Get Out the Vote | Build a Campaign

Get out the vote

On this journey, you will be asking people to register to vote, with the goal of increasing voter turnout in the 2020 election. We’ll share insight into how Spotify launched a nonpartisan GOTV campaign called “Play Your Part” to spread the message that voting is a must.

Download our worksheet to get started, and don’t forget to submit your campaign for a chance to win a prize chest.

    Important Deadlines

    Before you start your campaign planning make sure you know all the important election deadline dates in your state.

    Deadlines
    1

    Know Your Audience

    The first step in building your Get Out the Vote (GOTV) campaign is determining who you are trying to reach and the best way to reach them.

    GOTV includes any activity aimed at registering voters and increasing voter turnout. Phone calls, text messages, in-person meetings, and social media channels are all excellent GOTV tools that can help you reach your audience.

    For this campaign, you will be asking your audience to register to vote. But before you do, think about the issues your audience cares about. Is it climate change? Is it gun safety? Is it LGBTQ+ rights? Is it education?

    Spotify addresses young voters

    Reaching millions of users across the country, Spotify is in the unique position to drum up enthusiasm among first-time and younger voters, between the ages of 18-21 (you gave your birthday to Spotify when you first signed up, remember?).

    2

    Establish a POV

    Before you can persuade your audience of anything, you will need to decide what you will say to them. This is your campaign message or point of view (POV).

    Having a clear and concise POV will be critical to the success of your campaign. And being able to articulate your POV with authority and conviction will boost your credibility in the eyes of your audience.

    Voting is a must

    Who better to sum up Spotify’s campaign POV than singer-songwriter Conan Gray, who partnered with Spotify on “Play Your Part:”

    “Right now, more than ever, we need to fight for the lives of the people we love, and voting is just one of the extremely impactful ways we can do that. Every single vote matters. Do your part.”

    Once you have a concrete understanding of the conditions in which your campaign will be conducted, you can craft your POV. The following characteristics make a strong POV:

    • Short and straightforward
    • Credible and persuasive
    • Personal and memorable
    3

    Convince people to act with a CTA

    Congrats on some awesome progress so far! At this point, you know who your audience is, and you know what you want to communicate to them. It’s time to decide on the action(s) you are going to ask them to take.

    Text us. We can help.

    Having trouble getting started? Not sure how to get your campaign in front of people? Text us your questions!
    415.991.4045

    A call to action, also known as a CTA, is an invitation to a viewer, reader, or listener to perform a specific act. “Join us,” “Register to vote,” and “Make a plan to vote,” are all examples of CTAs.

    Spotify calls on youth to vote

    Spotify’s CTA is loud and clear: Register to vote, and vote! Voting resources and easy-to-access registration are sprinkled throughout the voting hub, making it easy for listeners to take action.

    4

    Map a Journey and Set Goals

    You know what you stand for. And you know what you want your audience to do. How do you guide them there and what goals have you set for the campaign?

    Set some tangible goals. Decide how many people you want to register: Five? More? 100? It’s up to you! The important part is you know what you are trying to achieve.

    Next, envision the steps your audience will need to take to perform the desired action(s). For this, it might be helpful to put yourself in the shoes of your audience.

    The hub is central to the Spotify user journey

    The Voter’s Booth hub is where voters can stay informed, engaged and entertained throughout the voting process. They can access: resources and information; influencer-curated playlists; video and audio voting reminders; and special podcast episodes about civic engagement.

    5

    Get creative

    Create some content to communicate your POV and get your audience excited about your campaign.

    What is a visually compelling way to reimagine your POV? Build a small library of visual content, like posters, postcards, signs, pamphlets, banners, billboards, photos or videos.

    No time for design?

    Trusted Resources

    Not all of us are graphic designers or videographers. If you are not a visual communicator, rely on others in your community to make your creative vision come to life. Or, feel free to tap into our suite of digital assets.

    Use Our Resources
    6

    Launch!

    Once you launch your campaign, keep note of what is working and what isn’t working. That way, you can make adjustments the next time around.

    And don’t forget to let us know what you’ve been up to! Enter your campaign to win a mystery prize chest, curated by your favorite brands.

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