Looking at the brief, I was annoyed as I thought it was a boring brief, with not much scope to produce good design. After compiling the research and gathering sources we began to get into the brief and work together as a team.
Starting research we decided to look into why students don't vote and some of the reasons why not:
1) Too much hassle, lots of steps to the voting process that might put people off voting
2) Quite an intimidating process
3)"One vote won't make a difference"
4) Not enough information/ not informed about the parties
5) Not interested
As I am not voting and my reason being not being informed about parties and not being interested. Helen being in the same position, We decided to look into ways to provide the information to people in an easy and concise way.
We decided to aim our audience at university students, as it is a good platform to impact a collection of 18-22 year olds easily. We believed that reaching 18-22 year olds that are in the workplace would be to difficult as they are harder to impact in numbers. However a university campaign would impact all students that notice it, and pay attention.
We wanted a way that would compile all the information about the big topics that the parties are battling for, in an easy and concise way. We discussed the idea of an information pack, that will be provided to students which allowed students to access the information and everything they need to complete and sign up to vote, however, after discussion we realised that students would probably see the topic of the pack, and choose to avoid it as they believe it would be a waste of time, and just like all the other information that is provided. We decided to look at different examples of successful campaigns and ways of providing election information to the public by looking what is already online.
Bite the Ballot
Bite the ballot is a way to provide your views and opinions with a party. It takes your answers and provides you with a statistic to the type of party that would be most suited for you. It shows the opinion of people around you, and then the opinion of people in england. This is a good way to figure out what party you should vote for by picking your opinions, then providing a specific party percentage that would be best for your choices. I like the way it provides information about people around you, then people who are in England.
It’s in four areas that the successful political campaign best informs the professional services marketing campaign...
1. Research. Political campaigns are sensitive to attitudes that can change daily. For marketing, research, when done well, can fathom a market’s needs, concerns, opportunities, and more specifically, a firm’s reputation and the market’s perception of the firm and its capabilities. This allows a message to be crafted that addresses the needs of the professional’s prospective clientele. While many factors may enter into a market’s perception of a firm, and alter it, there is a greater opportunity to tune that perception than there is for a political candidate. Still, the market’s perception of a firm is not to be underrated. The unknown or little known firm has a much harder job in selling itself than does the better known firm.
2. The firm (candidate). The political candidate demands trust in many more areas than does the professional firm. Nevertheless, just as the political candidate must persuade a constituency of a great many capabilities and characteristics, so too must the professional firm project understanding of a prospect’s industry and business, and the particular nature of its legal or accounting needs and the ability to serve them. Being a good and competent firm, and not projecting that fact in terms of the needs of the prospective clientele, will gain few clients. The days when competence alone built a practice are long since gone, in the new competitive environment.
3. The message. The message, which informs, persuades, convinces, and conveys all of the factors that ultimately win or lose the vote – of the client. When the message is amorphous, confused, or not relevant to the needs of its audience, there is little likelihood that the candidate – or the firm – will win. The cardinal error, for both the candidate and the firm, is selling what you want to sell, and not what the target audience wants to buy. This mistake, as well as many others, is what defeated Senator McCain.
4. The strategy, which is the plan that defines the market – for both the vote and the service – fathoms its needs, wants and opportunities, and determines the tools that best convey to the target the ability to serves those needs.
INITIAL IDEA
After compiling the research and discussing methods and ways we could impact university students, we decided to create some sort of, "sticker election". Promoting people to voice their opinion on a big board that will provide people with reasons to vote for that specific party.
The concept will be split up into different aspects to provide enough information and details for the person to make an informed decision on who to vote for.
The first part of the concept will be a hotdog style fold that will provide the student with a specific topic, and an information about each party and there opinion on that specific topic. There will be a few topics bound together with a strip, so they can pick and choose which topic they want to find out about and easily make their decision. Colour coordination will inform the student about which party it is.
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