New Media Campaigns wasted no time in posting an instant case study on their role in Mark Critz’s win in PA-12 this week. Amazingly, the driving theme of the online campaign was a driving theme of most offline campaigns: speed kills.
The online team employed a phased rollout approach, recognizing that the need to have something up online early trumped the need to launch a website with all the bells and whistles. And the back end content management system of the site was built so that anyone could update it – in other words, instead of the “website guy” having the keys and being the only one able to drive the campaign’s online presence, everyone got their own car. It provided for a streamlined, slick, and – ultimately – victorious campaign.
The online campaign didn’t win PA-12 for Mark Critz by itself, but no online campaign is capable of that. It was successful by the measure that matters: it didn’t get in the way of a the other parts of a well-run campaign.