ELON UNIVERSITY

ELONVOTES!
CAMPAIGN
Strategic Campaign
MEET THE TEAM
KATE BARNES
Strategic Planning Manager

JULIA DAIGLE
Creative Director

CATHERINE KEATING
Tactical / Media Planning Manager

LOGAN MARCUS
Research Director

CAROLINE SAVIANO
Creative and Tactical Manager
 KEY POINTS
Background
Situational Analysis
Audience and Key Trends
Overview and Goals
Strategies
Creative Concept
Tactics
Budget
Timeline and Calendar

CAMPAIGN
BREAKDOWN
BACKGROUND
Elon Votes! is a nonpartisan campus initiative created to provide
students with the necessary resources to register to vote and cast their
ballots in the upcoming elections.

Elon Votes! wishes to increase the voting turnout of all Elon students
through a campaign educating students on the importance of voting and
motivating them to cast their ballot.
SECONDARY RESEARCH & IMPLICATIONS
Students tend to blend and follow campus norms, structures, behavior, and
attitudes of their peers
This can influence decisions to vote or be politically engaged
Students prefer personalized communication channels, such as face-to-face
interaction, rather than mass communication methods, such as email and
social media.
Perceived social norms have great influence over student voter turnout.
What students perceive as the social norm (peers and family) directly
correlates to their likelihood to vote.
Major reasons students fail to vote is due to the inconvenience of the voting
process and their busy day to day schedules.
PRIMARY RESEARCH & IMPLICATIONS
Face-to-face and student-to-student interaction is the most effective mode of
communication
The more personalized mode of communication has a higher impact and is more
memorable
Initial face-to-face interaction was the most effective communication channel for
continued conversation - According to research from Duke, Purdue, Bowdoin
"Having students encourage other students works really well in creating conversation"
- Sasha Hollister, POC University of Richmond Civic Engagement Strategies
Presence at high traffic areas and events is key for reaching large audiences

Students are more interested on issues than candidates

Market the idea that a vote can drive change on important issues
“Specific issues like [the climate strike,] and relating it back to ‘if you want to make a
difference, you have to cast a vote…’ students would be more inclined to vote.” -
Theresa Cusimano, Director of Bucknell University Office of Civic Engagement
PRIMARY RESEARCH & IMPLICATIONS
Student ambassadors are key
Student ambassadors serve as liaison between student body and civic engagement
office
University of Richmond and Bucknell University both have found success connecting
with the campus through paid student ambassadors
"Having leaders on campus and using their large network of peers is the most effective
way to advertise the events being hosted by the civic engagement office" - Theresa
Cusimano
Importance of having a dedicated staff member
A dedicated staff member serves as a resource for the student ambassadors
"You need the enthusiasm from the students, but you also need the money and the
infrastructure that the staff and the department on campus has" - Sasha Hollister
Social Media is a less effective communication channel than expected
The impact of a social media post is up to the students discretion
University of Richmond found low interaction rates using Instagram marketing
AUDIENCE
The overall Elon University student body is
our primary target.

An additional focus on students that are

Business or STEM majors, as they represent
the lowest voting group at Elon. They are a
crucial opportunity for improvement.
KEY TRENDS
Students feel uninformed about politics and the
voting process in general
Peer-to-peer/in-person communication is most
effective
High frequency of communication is imperative
Students can be influenced by perceived social
norms.
CAMPAIGN CHALLENGES
Lack of students who are dedicated to ElonVotes!
Students having busy schedules.
Students feel that voting rarely, if ever, directly affects their
lives.
Politics and civic engagement are rarely discussed among
students and professors
There is a lack of awareness about Elon Votes! on Elon
University’s campus
TARGET AUDIENCE INSIGHTS
General Elon Student Population
These students are young, primarily first time voters from all over the
country.
Elon University students are heavily involved and engaged on campus, and
therefore, would be willing to participate in events if the information were
properly presented to them.
Elon University students are heavily influenced by their peers.
Overall, this audience’s primary concern or reason for not voting is that they
feel uninformed about current political issues or candidates in the election.
TARGET AUDIENCE INSIGHTS
Business School Student Population
These students spend a large majority of their day in the business school
whether it is in class or doing work. Research on Business School students
have shown that students want to be informed, but generally feel
uninformed about politics and the voting process. Similar to the attitudes of
the overall student population, business school students feel that face-to-
face interaction is the most successful way to communicate a message.
These students are very busy, and therefore feel as though they do not have
enough time to read each flyer posted around the school.
COMMUNICATION CHANNELS
Our research showed that Elon University students best
respond to in-person communication. Therefore, an emphasis
will be placed on:
In-Person events / communication
Specifically, peer-to-peer communication.
While also utilizing these channels for event promotion:
Media boards on campus (digital screens)
Social Media Posts and e-mail blasts
CAMPAIGN GOALS
Create a culture of civic engagement and responsibility across
campus.
Position Elon Votes! as a nonpartisan resource that students can
go to for all voting related needs.
Increase voter registration and turnout among those who
participated the least on campus in previous years: business,
computer science and engineering students.
STRATEGIES
Establish a strong relationship and open line of communication between
Elon Votes! and Elon’s student body by creating a sustainable structure
through a full-time staff and student volunteers.
Host a series of non-partisan events designed to educate and increase
interest on current political issues.
Try to resonate with students the idea that voting is a fulfilling duty and
Elon Votes! is there to help make the task easier to reach social and
political goals.
ARE YOU AN ADULT YET?
Creative Concept
CREATIVE CONCEPT
Are You an Adult Yet?
For many students, college is the first opportunity they have had to be on their
own and really feel like an adult. While at college, students have to cook for
themselves, do their own laundry, and other day-to-day "adult activities." After
their four years are over, many feel as though they should be prepared to take
on the real world, but do not realize that voting is an essential part of growing
up. Most students are unaware that Elon offers the necessary tools to make
voting easy to understand and participate in. Therefore, in order to target the
Elon study body, we want to frame our campaign around asking the question
"Are you an adult yet?"
CREATIVE VISUAL THEME: THE GAME OF LIFE
During the months leading up to Election Day, students will be invited to play in a campus wide
Game of Life. Although there will be no physical competition, the theme of the “Game of Life” will
be printed on all visual aids throughout the Spring and Fall semesters. Similar to the board game,
each student starts at the beginning and Elon Votes! helps them move through the four steps of
voting. For instance, students start by learning about Elon Votes! and the importance of voting
through flyers around campus and the Voting 101 workshop. Next, students are encouraged to
register either in-state or absentee at during the registration tabling events throughout the year.
Then students are encouraged to participate. Students are able to participate in voting through
mock polls and by contributing to the “Why I Vote” wall. Finally, our goal is to have students end up
at the voting polls on election day. Students will be able to visually see which step they are on by the
“game piece” on the flyer. The purpose of this visual theme is to emphasize how voting is a part of
the real game of life and necessary for becoming an adult, tying together with our overarching
theme of “Are You an Adult Yet?” By having the theme of the “Game of Life” on all visual aids, it will
help to guide students through all the necessary steps in order to reach the “finish line” of voting.
This is the design theme for our visual aspects of the campaign, as The Game of Life is classic,
recognizable, and will spark interest.
TACTICS
STUDENT AND STAFF AMBASSADORS

ELON VOTES! TABLING CAMPUS EVENT

VOTING 101 WORKSHOP

REGISTRATION EVENT

EDUCATIONAL VIDEO

MOCK VOTING POLLS

'WHY I VOTE' WALL

STUDENT AND STAFF AMBASSADORS
We propose Elon Votes! hire a full-time staff member, as well as an entourage of student
ambassadors to carry out several facets of the campaign, including but not limited to:
tabling, classroom visits, word-of-mouth advertising, educational events, as well as all of
the tactics below. We believe 8 student ambassadors, composed of two representatives
from each grade, is an ideal number. The student ambassadors should be highly engaged in
civic activities, driven to inspire others to vote, and willing to give up at least 6 hours per
week to Elon Votes! The full-time staff member will serve to coordinate with the university
as well as plan the logistical side of the operations, including but not limited to: event
logistics, resources for events (computers), provide support to student ambassadors, and
manage the budget. In addition, both the students and staff of Elon Votes! function as the
line of communication between Elon Votes! and the Elon University community. Elon
Votes! can create a job posting on local job platforms, LinkedIn, and Elon Job Network to
attract candidates.
ELON VOTES! TABLING CAMPUS EVENT
We suggest that Elon Votes! student ambassadors manage a table during high turnout
campus events and in high traffic areas on campus. Signage at the tables will follow the
‘Are you an Adult?’ creative theme, intended to draw students in by interest, guilt, and
general curiosity. Students will be shown voting statistics at Elon, intended to inspire
them to vote by comparison with peers, divided into ‘Adults’ who voted, and those who
did not. This will be presented via banners and through a pamphlet at the stand. At
these events, there will be a brochure, or hand out, that fits into our “Game of Life”
visual theme. The pamphlet will be a take-away that leaves students with the facts of
voter turnout, as well as the next steps. At the tables students will be educated on Elon
Votes! and guided through the registration process at a computer on-hand. Student
ambassadors at these sessions will have full understanding of the voting process and
can answer any questions.
ELON VOTES! TABLING
CAMPUS EVENT
Location:
High traffic campus areas, such as Moseley Center
High traffic events, such as sporting tailgates

Promotion:
Digital Flyers
Print Flyers
Email Blasts
Social Media Posts
Ambassador Engagement
Signage at Event
VOTING 101 WORKSHOP
As many students refrain from voting because they feel uninformed about candidates, issues,
or the voting process in general, we suggest Elon Votes! host a “Voting 101” workshop at the
beginning of the fall semester. This workshop will be run by Elon Votes! student ambassadors
and will help to inform Elon University students about the voting basics. In the workshop, the
students will learn about all of the candidates, the issues that they are supporting, as well as
how to fill out a ballot. In 2003 and 2004, high schools in Connecticut, Indiana, Kentucky,
Nebraska, New Hampshire, and New Jersey held an event similar to this for their senior class
and found that participating schools had a turnout rate 10% higher than non-participating
schools. Essentially, this workshop will serve as a crash course on the 2020 election so
students can feel more prepared and informed and feeling more like an adult. This event
should be open to all university students, but primarily be targeted towards first-years and
Sophomores as they are the majority of First-Time Voters. Elon Votes! should send a
representative to Elon 101 classes to promote the event and get students excited about it.
Additionally, digital and physical flyers should be shown around campus to make more
students aware of the event and know that it is open to students in all grades.
VOTING 101 WORKSHOP
Location:
High traffic campus areas, such as Moseley
Center
High traffic events, such as sporting tailgates

Promotion:
Elon 101 classes
Digital Flyers
Print Flyers
Email Blasts
Social Media Posts
Ambassador Engagement
Signage at Event
REGISTRATION EVENT
We propose that Elon Votes! hosts a registration event once a month during the fall
semester leading up to election day as a way to encourage students to start thinking
about voting. Rather than tabling across campus, we recommend that Elon Votes! set up
computers in high traffic areas on campus including the Mosley Center, Schar Hall
Atrium, and Business School Lobby along with having student ambassadors stationed to
assist the students. A similar event is held at the University of Richmond, and the civic
engagement office has seen a great turnout with voter registration numbers. At the
computers, the student is able to decide if they want to register in the state of North
Carolina or absentee. Additionally, the Elon Votes! student ambassadors can serve as a
great resource and help to answer any questions that the students may have. After
registering for voting, students can receive an, “I Registered!” sticker as a way to
encourage other students to register as well.
REGISTRATION EVENT
Location:
High traffic campus areas, such as Moseley
Center
High traffic events, such as sporting tailgates

Promotion:
Digital Flyers
Print Flyers
Email Blasts
Social Media Posts
Ambassador Engagement
Signage at Event
EDUCATIONAL VIDEO
Because of the low voter turnout from business, computer science and engineering
majors, Elon Votes! should create an educational video about the importance of voting.
Students in these majors will be shown a short, 0:30 - 1:30 educational video before
classes informing them about Elon Votes! and the voter registration process. The
comedic video will capture the attention of the students by portraying a dystopian
world where everyone is treated like “kids” which is the result of students failing to
vote. The video will then transition towards the ‘Are you an Adult?’ theme, encouraging
students to rise to the occasion, act like an adult, and vote. The video targets these
specific majors because of their previous lack of involvement in voting, and will serve to
inform and begin the conversation about voting. Flyers and business cards will be
distributed with details on the next steps to take action. While this video can be shown
in any of the classes offered at Elon University, it will primarily targeted towards the
business, computer science, and engineering majors.
EDUCATIONAL VIDEO
Location:
Classrooms in Business, Computer Science, and Engineering Schools

Promotion:
Ambassador interaction in classrooms
Ambassador interaction in school lobbies
MOCK VOTING POLLS
We propose Elon Votes! setup “mock” voting tables around campus one day on daily
topics that are engaging to students - such as “Starbucks vs Dunkin” or “Papa John's
vs Dominos”, easy polls that many students have strong opinions on. This will grab
the attention of students to come and vote on their preference, and on each table we
will have information on registering to vote and why it is so important. After each
student votes, workers at the table will have a discussion with them surrounding why
they should be just as involved in voting in local and national elections as the more
trivial “mock” polls they just participated in. These mock polls will be quick and easy
ways to attract attention from students who may otherwise be uninterested in civic
duty, and inform them and perhaps inspire them to vote in an actual election.
MOCK VOTING POLLS
Location:
High traffic campus areas, such as Moseley
Center
High traffic events, such as sporting tailgates

Promotion:
Digital Flyers
Print Flyers
Email Blasts
Social Media Posts
Ambassador Engagement
Signage at Event
'WHY I VOTE' WALL
Through our research we have learned that there is a significant strength in social
conformity, and following what the crowd participates in. We wanted to develop a visual
depiction on campus to represent real students who are voting. We suggest Elon Votes!
dedicates a wall in a high traffic area on campus with the slogan ‘Why I Vote’ along the top,
as well as the “Are You an Adult?” question posed along the bottom. There will be sticky
notes (or whiteboard markers depending on the place) available for any students to write a
quick answer and post it to the wall. This activity is engaging and can serve as an outlet to
show students why their peers are voting, and show students how many of their peers are
voting. We recommend Elon Votes! social media take pictures of some of the responses
and post to social media (primarily Instagram stories) to promote the activity and reach
more of the audience.
'WHY I VOTE' WALL

Location:
Moseley Center

Promotion:
Email Blasts
Social Media Posts
Ambassador Engagement
Signage at Event
BUDGET
Total Estimated Budget
Budget High WITHOUT Student & Staff Salary = $12,779.33
Budget Low WITHOUT Student & Staff Salary = $4,279.33

Budget High WITH Student & Staff Salary = $101,959.33

Budget Low WITH Student & Staff Salary = $93,459.33
BUDGET
OVERALL COSTS
 MARCH
23rd-27th Filming for video

APRIL
21st - Registration Tabling Event
22nd - Video First Cut Finished

PROPOSED MAY

TIMELINE 11th - Video Final Cut Finished

SPRING SEMESTER OF
2019 SUMMER
 AUGUST
25th - Start Promotion on Voting
101 Workshop
26th - Place food order for Voting
101 Workshop

SEPTEMBER
1st - Video Promotion in
Classrooms Outreach
PROPOSED 8th-9th - Voting 101 Workshops
1:30-4:30
TIMELINE 15th - Begin visiting classrooms
with video
17th - Mock Voting Tables
FALL 2020 22nd - Registration Tabling
Event
 OCTOBER
5th - Registration Tabling Event
9th - Last Day to Register to Vote in
North Carolina
14th - Mock Voting Table
27th - Set up "Why I Vote" wall
28th-31st - "Why I Vote" wall

PROPOSED NOVEMBER
1st - 4th - "Why I Vote" wall

TIMELINE 3rd - ELECTION DAY

4th - Take Down "Why I Vote"
wall
FALL 2020
CALENDAR
SPRING & FALL 2020
March
April
May
Summer
August
September
October
November
 Summary
Overall, we hope Elon Votes! will successfully increase brand awareness and voter
turnout around Elon’s campus through this strategically planned campaign. Our team
has thoroughly researched student trends and past strategies of other comparable
colleges trying to increase voter rates on campus. Our key research takeaways found
that students were overall uninformed around voting, highly influenced by perceived
social norms, and were best reached through high frequencies of peer-to-peer
communication. We were then able to use this research to develop our overall
campaign and a number of strategies and tactics to implement over the next
academic year. Through our campaign, 'Are You an Adult Yet?', we hope to engage
Elon students by learning about and participating in the voting process, along with
promoting Elon Votes! as a non-partisan resource for voter information on campus.