Communication+Strategy

__Communication Strategy__
What is our message? ** Who are we trying to target the message to? ** What is our target audience/target demographic? ** What media tool is the best way to reach them? ** What messages are we putting out? ** What Change are we trying to bring out? ** What are the influences we want to bring? **
 * What are we trying to achieve with this? **
 * Over the past few decades there has been a steady decrease in voter turnout during Canadian Federal Elections. Our main concern is the youth demographic; the age group that has the lowest voter turnout of all. Through our campaign we are attempting to raise awareness by educating the youth of today on the importance and significance of exercising their democratic right to vote. Furthermore, our campaign is geared to inform and enlighten the youth of Canada, to become better informed individuals within the realm of Canadian Politics, to ultimately have a greater interest in it. By doing so, we are hoping to increase voter turnouts in futre elections
 * There is a lack of political participation within Canadian youth because of the lack of (political) knowledge as well as incentive for youth to vote during elections.
 * Young adults primarily pursuing a post secondary education ** as well as those ** who have recently graduated from their post secondary education and are beginning their careers.
 * The primary demographic of our campaign are the ages between 18-24 years of age.
 * Online social networks such as facebook, twitter, myspace, and youtube
 * This would involve a considerable amount of user interaction by targeting the mediums that youth use on a daily basis
 * Our campaign would primarily be using online media - facebook group, online advertisements, a website, blog, youtube channel, flickr, myspace
 * We look at the Obama Campaign as a model and how he harnessed the power of the internet to drive his campaign to market himself to the youth
 * We would also advertise and work in conjunction student unions and organizations in post-secondary institutions across Canada to advertise our campaign
 * Holding concerts, youth galas, lectures to promote awareness for "Youth CANada Vote"
 * Voter turnout in the last federal election (2008) has been the lowest it has ever been in Canadian History, at 58.8%
 * Youth voter turnout is the lowest amongst all age groups at 25% (2008 federal election)
 * We are striving to increase political interest particularly amongst the youth of Canada, through awareness and education all provided on our web-page
 * To see a gradual increase in youth voter participation
 * To see a change in the perspective of politics towards youth in Canada, specifically a greater interest and knowledge amongst the general population
 * The involvement of youth in political activity will make our society “connected”(bring our society together with more feedback and input from the population) which gives our society’s needs and demands more opportunity to be reached

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__Marketing and the way you do it:__

 * Objectives – a measurable outcome **
 * Our main objective is to raise awareness of the importance of participation in political activities of youth in Canada. As well we are trying to engage them and help them to realize the importance of exercising their human rights and privileges.
 * We would be able to measure this by examining voter turnouts of those in between the ages of 18-24 in future elections via. Stats Canada


 * Goals – what we hope to achieve **
 * In doing so it is important to have an outcome where we see an increase in the turnout of youth voters through political participation on a local and national level. From the influence of political parties being so strong within the mass media these parties should be able to achieve by gearing a large part of their campaign towards youth. This should increase the number of votes significantly by engaging the younger through relative social issues that concern them as young Canadians.


 * Audience **


 * This is a considerably large audience but a specific one as it is directly aimed towards any individual between the ages of 18-24.


 * Key Message **
 * The importance of exercising the democratic right to vote
 * Incorporating future goals of society and the importance of political participation in the Canadian youth


 * Strategy – bigger idea of what we’re going to do **

See more youth involved and engaged in political activities throughout school
 * Civic education increase
 * Work alongside student unions and groups in Universities and Colleges across Canada to promote within the schools
 * Hold forums and discussions led by key political figures in schools
 * Collaborate with celebrities and musicians to promote our campaign, as did Obama for his Presidential Campaign
 * Create shirts, and advertise in magazines, websites having celebrities wear t-shirts having - Youth CANada Vote" - similar to the "Vote or Die!" campaign endorsed by many celebrities during the last Presidential Campaign in the U.S.
 * Market the politicians as pop-icons to entice the youth to gain interest -


 * Tactics – how we're going to do it **
 * One possibility is to encourage candidates and political parties to address Canadian youths more directly during election, by addressing youths directly at high schools or university campuses, and by discussing issues that are important to youth voters. Another possibility is to encourage youth participation through the use of modern forms of media and communication, which are used to a larger extent by younger Canadians. An example of this is social networking which can include blogs and video blogs about the political parties and the importance of voting. Many organizations, such as Rush the Vote and Elections Canada, have used the internet as a means of increasing political awareness amongst Canadian youth and providing information on how to participate. This will make voter turn outs more precise as to which party will suit the country’s needs.


 * Measurement – specific numerical figures **
 * From 1867 to 2008 we have had a 15% drop in votes from the country
 * Likelihood of voting in 2005 compared to 2008 was a 7% drop in youth
 * Voter turnout during 1988 election approximately 75% compared to 58% in 2008