John C. O'Brien III

Political Management and Communications Consultant

What is different about "New" Media?
There's a lot more to New Media than websites and email.

Sure you have to have a great website and send regular emails, but to truly take adavantage of what the Internet offers, you have to dig deeper.

Total Internet Strategy

Having a website is great.  Effective use of email is wonderful. 

But you must be able to do more to get everything you can out of New Media.

Yes, I will design and administer your website for you, but I offer much more than that to savvy campaigns.

Altogether, the Internet can make the difference in your campaign.

Online Reputation Management

Your online reputation is under constant attack by opposing campaigns and bloggers.  Even innocent mistakes can spread disinformation and harm your campaign. 

I will:

  • Monitor the Internet for new information about you and your opponent
    • Blast rapid responses to combat attacks
  • Conduct blog outreach to get these keyboard warriors on your side
    • Write your own blog to connect with voters
  • Coordinate volunteers throughout the campaign
    • Use volunteers to spread your message online and offline

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Web Fundraising

Raising money on the web takes a different approach than direct mail or event-based fundraising. 

Your "ask" may be the same, but your approach and delivery must be tailored to fit the medium.

This is where I will help you maximize your return on each and every voter contact.

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Content Development

If all you need is someone to throw your pre-designed diret-mail piece on the Internet for you, I can do that . . . but you will be making a big mistake.

Not only can I help you integrate New Media techniques into your overall communications strategy, but I can also repurpose your existing content for the Web or develop fresh content from scratch.

I am a full service New Media strategist who will walk you through the process rather than simply telling you what to do and hoping you can now make it happen.

Websites

Many people think websites have to be garish and complicated.  As you can tell, I don't believe that.

If that's what you want, we can do that (as the flash intro to my site suggests).  But I recommend we avoid too much of that stuff for one simple reason:

People want information.

The easier it is to find what they want, the better their experience is on your site.

  • How would you feel if a candidate's site had bells and whistles . . . but you could not find the basic bio page?
  • As the candidate, how would you feel if a voter could not find your volunteer center or donate to the campaign?

Simple is better.

Part of the problem is that many website developers do not know how to write for the web.  Or, worse, consultants think that they can just lift copy from a direct mail piece or letter and it will work on-screen.

Nothing could be further from the truth.

Writing for the web requires specialized knowledge of user tendencies and desires to shape the form of your message to fit the medium.

I have the skills to make your website more effective right now.

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Online Advertising Management

Online advertising is quickly becoming a highly targeted way to reach voters.

The old cost-per-thousand-impressions (CPM) is giving way to cost-per-action (CPA) paradigms which, while more expensive, ensure that every dollar spent is generating a positive action for your campaign.

  • Signing up for your newsletter or email updates
  • Filling out the volunteer form on your website
  • Donating to the campaign via your site

Additionally, you can integrate your email and direct mail into the overall campaign to reinforce your message and increase your response.

Integrated Email

The easier it is to find what you are looking for, the better their experience is on your site.  The easier it is to find what you are looking for, the better their experience is on your site.

Amateurs see email as it's own creature -- something used just because "everyone is doing it."

I know that email is much more than that.  It's the easiest (and least expensive) way to:
  • Connect with constituents
  • Raise money
  • Turn out your voters

Most importantly, email must be coordinated with advertising, direct mail, and phone banking to maximize the effectiveness of these media.

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