Jeannine and I have researched and put together a proposal for you. Please see attached and note immediate actions items at the end of the document.
The pricing provided below is meant to give you a clearer understanding of potential costs before we proceed. It's important that we discuss each item in detail to ensure the proposed strategy aligns with your goals. Please view these costs as a starting point for discussion, as we'll need to review and adjust them quarterly. Planning too far ahead can be challenging, so this approach allows us to remain flexible and responsive to your evolving needs.
Let us know if you have any thoughts, additions or questions. We look forward to seeing your vision come to pass!
Content Creation & Social Media Presence
Social Media Profiles
Create and optimize professional profiles on platforms like LinkedIn, Twitter, Instagram, and Facebook. Start this strategy immediately to begin building your thought leadership presence before the candidacy announcement. These platforms are essential for political campaigns, enabling direct engagement with the public.
Content Strategy
Publish blog posts or opinion pieces on your website and LinkedIn. It might be beneficial to start publishing opinion pieces on trending or widely discussed topics to position yourself as a thought leader. Focus on topics that bridge your expertise as a surgeon with policy issues you care about, such as healthcare reform, public health, or medical ethics.
Video Content
Record short videos explaining your positions on key issues, highlighting your credentials and personal story. These videos can initially focus on general topics aligned with your expertise to build credibility before delving into campaign-specific issues. Post these on your website and social media channels to build trust and familiarity.
PR and Media Outreach
Press Releases
Since the candidacy announcement is planned for later, consider creating pre-announcement press releases that emphasize your thought leadership and expertise. One of the first press releases should announce your name change from Eric Gillens and Ben Gillens to Eric Benjamin, detailing the reason behind it and how it reflects your personal or professional journey. Distribute these through reputable press release services.
Media Appearances
Pitch yourself to local radio shows, podcasts, or TV programs as a healthcare expert or political commentator on issues related to your platform.
Guest Articles
Write opinion pieces or guest articles for major news outlets, both local and national.
SEO Optimization
Google Knowledge Panel
Work toward establishing a Google Knowledge Panel by associating your name with verified publications and high-quality content.
Name Change Strategy
Use metadata and SEO optimization to connect your old names, Eric Gillens and Ben Gillens, to your new name, Eric Benjamin, online. For example, include a line on your website like: "Formerly known as [Old Name], Eric Benjamin is a respected surgeon and political candidate."
Online Directory Listings
Register your new name and details on professional directories like Healthgrades or similar platforms for surgeons and medical professionals.
Leverage Past Work
Published Articles
Highlight your medical journal articles on your website and link to them directly where possible. Consider creating summaries for a lay audience to show your authority in healthcare.
Old Media Coverage
If you have any past media coverage or interviews, link or upload them to your new website and social profiles.
Community Engagement
Local Events
Organize or attend community events and town halls, ensuring photos and write-ups are shared online afterward.
Volunteer Work
Showcase any volunteer activities or charitable work you've done, especially if it aligns with your campaign platform.
Email Campaigns
Build an email list and send out newsletters with updates on your campaign, blog posts, or upcoming events.
Third-Party Validation
Endorsements
Secure endorsements from respected community members, other politicians, or organizations. Feature these prominently online.
Media Profiles
Collaborate with journalists to write feature stories about your journey, your name change, and your decision to run for office. Focus on local newspapers first, as they are the easiest to approach and establish coverage early on.
Campaign-Specific Content
Policy Pages
Create detailed sections on your website outlining your stances on key issues. You might want to draft general policy outlines now, even if they are not fully campaign-specific, to establish your public positions early.
Campaign Slogans & Branding
Develop a recognizable campaign slogan and visual branding to use consistently across all platforms.
Testimonial Videos
Collect video testimonials from patients, colleagues, or community members to add personal credibility.
Campaign Management Approach: Search Ads
Keyword Research
Conduct thorough keyword research using Google Keyword Planner. Identify high-value search terms and competitive opportunities.
Ad Creation
Create responsive search ads with multiple headlines (up to 15) and copy variants (up to 4) for maximum testing and optimization.
Monitoring and Optimization
Monitor search terms through Google Analytics and Search Console. Manage bidding strategies per keyword while tracking conversions and performance metrics.
Campaign Management Approach: Display Ads
Ad Types
Focus on four main types: Candidate introduction (photos and logos), Issue-specific messaging, Endorsement showcasing, Get-out-the-vote messaging.
Campaign Strategies
Run comparison campaigns and retargeting. Use both responsive and uploaded ad formats.
Targeting
Choose keywords based on target audience browsing habits.
Campaign Management Approach: YouTube Ads
Ad Formats
Consider both skippable and non-skippable formats to maximize reach and engagement across different viewer preferences.
Targeting Strategy
Focus on topic and keyword targeting to reach the most relevant viewers in your constituency.
Content Planning
Plan video production and editing strategy to ensure consistent, high-quality content delivery.
Performance Management
Manage ongoing campaign performance through detailed analytics and optimization.
Campaign Management Approach: Custom Audience Strategy
Customer Lists
Upload voter lists (email/phone) to create targeted audience segments from your existing contacts.
Website Targeting
Target based on website visits to reach users who have shown interest in your campaign.
Search Term Targeting
Use search term targeting to reach users based on their online search behavior and interests.
Audience Segmentation
Focus on building relevant audience segments within allowed parameters to optimize campaign reach.
Digital Footprint Maintenance: Advertising
Google Ads
Run ads targeting searches for your new name, ensuring the top results are controlled by your campaign.
Social Media Ads
Use platforms like Facebook and Instagram to run targeted ads introducing you to your constituency.
Retargeting Campaigns
Use retargeting ads to keep your name and platform visible to website visitors.
Digital Footprint Maintenance: Reputation Management
Search Result Monitoring
Monitor search results regularly and respond to any negative content strategically to maintain a positive online presence.
Content Syndication
Syndicate your blog posts and media appearances on multiple platforms to ensure they reach a broader audience and maximize visibility.
Wikipedia Strategy Enhancements
Citation Quality
If Wikipedia editors are engaged, ensure citations are sourced from high-authority outlets (peer-reviewed journals, mainstream media).
Comprehensive Timeline
Create a comprehensive timeline of your achievements, linking your old and new name through verifiable sources.
Timeline and Milestones: 2025 Q1-Q2
Social Media Establishment
Establish social media profiles and begin posting thought leadership content weekly.
Wikipedia Development
Begin working with a team of Wikipedia editors to create a comprehensive Wikipedia entry that highlights your medical achievements, thought leadership, and name change.
Name Change Announcement
Announce the name change through a press release and ensure SEO strategies are connected to both names.
Website Development
Build your personal website as a hub for content, resume, and platform issues.
Timeline and Milestones: 2025 Q3-Q4
Q3: Opinion Leadership
Publish opinion pieces in local and national outlets to position yourself as a thought leader
Q3: Community Engagement
Begin organizing and attending local community events, with content shared online to boost visibility
Q3: Media Presence
Secure initial media appearances and endorsements
Q4: Digital Campaign Launch
Launch pre-announcement digital advertising campaigns and collaborate with journalists for feature stories
Timeline and Milestones: 2026 Q1-Q4
Q1-Q2 Activities
Execute campaign-specific outreach, including email campaigns and retargeting ads. Ramp up local and state-wide events with heavy media coverage.
Q3-Q4 Activities
Focus on voter mobilization strategies and final campaign pushes, leveraging all established media and digital channels.
Execution Plan Summary (Part 1)
Digital Presence
Launch social media profiles and a professional website.
Wikipedia
Work with a team of Wikipedia editors to create a comprehensive Wikipedia entry.
Content Creation
Publish regular, high-quality content showcasing your expertise and political platform.
Media Coverage
Begin securing local newspaper coverage and feature stories emphasizing your name change and expertise.
Execution Plan Summary (Part 2)
Community Engagement
Engage with the community through events, volunteer work, and endorsements.
Advertising Strategy
Establish a robust online advertising strategy, including SEO, Google Ads, and retargeting.
Media Collaboration
Collaborate with journalists and pitch thought leadership articles to local and national outlets.
Policy Development
Create and refine policy outlines to establish your public positions early.
Digital Footprint Management
Continuously monitor and maintain your digital footprint to ensure a positive and authoritative presence.
Cost Estimate and Breakdown: 2025 Q1-Q2
Cost Estimate and Breakdown: 2025 Q3-Q4
Cost Estimate and Breakdown: 2026
Recurring Costs
Note: Digital Advertising costs are flexible based on campaign stage, targeting voter awareness and mobilization.
Closing Statement
Eric, this plan provides a comprehensive approach to building your online presence and establishing you as a thought leader leading up to your congressional candidacy in 2026. By executing these steps methodically, we will create a strong foundation to support your campaign and amplify your voice on the issues that matter most to you and your future constituents. Additionally, we recommend that you establish a Board of Directors, so to speak, composed of trusted advisors who can guide you in strategic decisions, including selecting the right Political Action Committee at the appropriate juncture. Together, we can ensure that your expertise, values, and vision for Texas resonate across the state and beyond.
Please note that we are continuing research for any upcoming District openings as well as a meeting with current District 25 Congressman Roger Williams.
Proposal for Building Eric Benjamin's Online Presence and Political Platform