Inside Brown's Online Ad Strategy
BY Nancy Scola | Tuesday, January 19 2010
ClickZ's Kate Kaye has a look at the Massachusetts Republican's online operation, with some good details on online ad strategy and insights from the campaign's new media staff and consultants:
Today the campaign needs that national online support to transform into local, get-out-the-vote volunteers willing to knock on doors and make phone calls. On Thursday, the campaign launched a highly targeted display ad effort aimed at people living within 30 miles of its 10 regional field offices across the state. The ads, delivered using the "Google network blast" or "surge" tactic, include messages specific to each region; ads targeted to people living near Plymouth, Massachusetts, encourage supporters to "Volunteer in Plymouth."
"We have targeted towns that we want to win," said Rob Willington, Brown's online campaign strategist and executive director of RebuildTheParty.com, the organization formed after the '08 elections to educate Republicans about digital campaign tools and techniques.
"When you need to conserve funds, targeting becomes extremely important," said Mindy Finn, partner at Engage, a Washington, D.C.-based digital consultancy that serves right-leaning campaigns. The company is handling Brown's online fundraising effort, which has attracted headlines for its success.
The full thing is here.