Web Franking 101

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

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Web Franking 101

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

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