SlideShare a Scribd company logo
Political Web Design
Building a successful online campaign
Clay Schossow, New Media Campaigns
@newmediaclay
New Media Campaigns
● 12 Person Agency in Carrboro
● Full-service digital agency with a focus on politics
● Clients include local, state, and federal campaigns.
● Worked on more than 100 online campaigns
● Featured in BBC, BusinessWeek, Inc, N&O, and
more
Does a campaign need a website?
● While rare, question still gets asked
○ Alternatives: FB, Donate page,
YES
● Online fundraising, education, data collection &
organization
How We Got Here
How We Got Here
How We Got Here
How We Got Here
A Website for Your Campaign
● Options available for every level
● Small Budgets: Free templates, monthly options like
NationBuilder, or volunteer
● Medium Budgets: Start to look at firms w/ different
options (NMC, NGP, NMS, BSD, Harris, etc.). Firms
are generally partisan
● Big Budgets: Team of firms or build in-house team
Get Up and Running in 5 Days
● Reserve a domain and social media handles
● Have a logo and campaign headshot
● Choose a prelim online donation vendor (ActBlue,
PayPal, ClickandPledge - something quick)
● Put up a simple splash page w/ signup and welcome
● Launch!
Building Out a Full Online Campaign
To be covered:
● Data and Donor Management
● Graphic Design
● Web Development and Content Management
● Post-Launch Strategy
Data and Donor Management
● Way to quickly create forms
● Easy integration into voter files (NGP, Aristotle, BSD,
etc.)
● Email Tool with personalization
● Data Collection on every page
Graphic Design
● Engage, Educate, Excite!
● Consistent with other materials, but room for
uniqueness to web
● Visitors read in an F Pattern
● People recognize good design and connect it with
campaign's professionalism and approach
● Make it easy for people to know what to do (give
Barack Obama
Bob McDonnell
Elizabeth Warren
Responsive - Full, Tablet, Mobile
Development and CMS
● Hidden, but important
● Ease of uploading content and ability to add
multimedia
● Code is important element of SEO (underrated
aspect) and sites loading fast
● Popular platforms: WordPress, Drupal, Custom
● Talk to databases through APIs
Post-Launch Strategy
● Site needs to evolve with campaign
● Know who owns site updating
● Homepage is valuable promotional real estate
● Complementary microsites
● Landing Pages and Petitions
Supporting Microsite
Oppo Microsite
Elements Working Together
● Social Feeding Into Site and Vice Versa
● Site building data lists and emails then driving people
into the site
● Microsites and landing pages hitting specific message
points and encouraging shares
● A full online campaign
All of This Work Leads To...
● Educating public on the campaign
● Engaging voters on specific issues and giving them
an outlet to get involved
● Excited supporters who contribute time and money to
campaign
Conclusion
● Online continues to evolve and become more of a
force. Innovation isn't done yet.
● Options available for all races
● Get started early
● Nail the basics and know that your online
presentation matters
● Make the online campaign as integrated as possibl
Thanks!
Clay Schossow
www.newmediacampaigns.com
clay@newmediacampaigns.com
@newmediaclay

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Political Web design and Development

  • 1. Political Web Design Building a successful online campaign Clay Schossow, New Media Campaigns @newmediaclay
  • 2. New Media Campaigns ● 12 Person Agency in Carrboro ● Full-service digital agency with a focus on politics ● Clients include local, state, and federal campaigns. ● Worked on more than 100 online campaigns ● Featured in BBC, BusinessWeek, Inc, N&O, and more
  • 3. Does a campaign need a website? ● While rare, question still gets asked ○ Alternatives: FB, Donate page, YES ● Online fundraising, education, data collection & organization
  • 4. How We Got Here
  • 5. How We Got Here
  • 6. How We Got Here
  • 7. How We Got Here
  • 8. A Website for Your Campaign ● Options available for every level ● Small Budgets: Free templates, monthly options like NationBuilder, or volunteer ● Medium Budgets: Start to look at firms w/ different options (NMC, NGP, NMS, BSD, Harris, etc.). Firms are generally partisan ● Big Budgets: Team of firms or build in-house team
  • 9. Get Up and Running in 5 Days ● Reserve a domain and social media handles ● Have a logo and campaign headshot ● Choose a prelim online donation vendor (ActBlue, PayPal, ClickandPledge - something quick) ● Put up a simple splash page w/ signup and welcome ● Launch!
  • 10. Building Out a Full Online Campaign To be covered: ● Data and Donor Management ● Graphic Design ● Web Development and Content Management ● Post-Launch Strategy
  • 11. Data and Donor Management ● Way to quickly create forms ● Easy integration into voter files (NGP, Aristotle, BSD, etc.) ● Email Tool with personalization ● Data Collection on every page
  • 12. Graphic Design ● Engage, Educate, Excite! ● Consistent with other materials, but room for uniqueness to web ● Visitors read in an F Pattern ● People recognize good design and connect it with campaign's professionalism and approach ● Make it easy for people to know what to do (give
  • 16. Responsive - Full, Tablet, Mobile
  • 17. Development and CMS ● Hidden, but important ● Ease of uploading content and ability to add multimedia ● Code is important element of SEO (underrated aspect) and sites loading fast ● Popular platforms: WordPress, Drupal, Custom ● Talk to databases through APIs
  • 18. Post-Launch Strategy ● Site needs to evolve with campaign ● Know who owns site updating ● Homepage is valuable promotional real estate ● Complementary microsites ● Landing Pages and Petitions
  • 21. Elements Working Together ● Social Feeding Into Site and Vice Versa ● Site building data lists and emails then driving people into the site ● Microsites and landing pages hitting specific message points and encouraging shares ● A full online campaign
  • 22. All of This Work Leads To... ● Educating public on the campaign ● Engaging voters on specific issues and giving them an outlet to get involved ● Excited supporters who contribute time and money to campaign
  • 23. Conclusion ● Online continues to evolve and become more of a force. Innovation isn't done yet. ● Options available for all races ● Get started early ● Nail the basics and know that your online presentation matters ● Make the online campaign as integrated as possibl