In some cases, effective political campaigns need to shift strategies from raising awareness to motivating action. For instance, if you’re launching a new product like “Pinsker’s Potatoes” (extra salt, twice the cholesterol!), the initial goal is to elevate brand awareness. You’d pay marketing experts to coordinate efforts, develop a strong brand identity, and use public relations tactics to flood the market with stories. The more exposure, the better.
A well-known marketing principle is the “Rule of Sevens,” which was developed by the film industry in the 1930s. They noticed moviegoers wouldn’t consider watching a film unless they’d seen the movie poster or an ad seven times. This rule has since been applied to all kinds of marketing: it takes at least seven “touches” before a customer buys something.
But in the context of the 2024 presidential election, this rule doesn’t hold anymore. The unusual dynamics of the Biden-Harris administration and Trump’s campaigns have shifted past mere awareness. At this point, everyone knows there’s an election, and who Trump and Harris are. The focus now is activating audiences, and this is where College Republicans play a vital role.
I’ve often shared my experiences from my time with the College Republicans at James Madison University (JMU) in Virginia. Virginia has the best state flag, by the way—nothing quite like a symbol of triumph with a topless woman standing over a fallen man. Some of my JMU colleagues have gone on to great things: Matt Rinaldi, now the Chairman of the Texas Republican Party, and Jason Miyares, currently Virginia’s Attorney General.
College Republicans (C.R.s) provide free labor, passion, and youthful energy. They’re the ones willing to stay up until 3 a.m., plastering Trump signs everywhere, knocking on doors, and spending long hours manning polling stations. Frankly, I wouldn’t do it now, but I used to back in my C.R. days. In my time as Chairman at JMU, our club had over 700 members, a significant portion of the student population. Today, JMU’s population is much larger, and I assume the C.R. club has grown as well.
In the closing weeks of this campaign, C.R.s are a crucial asset. Their energy is contagious, and their presence at rallies boosts the excitement. A Trump rally filled with young, energetic faces is a powerful image that contrasts sharply with the usual depiction of an older, conservative base.
At this stage of the election, it’s no longer about building awareness; it’s about transforming that awareness into actual votes. College Republicans are ready to step up, and with just weeks to go, they’ll be the ones making those final pushes. Time to bring in the energy and finish strong.
