Joe Biden’s Official 2020 Campaign Website - MB

Joe Biden’s Official 2020 Campaign Website 

Website’s Target Audience: 

This official campaign website is designed for three types of voters: African Americans, youth voters and existing Biden supporters. In almost all of the websites pictures and attached videos, Biden was smiling and/or shaking hands with African American people. This campaign is trying to reach this demographic by showing through different photography mediums that people with the same color and race support him for xyz reasons. Much of these pictures are placed on “Joe’s Vision for America” page ,which lists out his latest plans in bettering the United States of America. The campaign website also tries to mobilize American youth voters on its “Action Center” page and merchandise page. Like its African American reach, this campaign’s page is filled with photos of young adults answering phones and canvassing for Joe. This implementation of photos indicates that the Biden campaign is calling on youth around the country to not only support but to take action as well. This site also allows supporters to purchase merchandise that have a youth stylish feel with its design. Some of the merchandise items include coffee mugs and t-shirts with the slogans “Have a Cup O’ Joe” and “Release Your Tax Return or Shut Up.” Finally, the 2020 campaign web is designed to reach existing Joe Biden supporters that want to look back and see the reasons as to why they believe in him as their candidate. The About Joe page contains a sweet storytelling aspect about his life that doesn’t share policy visions but rather a closer look at Biden's life and time as a working and family man. 

Call to Action:

This website has an entire page dedicated to the Campaign’s call to action. Right as you click on the site you are immediately directed to a donation page with options ranging between $5-$250 dollars. Once you exit the donations option there is a page called the `Action Center”. On this page you can find a range of ways in which an American citizen can help the campaign and/or join the Biden team. Here are following ways the website encourages supporters to get involved: making phone calls for Joe, texting for Biden 2020, finding  an event near you, hosting a grassroots event in your neighborhood, downloading the Team Joe App, finding your local field office, contacting an organizer, organizing a tool kit, running to be a delegate for Biden, and becoming a grassroots fundraiser for Joe.

Entrepreneurial vs Institutional Engagement: 

The Joe Biden 2020 Official Campaign Website takes on supporter engagement at an institutional level. The site lays out a clear instructional platform for supporters to follow. The website is clean and organized; offering tool kits and packets for supporters to use if they intend to take action in Biden’s name. There is no sign of this website being used for supporters creativity. 

Leadership and Community Building: 

The 2020 Official Campaign Website is projects a likable, friendly, “been around the block” image of Joe Biden. It shares videos and pictures from years past that help supporters paint a better picture of the candidates background and life story.

Innovation vs. Missed Opportunities

After looking at all the other democratic candidates website, I would say that Biden’s website design is the most innovative. It is visually appealing, organized, and all of the videos/content are cut to perfection. It is clean cut but also uses innovative technologies such as all social platforms and the Biden app (which Bernie is the only other candidate who has an app). However, the campaign’s website could have benefited from developing another site page that is used strictly for two way engagement between the american people and the campaign team. Blog posts, chat boxes, vlogs are just a few examples of ways the Biden campaign could become more engaged with its audience through the website.