Case Study: Democratic Governors Association
The DGA approached Bullseye Interactive seeking to upgrade their website and to find a way to extend their brand beyond news clips and press releases. As a national political organization, the DGA felt they could find a better way to draw attention to the solutions Democratic Governors are championing across America.
The Goal
The goal was to make the DGA’s website an extension of the DGA brand and to leverage the governors’ state-by-state leadership. By forming a close-nit team, the DGA and Bullseye were able to quickly put together a strong and integrated campaign that includes a media-rich website filled with original content like videos and the online policy magazine The Advance.
Working Relationship
Bullseye and the DGA worked closely to develop a long-term online media strategy. Meetings were held once a week to wrap up the previous week’s work and outline up-coming work. Daily conversations between Bullseye and the DGA kept everyone involved in the creative and structural processes. The strength of the relationship allowed both Bullseye and the DGA to push the other to make the new website better.
New Website
As with every website Bullseye sets out to build, the concept for the DGA was to come up with a simpler way to show off everything they have to offer. Since the DGA’s website has a lot of content, the challenge was to get the visitor what they were looking for quickly, while still giving the DGA the opportunity to display content they want their visitors to see. The new layout and design distributes information and content in a way that’s easier to find and navigate while extending the DGA brand.
Online Videos
Having access to the dozens of Democratic Governors, the DGA wanted to be able to spot-light the governors work in a more dynamic way than just press releases. They approached Bullseye about their website project in part because of our long record of producing quality, message driven online videos. Often having less than a day’s notice, Bullseye films Democratic Governors whenever the DGA gets the opportunity. These videos are then posted on the DGA website, often within a day of the filming.
Online Policy Magazine
The challenge here was that the DGA is not a think take. Rather, they work to promote the work and policy already taking place at the state level. Wanting to give the solutions that Democratic Governors are championing a proper spotlight, Bullseye and the DGA decided to do something no other national political organization is doing: launch a dynamic online policy magazine. Like the new DGA website, The Advance is filled with original video and content. Every two months a new issue is released, with each issue focusing on one theme or topic. To set The Advance apart from the DGA without losing the DGA brand, the magazine’s section of the website was given its own look-and-feel that drew from the style of the DGA site.
