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Web Franking 101
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Web Franking 101

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What exactly is Web Franking. Well, here's a pretty clear explanation to get you started.

What exactly is Web Franking. Well, here's a pretty clear explanation to get you started.

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Web Franking 101 Web Franking 101 Presentation Transcript

  • Web Franking 101
    Overview of the Rules How to build an effective program
    1
  • Background
    The House Franking Commission has approved five uses for web franking:
    Member Appearances
    Telephone Town Hall
    Military Academy Nominations
    Federal Job Openings
    Art Contest
    Issues and important votes ( not yet approved)
    Two Kinds of electronic communications permitted
    Text Ads – Search engines - Google & Gmail
    Display banners
    2
  • Targeting & Reporting
    Only Target your District
    The e-communication is shown only to people in your districts zip codes
    Select Sites by Interest or Demographics
    Search (Google, Bing, Yahoo)
    National News (ie: New York Times, Wall Street Journal, Washington Post)
    Local News, Television, Radio, Weather
    Men & Women (All Recipies,
    Sports
    Email (Gmail)
    Issues ( Healthcare, Energy, Economy, or industries important to your district)
    Complete Reporting Package
    Impressions & clicks by site, and click thru’s to your official site
    Conversions: email, newsletter and town hall sign ups - Social media fan sign up coming soon
    3
  • Advantages
    Saves Taxpayers Money
    Cuts through the Clutter
    Improves Awareness & Image of member
    Green
    Reaches constituents where they get their news
    Speed – launch within 24 hours of order
    4
  • Web vs. Mail Franking
    Interact with your audience where they read the news
    55% of US residents use the web as their primary source of news (Pew)
    Real time information on how many people see your ads and click on them
    Online is up to 87.5% less
    5
  • How to build a program
    Sample Banners & Site Placement
    6
  • Combine ongoing campaign to build awareness with periodic events based on news flow & legislative agenda
    7
    Campaign Creation & Budget Suggestions
  • Sample Banner Templates in three sizes to Choose From
    FrankingGrid also makes Keywords & Text Ads and ensures link to proper page on your official site
    8
    5 Templates to Choose From
  • 9
    Sample Key Words & Text Ads – Always On
    (except during blackout period)
    Key Words
    Constituent Services
    Congressperson’s Name
    District
    Who Is My Congressman
    Air Force, West Point
    Jobs
    Art Contest, Art School
    Scholarships
  • Franking Example - Townhall on Healthcare
    Congressman Good Person invites you to a Telephone Townhall on National Healthcare
    The invitation is communicated via targeted Google text advertising and targeted display advertising within Good Person's district
    Constituents in the district click on the ad and land on a web page inviting them to enter their phone number and email to join the call
    At the appropriate time, the constituents phone rings and they are invited to participate in the meeting.
    A database of participants is maintained for official use without staff time or expense
    10
  • Google Search
    FrankingGrid makes Keywords & Text Ads and ensures link to proper page on your official site
    11
    Google Search
  • Gmail
    FrankingGrid makes Keywords & Text Ads and ensures link to proper page on your official site
    12
    Gmail
  • Display Ads
    Display Ad www.NewYorkTimes.com (national new) Display Ad www.FortWorthGasPrices.com (local news)
    FrankingGrid makes Keywords & Text Ads and ensures link to proper page on your official site
    13
  • Sign up on Official Site
    Click on Ad and go to landing page relevant to the ad
    FrankingGrid makes Keywords & Text Ads and ensures link to proper page on your official site
    14
  • Sign up to follow the Congressman on Facebook, Twitter and your official email list right in the banner
    You can also advertise events and click to add the date to outlook
    15
    Coming Soon – Social Media Engagement Banners
  • Summary
    New rules permit state of the art constituent communication
    Five approved uses and unlimited town hall issues
    Web Franking is
    More Responsive
    Less Expensive
    Can be combined with traditional direct mail communication
    Is eco friendly
    16