Party Website Wars (Part Two)

After reviewing the DNC’s new Website last week, it is time to fixate our eyes on the RNC’s revamped www.gop.com.

As the minority party, the site takes a very aggressive tone. When opening the home page, there are two images with rotating messages – these messages include:

  • Where’s the Bus? – redirects visitors to www.firepelosibus.com
  • Deficit of Hope – opens a negative video regarding the President, stimulus and budget deficit
  • Stop Obama, Start Volunteering – redirects visitors to volunteer.gop.com, which presents upcoming volunteer opportunities and a video message from Congressman Mike Pence (R-IN)
  • Get Your Fire Pelosi Gear Now – redirects visitors to the GOP store
  • Volunteer from Home – redirects visitors to volunteer.gop.com
  • Show your Support – presents GOP donation opportunities

Of the six rotating messages, four are negative. This is an example of the Republican strategy heading into the midterms. Somewhat surprisingly, the new House Republican agenda unveiled by Congressman John Boehner (R-OH) on Thursday is no where to be seen on the Website – minimizing its significance during the campaign season.

Scrolling down the page, there are three subsets with the headers “Steps to Victory”, “Trending” and “New & Noteworthy.” Further down the page there are imbedded campaign videos from Republican candidates throughout the country. This is something the Democratic Party lacks on its home page. The videos are effective in highlighting top-tier candidates and top-level Republican messages.

An innovative feature of gop.com is RNC Women. Just as the DNC has a Spanish option specifically to connect with Hispanic constituents, the RNC has a specific site dedicated for outreach to women. RNC Women spotlights female Republican candidates, contains RNC Women social media links, and has female-specific resources such as videos, training manuals, groups and polling.

The RNC’s Website also contains a customization option for the home page. Visitors can change the color of the page, enter their zip code and highlight issues that are most important to them.  This tool – despite its prominent positioning on the page – is not very effective. Allowing users to control the look of gop.com eliminates the Republican Party’s ability to brand itself. In addition, the zip code and issue elements do not appear to have any redeeming value. After entering those into the system, the home page does not change and it lacks the local flare of the DNC’s site.

Objectively, the site could use more social media interaction. While the DNC directed supporters to individual candidates’ Facebook and Twitter pages, the RNC only directs visitors to official RNC social media sites.  In addition, gop.com lacks interactive elements such as the iPhone canvassing app and localized content. These differences are indicative of party strategies for November with the Democrats trying to localize races while the Republicans are working toward a national referendum.

The RNC does a great job of incorporating video on its Website and those videos coupled with attack-oriented merchandise and alternative Websites – such as www.firepelosibus.com – will go a long way toward driving the Republican base to voting booths on November 2.

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