Their Goal:
Rock the Vote's mission is to engage and build political power for young people in our country. They hope by doing this they can encourage young people to get out and vote.
How they got there?
(The 8 P's of Social Marketing)
Publics: Their target audience is young people who are eligible to vote
Their network also include a huge selection of celebrities that chose to be involved in their campaign
Partnership: They have a wide range of partners including:
- B & N College, Cafe Press, Chegg, Miss universe/Miss USA, Pringles, Spotify
Policy:People are also trying to change certain things that would hinder young people from going out and voting like long lines. President Obama is attacking this from a policy standpoint with a special presidential commission on election reform.
Purse Strings: Rock the vote is a non-profit organization that raises funds through donations. Contributions to the organization is tax deductable
Product: Using the act of voting to engage and build political power for young people in our country.
Place: (United States) Elections, Democracy Classes, "Rock the Vote, Don't Block the Vote," and Rock the Vote Southwest.
Promotion: Roadtrip 2012, Festivals, Rock the Vote Nights and Political
Nominating Conventions.
Price: The price of adopting this behavior are the potential inconveniences that are associated with this action such as registration, time (waiting in lines etc.), costs of transportation and effort.
How Successful Was It?
1992: Increased voting in 18-to29-year-olds for the first time since 1972.
46% voted
8.82% registered, no vote
45.18% not registered
46% voted
8.82% registered, no vote
45.18% not registered
1996: Developed the first web site to offer on-line voter registration. Overall decline in voter turnout for 18-to29-year-olds from 1992 election.
39.6% voted
17.3% registered, no vote
34.3% not registered
8.9% no response
2000: Registered almost 165,000 new voters on redesigned Rock the Vote website, now visitors could apply for absentee ballots (over 20,000 young people used this service). Registered over 500,000 new voters total. Overall increase in voter turnout for 18-to29-year-olds from 1996 election.
40.3% voted
14.5% registered, no vote
31.7% not registered
13.5% no response
2004: Total online registration downloads exceeded 1.2 million. By October the website had 27.4 million hits per month and a survey of 20,000 found that 45% of 18-to-24-year-olds visited the Rock the Vote website. 81% of 18-24 year-olds registered to vote did cast a ballot, amounting to about 11.6 million votes. Overall increase in voter turnout for 18-to29-year-olds from 2000 election.
49% voted
11% registered, no vote
25.9% not registered
14.1% no response
2008: In the run up to the 2008 election, the online form helped the organization register nearly 2.25 million new voters. Overall increase in voter turnout for 18-to29-year-olds from 2004 election.
51.1% voted
10.1% registered, no vote
22.3% not registered
16.6% no response
2012: Voting up 1 percent from 2008 election.
No census report for 2012 election yet.
What is everyone saying about Rock The Vote?
-->
One article by Rock the Vote points out young voters are still up for grabs only a month before mid
term elections. So Rock The Vote wants to register even more young people. The article also says that it used
to be a much larger majority young voters were democrats but that gap is closing.
Young voters want to be heard
and are not relying on part affiliation.
http://politicalticker.blogs.cnn.com/2010/09/15/youth-vote-still-up-for-grabs-rock-the-vote-says/
Rock the Vote has been around 20 years?! Still candidates
aren’t listening to young voters like they have in the past. This is crazy since the young vote was huge
for Obama. This also changed Rock The Votes mission a bit. Instead Rock the Vote did less voter registration and more work on keeping laws so
voting is easier.
http://www.politico.com/news/stories/1112/83398.html
ROCK the Vote and MTV are being told they are not being unbiased, and are leaning left. This article discusses the backlash from that. Republicans say its wrong
but both defendants stand that they are only addressing issues young voters care
about.
http://www.billboard.com/articles/news/65818/rock-the-vote-mtv-irk-gop
Rock the vote has over 200 artists taking part in their campaign.
On website... Youtube, facebook, flickr, myspace.com and twitter
"61 million facebook users find that using online social networks to urge people to vote has a much stronger effect on their voting behavior than spamming them with info via television ads or phone calls."
http://news.sciencemag.org/sciencenow/2012/09/social-voting-really-does-rock-t.html
“Don’t just vote-get active”
“Voting is the least effective strategy for having a say in society. You can vote once or twice a year, buts its what you do everyday that counts. Don’t abdicate your power to so called representatives. Take responsibility for the ways you can change the world yourself.”
http://trail.pugetsound.edu/2010/10/dont-just-vote-get-active/
“Vote…but voting for candidates is our least effective way to have influence”
Rock the vote surpasses our goal of 200.000 voter registration downloads from the web sited by 50% with more than 300,000 forms downloaded. RTV also establishes strong online partnerships with influential entertainment, media and civic groups such as Lady Gaga, Jason Mraz, long distance voter, electionland, color of change, new era Colorado.
Utilization of online mediums to generate interest and get a specific generation to register.
