Domain Name Case Studies
Dutch Ruppersberger for Congress
An opponent registered some of his domain names and pointed them to the opponent's website. |
Dutch Ruppersberger's campaign registered the .COM version of several domain names, but did not register the .ORG version. When the newspapers started to discuss his candidacy, his Democratic primary opponent registered the .ORG versions:
3 domain names were registered by his campaign on February 12, 2002.
4 domain names were registered by his opponent on February 19, 2002.
Later in the campaign, the local papers did a story about how typing in his name brought up his opponent's web site. Many supporters went to the wrong site because they assumed that political candidates used the .ORG name (usually associated with non-profit, non-commercial organizations).
After the primary election, Reach Out Communications arranged to transfer the domain names from Dutch's opponent back to Dutch Ruppersberger's campaign.
Lessons Learned: Make sure you register both the .COM and .ORG versions of your campaign's domain name. Also register the domain names that your constituents are most likely to try when they are looking for your website. Examples include: Lastname.com, LastnameForOffice.com, FirstnameLastname.com, and FirstnameLastnameForOffice.com.
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