I need to develop a public campaign (DEVELOP MARKETING STRATEGIES (The 4Ps).

My topic is Voter Pre-Registration for persons 16-17 years of age.

Governor Andrew M. Cuomo signed a series of legislative reforms as part of his "Justice Agenda" on January 23, 2019.Included in this legislation, was the revision of NYS election statutes to permit persons 16 & 17 years of age, respectively, to pre-register to vote. The rationale is that this practice will promote civic mindedness at a young age and create better experiences in the classroom. Our campaign seeks to increases pre-registration rates for this target demographic.

DEVELOP MARKETING STRATEGIES (The 4Ps):

1.Product: Develop the Product Platform.

What tangible goods and services will you be offering and/or promoting that would assist your priority audience in performing the behavior? (e.g., low water-flow showerheads). What physical objects/items will be distributed or used to help market the actual product? (e.g. receiving an incentive/prize for completing the action, an item like a wristband that will remind or assist them in completing the desired action).

2.Price: Fees and Monetary Incentives and Disincentives

Describe any monetary incentives (e.g., coupons, rebates), monetary disincentives (e.g., fines, increased taxes), nonmonetary incentives (e.g., recognition, reward), or nonmonetary disincentives (e.g., negative visibility) that could be involved in your campaign.

3.Place: Develop the Place Strategy

Where will you encourage and support your priority audience to perform the desired behavior, and when? (Review the 10 strategies outlined in the Lee & Kotler "place" chapter). Where do people engage in the desired action/behavior? Include physical places/spaces and virtual or online places/spaces. When will people likely engage in the desired action/behavior? (Including times of day, times of the year, holidays, events, etc.). When/where will the priority audience be receptive to your message? (e.g. "while waiting for the bus," on their 11th birthday, Mother's Day, back to school season, etc.). How do you know?

4.Promotion: Decide on Messages, Messengers, Creative Strategies, and Communication Channels

Messages: What key messages do you want your campaign to communicate to priority audiences? (Tips: 1. Every message should include a clear call to action and 2. Messages should address the barriers/benefits of the desired action/behavior, framing them so that the benefits outweigh the costs).

Messengers: Who will deliver the messages and/or be the perceived sponsor? Why?

Creative strategies: Summarize, describe, or highlight elements such as logos, taglines, copy, visuals, colors, script, actors, scenes, and sounds in broadcast media.

Communication channels: What communication channels will you use? Why? How does the priority audience prefer to receive information? (e.g. radio/tv/email/phone calls/mobile apps/Facebook/newspapers/community bulletins/etc.). How do you know? Based on what we know about the priority audience, what's the best way to package and disseminate your message? (Possible tactics include: Facebook ads, press releases, billboard ad, mobile app, letter sent via snail mail, workshops, webinars, email campaign, events/parties, TV commercial, events, flyers, etc.)