2006 Election Center Professional Practices
Brian D. Newby, Election Commissioner
Johnson County Election Office
Johnson County, Kansas
May 15, 2006
Voter participation is the cornerstone of elections, yet overall voter turnout is lowering for elections year-over-year. This is especially the case for local and special elections, where often many voters declare after an election occurred that they didn't vote because they were never aware of the election.
The most effective method of reaching voters, of course, is one which meets voters on their terms. With nearly 80 percent of all Americans having cell phones and with the explosive growth in personal music players such as IPODs, the Johnson County Election Office has developed new methods that leverage these items to reach voters.
The program thus far includes two central components: text messaging and podcasting, a term that has become associated with creating specific programming for play on IPODs. These tools are especially utilized by tech-savvy younger voters under 30 years old.
These methods are emerging as communications vehicles and have not become "mainstream" across all age groups, but Johnson County gains from these items not just in the notification that is provided, but also in the publicity around these items. In speeches and meetings with community leaders, these vehicles provide an opportunity to discuss something new around elections, drive voters to our website to sign up, and actively engage new voters.
A third component, simple messaging service, is being evaluated and eventually will allow users to interactively identify their polling place through their cell phone. This enhancement is expected in 2007. Specific details of the two items implemented follow.
Podcasting
The technical underpinning of podcasts is a website language known as XML that allows information to be pushed to end users when a site is updated. This is a concept called RSS (for Really Simple Syndication) and is an element of Johnson County's notification system.
Microsoft's new version of its Internet Explorer web browser, expected this fall, will contain an RSS aggregator that will allow users to subscribe to specific websites and receive updated information. When this new version is implemented, RSS is expected to gain widespread adoption as users are introduced to the capability. Microsoft's system will simplify RSS, which today must be reached by separate programs, much the same way Internet Explorer simplified web browsing 10 years ago.
By establishing these RSS feeds now, Johnson County serves the early adopters, but more importantly, gains critical early learnings to prepare for this mainstream adoption.
Further, the information presented in these updates (such as advance voting hours, notice of elections, changes in polling places, etc.) is verbally recorded into small sound files that can also be subscribed with XML technology. Most importantly, working with Apple's on-line music store, ITunes, Johnson County pushes these files as programming that users can obtain automatically when charging their IPODs.
Podcast adoption is growing rapidly. Emarketer magazine estimates that 10 million Americans will listen to podcasts this year and that number will grow to 25 million by 2008. Johnson County believes podcasting will be a critical element of voter notification in the 2008 presidential election.
Screen shots of this process are attached:
- Users subscribe once to "Election Updates" and pertinent news is automatically sent to them.
- IPOD users charge their IPODs by connecting it to their personal computers, and the IPOD and their computer automatically synchronize files.
- Users can see titles for the files and determine, based on the titles, if they want to listen for more information. The titles themselves can communicate information, such as "Antioch polling place changed," so users only focus on the most pertinent information.
Textcasting
When coming to the Johnson County website, voters are invited to sign up to receive information on specific elections of their choice through their cell phone number. Text messaging is utilized only when relevant and is provided for free, although users may be charged for text messaging from their cell phone providers. For users who would prefer, the same information can be sent to their email addresses through the same service.
Screen shots of the sign up for this procedure are attached as well. So far, email users actually have outnumbered text messaging users 2 to 1, but the capability itself again allows us to again gain expertise in this rapidly changing environment and begin focusing on our third notification element.
This service actually was outsourced at a cost of less then $5,000 annually. This textcasting concept is also being deployed nationwide by local newspapers, television stations, and colleges, such as Notre Dame University. These applications, utilizing the same technolory, have helped raise the acceptance, familiarity, and interest in textcasting.
Site last updated: March 29, 2007 4:24 PM
Please send any comments or questions to the developer at election@jocoelection.org or to the Johnson County Election Office 2101 E. Kansas City Road, Olathe, Kansas 66061. Phone: (913) 782-3441. Fax: (913) 791-1753.
Map to the Election Office
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