This social marketing plan aims to increase youth voter engagement among 18-24 year olds in Canada. Voter turnout has been declining in Canada, especially among youth. In the 2011 election, only 38.8% of 18-24 year olds voted compared to 75.1% of 65-74 year olds. There is a disconnect between youth and voting as many feel politics do not impact them. Currently, there are few organizations focused on youth voter engagement. The Council of Canadians has a campaign asking youth to pledge to vote but is struggling to reach its goal. Another initiative in Ottawa holds events for students but has limited reach. This plan seeks to address the behavior change of boosting youth voter participation.

1. S o c i a l
M a r k e t i n g
P l a n
Y O U T H
V O T I N G
E N G A G E M E N T
By:
Kate
Taylor
November
25,
2015
COMM
3301
A
–
Joe
Boughner

2.
Kate
Taylor
2
Overview/Context
of
the
Issue
In
today’s
democracy,
voting
is
one
of
the
most
fundamental
aspects
of
civic
engagement.
However,
in
Canada,
the
total
number
of
voters
is
significantly
less
than
the
entire
population.
For
example,
in
May
2011,
approximately
14.8
million
of
24.3
million
citizens
on
the
electoral
list
cast
a
ballot,
for
a
turnout
rate
of
61%
(LaRochelle-­‐Côté
&
Uppal,
2015).
This
is
sadly
only
2.3
percent
higher
than
the
all-­‐time
low
of
58.8%
in
2008
and
a
far
cry
from
the
steady
75%
that
Canada
averaged
during
the
years
following
the
Second
World
War
(Mayrand,
2012).
What
is
worrisome
about
this
trend
is
that
the
decline
is
disproportionately
concentrated
amongst
the
youngest
voters,
where
in
the
2011
election
two-­‐thirds
of
young
people
who
were
eligible
to
vote
did
not
(LaRochelle-­‐Côté
&
Uppal,
2015).
One
age
cohort
significantly
underrepresented
are
those
aged
18-­‐24.
In
the
May
2011
election,
these
individuals
accounted
for
just
38.8%
of
voters
while
those
aged
65-­‐74
held
75.1%
of
the
votes
(Elections
Canada,
2014).
These
statistics
illustrate
a
clear
disengagement
and
disinterest
between
youth
and
voting
and
inaction
may
lead
to
serious
implications,
such
as
an
antiquated
and
disconnected
government.
Additionally,
it
is
important
for
this
issue
to
be
addressed
because
research
shows
that
voting
habits
are
formed
early
in
life
and,
if
young
people
are
not
voting
now,
there
is
a
good
chance
they
will
be
less
likely
to
become
active
voters
later
on,
which
will
only
work
against
young
people
as
a
whole
because
their
needs,
such
as
tuition
costs
and
entry-­‐level
jobs,
will
largely
be
ignored
in
public
policy
(Mayrand,
2012).
I
believe
this
disconnect
between
youth
and
voting
stems
from
the
fact
that
many
youth
simply
do
not
think
that
there
is
value
in
voting
because
they
are
under
the

3.
Kate
Taylor
3
impression
that
politics
have
no
impact
on
their
lives.
As
well,
it
is
evident
(when
looking
at
the
youth
voter
turnout
at
the
2011
election)
that
young
individuals
have
gotten
so
used
to
the
democratic
process
that
it
does
not
feel
like
a
privilege
anymore.
Taking
into
consideration
everything
stated
above,
the
behavior
change
that
this
social
marketing
plan
will
address
is
increasing
voter
engagement
and
turnout
among
young
people
between
the
ages
of
18-­‐24.
Environmental
Scan
Sadly,
when
it
comes
to
encouraging
youth
voting
engagement,
there
are
currently
not
many
organizations
that
exist.
One
organization
is
the
Council
of
Canadians,
which
has
launched
a
campaign
that
is
simply
asking
youth
to
pledge
to
vote
(Council
of
Canadians).
However,
they
are
struggling
to
meet
their
goal
of
10,000
pledges.
They
are
currently
only
at
906
pledges,
which
means
they
do
not
have
the
necessary
outreach
to
accomplish
their
goals
of
successfully
encouraging
young
voters.
There
is
also
one
initiative
based
in
Ottawa
called
I
Vote/Je
Vote
that
is
headed
by
Kevin
Page,
a
former
Parliamentary
Budget
Officer.
This
organization
puts
on
events
in
the
city
that
are
meant
for
students
to
come
and
meet
party
leaders
and
attend
debates
that
strike
their
interest
(IVote-­‐jeVote).
However,
there
are
two
main
issues
with
Page’s
effort,
the
first
being
that
it
does
not
reach
out
to
students
who
are
not
currently
politically
involved
or
students
majoring
outside
of
political
science.
Secondly,
the
reach
of
this
organization
is
confined
to
Carleton
University,
University
of
Ottawa
and
Algonquin
College
students;
therefore,
it
is
missing
young
individuals
who
decide
to
take
a
gap
year
upon

4.
Kate
Taylor
4
completion
of
high
school
and
youth
who
are
simply
working
instead
of
attending
university
or
college.
Lastly,
in
March
2011
Rick
Mercer,
host
of
the
Rick
Mercer
Report
on
CBC,
urged
more
than
three
million
young
voters
to
take
twenty
minutes
out
of
their
day
and
vote
in
elections
(Turn
on,
tune
in
and
vote!
Rick
Mercer's
call
to
young
people,
2013).
His
influential
voice
spoke
to
youths
across
the
nation
and
it
sparked
a
university
campus
challenge
to
see
who
could
get
the
most
students
to
vote
as
possible
(Turn
on,
tune
in
and
vote!
Rick
Mercer's
call
to
young
people,
2013).
This
led
to
dozens
of
positive,
non-­‐partisan,
pro-­‐vote
videos
from
university
students
across
the
country
and
reinvigorated
the
democratic
process
(Turn
on,
tune
in
and
vote!
Rick
Mercer's
call
to
young
people,
2013).
Nevertheless,
this
tactic
was
flawed
in
its
lack
of
educating
students
on
the
political
parties’
policy
platform,
which,
as
highlighted
above,
is
one
of
the
major
barriers
stopping
young
individuals
from
voting
today.
Stakeholders
In
regards
to
stakeholders,
there
are
a
few.
In
terms
of
benefits,
all
individuals
aged
18
to
mid-­‐thirties
will
gain
from
more
youths
voting
because
this
will
lead
to
policies
that
will
address
their
needs
and
those
elected
into
political
office
will
be
more
representative
of
this
sector
of
the
population.
As
well,
politicians
whose
policies
and
views
appeal
to
youth,
such
as
the
Liberal,
New
Democratic
and
Green
parties,
will
also
benefit
because
they
will
be
much
more
likely
to
be
voted
into
office.
The
Conservatives
are
not
included
in
this
list
because
after
reviewing
their
political
platform,
I
noticed
that
they
do
not
have
a
true
a
focus
on
youth.
Conservative
policies
regarding
skills
training
and
better
jobs
are

5.
Kate
Taylor
5
general
plans
directed
at
the
entire
Canadian
population
(CBC,
2015)
while
the
Liberal
party
has
a
clear
focus
on
youth.
Liberals
have
points
on
more
affordable
post-­‐secondary
education,
creating
a
flexible
student
loan
system,
and
a
targeted
plan
to
invest
and
create
more
job
opportunities
specifically
for
Canada’s
youth
(CBC,
2015).
When
thinking
about
those
stakeholders
that
are
encouraging
the
increase
of
youth
voting
engagement,
I
believe
government
officials
within
the
Liberal,
Green
and
New
Democratic
Parties
are
supportive,
entities
like
Elections
Canada
and
the
Council
of
Canadians,
as
well
as
parents,
teachers,
professors,
older
family
members,
even
employers.
Out
of
all
of
these,
government
officials,
Elections
Canada
and
the
Council
of
Canadians
are
probably
the
most
proactive
with
their
support.
These
institutions
want
to
see
this
age
cohort
get
involved
in
public
life
as
well
as
increase
the
overall
voting
percentage
so
that
it
will
return
back
to
a
mid
70%
range,
where
it
was
in
in
the
1960s-­‐1980s
(Mayrand,
2012).
As
well,
parents,
family
members,
professors,
etcetera
are
encouraging
too
because
they
think
it
is
important
for
youth
to
take
part
in
what
is
going
on
in
the
world
around
them.
They
know
that
this
age
group
is
society’s
future
and
if
they
are
not
interested
in
voting
now,
they
may
never
be
and
that
could
lead
to
policies
and
power
shifts
that
are
not
beneficial
to
anyone.
Lastly,
because
Conservatives
make
gains
by
making
promises
to
older
people
and
the
upper-­‐middle
classes,
it
is
these
stakeholders
that
are
likely
to
oppose
youth
vote
mobilization
because
they
are
the
ones
that
stand
to
lose
some
of
their
ground
if
youths
succeed
in
having
their
voices
heard.

6.
Kate
Taylor
6
Objectives
Ultimate
Objective
High-­‐Level
Objective
Supporting
Objective
Increase
youth
(those
aged
18-­‐24)
engagement
in
the
political
process
Get
more
students
informed
about
the
various
political
platforms
and
democratic
process
Teach
them
specifically
about
issues
that
pertain
to
young
people
such
as
rising
cost
of
tuition
and
entry-­‐level
jobs
so
they
can
see
that
elections
and
political
issues
are
relevant
to
their
lives
Present
this
information
in
a
descriptive
but
innovative
way
so
it
captures
young
audiences
(i.e.
develop
an
app
that
works
as
a
one-­‐stop
shop
for
learning
about
Canadian
politics
and
issues)
Get
more
students
involved
in
campaigns
When
election
season
comes
around,
have
political
figures
come
into
university
and
college
classes
to
share
the
benefits
of
working
on
campaigns
such
as
gaining
first
hand
political
knowledge,
networking
and
learning
more
about
your
community
outside
of
your
campus
Get
more
students
to
vote
Ensure
that
students
know
where
the
nearest
polling
station
is
and
allow
for
advance
polling
stations
on
university
and
college
campuses

7.
Kate
Taylor
7
Marketing
Goal/SMART
Objective
Based
on
the
information
above,
the
marketing
goal/SMART
objective
for
this
marketing
plan
is
to
increase
the
amount
of
youth
aged
between
18-­‐24
who
vote
by
20%
by
the
next
federal
election,
which
will
be
held
in
2019.
Strategic
Considerations
and
Positioning
Statement
Positioning
Statement
For
the
issue
of
youth
voting
engagement,
the
positioning
statement
is
‘we
want
youth
aged
18-­‐24
to
see
voting
in
federal
elections
as
a
way
to
have
their
voices
heard
and
to
realize
that
there
is
a
greater
chance
of
politicians
paying
attention
to
youth
issues
when
youth
exercise
their
democratic
rights
as
opposed
to
not
exercising
them.’
This
is
a
benefits-­‐focused
positioning
statement
(Lee
&
Kotler,
2015,
p.
246)
because
the
benefit
that
youth
gain
from
voting
is
having
their
voices
heard
by
political
elites
that
may
not
hear
their
concerns
otherwise.
Strategic
Considerations
When
it
comes
to
youth
and
voting,
a
very
common
barrier
amongst
young
individuals
has
to
do
with
access.
According
to
a
study
commissioned
by
Elections
Canada
following
the
May
2011
election,
when
youth
aged
18-­‐34
were
asked
why
they
did
not
vote,
many
participants
said
it
was
because
they
were
either
too
busy,
could
not
get
to
the
polls
or
did
not
know
where
the
polls
were
(Mayrand,
2012).
These
excuses
expose
these
barriers
to
be
superficial
as
the
study
went
on
to
reveal
that
the
real
issue
amongst
this
generation
is
motivation
(Mayrand,
2012).
This
means
that
if
youngsters
were
motivated
to
vote,
then
most
could
overcome
these
access
barriers.

8.
Kate
Taylor
8
The
real
question
then
becomes,
why
aren’t
they
motivated?
According
to
the
study
cited
above,
another
barrier
is
the
fact
that
many
young
voters
feel
that
they
lack
the
appropriate
knowledge
to
participate,
specifically
knowledge
about
the
candidates,
their
political
parties
and
their
platforms
(Mayrand,
2012).
It
was
also
discovered
that
individuals
within
this
age
range
are
generally
not
interested
in
politics
because
they
believe
that
all
of
the
parties
are
the
same
and
no
platform
truly
speak
to
issues
that
are
relevant
to
their
lives
(Mayrand,
2012).
In
contrast,
those
young
individuals
who
were
educated
on
the
platforms
and
were
interested
in
politics
were
much
more
likely
to
vote,
as
were
those
who
had
discussed
politics
with
their
families
and/or
teachers
and
those
who
had
been
directly
contacted
by
a
specific
party
or
candidate
during
the
election
(Mayrand,
2012).
This
demonstrates
the
importance
of
civic
education,
both
in
school
and
in
the
home,
because
it
leads
to
the
development
of
political
knowledge
as
well
as
interest
that
will
actually
lead
to
voting
(Mayrand,
2012).
Barriers:
How
to
overcome
them:
Access
and
knowledge
of
polls
Create
a
mobile
app
that
has
a
map
function
that
would
locate
the
nearest
voting
stations
to
you
based
on
your
area
code
Advanced
polling
stations
at
university
and
college
campuses
Uninformed
about
candidates,
political
parties,
platforms
Create
a
mobile
app,
Facebook,
Twitter,
and
Instagram
that
would
encapsulate
each
political
platform
into
easily
understood
bullet
points
and
profile
the
candidates
with
weekly
30
second
videos
(launched
once
the
federal
campaign
begins)
Get
parents
to
discuss
politics
and
candidates
with
their
kids
(act
as
role
models
for
voting)

9.
Kate
Taylor
9
Have
candidates
go
to
major
university
and
college
campuses
across
Canada
to
speak
about
the
importance
of
voting
and
their
specific
platforms
Uninterested
because
all
platforms
look
the
same
and
don’t
speak
to
youth
issues
On
the
various
social
media
platforms
have
promoted
posts
targeted
at
youths
that
do
not
have
an
interest
in
politics
or
do
not
know
what
each
party
stands
for.
These
posts
would
highlight
policies
that
impact
youth
(entry
level
jobs,
internships,
tuition,
etc.)
but
in
an
entertaining
way
to
grab
their
attention
and
make
them
realize
that
politics
does
in
fact
speak
to
youth
issues
When
the
candidates
come
to
the
various
campuses,
they
will
specifically
reference
how
they
plan
to
tackle
youth
issues
I
would
like
to
note
that
I
believe
the
only
way
to
successfully
overcome
these
barriers
is
to
ensure
that
political
parties
will
promote
and
work
with
the
campaign
to
increase
youth
voting
engagement.
Their
involvement
(i.e.
filming
profile
videos
for
the
mobile
app,
hosting
speeches
on
university
and
college
campuses,
etc.)
will
give
the
campaign
much
needed
legitimacy.
Change
Management
Considerations
In
social
marketing,
the
primary
effort
is
focused
on
influencing
behaviors
that
will
result
in
a
greater
social
good
(Lee
&
Kotler,
2015,
p.
8).
However,
behavior
change
is
not
always
easily
attainable.
It
is
for
this
reason
that
it
is
important
for
social
marketers
to
understand
the
basics
of
change
management
theory
in
order
to
develop
effective
social
marketing
interventions
(Lee
&
Kotler,
2015,
p.
204).
In
regards
to
youth
voting
engagement,
a
change
management
theory
that
can
be
implemented
is
the
social
norms
theory.
This
theory
states
that
in
order
for
change
to
occur,
the
target
audience
needs
to
be
surrounded
by
people
who
exemplify
the
change
the
marketer
wants
them
to
adopt
(in
this

10.
Kate
Taylor
10
case,
it
is
getting
more
youths
aged
between
18-­‐24
voting)
(Lee
&
Kotler,
2015,
p.
217).
Therefore,
I
believe
that
in
order
to
get
more
youth
voting,
we
need
to
mobilize
the
group
of
youths
that
are
already
voting
and
interested
in
the
political
process
to
voice
why
they
believe
political
engagement
is
important.
This
can
be
achieved
by
launching
a
social
media
campaign
from
the
various
social
platforms
we
create
that
are
associated
with
this
campaign.
Here
these
youths
can
share
why
they
think
voting
and
politics
is
important
and
accompany
each
post
with
the
hash
tag
#WhyIVote
in
order
to
get
it
trending.
These
posts
can
then
be
promoted
and
targeted
at
youths
who
are
currently
uninterested
in
politics
and
voting.
Another
change
management
theory
to
consider
in
terms
of
youth
voting
engagement
is
exchange
theory.
According
to
Lee
and
Kotler,
this
theory
postulates,
“that
for
an
exchange
to
take
place,
target
audiences
must
perceive
benefits
(value)
in
the
offer
equal
to
or
greater
than
perceived
costs”
(2015,
p.
221).
With
this
theory,
promoting
targeted
posts
at
youths
who
are
currently
not
voting
and
uninterested
in
politics
that
highlight
issues
that
are
of
interest
to
young
people
(entry-­‐level
jobs,
internships,
tuition,
etc.)
will
work
well
in
promoting
behavior
change
in
favor
of
voting.
If
youths
become
informed
that
voting
has
the
potential
to
increase
internships,
entry-­‐level
jobs
and
lower
tuition,
this
may
add
value
to
the
behavior
of
voting
making
it
greater
than
the
perceived
cost
of
going
out
and
casting
a
ballot.
Audiences
• Primary
Audiences:
Political
parties,
first
time
voters
and
those
who
are
not
involved
in
politics.

11.
Kate
Taylor
11
o Explanation:
Political
parties
serve
an
important
role
when
it
comes
to
youth
voting
engagement.
By
demonstrating
that
they
believe
in
those
aged
18-­‐24
and
by
acknowledging
that
young
voices
matter,
they
will
be
more
inclined
to
vote.
As
well,
when
first
time
voters
and
those
who
are
not
politically
involved
feel
that
their
voices
are
heard
and
that
politicians
value
them,
they
will
be
more
likely
to
vote.
• Secondary
Audiences:
Parents
and
teachers
of
kids
aged
16-­‐18
o Explanation:
When
parents
and
teachers
discuss
politics,
candidates
and
the
democratic
process
with
their
kids
and/or
students
they
serve
as
‘voting
role
models’
and
can
influence
their
children
and/or
students
to
recognize
the
importance
of
political
involvement.
As
stated
earlier
in
this
plan
under
the
strategic
considerations,
those
young
individuals
who
had
discussed
politics
with
their
families
or
teachers
were
much
more
likely
to
vote
in
federal
elections
(Mayrand,
2012).
Personas
/
Journey
Maps
Persona
Name:
Blake
Age:
21
Profession:
Fourth
year
Public
Affairs
and
Policy
Management
student
at
a
university
Name:
Emma
Age:
18
Profession:
First
year
Communications
Studies
student
and
Starbucks
barista
Interests
• Highly
interested
in
politics,
wants
to
be
politically
involved
• Member
of
Model
United
Nations
• Watches
House
of
Cards
• Having
a
strong
social
life
(popularity)
• Saving
to
pay
off
student
loans
• President
of
her
sorority
• Beauty
and
fashion
Values
• Achieving
high
marks
and
Dean’s
Honours
List
• Maintaining
her
social
life
while
working
and

12.
Kate
Taylor
12
• Being
successful
• Being
involved
in
his
local
community
getting
average
grades
• Being
a
strong
role
model
to
her
2
little
sisters
Powers
• Social
activism
• Strong
speaker
• Seen
as
a
role
model
in
the
Greek
community
at
her
university
as
well
as
a
role
model
to
her
biological
little
sisters
Behaviours
• Passionate
about
social
change
• Frequently
shares
his
political
views
in
class
• Likes
to
have
a
good
time
but
is
also
responsible
• Some
people
outside
of
the
Greek
community
judge
her
for
being
a
‘sorority
girl’
• Volunteers
30
hours
a
semester
in
her
local
community
with
her
sorority
• Prominent
figure
and
voice
on
campus
Aspirations
• Wants
to
enact
positive
change
in
the
world
• Wants
to
be
a
household
name
• To
be
an
editor
at
a
fashion
magazine
Journey
Map
(text)
• Learns
about
the
campaign
when
a
political
candidate
comes
and
speaks
to
his
8:30AM
History
of
Political
Thought
class
• Feeling
inspired
by
the
candidate’s
wisdom
and
words,
Blake
becomes
interested
in
learning
more
about
the
youth
voting
engagement
campaign
• He
downloads
the
app
and
looks
through
the
various
social
platforms
(Twitter,
Facebook,
Instagram)
to
learn
more
about
the
campaign
• Through
this
research,
• First
notices
the
initiative
when
she
sees
a
poster
on
her
schools
‘Campus
Activity
Board’
but
she
doesn’t
really
think
anything
of
it
• A
few
weeks
later
she
sees
the
campaign
again
through
sponsored
content
on
Facebook
about
internships
and
what
different
political
parties
are
doing
to
address
the
issue
• Because
Emma
has
been
desperately
searching
for
internships
to
further
her
potential
career
in
fashion,
she
clicks
on
the
promoted
post
and
is

13.
Kate
Taylor
13
Blake
sees
the
#WhyIVote
trending
hash
tag
and
decides
to
partake
and
share
on
Facebook
and
Twitter
the
reasons
why
he
thinks
it
is
important
for
youths
to
vote
• Sees
campaign
bus
poster
reminding
why
youth
should
vote,
how
to
register
and
the
date
of
the
election
when
riding
the
bus
to
work
• Votes
in
the
next
federal
election
taken
to
the
campaign’s
website
where
she
investigates
the
campaign
in
more
detail
• She
subscribes
to
the
weekly
e-­‐newsletter
• Gets
the
e-­‐newsletter
the
following
week
and
learns
about
how
the
campaign
has
a
volunteer
opportunity
for
students
to
be
student
ambassadors
on
their
campus
to
raise
awareness
• Realizing
her
position
as
a
role
model
and
that
voting
can
impact
the
professional
future
of
young
people
her
age,
she
becomes
student
ambassador
on
her
campus
for
the
campaign
Blake’s
Journey
Map
(visual)
Campus
Online
Public
Space

14.
Kate
Taylor
14
Emma’s
Journey
Map
(visual)
Campus
Online
Email
Tactics
/
Evaluation
Marketing
Goal
Tactics
KPIs
Targets
Increase
the
amount
of
youth
aged
between
18-­‐
24
who
vote
by
20%
by
the
next
federal
election,
which
will
be
held
in
2019
Political
guest
speakers
come
to
university
classes
to
speak
about
their
platforms
as
well
as
how
they
plan
to
tackle
youth
issues
in
order
to
pique
political
interest
in
young
students
• How
many
people
attend
• Average
of
175
students
at
each
talk
Mobile
app
that
acts
as
a
one-­‐stop
shop
to
learn
about
Canadian
politics
and
issues
• Educate
youths
on
each
political
party
platform
with
simple
bullet
points,
focusing
on
• Track
number
of
downloads
• Engagement
(how
frequently
the
app
is
opened)
• User
experience
• Achieve
750
downloads
within
the
first
2
months
after
launch
• Maintain
20%
of
users
from
Day
1
to
Day
30
after
initial
download

15.
Kate
Taylor
15
policies
that
impact
youth
• Visual
and
user-­‐
friendly
• Profile
the
candidates
in
short
30
seconds
videos
• Countdown
to
election
day
• Map
function
that
would
locate
the
nearest
voting
stations
to
you
based
on
your
area
code
• Achieve
75%
satisfaction
rate
within
the
first
4
months
after
launch
Social
media
platforms
(Facebook,
Twitter,
Instagram)
will
have
constant
news
feeds
filled
with
educational
information
regarding
the
party
platforms,
quotes
and
candid
images
of
the
candidates
that
will
be
easily
understood
by
young
individuals
as
well
as
easily
retweetable
and
shareable
for
youth
to
spread
awareness
of
the
campaign
• (Organic)
%
Gain
in
followers/likes
• (Organic)
Engagement
(retweets,
mentions,
likes,
shares)
• Average
50%
gain
of
followers/likes
each
week
for
the
first
2
months
after
launch
of
social
platforms
• Facebook:
1%
average
engagement
rate
• Twitter:
.05%
average
engagement
rate
• Instagram:
3%
average
engagement
rate
#WhyIVote
hash
tag
(for
all
social
media
platforms)
to
encourage
youth
to
share
with
their
peers
why
they
think
voting
is
important,
this
will
also
work
to
expand
the
reach
of
the
campaign
due
to
the
hash
tag
• Track
how
many
times
the
hash
tag
is
used
• Track
who
is
using
the
hash
tag
• Hit
500
hash
tags
within
the
first
month
across
all
social
media
platforms

16.
Kate
Taylor
16
Bus
advertisements
will
launch
closer
to
the
election
date,
these
will
work
to
remind
young
students
to
register,
where
to
find
more
information
about
registering
and
when
the
date
of
the
election
is
(it
will
drive
people
to
the
campaign
website
because
you
can
register
to
vote
there)
• Create
custom
URL
to
track
hits
from
the
bus
ad
• Account
for
10%
of
website
hits
Sponsored
content
targeted
at
youth
that
do
not
have
an
interest
in
politics
or
do
not
know
what
each
party
stands
for
• Highlight
policies
that
impact
youth
(entry-­‐level
jobs,
internships,
tuition,
OSAP)
• Content
would
be
entertaining
in
order
to
grab
youth
attention
• This
content
will
link
to
website
in
order
to
drive
youth
to
learn
more
about
Canadian
politics
• Click-­‐through
rate
(CTR)
on
links
in
the
content
• Time
spent
on
website
for
people
who
landed
there
from
the
links
in
the
content
(vs.
overall
baseline)
• Average
.3%
CTR
• 5%
longer
time
on
site
E-­‐newsletter
will
be
released
at
the
beginning
of
each
week
leading
up
to
the
election
and
will
have
information
regarding
• Student
ambassador
• Open
rates
• Click
through
rates
(CTR)
• Unsubscribes
• Maintain
30%
open
rates
• Average
3%
CTR
• Increase
subscriber
retention
by
12%
by
2016

17.
Kate
Taylor
17
program
•
When
political
speakers
will
be
coming
to
which
universities
• Hot
political
topics
of
the
day
(specifically
highlighting
youth
issues)
• Link
to
all
social
media
platforms
• How
to
download
the
mobile
app
Student
ambassador
program
will
work
to
recruit
young
people
into
the
campaign,
by
doing
this
these
young
individuals
will
operate
as
opinion
leaders
to
influence
their
peers
to
become
interested
in
politics
and
vote
in
the
next
election
• How
many
students
sign
up
for
the
program
• 2
students
from
each
major
university
in
Canada

18.
Kate
Taylor
18
References
CBC.
(2015).
Read
the
political
parties'
2015
platforms.
Retrieved
12
November
2015,
from
http://www.cbc.ca/news/politics/canada-­‐election-­‐2015-­‐party-­‐platforms-­‐
1.3264887
Council
of
Canadians.
(n.d.).
Pledge
to
vote
in
the
2015
federal
election!
Retrieved
September
20,
2015,
from
https://secure.canadians.org/ea-­‐
action/action?ea.client.id=1899&ea.campaign.id=39452
Elections
Canada.
(2014,
June
13).
Elections
Canada.
Retrieved
from
http://www.elections.ca/content.aspx?section=res&dir=rec%2Fpart%2Festim%2F
41ge&document=report41&lang=e
IVote-­‐jeVote.
(n.d.).
Retrieved
September
20,
2015,
from
http://www.ivote-­‐jevote.ca/about
LaRochelle-­‐Côté,
S.,
Uppal,
S.
(2015,
March
4).
Statistics
Canada.
Retrieved
from
http://www.statcan.gc.ca/pub/75-­‐001-­‐x/2012001/article/11629-­‐eng.htm
Lee,
N.,
&
Kotler,
P.
(2015).
Crafting
a
desired
positioning.
In
Social
marketing:
changing
behaviors
for
good
(p.
234-­‐256).
Sage.
Mayrand,
Marc.
(2012,
February
6).
Declining
voter
turnout:
Can
we
reverse
the
trend?
Elections
Canada.
Retrieved
from
http://www.elections.ca/content.aspx?section=med&document=feb1712&dir=spe
&lang=e
Turn
on,
tune
in
and
vote!
Rick
Mercer's
call
to
young
people.
(2013,
January
18).
Retrieved
September
20,
2015,
from
http://www.public-­‐value.cbc.radio-­‐canada.ca/story/32/