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Executive Summary... v Phase I: Research........ 1 Research Plan ........................................................................................................................................... 1 Secondary Research ...................................................................................................................... 1 Background Research .......................................................................................................... 1 Client Research .............................................................................................................. 1 Issue Research ............................................................................................................... 2 Target Research.. 2 Media Research ...................................................................................................................... 2 Primary Research ........................................................................................................................... 3 Formal Research ..................................................................................................................... 3 Focus Groups .................................................................................................................. 3 In-Depth Interviews .................................................................................................... 4 Republican ............................................................................................................... 4 Democrat .................................................................................................................. 4 Informal Research ................................................................................................................ 5 Informative Presentations ....................................................................................... 5 Phone Communication .............................................................................................. 5 Individual Meeting ....................................................................................................... 5 Email Communication ............................................................................................... 5

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Situation Analysis ................................................................................................................................... 6 Client Profile ............................................................................................................................. 6 Communication Audit .......................................................................................................... 8 Issue Analysis Force Field Analysis ....................................................................................... 10 Problem/Opportunity Statement ............................................................................................... 14 Phase II: Planning.... 14 Goals ........................................................................................................................................................... 14 Target Audiences ................................................................................................................................. 14 Primary Target Audience 1 ............................................................................................ 14 Audience Profile ......................................................................................................... 14 Audience Rationale ................................................................................................... 15 Impact Objectives ...................................................................................................... 16 Primary Target Audience 2 ............................................................................................ 16 Audience Profile ......................................................................................................... 16 Audience Rationale ................................................................................................... 17 Impact Objectives ...................................................................................................... 18 Primary Target Audience 3 ........................................................................................... 18 Audience Profile ......................................................................................................... 18 Audience Rationale ................................................................................................... 19 Impact Objectives ...................................................................................................... 19 Primary Target Audience 4 ............................................................................................ 20 Audience Profile ......................................................................................................... 20 Audience Rationale ................................................................................................... 20

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Impact Objectives ...................................................................................................... 21 Intervening Target Audience ........................................................................................ 21 Audience Profile ......................................................................................................... 21 Audience Rationale ................................................................................................... 22 Creative Concept .................................................................................................................................. 22 Slogan ........................................................................................................................................ 22 Image 1....................................................................................................................................... 23 Image 2....................................................................................................................................... 23 Communication Strategies ............................................................................................................. 24 Primary Target Audience 1 ............................................................................................ 24 Message Strategies ................................................................................................... 24 Messages ........................................................................................................................ 25 Media Strategies ......................................................................................................... 25 Tactics .............................................................................................................................. 26 Primary Target Audience 2 ............................................................................................ 32 Message Strategies ................................................................................................... 32 Messages ........................................................................................................................ 33 Media Strategies ......................................................................................................... 33 Tactics .............................................................................................................................. 34 Primary Target Audience 3 ........................................................................................... 35 Message Strategies ................................................................................................... 35 Messages ........................................................................................................................ 35 Media Strategies ......................................................................................................... 36

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Tactics .............................................................................................................................. 37 Primary Target Audience 4 ............................................................................................ 38 Message Strategies..................................................................................................... 38 Messages ........................................................................................................................ 39 Media Strategies ......................................................................................................... 39 Tactics .............................................................................................................................. 42 Intervening Target Audience ........................................................................................ 41 Message Strategies ................................................................................................... 41 Messages ........................................................................................................................ 42 Media Strategies ......................................................................................................... 42 Tactics .............................................................................................................................. 42 Phase III: Implementation.. 44 Planning Matrix .................................................................................................................................... 44 Action Item List .................................................................................................................................... 49 Budget ....................................................................................................................................................... 74 Phase IV: ................................................................................................................................................................... 81 Output Measures ................................................................................................................................. 81 Outcome Measures ............................................................................................................................. 86 Bibliography. . 90

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Executive Summary Our firm, Wildflower PR, has developed a campaign that will increase student voter turnout in favor of the Republican Party at Colorado State University. This campaign best suits the needs of the Larimer County Republicans because not only do we understand the needs of your organization, but we also have a thorough understanding of the target audiences and the most effective ways to reach them. We have developed a creative concept to span the whole campaign called Let Them Hear You Roar. This campaign combines Republican ideals with extensive research, specific target audiences, a unique creative concept, innovative tactics, precise schedule, costeffective budget, and finally, detailed plans for evaluation. We compiled the most thorough and best analyzed information about the national Republican Party and the Larimer County Republicans, as well as about Colorado State University students. To begin, we conducted extensive research on the platforms and issues idealized by the national Republican Party. We then sought to gain an understanding of the Republican Party on a local level, and we acquired all information possible about the Larimer County Republicans. Not only are we familiar with your organization, but we are also aware of the competing Larimer County Democrats. Our firm knows what tactics have been used in the past to reach Colorado State University students and of those tactics, which were effective and which were ineffective. We used a variety of sources to provide us with the most diverse and credible information. We also formally conducted in-depth interviews with the chairmen of both major parties in Larimer County, as well as informal communication with the president of the College Republicans at Colorado State University. In addition to a complete knowledge of your organization, we gained an excellent understanding of why students are apathetic voters and we developed ways to improve student voter turnout. We conducted focus groups from which we acquired valuable insight into voting behaviors of Colorado State University students. We also comprehensively researched youth voting habits and identified the most significant factors in why youth do not vote. Of the factors identified, we analyzed the most effective ways to remove those barriers and reach students. After completing our broad and detailed research, we meticulously planned the Let Them Hear You Roar campaign. We created goals that reflect the needs outlined by the Larimer County Republicans and segmented the student population based on those goals. We have four primary target audiences with two main distinguishing factors of age and party affiliation. We chose to segment freshmen and sophomore first time voters in a presidential election from juniors and seniors who have possibly voted in a presidential election before. We also chose to target Republican and Unaffiliated students because they are more likely to be impressed upon than established Democrats. For each audience we included impact objectives specific to that audiences concerns and habits. The objectives specify the percentages we believe our campaign will increase awareness, favorable attitudes, and desired behaviors. We focused on raising awareness of the Larimer County Republicans, creating positive attitudes toward the organization, and prompting students to vote in favor of the Republican Party. Our objectives are reasonable and ambitious and can be accomplished through our creative concept and tactics.

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The creative concept, Let Them Hear You Roar, will mobilize students to vote because it empowers them to utilize this constitutionally granted right. The concept equates a lions powerful roar to the equally powerful action of voting. It ignites a feeling that students can vote and make a difference. Youth voters make up a large portion of voters that can indeed make a difference, and our creative concept illustrates that to students. Our messages, message strategies and communication strategies all combine to show our target audiences why it is important not only to vote, but to vote Republican. In addition, our inventive tactics will mobilize each of our target audiences to vote. We crafted tactics that are unique and memorable and added traditional tactics to build the foundation for the untraditional tactics. Our most creative tactics include a flash mob to promote voting for the Republican Party, a special event to provide Republican candidates with the opportunity to speak to Colorado State University students and bumper stickers for students to plaster not just on their cars, but on anything they wish. Each tactic will increase students exposure to the concept of voting for the Republican Party. The creative concept, Let Them Hear You Roar, permeates through each tactic to strengthen students identification to our campaign and to your organization. To implement each tactic, we developed a planning matrix, schedule and an indepth budget. The planning matrix includes our impact objectives, concerns, messages, and media for each of our four target audiences in table format. Our schedule, an action item list, details what actions need to be taken, by whom, the start date, the target completion date, the actual completion date, and any remarks. The schedule begins the week prior to the start of school in mid-August and concludes the Friday after Election Day. Our budget indicates the cost of implementing each tactic, including the exact number of items to be produced and the expected distribution to Colorado State University students. Overall, the implementation stage of our campaign is thorough and oversees the campaign process from start to finish. Looking ahead to the completion of the full campaign, we have tools in place to measure the success of the campaign. We want to ensure that each tactic was implemented in a timely manner and that it was implemented appropriately. Included in each output evaluation measure are steps to double-check the progress of each tactic so that each one is fully and accurately followed through. To measure how well our campaign reached students, we produced a survey to distribute via email to a stratified random sample of 400 students, both before and after the campaign. The questions in the survey will indicate whether the campaign achieved our original goals and objectives. The Let Them Hear You Roar campaign is well planned, creative, unique and effective. Our firm, Wildflower PR, possesses an unparalleled awareness of our target audiences, and we are confident that our campaign addresses the audiences needs and concerns. Through our campaign we empower students to vote in the 2012 election, and we encourage them to vote in favor of the Republican Party. Each aspect of the campaign plan is significant and unique, but it remains true to the traditional values of the Republican Party. We created this campaign with both the Larimer County Republicans and the students of Colorado State University in mind. This campaign will generate more student interest in voting for the Republican Party and help the traditionally swing state of Colorado swing the Republican way.

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Phase I: Research I. Research Plan a. Secondary Research i. Background Research 1. Client Research a. Went to the Larimer County Republican Party website. b. Accessed Larimer County Republican Chairman Mike Fassis letter to the editor. c. Viewed the Larimer County Republican Party Facebook page. d. Viewed the Larimer County Republican Party Twitter account. e. Visited the Larimer County Republican Party YouTube channel. f. Accessed the Larimer County Republican Party blog. g. Viewed the Larimer County Republican Party online news feed. h. Accessed the Republican National Committee website. i. Accessed the College Republican National Committee website. j. Went to the College Republicans at Colorado State University website. k. Viewed the College Republicans at Colorado State University Facebook page. l. Accessed the College Republicans at Colorado State University Twitter account. m. Went to the College Republicans at Colorado State University blog. n. Accessed the Larimer County Democratic Party website. o. Accessed the National Democratic Party website. p. Accessed the 2012 Presidential Candidate website. q. Went to The Rocky Mountain Rocky Mountain Collegian website for articles concerning the Larimer County Republicans. r. Went to The Coloradoan website for articles concerning the Larimer County Republicans. s. Accessed The Denver Post website for articles concerning the Larimer County Republicans.

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t. Accessed The Loveland Reporter-Herald website for articles concerning the Larimer County Republicans.. u. Larimer County Republican Party LexisNexis keyword search. 2. Issue Research a. Accessed the Larimer Compass website. b. Went to the Colorado State University website. c. Accessed to the Project Vote website. d. Went to the New York Times website for articles about youth voter apathy. e. Accessed the U.S. Census Bureau website. f. Accessed the Colorado Secretary of State website. g. Accessed the Campus Vote Project website. h. Young Voter Apathy LexisNexis keyword search. ii. Target Research 1. Demographics a. Accessed the U.S. Census Bureau website. b. Accessed the Fort Collins Chamber of Commerce website. c. Accessed the Colorado State University Fact Book. d. Accessed the Compass of Larimer County website. 2. Psychographics a. Accessed the Claritas website. b. Youth voting habits Google keyword search. c. Accessed the Colorado Secretary of State website. d. Went to The Center for Information and Research on Civic Learning and Engagement (CIRCLE) website. iii. Media Research 1. Traditional Media a. Accessed the Eric Digest website. b. Went to the Net Places website. c. Accessed the Mondo Times website. d. Media in Fort Collins, CO Google keyword search. e. Accessed the Larimer County website. f. Accessed the Dex Knows website. g. Visited the External Relations Department at Colorado State University website. h. Viewed the Rocky Mountain Student Media website. i. Viewed a PowerPoint presentation from Rocky Mountain Student Media on the DocStoc website. 2. Social Media

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a. b. c. d. e. f. g. h. i.

Accessed an article on the Entrepreneur website. Viewed a posting on the HubSpot Blog website. Visited the Mashable website. Accessed an article on the Burst Media website. Youth social media habits Google search. Accessed the University of Tennessee website. Viewed an article on The Lantern website. Accessed the Education Option website. Went to the Vibrant Internet Marketing website.

b. Primary Research i. Formal Research 1. Focus Groups a. Conducted three, one-hour long focus groups with current Colorado State University undergraduate students on February 23, 2012 on the Colorado State University campus. b. The three separate focus groups were: i. Students who identify as Democrats ii. Students who identify as Republicans iii. Students who identify as Unaffiliated c. The purpose of the focus groups was to gain a better understanding of Colorado State University student voting habits. d. Each focus group had an administration team that consisted of a moderator, a note taker and a videographer. e. Before the focus groups were conducted, a moderators guide was produced in order to ask consistent questions. The types of questions asked involved background on the participants, how they preferred to get their political information and what motivated them as voters. i. Refer to Appendix A.1, for the complete moderators guide. f. In order to generate accurate results, participants were asked to fill out a background questionnaire. The questionnaire asked demographic questions such as, where they were registered, how interested in politics they were, and asked about their involvement at Colorado State University. i. Refer to Appendix A .2, for the background questionnaire.

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g. After the focus groups were conducted, the transcripts as well as the audio and video recordings were sent to the data analysis team to determine themes and propositions present. i. Refer to Appendix A .3, A.4, A.5, for the summary of the themes and propositions. 2. In-Depth Interviews a. Larimer County Republicans i. Conducted a formal interview with Chairman Mike Fassi at the Fort Collins office of the Larimer County Republicans on February 27, 2012. ii. The purpose of the interview was to obtain insight into the background of the organization and to gain an understanding of what is being done locally, state-wide and nationally with respect to specific Republican Party platform issues. iii. Before the interview was conducted, an interview protocol was produced in order to ask consistent questions between the Republican and Democratic chairmen. The types of questions that were asked involved background information on the chairman, the Republican Party and previous Get Out the Vote campaign efforts. 1. Refer to Appendix A.6, for the interview protocol. iv. After the interview was completed, the notes were passed to the data analysis team to analyze the themes and propositions involved in the interview. 1. Refer to Appendix A.7, for the summary of the themes and propositions. b. Larimer County Democrats i. Conducted a formal interview with Chairman William Russell at the Larimer County Democratic Headquarters on February 22, 2012. ii. The purpose of the interview was to obtain insight into the background of the organization and to gain an understanding of what is being done locally, state-wide, and nationally with respect to specific Democratic Party platform issues. iii. Before the interview was conducted, an interview protocol was produced in order to ask consistent questions between the Democratic and Republican chairmen. The types of questions that were asked

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involved background information on the chairman, the Democratic Party and previous Get Out the Vote campaign efforts. 1. Refer to Appendix A.8, for the interview protocol. iv. After the interview was completed, the notes were passed to the data analysis team to analyze the themes and propositions involved in the interview. 1. Refer to Appendix A.9, for the summary of the themes and propositions. ii. Informal Research 1. Informative Presentations a. Listened to speeches from the Larimer County Democrats Chairman William Russell on January 23, 2012 and the Larimer County Republicans Representative Caleb Bonham on January 27, 2012. b. Each speaker provided background information about their respective parties and party initiatives both locally and nationally. c. Each speech and the discussion following lasted 50 minutes. 2. Phone Communication a. Spoke with a Larimer County Republican Party Representative to confirm the date the Larimer County Republicans was established in Larimer County. 3. Individual Meeting a. Met with the President of the College Republicans at Colorado State University, Alex Higgins, on February 9, 2012. b. The purpose of the meeting was to gain insight into the initiatives the College Republicans have been taking on campus. 4. Email Communication a. Contact with Caleb Bonham was established electronically on February 4, 2012 and continued on February 10, 2012. b. The purpose of these emails were to ask further questions regarding his presentation, the Republican Partys platform and programs have been initiated in the past for college students.

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II.

Situation Analysis a. Client Profile i. The Larimer County Republicans was established in 1876. ii. They have two office locations in the county 1. Loveland, Colorado a. 1480 10th St. SW i. Loveland, CO 80537 b. Phone Number: (970) 672-9610 2. Fort Collins, Colorado a. 116 W. Harvard St., Suite 4 i. Fort Collins, CO 80525 b. Phone Number: (970) 224-2577 iii. The four basic principles of the Republican Party are 1. Protect the rights of the individual. 2. Protect the free enterprise system. 3. Reduce government to the lowest practical level. 4. Endorse and practice fiscal responsibility. iv. Main issues concerning the Republican Party include 1. Economy 2. National Defense 3. Education 4. Energy 5. Health Care 6. Courts v. There are 11 people that serve on the executive board 1. Chairman, Mike Fassi 2. External Vice-Chair, Devon Lentz 3. Internal Vice-Chair, Jerry Patterson 4. Secretary, Arlene Schiffman 5. Treasurer, Carol Cochrane 6. Elected Official, Justin Smith 7. Bonus Member, Barbara Schwerin 8. Bonus Member, Rudy Zitti 9. Area 1 Coordinator, Patrick Albright 10. Area 2 Coordinator, Don Benz 11. Area 3 Coordinator, Dorie Buchanan vi. There are 22 Republican officials currently in office at the state or federal level 1. Federal Elected Officials a. Representative Congressional District 4, Cory Gardner b. Senator, Michael Bennet c. Senator, Mark Udall 6|Page

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2. State Elected Officials a. Secretary of State, Scott Gessler b. Colorado Attorney General, John Suthers c. State Treasurer, Walker Stapleton d. State Senator, District 15, Kevin Lundberg e. State House Representative, District 49, B.J. Nikkel f. State House Representative, District 51, Brian DelGrosso g. University of Colorado Regent (Congressional District 4), Sue Sharkey h. University of Colorado Regent at Large, Steve Bosley i. State Board of Education, Bob Schaffer 3. Larimer County Elected Officials a. District 1 Commissioner, Lew Gaiter III b. District 2 Commissioner, Steve Johnson c. District 3 Commissioner, Tom Donnelly d. Assessor, Steve Miller e. Clerk & Recorder, Scott Doyle f. Coroner, Patrick C. Allen, M.D. g. District Attorney, Larry Abrahamson h. Sheriff, Justin Smith i. Surveyor, Chad Washburn j. Treasurer, Myrna Rodenberger vii. There are 19 potential Republican candidates running for election in 2012 1. Presidential a. Mitt Romney b. Ron Paul 2. University of Colorado Regent at Large Candidates a. Brian Davidson b. Matt Arnold 3. Candidates for Congressional District 2 a. Eric Weissmann b. Kevin Lundberg c. Tom Janich 4. Candidates for Senate Districts a. Glenn Vaad for Senate District 23 b. Vicki Marble for Senate District 23 c. Syndi Nettles-Anderson for Senate District 14

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5. Candidates for House Districts a. Perry Buck for House District 49 b. Brian DelGrosso for House District 51 c. Jim ONeill for House District 52 d. Jon Fye for House District 53 6. Candidates for Other Positions a. Cliff Riedel for District Attorney in the Eigth Judicial District b. Steve Johnson for County Commissioner in District 2 c. Tom Donnelly for County Commissioner in District 3 viii. Each year, the Larimer County Republicans run all events for around $31,000 1. Any additional money comes from donations, and whatever is left over is given to the candidates. 2. For the events that they host throughout the county, the Larimer County Republicans rely heavily on volunteers of all ages. b. Communication Audit i. Target Audiences for the Larimer County Republican Party 1. Established Republicans 2. Colorado State University students 3. Individuals not registered with any political party 4. Conservatives 5. Families ii. Key Messages 1. We have to take the fight to the Liberals. 2. Individuals, not government can make the right decisions. 3. All people are entitled to equal rights. 4. Reduce the size of government. 5. Support the Personhood Amendment. 6. Repeal Obama healthcare. iii. Tactics 1. Neighborhood Walks: The Larimer County Republicans, with the help of volunteers, organize dates and times for various candidates to walk door-to-door in neighborhoods to allow possible voters to meet the candidates they are voting for. 2. On-Campus Rallies: The Larimer County Republicans invite candidates or guest speakers to inform Colorado State University Students about Republican candidates and issues.

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3. Fundraisers: The use of fundraisers by the Larimer County Republicans such as dinners that require a registration fee contribute to the money used for campaigns. 4. Letters to the Editor: The Larimer County Republicans encourages its members to write letters to the editors of local newspapers voicing their opinions. 5. News Releases: The news releases are sent mainly to publications in Colorado including, The Coloradoan, The Denver Post and The Loveland Reporter-Herald. 6. Radio Ads: Advertisements on the radio are on 600 KCOL Fox News Radio. 7. Email Communication: To keep in contact with people involved in the organization, the Larimer County Republicans send out emails with updates once a week. 8. Organization Website: The Larimer County Republican website which can be found at http://www.larimergop.org has information about how to get involved in the organization as well as general information about the party. The website also has information on elected officials. 9. Facebook Page: The Larimer County Republican Party Facebook page has 105 likes and is updated every one to three days. It is updated with links to articles and news about the party nationally and locally. Those who like the organization share links posted as well as writing on the organizations wall. 10. YouTube Account: The Larimer County Republican YouTube Channel was last updated on December 23, 2011 and the account was created on October 27, 2011. The videos posted focus on bylaw changes. 11. Twitter Account: On Twitter, the Larimer County Republicans have 279 followers and have sent out 135 tweets. Most tweets are information about meetings and many tweets are repeated. 12. Blog: The blog for the Larimer County Republicans is updated once a month. Most postings focus on events and special communications occurring in the organization. 13. FeedBurner Account (RSS Feed): This account allows for those who subscribe to receive alerts when news is posted by the Larimer County Republicans. The news that is posted on the RSS Feed can also be found on the website.

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14. Special Events: Recent events include trainings, the Lincoln Day Dinner, Derby Days Fundraiser, Brown Bag Lunches, a speech by David Barton, and weekly meetings. c. Issue Analysis: Force Field Analysis i. Overview of the Issue: The Colorado State University student population is generally apathetic towards politics, uninformed about certain political issues, candidates, and about the importance of voting, and is thus unmotivated to vote. In the 2008 election, these factors resulted in low voter turnout of people aged 18-25 in Larimer County and contributed to Larimer County swinging in favor of the Democratic Party. ii. Goal: To mobilize Colorado State University students to vote in favor of the Republican Party in the 2012 election. Driving Forces 1. Major political issues that impact students [+5] 2. Frequent television use among the student population [+4] 3. Students vote in favor of their party affiliation [+4] 4. National elections influence local elections [+3] 5. Variety of Republican candidates [+3] 6. President Obamas approval rating is 49% [+2] 7. Voting as a civil right [+2] 8. Student population using social media as a source of information [+1] Restraining Forces 1. Major political issues that are less important to students [-5] 2. Little discussion about political issues among students [-5] 3. Students general disinterest in politics [-5] 5. Social media not trusted information source [-3] 6. Intrusive and impersonal campaign tactics [-3] 7. Political Attack ads [-3]

iii. Overview of Forces 1. Driving Forces a. Major political issues that impact students i. According to the focus group analysis, certain issues that are favored by the Republican Party resonate with students than other issues. ii. Such issues include: 1. The current state of the economy and unemployment rates, which is important for graduating students entering the job market.

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b.

c.

d.

e.

2. The military, which provides an alternative career path for students. 3. Higher education, which is consistently becoming more difficult to pay for, yet more necessary to be competitive in society. Frequent television use among the student population i. Television is a way to broadcast a message widely across many publics including those college students with frequent viewership. ii. According to the focus group analysis, many students get their information about political campaigns, candidates, and their platforms from television ads. Students vote in favor of their party affiliation i. According to New York Times Article Fewer Young Voters See Themselves as Democrats, political strategists believe students tend to vote for the party they are affiliated with in most cases. ii. This concept would assume that the majority of Colorado State University students who identify as Republicans would vote Republican in the upcoming election. National elections influence local elections i. According to the interview with Mike Fassi and citing past election trends, the candidate who is elected to the presidency will influence the candidates who are elected at the state level. ii. If this is the case, a Republican win at the national level means a higher chance of a Republican win in Colorado. Variety of Republican candidates i. According to the 2012 Presidential Candidates website, the variety of candidates for the Republican ballot is beneficial to their campaign, especially in the 2012 election. ii. The large number allows possible voters to learn about each candidate to later help decide who will run for the Republican Party and who will take the presidency. 11 | P a g e

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iii. The large number also allows voters to find a possible connection with a candidate, which in turn could motivate them to vote. f. President Obamas approval rating averages 49% i. According to the Gallup website, President Obamas approval rating has fluctuated between 38 % and 69 % since his election in 2008, with an average of about 49 %. ii. This is a driving force for the Larimer County Republicans because it shows that more than half of the country is dissatisfied with President Obamas performance in office. g. Voting as a civil right i. According to the Twenty-sixth Amendment to the United States Constitution Wikipedia website, citizens who are 18 years of age are older cannot be denied or abridged the right vote. ii. This is a driving force because, as people feel censored by the government, they are reminded of their basic rights. h. Student population using social media as a source of information. i. Any message can be transmitted instantaneously to social media users. ii. The largest group of social media users is 18-25 years old. 2. Restraining Forces a. Major political issues that are less important to students i. According to the focus group analysis, certain political issues deter potential voters from voting Republican. ii. Such issues include: 1. Whether a candidate stands for or against abortion. 2. Whether a candidate stands for or against same sex marriage. 3. A candidates personal military and international conflict strategies.

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b. Little discussion about political issues among students i. According to the focus group analysis, students do not discuss politics with their friends because it builds tension and creates arguments. ii. If students are not talking about politics, they are not talking about voting, and they are not making any decisions about whom they may vote for. c. Students general disinterest in politics i. According to the focus group analysis, many students believe that it is unnecessary to follow political news. ii. A lack of student interest in politics can have a direct negative impact on their desire to vote in an election. d. Social media is not a trusted source of information i. According to the focus group analysis, students believe that social media is not a trustworthy source of information about politics. ii. Anyone can post information about any topic on the Internet, regardless of its truthfulness. iii. Many students recognize that social media campaigns may be used as a manipulation tool to vote for a certain party. e. Intrusive and impersonal campaign tactics i. According to the focus group analysis, students found some tactics to be ineffective in swaying their decision to vote in favor of a certain party or to vote at all. ii. Such tactics include: 1. Approaching students on campus. 2. Making speeches on campus that emphasize what students want to hear, but not necessarily what is true. 3. Encouraging students to make quick decisions instead of thinking carefully about their opinions. 4. Flooding social media feeds with party information.

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f.

iii. There is also internal pressure because the time and money spent on these tactics are being wasted on something that is ineffective. Political Attack Ads i. According to the focus group analysis, students would rather learn about a partys policies and campaign goals than hear the parties speak negatively about each other. ii. Students recognize that much of negative advertising is taken out of context and would prefer to vote for a candidate with a clean, truthful campaign strategy.

Problem/Opportunity Statement a. There is low voter turnout in Larimer County of Colorado State University students. b. There is a lack of interest in the political process from Colorado State University students. c. The Larimer County Republican Party uses outdated tactics to reach Colorado State University students. d. If nothing is done, the Larimer County Republican Party will lack Colorado State University student votes. e. If the trend continues Republican candidates may lose to an opposing party candidate because of the lack of Colorado State University student voter turnout. Phase II: Planning 1. Goals a. To increase Colorado State University student awareness about the Republican candidates in the 2012 election. b. To increase Colorado State University student awareness about the national platforms supported by the Republican Party. c. To increase positive attitudes among Colorado State University students about the Republican Party. d. To increase Colorado State University student voter turnout for the Republican Party candidates in the 2012 election. 2. Target Audiences a. Primary Target Audiences i. Colorado State University students ages 18 to 19 who are registered to vote as a Republican in Colorado. 1. Audience Profile a. According to the Colorado State University Fact Book, there are approximately 8,263 students ages 18 to 19.

III.

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b. Freshmen make up about 27% of the undergraduate population, which is 5,953 students. c. Sophomores make up about 22% of the undergraduate population, which equates to about 4,844 students. d. There are 1,289 ethnic minorities in the 18 to 19 age range. e. There are 4,049 male students ages 18 to 19. f. There are 4,214 female students ages 18 to 19. g. The most popular undergraduate majors are Health and Exercise Science, Biological Science, Psychology, Human Development and Family Studies, and Mechanical Engineering. h. According to the focus group analysis, approximately 14% of students on campus affiliate with the Republican Party, which is approximately 1,512 students in the 18 to 19 age range. i. According to the focus group analysis, approximately 50% of those affiliated with the Republican Party are registered to vote; which is 756 students in the 18 to 19 age range. j. According to Project Vote, only 22% of registered young adult voters actually voted in 2006. k. According to the focus group analysis, ways that Colorado State University students receive their news are from television, the Internet and newspapers. l. According to the focus group analysis, visuals, such as television, are preferred to non-visuals, such as the radio. m. According to the focus group analysis, Facebook and other social media are not a trusted source of information. n. According to Burst Media, 33% of college students spend more than ten hours per week on the Internet. 2. Audience Rationale a. According to the Project Vote website, 21 million citizens under the age of 30 did not vote in the 2008 election. b. According to Project Vote, young adults with college experience are 30% more likely to vote than those without college experience. c. According to the New York Times article, Fewer young voters see themselves as Democrats, studies suggest that young adults who vote for the same party for three consecutive elections tend to adopt this pattern as a habit and as a form of their identity.

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d. Participants in the focus groups indicated that they would like to be more politically informed before voting. e. According to a study from Cambridge Journals, voting in one election makes a person more likely to vote in a future election. f. According to the Fact Book, 79% of Colorado State University students are residents of Colorado, which means that 6,528 students in the 18 to 19 age range are from Colorado. g. According to the Rock the Vote website, 83% of registered 18-year-olds voted and 79% of registered 19-year-olds voted. 3. Impact Objectives a. To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 35% by October 23, 2012. b. To increase awareness of national Republican candidates for the 2012 election by 35% by October 23, 2012. c. To increase awareness about the national platforms supported by the Republican Party by 35% by October 23, 2012. d. To increase positive attitudes of the Republican Party by 25% by October 30, 2012. e. To increase voter turnout for the Republican Party by 15% by November 6, 2012. ii. Colorado State University students ages 18 to 19 who are registered to vote as Unaffiliated in Colorado. 1. Audience Profile a. According to the Colorado State University Fact Book, there are approximately 8,263 students ages 18 to 19. b. Freshmen make up about 27% of the undergraduate population, which equates to 5,953 students. c. Sophomores make up about 22% of the undergraduate population, which equates to about 6,699 students. d. There are 1,289 ethnic minorities in the 18 to 19 age range. e. There are 4,049 male students ages 18 to 19. f. There are 4,214 female students ages 18 to 19. g. According to the Fact Book, 79% of Colorado State University students are residents of Colorado, which means that 6,528 students in the 18 to 19 age range are from Colorado.

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h. The most popular undergraduate majors are Health and Exercise Science, Biological Science, Psychology, Human Development and Family Studies, and Mechanical Engineering. i. According to the focus group analysis, approximately 57% of students on campus identify as Unaffiliated, which is 4,708 students in the 18 to 19 age range. j. According to the focus group analysis, approximately 75% of those who identify as Unaffiliated are registered to vote, which equates to 2,684 students in the 18 to 19 age range. k. According to Project Vote, only 22% of registered young adult voters actually voted in 2006. l. According to the US Census Bureau, there are 15,082 young adults ages 18 to 24 registered to vote and 12,515 who actually voted in 2008. m. According to the focus group analysis, ways that Colorado State University students receive their news is from television, the Internet, and newspapers. n. According to the focus group analysis, visuals, such as television, are preferred to non-visuals, such as the radio. o. According to the focus group analysis, Facebook and other social media are not a trusted source of information. p. According to Burst Media, 33% of college students spend more than ten hours per week on the Internet. 2. Audience Rationale a. According to the US Census Bureau, 49% of young adults voted in 2008, an increase from the only 47% who voted in 2004. b. Young people, ages 18 to 24, are the only age group to show a statistical increase in voting rates between 2004 and 2008, according to the US Census Bureau. c. According to an article in Miller-McCune, for the 2012 election Unaffiliated voters are leaning more toward conservative ideals. d. According to a study from Cambridge Journals, voting in one election makes a person more likely to vote in a future election. e. According to the Rock the Vote website, 83% of registered 18-year-olds voted and 79% of registered 19-year-olds voted.

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3. Impact Objectives a. To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 25% by October 23, 2012. b. To increase awareness of national Republican candidates for the 2012 election by 25% by October 23, 2012. c. To increase awareness about the national platforms supported by the Republican Party by 25% by October 23, 2012. d. To increase positive attitudes towards the Republican Party platforms by 20% by October 30, 2012. e. To increase positive attitudes towards national Republican candidates by 15% by October 30, 2012. f. To increase positive attitudes towards local Republican candidates by 15% by October 30, 2012. g. To increase voter turnout for the Republican Party by 10% by November 6, 2012. iii. Colorado State University students ages 20 to 22 who are registered to vote as a Republican in Colorado. 1. Audience Profile a. According to the Colorado State University Fact Book, there are approximately 10,880 students ages 20 to 22. b. Juniors make up about 23% of the undergraduate population, which equates to about 5,099 students. c. Seniors make up about 29% of the undergraduate student population, which equates to 6,404 students. d. There are 1,632 ethnic minorities in the 20 to 22 age range. e. There are 5,331 male students ages 20 to 22. f. There are 5,549 female students ages 20 to 22 g. According to the Fact Book, 79% of Colorado State University students are residents of Colorado, which means that 8,595 students in the 20 to 22 age range are from Colorado. h. The most popular undergraduate majors are Health and Exercise Science, Biological Science, Psychology, Human Development and Family Studies, and Mechanical Engineering. i. According to the focus group analysis, approximately 14% of students on campus affiliate with the Republican Party, which equates to approximately 1,523 students in the 20 to 22 age range.

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According to the focus group analysis, approximately 50% of those affiliated with the Republican Party are registered to vote, which equates to 762 students in the 20 to 22 age range. k. According to the focus group analysis, ways that Colorado State University students receive their news is from television, the Internet, and newspapers. l. According to the US Census Bureau, there are 15,082 young adults ages 18 to 24 registered to vote and 12,515 who actually voted in 2008. m. According to the focus group analysis, visuals, such as television, are preferred to non-visuals, such as the radio. n. According to the focus group analysis, Facebook and other social media are not a trusted source of information. o. According to Burst Media, 33% of college students spend more than ten hours per week on the Internet. 2. Audience Rationale a. According to the US Census Bureau, 49% of young adults voted in 2008, an increase from the only 47% who voted in 2004. b. Young people ages 18 to 24 are the only age group to show a statistical increase in voting rates between 2004 and 2008, according to the US Census Bureau. c. According to the Rock the Vote website, 39% of young voters voted for a candidate with whom they agreed on issues with. d. According to the Rock the Vote website, 81% of registered 20-year-olds voted and 82% of registered 21-year-olds voted. 3. Impact Objectives a. To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 35% by October 23, 2012. b. To increase awareness of national Republican candidates for the 2012 election by 35% by October 23, 2012. c. To increase awareness about the national platforms supported by the Republican Party by 35% by October 23, 2012. d. To increase positive attitudes of the Republican Party by 25% by October 30, 2012. e. To increase voter turnout for the Republican Party by 15% by November 6, 2012.

j.

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iv. Colorado State University students ages 20 to 22 who are registered to vote as Unaffiliated in Colorado. 1. Audience Profile a. According to the Colorado State University Fact Book, there are approximately 10,880 students ages 20 to 22. b. Juniors make up about 23% of the undergraduate population, which equates to about 5,099 students. c. Seniors make up about 29% of the undergraduate student population, which equates to 6,404 students. d. There are 1,632 ethnic minorities in the 20 to 22 age range. e. There are 5,331 male students ages 20 to 22. f. There are 5,549 female students ages 20 to 22. g. According to the Fact Book, 79% of Colorado State University students are residents of Colorado, which means that 8,595 students in the 20 to 22 age range are from Colorado. h. The most popular undergraduate majors are Health and Exercise Science, Biological Science, Psychology, Human Development and Family Studies, and Mechanical Engineering. i. According to the focus group analysis, approximately 57% of students on campus identify as Unaffiliated, which is 6,202 students in the 20 to 22 age range. j. According to the focus group analysis, approximately 75% of those who identify as Unaffiliated are registered to vote, which equates to 4,651 students in the 20 to 22 age range. k. According to the Rock the Vote website, 81% of registered 20-year-olds voted and 82% of registered 21-year-olds voted. l. According to the focus group analysis ways that Colorado State University students receive their news are from television, the Internet and newspapers. m. According to the focus group analysis, visuals, such as television, are preferred to non-visuals, such as the radio. n. According to the focus group analysis, Facebook and other social media are not a trusted source of information. o. According to Burst Media, 33% of college students spend more than ten hours per week on the Internet. 2. Audience Rationale a. According to the focus group analysis, students tend to have a larger variety of outlets from which they gather

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information about the election, but still are under informed about platforms and candidates. b. According to the focus group analysis there is a general lack of trust in candidates for both sides of the election. c. According to the focus group analysis, there is a general lack of information for both the local and national election and candidates. d. According to an article in Miller-McCune for the 2012 election Unaffiliated voters are leaning more toward conservative ideals. e. According to a study from Cambridge Journals, voting in one election makes a person more likely to vote in a future election. 3. Impact Objectives a. To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 25% by October 23, 2012. b. To increase awareness of national Republican candidates for the 2012 election by 25% by October 23, 2012. c. To increase awareness about the national platforms supported by the Republican Party by 25% by October 23, 2012. d. To increase positive attitudes towards the Republican Party platforms by 15% by October 30, 2012. e. To increase positive attitudes towards national Republican candidates by 15% by October 30, 2012. f. To increase positive attitudes towards local Republican candidates by 15% by October 30, 2012. g. To increase voter turnout for the Republican Party by 10% by November 6, 2012. b. Intervening Audience i. The College Republicans at Colorado State University organization. 1. Audience Profile a. According to the College Republicans at Colorado State Universitys Facebook page, it is an organization that is student run with conservative ideals. b. The organizations main goal is to have Republican candidates elected, according to its website. c. The organization looks to gain success for Republican Party at the city, state and national level. d. The president of the organization is Alex Higgins. e. According to the College Republicans at Colorado State Universitys Facebook page, 236 people like the organization.

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3. Creative Concept a. Slogan: Let Them Hear You Roar i. The Let Them Hear You Roar theme focuses on the fact that voting is loud and makes an impression, like a lions roar. ii. According to the CIRCLE website, the majority of college students do not vote because they are too busy. Showing the importance of voting will encourage students to make the time to vote. iii. According to the focus group analysis, students do not like negative approaches to politics. Let Them Hear You Roar is a positive approach on voting, which will attract more students. iv. The slogan is short, catchy and memorable, which according to www.inc.com, slogans should be between six to eight words to be effective. v. The slogan is also witty because it connects an animal quality to a human. According to Wikipedia, effective slogans should be witty. vi. The slogan makes it clear what students should do.

The College Republicans at Colorado State University Twitter account has 109 followers. 2. Audience Rationale a. The organization already has established connections and potential tactics with Colorado State University students and organizations. b. According to informal primary research, the Larimer County Republicans already rely on the College Republicans for support. c. The organization is considered an opinion leader to students who identify as Republican. d. According to informal primary research, the organization has prior Get Out the Vote experience at Colorado State University.

f.

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b. Images

i. Image 1: 1. Refer to Appendix B.1, for a full size image. ii. The image is of a lion roaring the word Vote with the shadow of an elephant to represent the Republican Party. iii. The image reflects the influence of the Republican Party on the campaign, while remaining subtle as to not immediately turn off an Unaffiliated voter. iv. The shadow of the elephant also catches the attention of viewers because it appears strange until the connection is made to the Republican Party.

v. Image 2: 1. Refer to Appendix B.2, for a full size image. vi. The image of a lions paw print filled with stars and stripes is another image to identify the campaign when the larger image cannot be used. vii. The paw print puts the creative concept in a smaller size that is more versatile as well as visually appealing.

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viii. According to the focus group analysis, students prefer strong visuals over text, so the image relies on the visual impact of the lion and elephant. 4. Communication Strategies a. Primary Target Audiences i. Colorado State University students ages 18 to 19 who are registered to vote as a Republican in Colorado. 1. Message Strategies a. Empowerment i. Students should feel that their votes matter and will make a difference in selecting political candidates. ii. Students will be more inclined to vote if they feel that their votes will actually matter. According to the Rock the Vote website, students will not vote just because it is the right thing to do. They need to be shown that it matters in a larger capacity. b. Fear i. Students who identify as Republican should feel apprehension about the possibility of having a Democratic president for another term. ii. According to the Republican National Committee website, Republicans should vote to repeal Obamacare and vote for a Republican candidate to remove Obama from office. c. One-Sided Logical Argument i. Republican students already agree that students should vote Republican, so an informative strategy is needed with no persuasion. ii. According to the focus group analysis, Republican students are more likely to vote if they have more information about the candidates running. iii. Negative advertisements and information will not be used because according to the focus group analysis, students feel that a negative focus reduces credibility. iv. Scholarly sources will be used to gather and disseminate information because according to the focus group analysis, they are more believable.

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d. Informative Strategy i. This will be used to retain support from Republican students. ii. A steady supply of unbiased information will be provided. Information about how to vote will be provided as well. 2. Messages a. You share your voice in Moby, why not share your voice in the election? b. Oh, its your first time? Make it count, vote Republican. c. Take back the White House. d. Help Colorado swing the Republican way. e. Protect your education, the economy and your future. Vote Republican. f. You have the chance to make a difference, vote Republican in 2012. 3. Media Strategies a. Campus Media i. The Rocky Mountain Student Media Corporation publishes the Rocky Mountain Collegian newspaper daily Monday through Friday. ii. According to the Rocky Mountain Rocky Mountain Collegian website, the Rocky Mountain Rocky Mountain Collegian has a circulation of 10,000. iii. According to the focus group analysis, students indicated that they would like the Rocky Mountain Collegian to publish more information about politics. iv. This will be an uncontrolled strategy and will be used to be cost effective, credible and timely. v. Only The Rocky Mountain Rocky Mountain Collegian is being used because it timely, credible, and according to the focus group analysis it is widely read by students. b. Social Media i. Available social media outlets include Facebook, Twitter, YouTube, and blogs. ii. The Larimer County Republicans have Facebook and Twitter accounts. They also have a blog on blogspot.com.

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iii. It will be used for students to show support for the campaign as well as connect with other students. iv. This is a controlled tactic because it will only include information deemed fit to convey to the audience as well as be cost effective and timely. v. According to the focus group analysis, social media is the second most used source for news and information by Colorado State University students. c. Non-Mass Communication i. This is a controlled tactic to inform students on campus about voting and the Larimer County Republicans. ii. Non-mass strategies include flyers, special events and giveaways on campus. iii. A controlled tactic is being used in order to ensure that students are receiving the appropriate message. 4. Tactics a. Flash Mob i. The flash mob for the Let Them Hear You Roar campaign would include volunteers from the College Republicans at Colorado State University as well as other interested students. It would take place a week before Election Day. The songs used would be popular songs edited to be about voting and its benefits. It would take place for two to three minutes and would be filmed and uploaded to YouTube. 1. Refer to Appendix B.3, for visuals. ii. Flash mobs are a defined by Wikipedia as a group of people who assemble suddenly in a public place, perform an unusual and seemingly pointless act for a brief time, then disperse, often for the purposes of entertainment, satire, and artistic expression. iii. Flash mobs are often filmed and the videos are then posted to YouTube. iv. Videos of other flash mobs at Colorado State University on YouTube have been viewed 1,000 to 3,000 times. v. Flash mobs garner a great deal of attention on campus and are generally memorable.

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b. Special Event i. To generate publicity and remind students to vote, an event will be held on the Lory Student Center Plaza with free pizza, soda and flyers the day before Election Day. Volunteers from the College Republicans will help setup and run the event. ii. The event will be called, Do It (Tomorrow) iii. The event will include a free lunch for students comprised of pizza and soda. iv. The event would include speeches by Republican candidates running for office in Larimer County. All the major candidates running in Larimer County will receive the opportunity to speak at the event. v. An event the day before Election Day will have the subject of voting fresh in students minds. By providing students with information about the next days polling places they will be more likely to visit them. According to the CIRCLE website, 8.4% of students did not vote because they forgot to. vi. The focus group analysis indicated that Colorado State University students do not know about the candidates running in either the national or local 2012 elections. Students indicated that they would like more straightforward information available to them before voting. Students also indicated that they would more likely vote in the presidential election versus the local election. c. T-Shirts i. Hand out 300 t-shirts spread out between two days in the Lory Student Center Plaza with the campaign slogan and image on the shirt. 1. Refer to Appendix B.4, for a visual. ii. Clothing is an effective tactic on campus because many students will pick up a t-shirt regardless of what it says. It is an excellent way to spread the word about the campaign because students will see the slogan each time they put on the shirt.

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d. Bumper Stickers i. The bumper stickers will have message Oh its your first time? Make it count. Vote Republican. 1. Refer to Appendix B.5, for a mockup of the bumper sticker. ii. Bumper stickers are a cost effective way to ensure that a large number of students come in contact with the message. Stickers are also relatively permanent and therefore will be viewed multiple times. Also, bumper stickers are not specifically designated to cars, they can be put anywhere. e. Table at the Fall Involvement Expo i. The Fall Involvement Expo is an opportunity for Colorado State University students to get involved on campus and in the community by connecting with registered student organizations and community agencies. It will be held on the Plaza on Wednesday, August 29, 2012 and Thursday, August 30, 2012 from 10 a.m. to 3 p.m. Political organizations are invited to host a table on Thursday, August 30. The cost of renting a table is $15. ii. Staff would include members of the campaign team as well as volunteers from the College Republicans at Colorado State University. iii. The purpose of the table would to be to inform Colorado State University students about both local and national Republican candidates in the 2012 election and about the major platforms supported by the Republican Party. All of this information would be printed on a brochure, as well as information about voting in the 2012 election, and brochures would be distributed to students at the Involvement Fair. iv. The table design would include a banner displaying the campaign slogan and logo. v. Colorado State Universitys incoming freshman population is about 4,500 students. Colorado State University also enrolls about 1,500 additional new undergraduate students each fall. The total undergraduate population is about 22,300.

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f.

Sidewalk Chalk i. Messages and illustrations from the campaign will be drawn on various sidewalks around campus. ii. Sidewalk chalk is an inexpensive method to increase exposure to the campaign. Students read the messages they walk on and the message can remain on the sidewalk for long periods of time if the weather permits. g. Facebook Page i. A Facebook page that is specific and unique to the Let Them Hear You Roar campaign. It will keep students as well as anyone else interested up to date on campaign efforts and any events or giveaways that will take place. ii. The page will not be used to inform members of important information regarding candidates or issues. The information will be news on events from the Let Them Hear You Roar campaign. iii. The page will be updated four to five times a week to keep the users who like it engaged. iv. According to Wikipedia, as of December 31, 2011, Facebook had 845 million users. Of those 845 million users, 26% (nearly 220 million) were between the ages of 18 and 25. Campaign information can also be shared on Colorado State Universitys Facebook page, which as of May 6, 2012, has 37,327 likes. Finally, information can be shared on the College Republicans at Colorado State University page which as of May 6, 2012 has 236 likes. v. By not informing students about controversial issues through social media they will interact with social media instead of use it as a source of information. h. YouTube Videos i. Create one video entitled How To Vote, which will include information about how to register. The videos would then show why students should vote Republican. The videos will be one to two minutes long as well as fun and youthful and will include elements such as raps.

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i.

j.

ii. Also upload videos from other tactics such as speeches at the special event, the flash mob video and Ramskeller event highlights. iii. According to Wikipedia, 60 hours of new videos are uploaded to YouTube every minute. YouTube has 800 million users per month. As of April 8, 2012, Colorado State Universitys YouTube page (ColoradoStateUniv) has 419 subscribers, has uploaded 649 videos and has 366,393 video views. Linking the Let Them Hear You Roar videos with Colorado State Universitys videos will be a successful way to have the campaign videos viewed. Larimer County Republicans Twitter Page i. Update the Larimer County Republicans Twitter page four to five times a week with information about the candidates and events. ii. The Twitter page will be used for fun trivia games as well as more giveaways. It will also be used to announce and remind the followers of events. iii. According to the focus group analysis, social media is not a trusted source of information, however; it is effective to interact with Republican students. By not informing students about controversial issues through social media, they will interact with social media instead of use it as a source of information. Flyers i. Small flyers reminding students to vote and why to vote Republican will be handed out on the Lory Student Center Plaza the Friday before Election Day. ii. Flyers will also be distributed to local restaurants such as Pizza Casbah, Qdoba, Noodles & Company, Chipotle, Fuzzys Taco Shop, Five Guys Burgers & Fries, Old Chicago, Spoons, Krazy Karls, and Cold Stone Creamery. 1. Flyers to be placed in local businesses will focus on the Get Out The Vote aspect of the campaign rather than political party aspect in order to appeal to business owners.

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2. Meetings will be arranged with business owners to obtain consent to put the flyers in their business. iii. Many undergraduate students have to walk through the Plaza to get to and from classes, and the Plaza is in front of one of the main entrances to the Lory Student Center, which has high foot traffic of undergraduate students. iv. Restaurants across from campus and in Old Town are frequented by students who live off campus and cannot eat in resident dining halls. Restaurants across from campus are popular with students who live on campus because they are within walking distance. k. Posters i. Posters encouraging students to vote Republican will be hung up in the 13 residence halls. ii. Posters will also be put on academic bulletin boards across campus as well. 1. These bulletin boards are throughout campus and are indoors and outdoors. iii. Posters will be used because they have a longer shelf life and can be hung up most likely without having to replace them throughout the length of this campaign. l. Table Tents i. Table tents illustrating the importance of voting will be placed in the Lory Student Center food court. ii. Table tents will also be placed in the resident dining halls at Colorado State University. iii. This target audience lives on campus and eats at dining halls two to three meals a day. m. News Release i. Submit multiple news releases to The Rocky Mountain Rocky Mountain Collegian throughout the campaign announcing details about the campaign, as well as upcoming events that will be held across campus.

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ii. The Rocky Mountain Rocky Mountain Collegian has a large circulation and is very popular on the Colorado State University campus. According to www.collegian.com, the Rocky Mountain Collegian is free, has a circulation of 10,000 students, and is published five days a week. n. Paid Advertisement i. An advertisement will be placed in the Rocky Mountain Rocky Mountain Collegian once a week on Monday for the 5 weeks prior to Election Day. ii. According to the Rocky Mountain Collegian website, it is the primary source of information for students. iii. 90% of students read the Rocky Mountain Collegian on or more times per week. ii. Colorado State University students ages 18 to 19 who are registered to vote as Unaffiliated in Colorado. 1. Message Strategies a. Acceptance i. Students should identify with Republican Party ideals and should vote in favor of the Republican Party. ii. The focus group analysis indicated that students focus most on economic issues such as unemployment and rising costs of college tuition. iii. The analysis of the interview with Larimer County Republican Chairman Mike Fassi indicated that the main Republican Party concerns are also unemployment and the high cost of tuition. b. Empowerment i. Students should feel that their vote is important in the 2012 election. ii. According to Project Vote statistics, of the 25 million citizens ages 18 to 24 that are eligible to vote, 46% are registered, but only 22% of those registered voted in the 2006 election. The focus group analysis indicated that students do not currently care about voting, thus they do not see the importance of their vote.

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c. Two-Sided Logical Argument i. Students should understand both the Democratic and Republican stance on issues, but the Republican opinion should resonate as the more logical choice. ii. According to the focus group analysis, students would prefer to receive unbiased information from both sides of the debate in order to make an informed voting decision. According to The New York Times article, Fewer Voters See Themselves as Democrats, Colorado State University students preferred Senator McCain in the 2008 presidential election because of their growing concerns about unemployment. McCains economic policies resonated with students more than did Obamas. 2. Messages a. You share your voice in Moby, why not share your voice in the election? b. Oh, its your first time? Make it count, vote Republican. c. You have the chance to make a difference, vote Republican in 2012. d. Be a part of something bigger than yourself, vote Republican. e. You have the chance to make a difference, vote Republican in 2012. f. The Democrats want to raise tuition, keep it affordable and vote Republican. 3. Media Strategies a. Campus Media i. The Rocky Mountain Student Media Corporation publishes the Rocky Mountain Collegian newspaper daily Monday through Friday. ii. According to the Rocky Mountain Rocky Mountain Collegian website, the Rocky Mountain Rocky Mountain Collegian has a circulation of 10,000. iii. According to the focus group analysis, students indicated that they would like the Rocky Mountain Collegian to publish more information about politics. iv. This will be an uncontrolled strategy and will be used to be cost effective, credible and timely.

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v. Only The Rocky Mountain Rocky Mountain Collegian is being used because it timely, credible, and according to the focus group analysis it is widely read by students. b. Social Media i. Available social media outlets include Facebook, Twitter, YouTube, and blogs. ii. The Larimer County Republicans have Facebook and Twitter accounts. They also have a blog on blogspot.com. iii. It will be used for students to show support for the campaign as well as connect with other students. iv. This is a controlled tactic because it will only include information deemed fit to convey to the audience as well as be cost effective and timely. v. According to the focus group analysis, social media is the second most used source for news and information by Colorado State University students. c. Non-Mass Communication i. This is a controlled tactic to inform students on campus about voting and the Larimer County Republicans. ii. Non-mass strategies include flyers, special events and giveaways on campus. iii. A controlled tactic is being used in order to ensure that students are receiving the appropriate message. 4. Tactics a. Flyers i. Small flyers will be put in some of the large lecture rooms on campus prior to a popular class with freshmen and sophomores. The flyers will focus on first time voting and why to vote Republican. ii. This is a controlled tactic because the flyers will only be seen by classes that are primarily filled by the target audience. The flyers will expose the audience to the campaign and students will be more inclined to take a flyer with them. b. Refer to tactics a through n under the first target audience.

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iii. Colorado State University students ages 20 to 22 who are registered to vote as a Republican in Colorado. 1. Message Strategies a. Empowerment i. Students should feel that their votes matter and will make a difference in selecting political candidates. ii. Students will be more inclined to vote if they feel that their votes will actually matter. According to the Rock the Vote website, students will not vote just because it is the right thing to do. They need to be shown that it matters in a larger capacity. b. Fear i. Students who identify as Republican should feel apprehension about the possibility of having a Democratic president for another term. ii. According to the Republican National Committee website, Republicans should vote to repeal Obamacare and vote for a Republican candidate to remove Obama from office. c. One-Sided Logical Argument i. Republican students already agree with that students should vote Republican, so an informative strategy is needed with no persuasion. ii. According to the focus group analysis, Republican students are more likely to vote if they have more information about the candidates running. iii. Negative ads and information will not be used because according to the focus group analysis, students feel that a negative focus reduces credibility. iv. Scholarly sources will be used to gather and disseminate information because according to focus group analysis, they are more believable. 2. Messages a. Defend your future, vote Republican. b. Take back the White House. c. Help Colorado swing the Republican way. d. Take your future in your hands and vote Republican. e. Really make a change by voting Republican.

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3. Media Strategies a. Campus Media i. The Rocky Mountain Student Media Corporation publishes the Rocky Mountain Collegian newspaper daily Monday through Friday. ii. According to the Rocky Mountain Rocky Mountain Collegian website, the Rocky Mountain Rocky Mountain Collegian has a circulation of 10,000. iii. According to the focus group analysis, students indicated that they would like the Rocky Mountain Collegian to publish more information about politics. iv. This will be an uncontrolled strategy and will be used to be cost effective, credible and timely. v. Only The Rocky Mountain Rocky Mountain Collegian is being used because it timely, credible, and according to the focus group analysis it is widely read by students. b. Local Print Media i. The Coloradoan is published daily Monday through Sunday. ii. According to the website, www.readership.org, the Coloradoan has a daily circulation of 28,501 and a Sunday circulation of 34,954. c. Social Media i. Available social media outlets include Facebook, Twitter, YouTube, and blogs. ii. The Larimer County Republicans have Facebook and Twitter accounts. They also have a blog on blogspot.com. iii. It will be used for students to show support for the campaign as well as connect with other students. iv. This is a controlled tactic because it will only include information deemed fit to convey to the audience as well as be cost effective and timely. v. According to the focus group analysis, social media is the second most used source for news and information by Colorado State University students. d. Non-Mass Communication i. This is a controlled tactic to inform students on campus about voting and the Larimer County Republicans.

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4. Tactics a. Ramskeller Event i. Hold an informational game night called Roarin Good Times at the Ramskeller in the basement of the student center a month before Election Day to inform students about how to vote. The event will include a game night with prizes. The trivia will be focused on voting, the Republican Party, and how to vote. The event will attract older students because the Ramskeller serves alcohol and is a popular place for older students to spend time. ii. According to the Rock the Vote website, students are more likely to vote if they have more information on how to vote. If students have all of the information in hand and understand the process, they are more willing to vote. b. News Release i. Submit multiple news releases to the Coloradoan throughout the campaign, announcing details about the campaign, as well as upcoming events that will be held across campus. ii. The Coloradoan has a large circulation throughout all of Northern Colorado. According to www.wolframalpha.com, The Coloradoan is the number one news source in Northern Colorado with a circulation of 25,000. c. Bumper Stickers i. The bumper stickers will have message Defend Your Future, Vote Republican. 1. Refer to Appendix B.5, for a mockup of the bumper sticker. ii. Bumper stickers are a cost effective way to ensure that a large number of students come in contact with the message. Stickers are also relatively permanent and therefore will be viewed multiple times. Also, bumper stickers are not specifically designated to cars, they can be put anywhere.

ii. Non-mass strategies include flyers, special events and giveaways on campus. iii. A controlled tactic is being used in order to ensure that students are receiving the appropriate message.

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d. Refer to tactics a through c under the first primary target audience. e. Refer to tactics e through j under the first primary target audience. f. Refer to tactics m through n under the first primary target audience. iv. Colorado State University students ages 20 to 22 who are registered to vote as Unaffiliated in Colorado. 1. Message Strategies a. Acceptance i. Students should identify with Republican Party ideals and should vote in favor of the Republican Party. ii. The focus group analysis indicated that students focus most on economic issues such as unemployment and rising costs of college tuition. iii. The analysis of the interview with Larimer County Republican Chairman Mike Fassi indicated that the main Republican Party concerns are also unemployment and the high cost of tuition. b. Empowerment i. Students should feel that their vote is important in the 2012 election. ii. According to Project Vote statistics, of the 25 million citizens ages 18 to 24 that are eligible to vote, 46% are registered, but only 22% of those registered voted in the 2006 election. The focus group analysis indicated that students do not currently care about voting, thus they do not see the importance of their vote. c. Two-Sided Logical Argument i. Students should understand both the Democratic and Republican stance on issues, but the Republican opinion should resonate as the more logical choice.

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ii. According to the focus group analysis, students would prefer to receive unbiased information from both sides of the debate in order to make an informed voting decision. According to The New York Times article, Fewer Voters See Themselves as Democrats, Colorado State University students preferred Senator McCain in the 2008 presidential election because of their growing concerns about unemployment. McCains economic policies resonated with students more than did Obamas. 2. Messages a. Join the stampede, vote Republican. b. The time has come to secure your future. c. More students are leaning toward Republican, join them. d. We support you wherever youre going so vote Republican. e. Employed or in your parents basement? Its your choice. Vote Republican. 3. Media Strategies a. Campus Media i. The Rocky Mountain Student Media Corporation publishes the Rocky Mountain Collegian newspaper daily Monday through Friday. ii. According to the Rocky Mountain Rocky Mountain Collegian website, the Rocky Mountain Rocky Mountain Collegian has a circulation of 10,000. iii. According to the focus group analysis, students indicated that they would like the Rocky Mountain Collegian to publish more information about politics. iv. This will be an uncontrolled strategy and will be used to be cost effective and timely. v. Only The Rocky Mountain Rocky Mountain Collegian is being used because it timely, credible, and according to the focus group analysis it is widely read by students. b. Local Print Media i. The Coloradoan is published daily Monday through Sunday. ii. This will be an uncontrolled strategy and will be used to be cost effective, credible and timely.

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iii. According to the website, www.readership.org, the Coloradoan has a daily circulation of 28,501 and a Sunday circulation of 34,954. c. Social Media i. Available social media outlets include Facebook, Twitter, YouTube, and blogs. ii. The Larimer County Republicans have Facebook and Twitter accounts. They also have a blog on blogspot.com. iii. Social media will not be used as a tool to disseminate vital information or persuade the target audience. It will be used for students to show support for the campaign as well as connect with other students. iv. This is a controlled tactic because it will only include information deemed fit to convey to the audience as well as be cost effective and timely. v. According to the focus group analysis, social media is the second most used source for news and information by Colorado State University students. d. Non-Mass Communication i. This is a controlled tactic to inform students on campus about voting and the Larimer County Republicans. ii. Non-mass strategies include flyers, special events and giveaways on campus. iii. A controlled tactic is being used in order to ensure that students are receiving the appropriate message. 4. Tactics a. Refer to tactics a through c under the first primary target audience. b. Refer to tactics e through j under the first primary target audience. c. Refer to tactics m through n under the first primary target audience. d. Refer to tactics a through c under the third primary target audience.

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b. Intervening Target Audience i. The College Republicans at Colorado State University organization. 1. Message Strategies a. Pride i. Members involved in the organization should feel pride, both of their affiliation with the national Republican Party and of their initiatives on the Colorado State University campus. ii. According to the College Republican National Committee website, individual College Republican organizations are responsible for driving and defining the political debate on their campus and bringing youth-oriented issues to the forefront of the political discourse. b. Identification i. Members involved in the organization should identify with both national and local Republican Party values, but also with the political culture at Colorado State University. ii. According to the College Republicans of Colorado State University blog, the organization kept students involved in the local Senatorial and District candidates in the 2008 election. According to the informal interview with College Republicans President Alex Higgins, the organization also invites all students to debates on Republican issues and events supporting the local Republican Party. c. Confidence i. Members of the organization should feel confident in their campaign initiatives and in their affiliation with the Republican Party. ii. According to the College Republican National Committee website, individual organizations will be participating in national initiatives such as Operation Red November and Dont Put It On Our Tab to help raise awareness among college students about the national debt. d. Informative i. Collaboration with the College Republicans of Colorado State University should produce informative messages about the Republican Party and about the importance of voting in the 2012 election.

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2. Messages a. Lets work together to campaign for a better future. b. Together we can elect a Republican President. 3. Media Strategies a. Social Media i. The organization currently utilizes three social media outlets to reach their intended audience of Colorado State University students. The organization has a Facebook, a Twitter and a blog. It is also part of a national organization, the College Republican National Committee, which utilizes Facebook and Twitter to reach its intended audience of college students nationwide. 4. Tactics a. Facebook Page i. Updating and the College Republicans at Colorado State University Facebook Page with information about the campaign and special events. ii. According to the Republican Focus group, Facebook can be a starting point from which students can research more about a political issue or a candidate. Updating the Facebook page can help jump start this research and create larger publicity and knowledge for the College Republicans and its efforts with the Larimer County Republicans. b. Twitter Account i. Updating the College Republicans at Colorado State University Twitter account and generating tweets about the campaign. The tweets would include news, updates and reminders about events. ii. According to the article Mapping out the best social networking sites for college students, Twitter is easy to use and is also a strong way to promote various causes.

ii. According to the focus group analysis, Colorado State University students would like to see more political information published in campus and local media, such as the Rocky Mountain Collegian.

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c. Blog i. Members of the campaign team would write a guest blog explaining the campaign and the relationship between it and the College Republicans. ii. Due to students dependence on the internet to gather information about what is going on in society, updating the College Republicans blog will allow the students who visit it to gather more information about the national Republican Party and the events the College Republicans host, sponsor or attend. Also, according to the Independent and Republican focus groups, having more information about a specific candidate can be a major factor in influencing how they vote.

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Phase III: Implementation 1. Planning Matrix Public Colorado State University students ages 18 to 19 who are registered to vote as a Republican in Colorado. Impact Objectives To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 35% by October 23, 2012. To increase awareness of national Republican candidates for the 2012 election by 35% by October 23, 2012. To increase awareness about the national platforms supported by the Republican Party by 35% by October 23, 2012. To increase positive attitudes of the Republican Party by 25% by October 30, 2012. To increase voter turnout for the Republican Party by 15% by November 6, 2012. Concerns of Publics Students are more conservative about economic issues. Students are more liberal about social issues. Colorado State University students are more moderate to conservative in their political ideologies than other colleges. 38% of students at 4-year colleges think the country is headed in the wrong direction politically. 53% of students at think that President Obama is not handling the economy well. 24% of students think that political involvement does not have tangible results. Key Messages You share your voice in Moby, why not share your voice in the election? Oh, its your first time? Make it count, vote Republican Take back the White House. Help Colorado swing the Republican way. Protect your education, the economy and your future. Vote Republican. You have the chance to make a difference, vote Republican in 2012. Media Flash mob Special event T-Shirts Bumper stickers Table at Fall Involvement Expo Sidewalk chalk Facebook page YouTube videos Larimer County Republicans Twitter page Flyers Posters Table tents News release Paid advertisement

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Public Colorado State University students ages 18 to 19 who are registered to vote as Unaffiliated in Colorado.

Impact Objectives Concerns of Publics To increase The most awareness of important issues to Republican college students are candidates running the economy/jobs in the state of and education. Colorado for the The majority of 2012 election by students are 25% by October 23, concerned about the 2012. moral direction of To increase the country during awareness of national Republican the election. candidates for the 35% of students at 2012 election by 4-year colleges do 25% by October 23, not know what 2012. direction the To increase country is headed in. awareness about the Most students national platforms think that healthcare supported by the Republican Party by is an important issue for the 2012 25% by October 23, election. 2012. The majority of To increase positive attitudes students believe towards the politics have become Republican Party too partisan.
platforms by 20% by October 30, 2012. To increase positive attitudes towards national Republican candidates by 15% by October 30, 2012. To increase positive attitudes towards local Republican candidates by 15% by October 30, 2012. To increase voter turnout for the Republican Party by 10% by November 6, 2012.

Key Messages You share your voice in Moby, why not share your voice in the election? Oh, its your first time? Make it count, vote Republican. You have the chance to make a difference, vote Republican in 2012. Be a part of something bigger than yourself, vote Republican. You have the chance to make a difference, vote Republican in 2012. The Democrats want to raise tuition, keep it affordable and vote Republican.

Media Flash mob Special event T-Shirts Bumper stickers Table at Fall Involvement Expo Sidewalk chalk Facebook page YouTube videos Larimer County Republicans Twitter page Flyers Posters Table tents News release Paid advertisement

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Public Colorado State University students ages 20 to 22 who are registered to vote as a Republican in Colorado.

Impact Objectives To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 35% by October 23, 2012. To increase awareness of national Republican candidates for the 2012 election by 35% by October 23, 2012. To increase awareness about the national platforms supported by the Republican Party by 35% by October 23, 2012. To increase positive attitudes of the Republican Party by 25% by October 30, 2012. To increase voter turnout for the Republican Party by 15% by November 6, 2012.

Concerns of Publics Students dislike negative campaign tactics and messages. Juniors are seniors are more concerned with the economy than freshmen and sophomores. In 2010, 40% of young voters disapproved of Obamas job handling. In 2010, 25% of young voters would not vote in favor of Obama. People are more likely to vote Republican as they age. The majority of students view elected officials as motivated by selfish interests.

Key Messages Defend your future, vote Republican. Take back the White House. Help Colorado swing the Republican way. Take your future in your hands and vote Republican. Really make a change by voting Republican.

Media Flash mob Special event T-Shirts Bumper stickers Table at Fall Involvement Expo Sidewalk chalk Facebook page YouTube videos Larimer County Republicans Twitter page Flyers Posters Table tents News release Paid advertisement Ramskeller Event

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Public Colorado State University students ages 20 to 22 who are registered to vote as Unaffiliated in Colorado.

Impact Objectives Concerns of Publics To increase The main reason awareness of young people were Republican not registered to candidates running vote in 2004 was in the state of that they were not Colorado for the interested in politics. 2012 election by In 2012 25% by October 23, Unaffiliated voters 2012. are leaning more To increase toward conservative awareness of national Republican ideals. candidates for the There is a general 2012 election by lack of trust in 25% by October 23, candidates for both 2012. sides of the election. To increase Most students awareness about the think they need national platforms more practical supported by the Republican Party by information about politics before 25% by October 23, getting involved. 2012. Students dislike To increase positive attitudes being forced to towards the affiliate with a Republican Party political party. platforms by 15% by More students October 30, 2012. expect to vote based To increase on issues rather positive attitudes than along party towards national lines in 2012. Republican
candidates by 15% by October 30, 2012. To increase positive attitudes towards local Republican candidates by 15% by October 30, 2012. To increase voter turnout for the Republican Party by 10% by November 6, 2012.

Key Messages Join the stampede, vote Republican. The time has come to secure your future. More students are leaning toward Republican, join them. We support you wherever youre going so vote Republican. Employed or in your parents basement? Its your choice. Vote Republican.

Media Flash mob Special event T-Shirts Bumper stickers Table at Fall Involvement Expo Sidewalk chalk Facebook page YouTube videos Larimer County Republicans Twitter page Flyers Posters Table tents News release Paid advertisement Ramskeller Event

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Public Impact Objectives The College Republicans at Colorado State University organization.

Concerns of Publics Spreading the Republican message and goals. Gaining more student involvement. Getting Republican representatives elected. Promote conservative ideals. Gain additional volunteers.

Key Messages Lets work together to campaign for a better future. Together we can elect a Republican President. Two roars are louder than one.

Media Facebook page Twitter account Blog

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2. Action Item List Action Step Primary Target Audiences Flash Mob in the Plaza Set date for flash mob to occur Draft email to members of the Colorado State University Republicans Send email to members of the Colorado State University Republicans Recruit volunteers Creative Director Copywriting Director 09/03/12 09/03/12 Responsible Person Start Date Target Completion Date Actual Completion Date Remarks

10/01/12

10/01/12

Account Manager

10/01/12

10/01/12

All

10/05/12

11/02/12

Recruit 50 volunteers to participate in the flash mob.

Ask for permission from Colorado State University Develop choreography Select music

Account Manager

10/03/12

10/03/12

Creative Director Account Manager, Creative Director

10/08/12 10/15/12

10/15/12 10/16/12

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Action Step Hold practice for volunteers Arrange for recording equipment

Responsible Person Creative Director, Account Manager Media Director

Start Date

Target Actual Completion Completion Date Date 10/25/12 10/25/12

Remarks

10/17/12

10/18/12

Rent from the Journalism and Technical Communicat ion Department at Colorado State University.

Recruit three volunteer camera operators Send confirmation email to volunteers Execute flash mob Edit videos of flash mob Post videos of flash mob to YouTube "Do It (Tomorrow)" Special Event Make reservation for Plaza space with the Lory Student Center

Social Media Director

10/17/12

10/18/12

Account Manager

10/28/12

10/28/12

All Social Media Director Social Media Director

10/29/12 10/30/12 10/30/12

10/29/12 10/30/12 10/30/12 Using JTC Department s computers. Using the campaign YouTube channel.

Account Manager

09/29/12

09/29/12

Make reservation for 11/05/12 at 12 p.m. 50 | P a g e

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Action Step Confirm reservation for Plaza space with LSC Write copy for invitations Design invitations to send to speakers for the event Place order for invitations Confirm pickup date for invitations Pick up invitations Mail invitations to all major candidates running in Larimer County Write copy for flyers Design flyers promoting special event Place order for flyers Confirm pickup date for flyers Pick up flyers

Responsible Person Account Manager

Start Date

Target Actual Completion Completion Date Date 10/31/12 10/31/12

Remarks

Copywriting Director Creative Director

10/01/12 10/03/12

10/02/12 10/04/12

Creative Director Creative Director Media Director Account Manager

10/04/12 10/08/12

10/04/12 10/08/12

Order 10 invitations, full color.

10/10/12 10/11/12

10/10/12 10/11/12 To invite them to speak at the event.

Copywriting Director Creative Director Creative Director Creative Director Account Manager

10/12/12 10/13/12

10/13/12 10/14/12

10/14/12 10/16/12 10/18/12

10/14/12 10/16/12 10/18/12

Order 300 flyers, full color.

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Action Step Write copy for event posters Design event posters Place order for event posters Confirm pickup date for posters Pick up event posters Write copy for banners

Responsible Person Copywriting Director Creative Director Creative Director Creative Director Account Manager Copywriting Director

Start Date

Target Actual Completion Completion Date Date 10/12/14 10/13/14 10/13/12 10/14/12 10/14/12 10/14/12

Remarks

Order 10 posters, full color, matte finish.

10/16/12 10/15/12 10/12/12 10/13/12 10/15/12 10/17/12 10/22/12 10/12/12

10/16/12 10/18/12 10/13/12 10/14/12 10/15/12 10/17/12 10/22/12 10/12/12 Order 2 banners.

Design banners Creative Director Place order for Account banners Manager Confirm pickup date for banners Pick up banners Contact ASAP club for stage rental Confirm stage rental from ASAP Order tables for rental Pick up tables Set up tables Set up stage Creative Director Account Manager Account Manager Media Director Account Manager Account Manager Media Director Media Director

10/19/12

10/19/12

10/12/12 11/03/12 11/05/12 11/05/12

10/12/12 11/03/12 11/05/12 11/05/12

Order 4 tables.

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Action Step Hang up banners Hang up event posters

Responsible Person Account Manager Media Director, Creative Director

Start Date

Target Actual Completion Completion Date Date 11/05/12 11/05/12 10/19/12 10/26/12

Remarks

Pass out event flyers

All

10/19/12

11/02/12

Will have 2 separate days to hang up, the 19th and the 26th to stagger the exposure. Will pass out flyers every other day until day before event.

Purchase soda and candy Place order for pizzas Confirm delivery date for pizzas Have pizzas delivered Set-up refreshments and food Hold Event T-shirts Design shirt Contact the tshirt company for quote

Account Manager Account Manager Account Manager Account Manager Account Manager, Creative Director All Creative Director Creative Director

11/04/12 10/31/12 11/02/12 11/05/12 11/05/12

11/04/12 10/31/12 11/02/12 11/05/12 11/05/12 Order 10, 24 inch pizzas, all cheese.

11/05/12 09/10/12 09/12/12

11/05/12 09/12/12 09/12/12

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Action Step Send to Larimer County Republican representative for approval Make changes (if necessary) Order shirts

Responsible Person Account Manager

Start Date

Target Actual Completion Completion Date Date 09/14/12 09/18/12

Remarks

Copywriting Director, Creative Director Creative Director

09/18/12

09/20/12

10/01/12

10/01/12

Order 300 total shirts (100 small/100 medium/10 0 large)

Pick up from the t-shirt company Distribute to students in Lory Student Center Plaza Distribute to students in Lory Student Center Plaza Bumper Stickers Contact company founder about producing campaign bumper stickers

Creative Director Account Manager, Creative Director, Media Director Account Manager, Creative Director, Media Director

10/15/12 10/22/12

10/15/12 10/22/12 Distribute 150 t-shirts

10/29/12

10/29/12

Distribute remaining 150 t-shirts

Media Director

08/15/12

08/15/12

Jay Evans (KMO LLC founder).

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Action Step Receive pricing information about stickers Design stickers Send sticker ideas to company Receive design suggestions from company Choose final bumper sticker design Place order for sticker

Responsible Person Media Director Creative Director Media Director Media Director All

Start Date

Target Actual Completion Completion Date Date 08/15/12 08/15/12

Remarks

08/16/12 08/17/12

08/17/12 08/17/12

08/20/12

08/20/12

08/20/12

08/20/12

Account Manager

08/20/12 08/20/12

08/20/12 08/25/12

Order 500 bumper stickers.

Bumper sticker Jay Evans production/pri (KMO LLC) nting Pick up stickers Hand stickers out on Plaza Media Director Media Director

08/26/12 08/27/12

08/26/12 11/06/12 Hand out 40-50 stickers per week until Election Day.

Involvement Fair Table Write Copy for the brochure Create images for the brochure Design the brochure Copywriting Director Media Director Creative Director 08/13/12 08/13/12 08/14/12 08/14/12 08/14/12 08/15/12

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Action Step Send brochure to Larimer County Republicans for approval Make changes (if necessary) Place order for the brochure Confirm pickup date for the brochures Pick up the brochures Design the banner Send brochure to Larimer County Republicans for approval Make changes (if necessary) Place order for the banner Confirm pickup date for the banner Pick up the banner Buy duct tape for banner

Responsible Person Account Manager

Start Date

Target Actual Completion Completion Date Date 08/15/12 08/17/12

Remarks

Copywriting Director, Creative Director Research Director Media Director Creative Director Creative Director Account Manager

08/17/12

08/18/12

08/18/12 08/20/12

08/18/12 08/20/12

Order 200 brochures, full color

08/22/12 08/13/12 08/14/12

08/22/12 08/13/12 08/16/12

Copywriting Director, Creative Director Research Director Media Director Creative Director Research Director

08/16/12

08/16/12

08/17/12 08/20/12

08/17/12 08/20/12

Order 1 banner, full color

08/22/12 08/24/12

08/22/12 08/24/12

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Action Step Design table display Create table display Rent table for the fair Recruit volunteers

Responsible Person Creative Director Creative Director Media Director Research Director

Start Date

Target Actual Completion Completion Date Date 08/16/12 08/16/12 08/17/02 08/20/12 08/20/12 08/24/12 08/22/12 08/25/12

Remarks

Train volunteers

Research Director

08/26/12

08/26/12

To run the table at the fair for the two days it runs. Provide necessary information to run the booth for the two days.

Set up the table Copywriting for the fair Director Take down the table for the fair Set up the table for the fair Take down the table for the fair Sidewalk Chalk Choose messages to write Choose locations where to write messages Purchase sidewalk chalk Copywriting Director Social Media Director Social Media Director

08/29/12 08/29/12 08/30/12 08/30/12

08/29/12 08/29/12 08/30/12 08/30/12

Copywriting Director Account Manager

10/27/12

10/27/12

10/17/12

10/17/12

Account Manager

10/28/12

10/28/12

Purchase 4 packages. 57 | P a g e

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Action Step Distribute chalk to members of campaign team Write message on sidewalk

Responsible Person Account Manager Copywriting Director

Start Date

Target Actual Completion Completion Date Date 10/29/12 10/29/12

Remarks

10/29/12

11/06/12

Continue writing different messages until Election Day.

Facebook Page Sign up for Facebook Register a group page for campaign Write copy explaining the campaign Upload pictures

Social Media Director Social Media Director Social Media Director Social Media Director

08/15/12 08/15/12

08/15/12 08/15/12

08/15/12

08/15/12

08/15/12

11/09/12

Post information about campaign

Social Media Director

08/15/12

11/09/12

Upload pictures from special events, meetings, campaign images, etc. throughout the campaign. Information, wall posts, videos, status's etc. need to be updated 4 to 5 times per week.

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Action Step Post campaign videos

Responsible Person Social Media Director

Start Date

Target Actual Completion Completion Date Date 09/01/12 11/09/12

Remarks Upload to Facebook as videos are posted on YouTube: 09/01/12, 10/01/12, 11/01/12

YouTube Videos Establish a YouTube account to be able to post videos Account Manager 08/15/12 08/15/12

Create roles for Media different acting Director positions for the "How to Vote" video Find volunteers to act Develop and create storyboard Develop script Media Director, Account Manager Creative Director, Account Manager Media Director, Copywriting Director Media Director

08/15/12

08/16/12

08/17/12

08/19/12

08/18/12

08/18/12

08/18/12

08/20/12

Collect any extraneous supplies and props for video Check-out camera equipment

08/19/12

08/19/12

Account Manager

08/20/12

08/20/12

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Action Step Film video Edit video

Responsible Person Media Director Media Director, Account Manager Media Director, Account Manager

Start Date

Target Actual Completion Completion Date Date 08/21/12 08/25/12 08/26/12 08/31/12

Remarks

Using Journalism department s computers.

Post video to YouTube Larimer County Republican's Twitter Page Contact Mike Fassi

09/01/12

09/01/12

Social Media Director

08/15/12

08/15/12

Chairman of the Larimer County Republicans. To gain authorizatio n to access the account.

Receive login Social Media information for Director Larimer GOP Twitter Page Post information about campaign multiple times per week Update Twitter posts multiple times per week "Follow" politicians and Colorado State University students Social Media Director

08/15/12

08/15/12

08/15/12

08/15/12

Information /tweets need to be written multiple times per week.

Social Media Director Social Media Director

08/15/12

11/09/12

08/15/12

11/09/12

"Follow" new people multiple times per week. 60 | P a g e

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Action Step Plaza Flyers Write copy for the flyers Create images for the flyers Design the flyers Send flyer to Larimer County Republicans for approval Make changes (if necessary) Place order for the flyers Confirm pickup date for the flyers Pick up the flyers Divide flyers among distributers Distribute flyers on the Plaza Restaurant Flyers Write copy for the flyers Create images for the flyers Design the flyers

Responsible Person

Start Date

Target Completion Date 10/05/12 10/05/12 10/07/12 10/14/12

Actual Completion Date

Remarks

Copywriting Director Media Director Creative Director Account Manager

10/03/12 10/03/12 10/05/12 10/10/12

Copywriting Director, Creative Director Research Director Media Director Creative Director Social Media Director Social Media Director

10/14/12

10/15/12

10/15/12 10/20/12

10/15/12 10/20/12

Order 500 flyers, full color.

10/25/12 11/02/12

10/25/12 11/02/12

11/02/12

11/02/12

Copywriting Director Media Director Creative Director

10/03/12 10/03/12 10/05/12

10/04/12 10/04/12 10/07/12

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Action Step Send flyer to Larimer County Republicans for approval Make changes (if necessary) Meet with restaurant managers to approve posting flyers Place order for the flyers Confirm pickup date for the flyers Pick up the flyers Divide flyers among distributers Distribute flyers in local restaurants Residence Hall Posters Write copy for the posters Create images for the flyers Design the posters

Responsible Person Account Manager

Start Date

Target Actual Completion Completion Date Date 10/08/12 10/11/12

Remarks

Copywriting Director, Creative Director Account Manager

10/11/12

10/12/12

10/12/12

10/14/12

Research Director Media Director Creative Director Social Media Director Social Media Director

10/15/12 10/26/12

10/15/12 10/26/12

Order 20 flyers, full color.

10/29/12 10/29/12

10/29/12 10/30/12

10/31/12

10/31/12

Refer to Phase II, for the list of restaurants.

Copywriting Director Media Director Creative Director

10/03/12 10/03/12 10/07/12

10/04/12 10/04/12 10/09/12

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Action Step Send flyer to Larimer County Republicans for approval Make changes (if necessary) Place order for posters Confirm pickup date for the posters Pick up the posters Divide posters among distributers Hang posters in the residence halls Academic Bulletin Board Posters Write copy for the posters Create images for the flyers Design the posters Send flyer to Larimer County Republicans for approval Make changes (if necessary)

Responsible Person Account Manager

Start Date

Target Actual Completion Completion Date Date 10/10/12 10/14/12

Remarks

Copywriting Director, Creative Director Research Director Media Director Creative Director Social Media Director Social Media Director

10/14/12

10/15/12

10/15/12 10/26/12

10/15/12 10/26/12

Order 40 posters, full color.

10/29/12 10/29/12

10/29/12 10/29/12

10/30/12

10/31/12

Copywriting Director Media Director Creative Director Account Manager

10/03/12 10/03/12 10/07/12 10/10/12

10/04/12 10/04/12 10/09/12 10/14/12

Copywriting Director

10/14/12

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Action Step Place order for posters Confirm pickup date for the posters Pick up the posters Divide posters among distributers Hang posters in the residence halls

Responsible Person Research Director Media Director Creative Director Social Media Director Social Media Director

Start Date

Target Actual Completion Completion Date Date 10/15/12 10/15/12 10/26/12 10/26/12

Remarks Order 75 posters, full color.

10/29/12 10/29/12

10/29/12 10/29/12

10/30/12

10/31/12

Table tents Obtain permit Account from Residence Manager Life Office Write copy Design layout Send to Larimer County Republican representative for approval Make changes (if necessary) Place order for table tents Copywriting Director Creative Director Account Manager

08/20/12

08/31/12

09/24/12 09/24/12 09/28/12

09/26/12 09/26/12 10/02/12

Copywriting Director, Creative Director Creative Director

10/08/12

10/12/12

10/12/12

10/12/12

Order 1000 table tents, full color on cardstock.

Confirm pickCreative up date of table Director tents.

10/15/12

10/15/12

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Action Step Pick up table tents. Distribute to residence hall dining rooms Distribute to Lory Student Center food court Distribute to all residence hall dining rooms Distribute to Lory Student Center food court News Release to Rocky Mountain Collegian Write copy

Responsible Person Creative Director Media Director Media Director

Start Date

Target Actual Completion Completion Date Date 10/19/12 10/19/12 10/22/12 10/26/12

Remarks

Distribute 450 table tents Distribute 50 table tents Distribute 450 table tents Distribute 50 table tents

10/22/12

10/26/12

Media Director Media Director

10/29/12

11/02/12

10/29/12

11/02/12

Copywriting Director

09/03/12

09/03/12

This news release will be written targeted toward all target audiences. Sam Noblett.

Edit copy Contact Editor in Chief of the Rocky Mountain Rocky Mountain Collegian Electronically submit news release

Copywriting Director Copywriting Director

09/03/12 09/03/12

09/03/12 09/03/12

Copywriting Director

09/04/12

09/05/12

For multiple news releases. 65 | P a g e

Wildflower PR

Action Step Confirm news release was received Paid Advertisement Write copy Design layout Send to Larimer County Republican representative for approval Make changes (if necessary) Email to Rocky Mountain Collegian Confirm print dates with Rocky Mountain Collegian staff Verify ads printed in Rocky Mountain Collegian

Responsible Person Copywriting Director

Start Date

Target Actual Completion Completion Date Date 09/05/12 09/05/12

Remarks

Copywriting Director Creative Director Account Manager

09/10/12 09/10/12 09/17/12

09/14/12 09/14/12 09/20/12

Copywriting Director, Creative Director Media Director Media Director

09/25/12

09/28/12

10/01/12 09/24/12

10/01/12 09/24/12

Media Director

10/08/12

11/05/12

Ads to be placed once a week, every Monday, for the 5 weeks prior to Election Day.

Lecture Hall Flyers Write copy for the flyers Design flyers Copywriting Director Creative Director 09/28/12 10/08/12 09/30/12 10/09/12 66 | P a g e

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Action Step Send flyer to Larimer County Republicans for approval Make changes (if necessary) Decide which classrooms to distribute flyers to Place order for the flyers Confirm pickup date Pick up flyers Distribute flyers to designated classrooms "Roarin' Good Times" Ramskellar Event Submit event registration form to Lory Student Center Event Planning Services Write copy for event flyers Design layout for event flyers

Responsible Person Account Manager

Start Date

Target Actual Completion Completion Date Date 10/09/12 10/10/12

Remarks

Copywriting Director, Creative Director Account Manager

10/10/12

10/10/12

10/09/12

10/09/12

Creative Director Creative Director Creative Director Media Director

10/10/12 10/12/12 10/14/12 10/15/12

10/10/12 10/12/12 10/14/12 10/15/12

Order 700 flyers, full color.

Research Director

08/20/12

08/23/12

Copywriting Director Creative Director

09/10/12 09/10/12

09/12/12 09/12/12

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Action Step Write copy for event posters Design layout for event posters Send event posters to Larimer County Republicans for approval Send event flyers to Larimer County Republicans for approval Make changes (if necessary) Place order for event flyers to be printed Place order for event posters to be printed Confirm pickup date for the event flyers Confirm pickup date for the event posters Pick up event flyers Pick up event posters

Responsible Person Copywriting Director Creative Director Account Manager

Start Date

Target Actual Completion Completion Date Date 09/05/12 09/07/12 09/05/12 09/07/12

Remarks

09/10/12

09/14/12

Account Manager

09/14/12

09/18/12

Copywriting Director, Creative Director Creative Director Creative Director Creative Director Creative Director Creative Director Creative Director

09/24/12

09/26/12

09/26/12

09/26/12

Order 150 flyers full color. Order 15 posters full color, matte finish.

09/26/12

09/26/12

09/28/12

09/28/12

09/28/12

09/28/12

10/01/12 10/01/12

10/01/12 10/01/12

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Action Step Distribute event flyers in Lory Student Center Plaza Hang event posters on campus Post digital copy of poster on campaign Facebook page Post digital copy of poster on Ramskellar Facebook page

Responsible Person Research Director

Start Date

Target Actual Completion Completion Date Date 10/05/12 10/05/12

Remarks

Research Director Social Media Director

10/02/12

10/02/12

09/26/12

09/26/12

Social Media Director

09/26/12

09/26/12

Confirm date Account with Lory Manager Student Center and Ramskellar staff Recruit volunteers Account Manager

09/03/12

09/03/12

08/20/12

08/31/12

Recruit 5 volunteers to help with set-up, participate in the event, and help with teardown. One volunteer must proctor the trivia during the event.

Write trivia questions Purchase prizes

Copywriting Director Research Director

10/01/12 10/01/12

10/05/12 10/05/12

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Action Step Hold event

Responsible Person Account Manager, Creative Director, Research Director, Social Media Director

Start Date

Target Actual Completion Completion Date Date 10/06/12 10/06/12

Remarks

News Release to Coloradoan Write copy Edit copy Contact Editor of the Coloradoan Electronically submit news release Confirm news release was received Intervening Target Audience Modify College Republicans at Colorado State University's Facebook Page Contact President of College Republicans at Colorado State University Copywriting Director Copywriting Director Copywriting Director Copywriting Director Copywriting Director 09/03/12 09/03/12 09/03/12 09/03/12 09/03/12 09/03/12 Joshua Awtry. For multiple news releases.

09/04/12

09/05/12

09/05/12

09/05/12

Account Manager

08/20/12

08/20/12

Alex Higgins, for authorizatio n to access the account.

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Action Step Gain account login and password Create necessary status Update photos Make comments when necessary Make any other modifications necessary Modify College Republicans at Colorado State University's Blog Contact President of Colorado State University Republicans Gain login information for the blog Write copy for blog

Responsible Person Account Manager Social Media Director Social Media Director Social Media Director Account Manager

Start Date

Target Actual Completion Completion Date Date 08/20/12 08/20/12

Remarks

08/20/12 08/20/12 08/20/12

11/09/12 11/09/12 11/09/12

To support the campaign. From events collaborated with.

08/20/12

11/09/12

Social Media Director

08/20/12

08/20/12

Alex Higgins, for authorizatio n to access the account.

Social Media Director Copywriting Director

08/20/12

08/20/12

08/20/12

11/09/12

To support the campaign, will be ongoing throughout the campaign.

Edit copy

Copywriting Director

08/20/12

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Action Step Send to Alex Higgins for approval Post content Modify College Republicans at Colorado State University's Twitter Contact President of Colorado State University Republicans Log in to the account Develop different categories of tweets to post Write tweets for preapproval before tweeting them Post two different tweets about national and local Republican Party candidates until voting day

Responsible Person Social Media Director Social Media Director

Start Date

Target Actual Completion Completion Date Date 08/20/12 11/09/12

Remarks

08/20/12

11/09/12

Social Media Director

08/20/12

08/20/12

Alex Higgins, for authorizatio n to access the account.

Account Manager Social Media Director, Alex Higgins Copywriting Director, Account Manager, Alex Higgins Social Media Director

08/20/12 08/20/12

08/20/12 08/20/12

08/20/12

11/09/12

08/20/12

11/09/12

These tweets will appear every Monday and Wednesday each once a week

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Action Step Post one tweet about local Republican issues and platforms until voting day Post one tweet about the campaign until voting day Retweet other accounts tweets

Responsible Person Social Media Director

Start Date

Target Actual Completion Completion Date Date 08/20/12 11/09/12

Remarks This tweet will appear every other Thursday

Social Media Director

08/20/12

11/09/12

This tweet will appear every Friday once a week

Social Media Director

08/20/12

11/09/12

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3. Budget Public Per Item Cost Total Projected Cost Sponsored Credit Actual Projected Cost

Colorado State University students ages 18-19 registered to vote Republican in Colorado. Advertisement in Rocky Mountain Collegian (QTY:1, 2 x 2 column inches, black and white, placed weekly for 5 weeks) Table tents (QTY: 1000, 4.25'' x 5.5'', full color, card stock) T-shirts (QTY: 300, S-100, M100, L-100, white, 3-color logo on front, 1-color text on back)

42.00

210.00

210.00

0.15

150.00

150.00

7.35

2,205.00

$ 2,205.00

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Public

Per Item Cost $ 0.49

Total Projected Cost $ 61.25

Sponsored Credit $ -

Actual Projected Cost $ 61.25

Plaza Flyers (QTY: 125, 5.5'' x 4.25'', full color pages, 4 flyers per page) Ream Cuts for Plaza Flyers (2) Restaurant Flyers (QTY: 20, 8.5'' x 11'', full color pages) Residence Hall Posters (QTY: 40, 11'' x 17'', full color pages) Academic Posters (QTY: 75, 11'' x 17'', full color pages) Renting Involvement Fair Table (1 Table) Brochure (200 Color, 8.5 x 11) Banner (36" x 12", Color) Duct Tape (1 roll)

1.09

2.18

2.18

0.49

9.80

9.80

0.98

39.20

39.20

0.98

73.50

73.50

15.00

15.00

15.00

0.71

142.00

142.00

$ $

27.85 4.99

$ $

27.85 4.99

$ $

$ $

27.85 4.99

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Public

Per Item Cost $ 21.50

Total Projected Cost $ 215.00

Sponsored Credit $ -

Actual Projected Cost $ 215.00

Pizza (QTY: 10, 24", all cheese) Soda (QTY: 15, 2-litre bottles, assorted varieties)

0.99

14.85

14.85

Candy (QTY: 15 bags, 18 pieces in each bag, assorted varieties) Napkins (QTY: 2 packages, 200 per package) Plastic Cups (QTY: 3 packages, 84 per package) Tables (QTY: 2, 18 x 8', meeting room tables)

3.79

56.85

56.85

1.79

3.58

3.58

4.49

13.47

13.47

8.75

17.50

17.50

Stage

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Public

Per Item Cost

Total Projected Cost $ 23.90

Sponsored Credit $ -

Actual Projected Cost $ 23.90

"Do It $ 2.39 (Tomorrow)" Invitations (QTY: 10, 7.5 x 5.5) "Do It (Tomorrow)" Flyers (QTY: 300, 8.5 x 11", full color) "Do It (Tomorrow)" Posters (QTY: 10, 11 x 17", full color, matte finish) $ 0.32

96.00

96.00

1.55

15.46

15.46

"Do It (Tomorrow)" Banners (QTY: 2, 24" x 12", 13 oz durable banner material) Campaign Bumper Stickers (QTY: 500 full color stickers) Sidewalk Chalk (QTY: 4 packages) Public Subtotal

16.90

33.80

33.80

1.00

500.00

500.00

1.97

7.88

7.88

3,740.32

$ 3,939.06

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Public

Per Item Cost

Total Projected Cost

Sponsored Credit

Actual Projected Cost

Colorado State University students ages 18-19 registered to vote as Unaffiliated in Colorado. Flyers for lecture halls (QTY: 700, 8.5'' x 11'', full color ) Public Subtotal Colorado State University students ages 20-22 registered to vote Republican in Colorado. Ramskeller event flyers (QTY: 150, 8.5'' x 11'', full color) Ramskeller event posters (QTY: 15, 8.5'' x 11'', full color, matte finish)

0.32

224.00

224.00

224.00

224.00

0.32

48.00

48.00

1.03

15.45

15.45

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Public

Per Item Cost $ 25.00

Total Projected Cost $ 25.00

Sponsored Credit $ -

Actual Projected Cost $ 25.00

Ramskeller event $25 Visa gift card grand prize Ramskeller event $15 Visa gift card prize Ramskeller event $10 Visa gift card prize Ramskeller event candy prizes (DumDum Pops, QTY: 300 per bag) Ramskeller event room rental (rate per hour for 2.5 hours) Ramskeller event technology rental (flat rate) Public Subtotal

15.00

15.00

15.00

10.00

10.00

10.00

6.96

6.96

6.96

40.00

100.00

100.00

75.00

75.00

75.00

295.41

295.41

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Public

Per Item Cost

Total Projected Cost

Sponsored Credit

Actual Projected Cost

Colorado State University students ages 20-22 registered to vote as Unaffiliated in Colorado. Refer to tactics previously mentioned Public Subtotal Campaign Total

$ 4,458.47

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Phase IV: Evaluation 1. Output Evaluation a. Flash Mob i. Confirm Colorado State University Republicans received email about flash mob ii. Verify how many people have agreed to participate in the flash mob iii. Verify Colorado State University has approved flash mob to be held on Colorado State University Plaza iv. Verify music selection v. Confirm choreography for flash mob dance vi. Verify volunteers know choreography vii. Verify volunteers are teaching choreography to other volunteers viii. Confirm audio equipment will be available for flash mob ix. Verify date audio equipment is reserved x. Verify volunteer camera operators are available during flash mob xi. Verify confirmation email was sent to all volunteers xii. Confirm flash mob was executed on October 29, 2012 xiii. Verify flash mob was recorded xiv. Verify videos of flash mob have been posted to YouTube xv. Verify videos of flash mob have been posted to campaigns Facebook page xvi. Verify links have been posted to video on Twitter page b. Special Event on the Colorado State University Plaza: Do It (Tomorrow) i. Verify date of Plaza reservation with Lory Student Center Event Planning Services ii. Verify date event invitation copy written iii. Verify date event invitations printed iv. Count number of event invitations printed v. Count number of event invitations mailed to candidates running in Larimer County vi. Verify date event flyers printed vii. Verify date event posters printed viii. Count number of event flyers distributed ix. Count number of event posters distributed x. Verify event banners printed xi. Count number of banners distributed xii. Count number of Colorado State University students walking through the Colorado State University Plaza on day of event xiii. Count number of Colorado State University students participating in event activities on day of event c. T-shirts i. Verify date t-shirt designed ii. Verify date t-shirts printed iii. Count number of t-shirts printed iv. Count number of t-shirts distributed v. Count number of t-shirts worn two weeks before November 6, 2012

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d.

e.

f.

g.

h.

vi. Count number of t-shirts worn one week before November 6, 2012 Bumper Stickers i. Count the number of bumper stickers printed ii. Count number of bumper stickers handed out on the Colorado State University Plaza during the week of August 13-17, 2012 iii. Count number of bumper stickers on August 17, 2012 iv. Count the number of bumper stickers handed out on the Colorado State University Plaza each week from the week of August 20 to the week of October 29, 2012 v. Hand out remaining 1-20 stickers on Colorado State University Plaza on November 6, 2012 vi. Confirm all stickers have been handed out Table at the Fall Involvement Expo i. Verify table reservation for fair and know exact spot ii. Count how many volunteers are present iii. Count how many Colorado State University students were at the fair during day one iv. Count how many Colorado State University students were at the fair during day two Sidewalk Chalk i. Count number of messages written ii. Verify message for approval iii. Count how many boxes of chalk are needed to write message iv. Count number of Colorado State University students who walk by the message on November 1, 2012 Facebook Page i. Verify campaign page is active ii. Read explanation of campaign iii. Verify explanation is accurate iv. Verify firm photos were uploaded v. Verify campaign photos were uploaded vi. Confirm information about campaign have been updated multiple times per day vii. Confirm wall posts about campaign have been updated multiple times per day viii. Confirm links to Twitter page have been posted ix. Confirm campaign videos have been uploaded x. Verify statuses about campaign have been composed multiple times per day xi. Verify page has been updated multiple times per day xii. Verify dates of campaign activities have been posted xiii. Confirm page has posted statuss about upcoming campaign events YouTube Videos i. Verify YouTube account created ii. Verify date How to Vote video filmed iii. Verify date How to Vote video posted 82 | P a g e

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iv. Count number of subscribers to Larimer County Republicans YouTube channel v. Count number of hits received on How to Vote video by November 6, 2012 vi. Evaluate comments received on How to Vote video i. Larimer County Republicans Twitter Page i. Verify account login information ii. Verify dates of tweets posted iii. Count number of tweets posted iv. Count number of followers v. Count number of responses received to each tweet j. Flyers i. Restaurants 1. Verify how many flyers were printed 2. Verify pick up date 3. Count how many flyers were passed out to Colorado State University students 4. Count how many flyers were put on tables for Colorado State University students ii. Plaza 1. Verify how many flyers were printed 2. Verify pick up date 3. Count how many flyers were passed out in the Plaza 4. Count how many Colorado State University students walked through the Plaza that day iii. Lecture Hall 1. Verify how many flyers were printed 2. Verify pick up date 3. Count how many flyers were passed out directly to Colorado State University students 4. Count how many Colorado State University students were in the lecture hall that day k. Posters i. Residence Halls 1. Verify pick up date for posters 2. Count how many posters were printed for each area 3. Check how many people came into the residence halls and saw poster that day ii. Bulletin Boards 1. Verify pick up date for posters 2. Count how many posters were printed for each area 3. Check how many people came into the residence halls and saw poster that day l. Table tents i. Verify date table tent copy written ii. Verify date table tent layout designed

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iii. Verify date table tents printed iv. Count number of table tents printed v. Count number of table tents distributed to Lory Student Center food court vi. Count number of table tents distributed to Residence Hall dining centers vii. Count number of Colorado State University students that visit the Lory Student Center food court one day after distribution viii. Count number of Colorado State University students that visit the Residence Hall dining centers one day after distribution m. News Release to The Rocky Mountain Rocky Mountain Collegian i. Verify date news release was written ii. Verify date news release was submitted to the Rocky Mountain Rocky Mountain Collegian iii. Verify Rocky Mountain Collegian received news release iv. Check the Rocky Mountain Collegian to see if news release is printed v. Verify news release ran vi. Count number of issues distributed containing story based news release vii. Check length of the story viii. Check slant of the story ix. Verify date news release ran x. Compute advertising equivalence xi. Count number of issues left in news stands at end of day xii. Determine number of newspapers that were received xiii. Determine number of people that were exposed to news release n. Rocky Mountain Collegian Advertisement i. Verify date advertisement copy written ii. Verify date advertisement layout designed iii. Verify date advertisement sent to Rocky Mountain Collegian iv. Verify dates advertisements printed in newspaper v. Count number of advertisements printed vi. Count number of newspapers printed vii. Count number of newspapers distributed containing advertisement o. Ramskeller Event i. Verify Ramskeller reservation with Lory Student Center Event Planning Services ii. Verify date event flyer copy written iii. Verify date event flyer layout designed iv. Verify date event poster copy written v. Verify date event poster layout designed vi. Verify date event flyers printed vii. Verify date event posters printed viii. Count number of event flyers printed ix. Count number of event posters printed x. Verify digital copy of event flyer posted on Ramskeller Facebook page

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xi. Verify digital copy of event poster posted on Ramskeller Facebook page xii. Count number of event flyers distributed xiii. Count number of event posters distributed xiv. Count number of fans of Ramskeller Facebook page xv. Count number of likes of event flyer on Ramskeller Facebook page xvi. Count number of likes of event poster on Ramskeller Facebook page xvii. Count number of Colorado State University students that attend Ramskeller event p. News Release to The Coloradoan i. Verify date news release was written ii. Verify date news release was submitted to the Coloradoan iii. Verify Coloradoan received news release iv. Check the Coloradoan to see if news release is printed v. Verify news release ran vi. Count number of issues distributed containing story based news release vii. Check length of the story viii. Check slant of the story ix. Verify date news release ran x. Compute advertising equivalence xi. Count number of issues left in news stands at end of day xii. Determine number of newspapers that were received xiii. Determine number of people that were exposed to news release q. Colorado State University Republicans Facebook Page i. Count how many people view page ii. Count how many people comment on page iii. Verify when the page was updated last r. Colorado State University Republicans Blog i. Count how many people viewed blog ii. Verify when the blog was last updated iii. Evaluate comments made on page s. Colorado State University Republicans Twitter Page i. Verify account login information ii. Verify dates of tweets posted iii. Count number of tweets posted iv. Count number of followers v. Count number of responses received to each tweet

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2. Outcome Evaluation a. Colorado State University students ages 18 to 19 who are registered to vote as a Republican in Colorado. i. To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 35% by October 23, 2012. 1. Distribute pre-campaign and post-campaign e-mail survey to a stratified random sample of 400 Colorado State University students a. Stratify sample population by age (18-19 and 20-22) 2. Count number of responses received to pre-campaign survey 3. Count number of responses received to post-campaign survey 4. Calculate percent change by comparing answers on pre-campaign survey to answers on post-campaign survey 5. See Appendix C.1, survey question v ii. To increase awareness of national Republican candidates for the 2012 election by 35% by October 23, 2012. 1. See Objective i evaluation methods 1-4 2. See Appendix C.1, survey questions vii iii. To increase awareness about the national platforms supported by the Republican Party by 35% by October 23, 2012. 1. See Objective i evaluation methods 1-4 2. See Appendix C.1, survey questions ix iv. To increase positive attitudes of the Republican Party by 25% by October 30, 2012. 1. See Objective i evaluation methods 1-4 2. See Appendix C.1 survey questions xi v. To increase voter turnout for the Republican Party by 15% by November 6, 2012. 1. See Objective i evaluation methods 1-4 2. See Appendix C.1, for additional pre-campaign survey only questions 3. See Appendix C.1, for additional post-campaign survey only questions 4. Count number of Colorado State University students registered to vote in the 2012 election as a Republican in the state of Colorado 5. Count number of Colorado State University students who voted in the 2012 election 6. Count number of Colorado State University students who voted in favor of the Republican Party in the 2012 election b. Colorado State University students ages 18 to 19 who are registered to vote as Unaffiliated in Colorado. i. To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 25% by October 23, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question v

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ii. To increase awareness of national Republican candidates for the 2012 election by 25% by October 23, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question vii iii. To increase awareness about the national platforms supported by the Republican Party by 25% by October 23, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1 survey question ix iv. To increase positive attitudes towards the Republican Party platforms by 20% by October 30, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question xi, number 3 v. To increase positive attitudes towards national Republican candidates by 15% by October 30, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question xi, number 5 vi. To increase positive attitudes towards local Republican candidates by 15% by October 30, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question xi", number 7 vii. To increase voter turnout for the Republican Party by 10% by November 6, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, for additional pre-campaign survey only questions 3. See Appendix C.1, for additional post-campaign survey only questions 4. Count number of Colorado State University students registered to vote in the 2012 election as a Republican in the state of Colorado 5. Count number of Colorado State University students who voted in the 2012 election 6. Count number of Colorado State University students who voted in favor of the Republican Party in the 2012 election c. Colorado State University students ages 20 to 22 who are registered to vote as a Republican in Colorado. i. To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 35% by October 23, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question v ii. To increase awareness of national Republican candidates for the 2012 election by 35% by October 23, 2012. 1. See Objective i evaluation methods 1-4 2. See Appendix C.1, survey questions ix iii. To increase awareness about the national platforms supported by the Republican Party by 35% by October 23, 2012.

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1. See Objective i evaluation methods 1-4 2. See Appendix C.1, survey questions ix iv. To increase positive attitudes of the Republican Party by 25% by October 30, 2012. 1. See Objective i evaluation methods 1-4 2. See Appendix C.1 survey questions xi v. To increase voter turnout for the Republican Party by 15% by November 6, 2012. 1. See Objective i evaluation methods 1-4 2. See Appendix C.1, for additional pre-campaign survey only questions 3. See Appendix C.1, for additional post-campaign survey only questions 4. Count number of Colorado State University students registered to vote in the 2012 election as a Republican in the state of Colorado 5. Count number of Colorado State University students who voted in the 2012 election 6. Count number of Colorado State University students who voted in favor of the Republican Party in the 2012 election d. Colorado State University students ages 20 to 22 who are registered to vote as Unaffiliated in Colorado. i. To increase awareness of Republican candidates running in the state of Colorado for the 2012 election by 25% by October 23, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question v ii. To increase awareness of national Republican candidates for the 2012 election by 25% by October 23, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question vii iii. To increase awareness about the national platforms supported by the Republican Party by 25% by October 23, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1 survey question ix iv. To increase positive attitudes towards the Republican Party platforms by 20% by October 30, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question xi, number 3 v. To increase positive attitudes towards national Republican candidates by 15% by October 30, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question xi, number 5 vi. To increase positive attitudes towards local Republican candidates by 15% by October 30, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, survey question xi", number 7

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vii. To increase voter turnout for the Republican Party by 10% by November 6, 2012. 1. See Target Audience 1, Objective i evaluation methods 1-4 2. See Appendix C.1, for additional pre-campaign survey only questions 3. See Appendix C.1, for additional post-campaign survey only questions 4. Count number of Colorado State University students registered to vote in the 2012 election as a Republican in the state of Colorado 5. Count number of Colorado State University students who voted in the 2012 election 6. Count number of Colorado State University students who voted in favor of the Republican Party in the 2012 election

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Bibliography "5 Tips for Writing an Effective Slogan." Inc. Web. 05 Apr. 2012. <http://www.inc.com/ss/5-tips-for-writing-an-effective-slogan>. "2011-2013 Executive Board." Larimer County Republican Party. Web. 26 Apr. 2012. <http://www.larimergop.org/leadership/2011-2013-executive-board>. "2012 - End of Month Voter Registration Statistics." Colorado Secretary of State. Web. 16 Mar. 2012. <http://www.sos.state.co.us/pubs/elections/VoterRegNumbers/VoterRegNumbers .html>. 2012 Presidential Candidates. Web. 01 Feb. 2012. <http://2012.presidential-candidates.org/>. "About Us." The Coloradoan. 10 Apr. 2012. Web. 01 Feb. 2012. <http://www.coloradoan.com/viewart/99999999/CUSTOMERSERVICE02/411100 01/About-Us>. "Advertising - General Information." The Rocky Mountain Collegian. 25 Aug. 2011. Web. 04 May 2012. <http://www.collegian.com/index.php/page/advertise>. "Banquet Table Rental." A to Z Party Rental. 13 Mar. 2012. Web. 22 Apr. 2012. <http://www.atozpartyrental.net/banquet_table_rental.htm>. Boice, Stephanie. "Getting the Vote Out." Colorado State University. Oct. 2008. Web. 30 Jan. 2012. <http://www.colostate.edu/features/vote-2008.aspx>. Build A Sign.Com. Web. 27 Apr. 2012. <http://www.buildasign.com/>. Campus Vote Project. Web. 01 Feb. 2012. <http://www.campusvoteproject.org/>. Circle Staff. "Young Voters in the 2010 Elections." The Center for Information & Research on Civic Learning & Engagement. 09 Nov. 2010. Web. 30 Jan. 2012. <http://www.civicyouth.org/wp-content/uploads/2010/11/2010-Exit-Poll-FactSheet.-corrected-Nov-10.pdf>. College Republicans at Colorado State University. Web. 01 Feb. 2012. <http://ramlink.collegiatelink.net/organization/CollegeRepublicans>. College Republicans at Colorado State University Blog. Web. 28 Jan. 2012.

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<http://csucollegerepublican.blogspot.com/>. College Republicans at Colorado State University Facebook. Web. 28 Jan. 2012. <http://www.facebook.com/ColoradoStateUniversityCollegeRepublicans>. College Republicans at Colorado State University Twitter. Web. 28 Jan. 2012. <http://twitter.com/#!/CSUCollegeGOP>. College Republican National Committee. Web. 28 Jan. 2012. <http://www.crnc.org/>. "Colorado State Magazine." Division of External Relations. Web. 02 May 2012. <http://ccs.colostate.edu/magazine.aspx>. Colorado State University Facebook. Web. 30 Jan. 2012. <https://www.facebook.com/coloradostateuniversity>. ColorPro: Local Service. National Pricing. World-Class Quality. Web. 16 Apr. 2012. <http://www.colorproprint.com/>. Compass of Larimer County. Web. 05 Apr. 2012. <http://www.larimer.org/compass/>. Craig, Kelsey. Facebook and College Students: Is Marketing Effective. University of Tennessee Honors Thesis Projects, May 2011. Web. 21 Mar. 2012. <http://trace.tennessee.edu/utk_chanhonoproj/1468/>. "CSU-TV 11." Division of External Relations. Web. 02 May 2012. <http://externalrelations.colostate.edu/csutv.aspx>. "Data Access Tools." United States Census Bureau. Web. 25 Mar. 2012. <http://www.census.gov/main/www/access.html>. Democrats.org. Web. 28 Jan. 2012. <http://www.democrats.org/>. "Demographics." Fort Collins Area Chamber Of Commerce. Web. 07 Apr. 2012. <http://www.fortcollinschamber.com/index.php?submenu=FortCollinsInformatio>. Don't Put It On Our Tab. College Republican National Committee. Web. 04 May 2012. <http://ourtab.org/>. Doris. "Staples Interview." Personal interview. 17 Apr. 2012. Eridon, Corey. "Inbound Internet Marketing Blog." 30 Brilliant Social Media Marketing Tips From 2011. 09 Dec. 2011. Web. 23 Feb. 2012.

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<http://blog.hubspot.com/blog/tabid/6307/bid/29348/30-Brilliant-Social-MediaMarketing-Tips-From-2011.aspx>. Evans, Jay. "Bumper Sticker Interview." Telephone interview. 18 Apr. 2012. "Every Vote Counts Increasing Voter Participation in Yuma County." Southwest Arizona Futures Forum. 19 Jan. 2012. Web. 02 Feb. 2012. <http://safuturesforum.org/wp-content/uploads/2010/11/Every-vote-countsresearch-document.pdf>. "Facebook." Wikipedia. Wikimedia Foundation. Web. 08 Apr. 2012. <http://en.wikipedia.org/wiki/Facebook>. "Fact Book 2011-12 Student Information." Colorado State University Institutional Research. Web. 16 Mar. 2012. <http://www.ir.colostate.edu/pdf/fbk/1112/2011_12_FactBook_Student.pdf>. Fassi, Michael. "What It Means to Be a Republican." Letter to Editor. Loveland ReporterHerald. 22 Feb. 2012. Web. 04 May 2012. <http://www.reporterherald.com/opinion/letters/ci_20024230>. Ferns Lee, Erin. "Enfranchising American Youth." Project Vote. Sept. 2010. Web. 02 Feb. 2012. <http://www.projectvote.org/images/publications/Youth%20Voting/2010_Policy_ Paper-Enfranchising_American_Youth.pdf>. Ferns Lee, Erin. "Youth Voting Legislation." Project Vote. 04 Aug. 2008. Web. 30 Jan. 2012. <http://www.projectvote.org/images/publications/Youth%20Voting/PV_Youth_Vo ting_Research_Memo_FINAL.pdf>. Ferns Lee, Erin, and Ian Nunley. "Registration and Voting Among Americans Ages 18-29." Project Vote. 09 June 2009. Web. 02 Feb. 2012. <http://projectvote.org/images/publications/Youth%20Voting/ResearchMemo_youth-vote-June_2008.pdf>. FineStationery.com. Web. 04 May 2012. <http://www.finestationery.com/shop/party/formal-invitations.html>. Fitzpatrick, Alex. "How Political Campaigns Can Turn Social Media Support Into Votes." Mashable. 17 Nov. 2011. Web. 23 Feb. 2012. <http://mashable.com/2011/11/17/social-media-political-campaigns/>. "Flash Mob." Wikipedia. Wikimedia Foundation. Web. 05 Apr. 2012. <http://en.wikipedia.org/wiki/Flash_mob>.

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Flash Mob at Colorado State University. Prod. ColoradoStateUniv. YouTube. YouTube, 24 Aug. 2011. Web. 10 Apr. 2012. <http://www.youtube.com/watch?v=rAWiLS_-3tA>. "Fort Collins QuickFacts from the US Census Bureau." US Census Bureau. Web. 30 Jan. 2012. <http://quickfacts.census.gov/qfd/states/08/0827425.html>. "Getting Traction on Readership: Coloradoan (CO)." Readership Institute. Web. 04 May 2012. <http://www.readership.org/readership/papers/fortcollins.asp>. Goodman, Gail. "Six Quick-Hit Marketing Ideas for Social Media." Entrepreneur. 23 May 2011. Web. 23 Feb. 2012. <http://www.entrepreneur.com/article/219691>. Gottlieb, Stephen S. "The Media's Role in Political Campaigns." ERICDigests. 1992. Web. 20 Feb. 2012. <http://www.ericdigests.org/1992-3/role.htm>. Jacobs, Tom. "'Independent' Voters Are Generally Not." Miller-McCune. 28 July 2009. Web. 05 May 2012. <https://www.miller-mccune.com/politics/independent-voters-are-generally-not3560/>. Johnson, Kirk. "Fewer Young Voters See Themselves as Democrats." The New York Times. 02 Sept. 2010. Web. 02 Feb. 2012. <http://www.nytimes.com/2010/09/03/us/politics/03students.html>. Kirby, Emily Hoban, and Kel Kawashima-Ginsberg. "The Youth Vote in 2008." The Center for Information & Research On Civic Learning & Engagement. 17 Aug. 2009. Web. 30 Jan. 2012. <http://www.civicyouth.org/PopUps/FactSheets/FS_youth_Voting_2008_updated_6 .22.pdf>. Larimer County Democrats. Web. 28 Jan. 2012. <http://www.larimerdems.org/>. Larimer County Republican Party. Web. 28 Jan. 2012. <http://www.larimergop.org/>. Larimer County Republican Party Blog. Web. 28 Jan. 2012. <http://www.larimergop.org/blog/>. Larimer County Republican Party Facebook. Web. 28 Jan. 2012. <http://www.facebook.com/LarimerGOP>.

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Larimer County Republican Party Twitter. Web. 28 Jan. 2012. <http://twitter.com/#!/larimergop>. "Larimer County, CO Radio Stations." DexKnows. Web. 01 Mar. 2012. <http://www.dexknows.com/local/arts_and_entertainment/media/radio_stations/ geo/co-larimer_county-co/>. "Larimer County QuickFacts from the US Census Bureau." US Census Bureau. Web. 30 Jan. 2012. <http://quickfacts.census.gov/qfd/states/08/08069.html>. "Larimer County Videos: Televised Meetings and Programs." The Official Website of Larimer County, CO. Web. 01 Mar. 2012. <http://www.larimer.org/news/video/>. "LarimerGOP Youtube Channel." YouTube. YouTube. Web. 28 Jan. 2012. <http://www.youtube.com/user/LarimerGOP>. "Media in Election Campaigns." Ace: The Electoral Knowledge Network. Web. 05 Feb. 2012. <http://aceproject.org/ace-en/topics/pc/pcc/pcc07>. Minnite, Lorraine C. "First Time Voters in 2008 Election." Project Vote. Apr. 2011. Web. 30 Jan. 2012. <http://projectvote.org/images/publications/Reports%20on%20the%20Electorat e/FINAL%20First-Time-Voters-in-2008-Election.pdf>. "Neilsen - My Best Segments." Prizm Market Segmentation, Market Segmentation Research, Market Segment Research, Market Segments, Consumer Market Segments, Customer Segmentation. Web. 05 Mar. 2012. <http://www.claritas.com/MyBestSegments/Default.jsp>. "News Media Outlet Search for Fort Collins, CO." MondoTimes: The Worldwide News Directory. Web. 05 Feb. 2012. <http://mondotimes.com/>. Office Max. Web. 01 May 2012. <http://www.officemax.com/>. "Online Insights." Burst Media, July 2007. Web. 26 Mar. 2012. <http://cdn.blogosfere.it/iab/images/burst%20media.pdf>. Operation Red November. College Republican National Committee. Web. 04 May 2012. <http://www.operationrednovember.com/>.

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Perry, Christopher R. "Budget Interview." Personal interview. 18 Apr. 2012. "Pizza Casbah Menu." Pizza Casbah. Web. 22 Apr. 2012. <http://www.pizzacasbah.net/menu.php>. Posani, Mary. "Mapping out the Best Social Networking Sites for College Students." The Lantern. 10 Oct. 2011. Web. 21 Mar. 2012. <http://www.thelantern.com/opinion/mapping-out-the-best-social-networkingsites-for-college-students-1.2643195>. "Presidential Approval Ratings - Barack Obama." Gallup. Web. 01 May 2012. <http://www.gallup.com/poll/116479/barack-obama-presidential-jobapproval.aspx>. Project Vote. Web. 27 Mar. 2012. <http://www.projectvote.org/>. Ragone, Nick. "The Function of Media in Political Campaigns." NetPlaces. Web. 20 Feb. 2012. <http://www.netplaces.com/american-government/the-media/the-function-ofmedia-in-political-campaigns.htm>. RNC: Republican National Committee | GOP. Web. 28 Jan. 2012. <http://www.gop.com/index.php>. Rock The Vote. Web. 27 Mar. 2012. <http://www.rockthevote.com/>. Rocky Mountain Student Media Corp. Web. 02 May 2012. <http://www.studentmediacorp.com/index.php>. "Safeway Food Pricing." Personal interview. 22 Apr. 2012. "Slogan." Wikipedia. Wikimedia Foundation. Web. 05 Apr. 2012. <http://en.wikipedia.org/wiki/Slogan>. "Survey of Young Americans Attitudes toward Politics and Public Service." Harvard University Institute of Politics. Web. 07 Apr. 2012. <http://www.iop.harvard.edu/var/ezp_site/storage/fckeditor/file/spring_poll_11_t opline.pdf>. The Associated Press. "Protest Planned of GOP 'aspirin' Donor." - The Denver Post. 06 Apr. 2012. Web. 05 May 2012. <http://www.denverpost.com/fort-collins/ci_20339479/protest-planned-gopaspirin-donor>.

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"The College Student's Guide to Pinterest." Education Option: Your Schooling Source Online. 13 Mar. 2012. Web. 21 Mar. 2012. <http://educationoption.com/resources/view-entry/The-college-students-guideto-Pinterest/321/>. The T Designer: Just Pick It, Click It, & Design! Web. 16 Apr. 2012. <http://www.thetdesigner.com/>. "Twenty-sixth Amendment to the United States Constitution." Wikipedia. Wikimedia Foundation, 05 Jan. 2012. Web. 01 May 2012. <http://en.wikipedia.org/wiki/Twentysixth_Amendment_to_the_United_States_Constitution>. Valdez, Brandon. "T-Shirt Interview." Telephone interview. 26 Apr. 2012. "Voter Participation." The Compass of Larimer County. 18 Nov. 2011. Web. 30 Jan. 2012. <http://larimer.org/compass/voter_participation_ccl.htm>. "Voting and Registration." U.S. Census Bureau. Web. 30 Jan. 2012. <http://www.census.gov/hhes/www/socdemo/voting/>. "What Is the Circulation of Coloradoan?" Wolfram Alpha. Web. 08 Apr. 2012. <http://www.wolframalpha.com/entities/periodical_estimated_circulation/what_is _the_circulation_of_fort_collins_coloradoan%3F/a9/lf/iy/>. "YouTube." Wikipedia. Wikimedia Foundation. Web. 08 Apr. 2012. <http://en.wikipedia.org/wiki/YouTube>. "Youth Voting." The Center for Information & Research On Civic Learning & Engagement . Web. 04 Mar. 2012. <http://www.civicyouth.org/quick-facts/youth-voting/>.

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Appendix A
1. Complete Moderators Guide

JTC 353 Moderators Guide Republicans

Introduction: Welcome group and thank them for participating in the study. We are in the process of creating a PR campaign for both the Larimer County Democrats and the Larimer County Republicans. The focus is on increasing CSU student awareness about the 2012 campaign and gaining a better understanding of student voting habits. Introduce team (yourself, note taker, camera operator). Please help yourself to some refreshments while you fill out the Background Questionnaire. Ground Rules: Kindly respect other peoples right to speak and do not interrupt while someone else is talking. We will be videotaping todays proceedings; kindly let us know if you have any objections to that. Your names will not be identified in our results. Please share your opinion when asked to in clear terms. Kindly let us know if there is something you say that you do not want recorded. Questions: 1. Please introduce yourself and tell us whether or not you are registered to vote. 2. Where do you prefer to get your information? a. PROBE: i. Newspapers ii. Radio iii. Television iv. Internet v. Social Media vi. Word-of-Mouth b. PROMPT: Does this differ when you are receiving political news versus regular news? 3. Have you voted in any past elections? a. IF YES: What motivated you to vote? b. IF NO: Why didnt you vote?

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c. IF NO: What would motivate you to vote? d. IF NO: Did anything discourage you from voting? 4. What do you know about the candidates in this election? a. PROBE: i. Local candidates? ii. National candidates? b. PROMPT: Would you always vote for your party? Why or why not? 5. Why do you consider yourself to be a Republican? a. PROBE: i. Personal beliefs ii. Your parents iii. Your friends 6. What political issues appeal to you most as a college student? a. PROBE: i. Economy/Jobs ii. Education iii. Health Care iv. Social Issues b. PROMPT: Do you feel these are relevant in your community? c. PROMPT: What issues do you ignore or disregard? 7. Does the media affect your voting habits? a. IF YES: How? b. IF NO: Why? 8. How do you perceive the efforts of your party to get you to vote? a. PROMPT: How do you perceive the efforts of the opposing party? 9. What will motivate you to vote in the upcoming election? a. PROBE: i. News ii. Advertising iii. Peers iv. Parents b. PROMPT: What would discourage you from voting in the upcoming election? i. News ii. Advertising iii. Peers iv. Parents c. PROMPT: Moderator asks note taker to read back notes. 10. Are there any other comments you would like to add about anything discussed in this session?

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a. PROMPT: Thank you for your time and participation!

JTC 353 Moderators Guide Democrats

Introduction: Welcome group and thank them for participating in the study. We are in the process of creating a PR campaign for both the Larimer County Democrats and the Larimer County Republicans. The focus is on increasing CSU student awareness about the 2012 campaign and gaining a better understanding of student voting habits. Introduce team (yourself, note taker, camera operator). Please help yourself to some refreshments while you fill out the Background Questionnaire. Ground Rules: Kindly respect other peoples right to speak and do not interrupt while someone else is talking. We will be videotaping todays proceedings; kindly let us know if you have any objections to that. Your names will not be identified in our results. Please share your opinion when asked to in clear terms. Kindly let us know if there is something you say that you do not want recorded. Questions: 1. Please introduce yourself and tell us whether or not you are registered to vote. 2. Where do you prefer to get your information? a. PROBE: i. Newspapers ii. Radio iii. Television iv. Internet v. Social Media vi. Word-of-Mouth b. PROMPT: Does this differ when you are receiving political news versus regular news? 3. Have you voted in any past elections? a. IF YES: What motivated you to vote? b. IF NO: Why didnt you vote? c. IF NO: What would motivate you to vote? d. IF NO: Did anything discourage you from voting? 4. What do you know about the candidates in this election?

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a. PROBE: i. Local candidates? ii. National candidates? b. PROMPT: Would you always vote for your party? Why or why not? 5. Why do you consider yourself to be a Democrat? a. PROBE: i. Personal beliefs ii. Your parents iii. Your friends 6. What political issues appeal to you most as a college student? a. PROBE: i. Economy/Jobs ii. Education iii. Health Care iv. Social Issues b. PROMPT: Do you feel these are relevant in your community? c. PROMPT: What issues do you ignore or disregard? 7. Does the media affect your voting habits? a. IF YES: How? Please explain. 8. How do you perceive the efforts of your party to get you to vote? a. PROMPT: How do you perceive the efforts of the opposing party? 9. What will motivate you to vote in the upcoming election? a. PROBE: i. News ii. Advertising iii. Peers iv. Parents b. PROMPT: What would discourage you from voting in the upcoming election? i. News ii. Advertising iii. Peers iv. Parents c. PROMPT: Moderator asks note taker to read back notes. 10. Are there any other comments you would like to add about anything discussed in this session? a. PROMPT: Thank you for your time and participation!

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JTC 353 Moderators Guide Unaffiliated

Introduction: Welcome group and thank them for participating in the study. We are in the process of creating a PR campaign for both the Larimer County Democrats and the Larimer County Republicans. The focus is on increasing CSU student awareness about the 2012 campaign and gaining a better understanding of student voting habits. Introduce team (yourself, note taker, camera operator). Please help yourself to some refreshments while you fill out the Background Questionnaire. Ground Rules: Kindly respect other peoples right to speak and do not interrupt while someone else is talking. We will be videotaping todays proceedings; kindly let us know if you have any objections to that. Your names will not be identified in our results. Please share your opinion when asked to in clear terms. Kindly let us know if there is something you say that you do not want recorded. Questions: 1. Please introduce yourself and tell us whether or not you are registered to vote. 2. Where do you prefer to get your information? a. PROBE: i. Newspapers ii. Radio iii. Television iv. Internet v. Social Media vi. Word-of-Mouth b. PROMPT: Does this differ when you are receiving political news versus regular news? 3. Have you voted in any past elections? a. IF YES: What motivated you to vote? b. IF NO: Why didnt you vote? c. IF NO: What would motivate you to vote? d. IF NO: Did anything discourage you from voting? 4. What do you know about the candidates in this election? a. PROBE:

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i. Local candidates? ii. National candidates? b. PROMPT: How do you decide which candidate to support? i. PROBE: 1. Personal beliefs, parents, friends? ii. PROBE: What would lead you to actually vote for that candidate? iii. PROBE: What would discourage you from voting for that candidate? 5. Why do you choose not to associate with either party? a. PROMPT: Is there one you lean towards more than the other? i. PROBE: Why? 6. What political issues appeal to you most as a college student? a. PROBE: i. Economy/Jobs ii. Education iii. Health Care iv. Social Issues b. PROMPT: Do you feel these are relevant in your community? c. PROMPT: What issues do you ignore or disregard? 7. What changes would you like to see in your community? 8. Does the media affect who you decide to support? a. IF YES: How? b. IF NO: Why? 9. How do you perceive the efforts of both parties to get you to vote? 10. What will motivate you to vote in the upcoming election? a. PROBE: i. News ii. Advertising iii. Peers iv. Parents b. PROMPT: What would discourage you from voting in the upcoming election? i. News ii. Advertising iii. Peers iv. Parents c. PROMPT: Moderator asks note taker to read back notes. 11. Are there any other comments you would like to add about anything discussed in this session?

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a. PROMPT: Thank you for your time and participation!

2. Background Questionnaire

JTC 353 Background Questionnaire

1. What is your age (at last birthday)? ____________ 2. What is your gender? 3. What is your race? ____ Asian ____ Black ____ Native American ____ White ____ Female ____ Male ____ Rather not say

____ Hawaiian/Pacific Islander ____ Hispanic/Latino ____ Multi-Racial ____ Other (please specify) __________________________ ____ Rather not say 4. What year in school are you? ____ Freshman ____ Senior ____ Sophomore ____ Graduate Student ____ Junior 5. What is your major? _________________________________________________________________ 6. What clubs or organizations have you participated in during college? (If none, leave blank) 7. What is your hometown? (City/State) _____________________________________________ 8. What is your political party affiliation? ____ Democrat ____ Unaffiliated ____ Republican ____ Other (please specify) __________________________ 9. Are you registered to vote? ____ Yes ____ No

10. If you answered yes to question 9, in what county and state are you registered? ___________________________________________________________________________ 11. How interested are you in politics? (Circle one) Not at all interested 1 2 3 4 5 6 7 8 9 Very interested 10

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3. Themes and Propositions for the Republican Party Focus Group

Themes and Propositions Republican Focus Group

Themes: Ways that news is received consist of television, Internet access, and the newspaper. Visuals (TV, internet) are preferred to for example to radio because charts, visual aids etc. can be used to increase understanding. Facebook and social media are not trusted sources for information. The Electoral College makes voting discouraging. What would cause me not to vote is not having enough researched information about the candidate and their issues/ platforms. When it comes to influence on my vote there is a combination of heavy research and possibly my parents and familys background to a certain extent. People that I dont know telling me to vote has little affect (includes celebrities). There is a preference to make an educated researched vote on ones own will as opposed to an uneducated forced vote. There are no republican candidates that excite participants in focus group. The most important issues to college students consist of jobs and funding of education and some social issues. Ignored issues are gay rights and being green, they may not be as important as jobs, or military. The media is bias, if information is taken from the media; there is still a great need to research it after. Scholarly sources would encourage voting. Teachers can have a limited effect on influencing votes.

Propositions: Negative ads and commercials should not be used; they make both sides look bad. There should be another system outside of the Electoral College. There should be a third party system; most times people feel they are picking the lesser of two evils, so we would like to see more honesty. 8|Page

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It should not be the partys job to get us to vote. People on the plaza should not be used to get me to vote.

4. Themes and Propositions for the Democratic Party Focus Group

Themes and Propositions Democratic Focus Group

Themes: Politicians change their view points to fit in with parties Best ways to get the news is by comparing news outlets, but are all news are bias Media tries to manipulate the general public to vote certain ways There is mostly gossip about candidates, not real information Facebook and Twitter are not reliable sources There is more focus on national politicians rather than local Concerns about votes not mattering Students want more educated voting, not trying to force people to vote for their party Too much focus on smaller things and not on bigger issues Personal lives do not matter, what matters is the policies they can get passed Propositions: Candidates need to address and educate students on policies More credible information needs to be provided All students need to be educated on different policies by both parties Students would like Republicans and Democrats to get together to talk about different things Forums and discussions with all parties 5. Themes and Propositions for the Unaffiliated Party Focus Group

Themes and Propositions Unaffiliated Party Focus Group

Themes: Students get information about electoral candidates from the T.V and newspapers They dont like ads that are offensive or that say harmful things about a candidate who is running. If people are pushy about voting or registering to vote, it turns students off and they immediately walk away.

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Students dont really know anything about the 2012 electoral candidates. Students dont know policy issues. Students find that national elections are much more important than local elections. Students dont know much about an issue until it becomes important or relevant I their lives somehow. Unaffiliated students do not associate with a party because they do not agree 100% with a certain party. Students dont talk about politics with their friends because it brings about an argument.

Propositions: Advertisements should be informative not offensive. People in the plaza shouldnt be so pushy and forceful when talking to students walking by More advertisements should be used to inform the public of facts about each candidate. A fair amount of coverage should be put out about all parties. There should be a focus on the economy and jobs. Students should be informed that the national election is just as important as local elections in Colorado. There should be more coverage of local candidates running for office. Students should be more open about discussing different political opinions with friends to gain better insight into an issue. 6. Complete Interview Protocol for the Republican In-Depth Interview

INTERVIEW PROTOCOL Republican Party

Date:___________________________________________________ Time:_____________________________________________________________ Interviewee:_____________________________________________________ Position/Affiliation:____________________________________________________________ Phone Number/Contact:____________________________________________________________ INTRODUCTION

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My name is __________________. I would like to thank you for taking the time out of your day to answer some questions for me. I am conducting an interview on behalf of my Public Relations class at CSU. We have been asked to develop a campaign to Get Out the Vote for both Republican and Democratic parties in Larimer County at CSU. This interview will help us to better understand each platform, specific tactics, and be provided a more in-depth understanding of various issues. This interview should take around one hour. With your permission I would like to record the interview. Do I have your permission? Do you have any questions before we get started? 1. To get started tell me a little bit about yourself, your role, how did you get involved in the Republican Party? 2. How long have you been actively involved the Republican Party? 3. What role do you play during elections the Republican Party? 4. Is the Republican Larimer County branch more focused on state or national issues in communicating to the public? 5. What are the strongest/most important issues represented by the Republican Party for this upcoming election? (In Larimer County?) 6. Which candidates are you most focused on? 7. Whats a typical budget involved for a Get Out the Vote campaign? Budget for this election? 8. How involved is Larimer County Republican Party with CSU campus groups? 9. What issues would concern CSU students? Why? 10. Have there been previous problems you have encountered in terms of getting college students to vote? If yes, what are they? 11. What are you doing to try to attract attention from college students to vote? Key messages? 12. What have been some useful tactics in the past for communicating your partys issues to college students? 13. What has worked in the past? What has not?

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14. What is your partys online presence as far social media (facebook, twitter)? Traditional media? 15. Do you have any face-to-face campus events? If so what are they? 16. This concludes the interview. Do you have any additional thoughts or information you would like to add? 17. Is it okay to contact you with further questions for our campaign? 18. Thank you for your time today. If you have any further questions about the interview please feel free to contact me. My number is ___________________

7. Themes and Propositions for the Republican In-Depth Interview

Themes and Propositions Republican Interview

Themes: Primary focus is to get any Republican elected GOP values are being forgotten Republican party thinks they are very involved on campus Most important concerns are higher unemployment, tuition, gas prices, loss of personal rights Problems include not getting students to vote the right way Propositions: Candidates need to be consistent Students need to vote for the Republican party

8. Complete Interview Protocol for the Democratic In-Depth Interview

INTERVIEW PROTOCOL Democratic Party

Date:____________________________________________________ Time:___________________________________________________

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Interviewee:___________________________________________________________________ Position/Affiliation:____________________________________________________________ Phone Number/Contact:____________________________________________________________ INTRODUCTION My name is __________________. I would like to thank you for taking the time out of your day to answer some questions for me. I am conducting an interview on behalf of my Public Relations class at CSU. We have been asked to develop a campaign to Get Out the Vote for both Republican and Democratic parties in Larimer County at CSU. This interview will help us to better understand each platform, specific tactics, and be provided a more in-depth understanding of various issues. This interview should take around one hour. With your permission I would like to record the interview. Do I have your permission? Do you have any questions before we get started? 1. To get started tell me a little bit about yourself, your role, how did you get involved with the Democratic Party? 2. How long have you been actively involved with the Democratic Party? 3. What role do you play during elections for the Democrats? 4. Is the Democratic Larimer County branch more focused on state or national issues in communicating to the public? 5. What are the strongest/most important issues represented by the Democrats for this upcoming election? (In Larimer County?) 6. Which candidates are you most focused on? 7. Whats a typical budget involved for a Get Out the Vote campaign? Budget for this election? 8. How involved is Larimer County Democratic Party with CSU campus groups? 9. What issues would concern CSU students? Why?

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10. Have there been previous problems you have encountered in terms of getting college students to vote? If yes, what are they? 11. What are you doing to try to attract attention from college students to vote? Key messages? 12. What have been some useful tactics in the past for communicating issues to college students? 13. What has worked in the past? What has not? 14. What is your online presence as far social media (facebook, twitter)? Traditional media? 15. Do you have any face-to-face campus events? If so what are they? 16. This concludes the interview. Do you have any additional thoughts or information you would like to add? 17. Is it okay to contact you with further questions for our campaign? 18. Thank you for your time today. If you have any further questions about the interview please feel free to contact me. My number is ___________________

9. Themes and Propositions for the Democratic In-Depth Interview

Themes and Propositions Democratic Interview

Themes: A campaign must speak to both unaffiliated and open-minded people from the opposing side because there are not enough democratic or republicans to win by themselves. The main issues democrats are focused on include the following: economics, education, environment, equal rights, and war. The Larimer County Democrats will support all democratic nominees even if they disagree on issues. Larimer County Democrats focus more on local issues and nominees because it has less funds and expertise compared to federal campaigns.

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The most important part of a campaign is to figure out what audience you are going to target and why. Every generation interprets politics differently, which makes it hard for older generations to communicate with younger generations about the importance of voting. Many college students are registered to vote but they dont participate in elections. The Larimer County Democrats maintain a relationship with the student democratic group on campus. In order to get college students to vote, the campaign must have either an exciting candidate or an exciting issue. Larimer County Democrats do not use Twitter, and only uses Facebook to spread the word about upcoming events. In order to get CSU students to vote, volunteers stand in the plaza and hand out information. The Larimer County Democrats use email lists to send out newsletters and information about upcoming events to democrats. In the last six weeks of the campaign, it is focused on people who are most likely going to vote.

Propositions: Campaigns should incorporate on campus media. Campaigns geared toward college students should include more free items such as food and music. Campaigns need to be exciting and grab the interest of students. Political issues need to be easier to understand for college students. More ideas on how to get college students to vote should be identified.

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Appendix B
1. Let Them Hear You Roar Campaign Image

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2. Let Them Hear You Roar Campaign Image

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3. Flash Mob

a. Url: https://www.youtube.com/watch?v=90b_UQPI3nA b. Rap to The Fresh Prince of Bel-Air Theme Song

In the state of Colorado I was born and raised On the CSU campus, I spent most of my days Chillin out votin in the LSC The only party for me is the GOP When a couple of Dems, who were up to no good Started makin trouble in my neighborhood We got in one little fight and Tony Frank got scared He said, Vote Republican, or Im shavin my beard!

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4. T-Shirt Design

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5. Bumper Stickers a. Target Audiences 1 and 2

b. Target Audiences 3 and 4

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Appendix C
1. Survey Questions a. Pre-campaign/post-campaign survey questions i. How old are you? 1. Under 18 2. 18-19 3. 20-22 4. Over 22 ii. What year are you at CSU? 1. Freshmen 2. Sophomore 3. Junior 4. Senior iii. Are you registered to vote in the state of Colorado? 1. Yes 2. No iv. If yes, under what party are you registered to vote? 1. Democrat 2. Republican 3. Unaffiliated 4. Other __________ v. How aware are you of Republican candidates running for office in Colorado in the 2012 election? 1. Not Aware 1 2 3 4 5 6 7 Very Aware vi. How aware are you of Democrat candidates running for office in Colorado in the 2012 election? 1. Not Aware 1 2 3 4 5 6 7 Very Aware vii. How aware are you of the national Republican candidates in the 2012 election? 1. Not Aware 1 2 3 4 5 6 7 Very Aware viii. How aware are you of the national Democrat candidates in the 2012 election? 1. Not Aware 1 2 3 4 5 6 7 Very Aware ix. How aware are you of Republican platforms that will be addressed in the 2012 election? 1. Not Aware 1 2 3 4 5 6 7 Very Aware x. How aware are you of Democrat platforms that will be addressed in the 2012 election? 1. Not Aware 1 2 3 4 5 6 7 Very Aware

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xi. Respond to the following statements as they best apply to you. 1=Strongly Disagree and 5=Strong Agree. 1. I tend to support the same party in every election. 2. I plan to vote in the 2012 election. 3. I tend to support Republican ideals more than Democratic ideals. 4. I tend to support Democratic ideals more than Republican ideals. 5. I tend to support national Republican candidates more than national Democratic candidates. 6. I tend to support national Democratic candidates more than national Republican candidates. 7. I tend to support local Republican candidates more than local Democratic candidates. 8. I tend to support local Democratic candidates more than local Republican candidates. 9. I plan to vote for Republican candidates in the 2012 election. 10. I plan to vote for Democratic candidates in the 2012 election. b. Pre-campaign survey questions i. Did you vote in the 2008 election? 1. Yes 2. No ii. If yes to question 1, which party did you vote for? 1. All Democrat 2. Mostly Democrat 3. Balance of Democrat and Republican 4. Mostly Republican 5. All Republican 6. Other __________ iii. If yes to question 1, what was your reason for voting for the party you did? (Check all that apply) 1. Liked the presidential candidate 2. Liked the local candidates 3. Agreed with platforms of that party 4. Strongly disagreed with platforms of opposing party 5. My peers voted for the same party 6. My parents voted for the same party 7. Other __________ iv. Did you vote in the 2010 election? 1. Yes 2. No v. If yes to question 4, which party did you vote for? 1. All Democrat 2. Mostly Democrat 3. Balance of Democrat and Republican 4. Mostly Republican

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5. All Republican 6. Other __________ vi. If yes to question 4, what was your reason for voting for the party you did? (Check all that apply) 1. Liked the presidential candidate 2. Liked the local candidates 3. Agreed with platforms of that party 4. Strongly disagreed with platforms of opposing party 5. My peers voted for the same party 6. My parents voted for the same party 7. Other __________ c. Post-campaign survey additional questions i. Did you vote in the 2012 election? 1. Yes 2. No ii. If yes to question 1, which party did you vote for? 1. All Democrat 2. Mostly Democrat 3. Balance of Democrat and Republican 4. Mostly Republican 5. All Republican 6. Other __________ iii. If yes to question 1, what was your reason for voting for the party you did? (Check all that apply) 1. Liked the presidential candidate 2. Liked the local candidates 3. Agreed with platforms of that party 4. Strongly disagreed with platforms of opposing party 5. My peers voted for the same party 6. My parents voted for the same party 7. Other __________

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