign sites that cost over fifty times more.