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.
- Short and straightforward
- Credible and persuasive
- Personal and memorable
Before you start your campaign planning make sure you know all the important election deadline dates in your state.Deadlines
Get Out The Vote Campaigns have the greatest impact in the final weeks and days leading up to the election, when voters who are less likely to turn out pay more attention. That said, you will want to start building momentum ASAP.
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?
What issues are important to you?
Who else do you think should care about these issues and get involved? (Hint: This is your audience).
Do they have particular needs that you can speak to?
What leadership qualities are they looking for?
What anecdotes or supporting stories will be most effective?
Will they be more receptive to a message that addresses a problem or that presents an opportunity?
What questions or objections might they have?
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?).
Knowing your audience and demonstrating that knowledge is one of the most effective ways to connect with them. Remember: You are talking to real people with unique perspectives and experiences.
Consider your own unique experience with or perspective on the issue/s you care most about. Tell a personal story to inspire others to care, too.
Research impactful social, cultural, or political movements from before your time – from the Women’s Suffrage Movement to the Civil Rights Movement. Imagine what it might feel like to be at the center of transformative change. Lean on the people who came before you.
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.”
If you have some time, research the political landscape in which your campaign will be operating. This will help you formulate an educated POV.
Here are some questions to consider:
What local, regional, or national issues are at stake in this election?
Who are the party leaders, and how do voters feel about them?
What other races will be on the ballot in this election, and how does their presence impact this race?
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:
Once you have developed a POV, it is important that you not deviate from it throughout the campaign. Don’t lose sight of it. And keep it centered in all of your messaging.
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.
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.
What is the one action you want your audience to take? Do you want them to register to vote? Confirm their registration? Apply for an absentee ballot? Show up on Election Day? Vote early? Vote in person? Get their friends and family members to vote?
The last thing you want is for your audience to be confused about what action to take. Not having a clear CTA can create participation barriers. Make sure your CTA is prominent and ubiquitous.
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.
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.
What kind of content helps your audience discover and understand your POV?
Do you support and inform your audience with your content? Do they see you as a valuable resource?
What channels (email, social media, web pages, door to door, phone and text banking) are you using to reach your audience?
Which channels are proving to be most effective? In which channels is engagement a challenge?
Whatever approach you choose, make sure to meet your audience on their territory. Ultimately, that is where you will probably make the biggest impact.
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.
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.
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
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.