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Prepared by Tasha Boone and Megan Kindelan

Presented by Joanne Dickinson

UNECE Work Session on the Communication of Statistics

U.S. Census Bureau

2010 Census Integrated Communications Campaign

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Presentation Outline

I. Campaign Introduction

II. Campaign Design

III. Campaign Management

IV. Contract Management

V. Questions

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Campaign Introduction

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Campaign Design

- Build on success of Census 2000

- An integrated approach

- Three goals:• Increase mail response• Improve accuracy and reduce the

differential undercount• Improve cooperation with enumerators

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Campaign Design

Who is the contractor?DraftFCB, New York

14 Major Subcontractors Hundreds of Additional Contractors

What type of contract is this?

Fixed-Price Performance Based

What is the estimated budget?

$370 million

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1. Awareness Phase January - February 2010 40% of advertising dollars

2. Motivation Phase March - April 2010 50% of advertising dollars

3. Non-Response Follow-Up Phase May - June 2010 10% of advertising dollars

*Rapid Response efforts, targeting areas with response rates below the national average, were integrated throughout all campaign phases with a budget of $35 million.

*Phases 1 and 2 were national and focused on blanketing the country with census advertising, paying special attention to hard-to-count areas. Phase 3 was targeted to local areas with low mail-back response rates.

Campaign DesignCampaign Phases

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Campaign ManagementCampaign Structure

National Partnerships

National & Local English Language Paid Media

Public Relations

Census in Schools

IN-CULTURE,

IN-LANGUAGE LOCAL

OUTREACH

MASS

COMMUNICATIONS

NATIONAL OUTREACH

Targeted Public Relations15% of the population across 28

languages at

$88M

85% of the population

at $82M

Census in Schools (in language)

Targeted Advertising (AIAN, Asian, Black, Emerging, Hispanic,

Legacy, NHPI, Puerto Rico)

Regional Partnerships

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Campaign Management

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Contract Management

Contract Management Process:

• Market Research Request for Proposal Process Evaluation and Selection Process Contract Award

• Integration between staff internally (Project Management Office, Contractor Officer Technical Representatives, Program Managers, Acquisition Staff), with stakeholders (Congress, Partners, Oversight Entities, Advisory Committees), and with contractors was key to our success

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Questions

1. How do we craft a media plan for 2020 to produce a lifestyles-based media buy?

2. Does the atomization of media provide an opportunity to target our messages by lifestyle attributes?

3. How do we continuously update our communications program to stay abreast of changes in the industry, such as the changing media landscape and the increasing emphasis on digital media?

4. Should we structure the contract the same way in 2020?

5. With an online questionnaire option in 2020, how do we implement a successful outreach campaign to hard-to-count audiences with limited or no Internet access?