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Using a Diversified Communications Campaign to Target Diverse Audiences

This presentation focuses on using a diversified communications campaign to target diverse audiences and overcome challenges in the census of agriculture. It discusses the declining response rates, undercoverage of small and minority farmers, cultural and language barriers, and mistrust of government. The keys to success include setting manageable goals, resonating with the audience, creating a consistent brand, engaging others, and diversifying communication channels.

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Using a Diversified Communications Campaign to Target Diverse Audiences

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  1. Presented by Ellen A. Dougherty at the UNECE Work Session on the Communication and Dissemination of Statistics 13-15 May 2009  Warsaw, Poland Using a Diversified Communications Campaign to Target Diverse Audiences

  2. Challenges Trend towards declining response rates Previous undercoverage of small and minority farmers Cultural and language barriers Mistrust of government Limited resources

  3. Keys to Success • Set manageable goals. • Find what resonates with your audience. • Create a consistent “brand.” • Engage others to help tell story. • Diversify communications channels.

  4. Communications Objectives • Help farmers/ranchers understand importance and benefits of the census. • Encourage timely response. • Improve awareness and response among previously under-represented populations (minorities, women, hobby farmers).

  5. Research • Objective: Determine key messaging and brand positioning • Focus groups: • Des Moines, Iowa • Fresno, California • Waco, Texas • NASS staff and field enumerators

  6. Research Findings • Farmer are cynical about value and purpose of census. • Difficult for them to articulate benefits of participation. • No awareness of NASS.

  7. Message Evaluation • Farmers responded most positively to: • Having a voice • Shaping the future • Helping their community • Legal obligation also a motivating factor.

  8. Resulting Theme/Tagline The 2007 Census of Agriculture is Your Voice Your Future Your Responsibility

  9. Supporting Points • Voice • Showing the nation the value of U.S. agriculture • Influencing decisions that affect you and your business • Future • Ensuring the sustainability of your farm and community • Leaving things better for future generations • Responsibility • Every response makes a difference • And it’s the law

  10. Visual Identity

  11. Visual Identity

  12. Strategic Approach • Partnership building • Direct farmer contact • Earned media/public relations • Paid media/advertising

  13. Partnership Building • Meetings with key stakeholders (both internal and external) • Joint planning session with community-based organizations • Turnkey materials to help partners carry message forward

  14. Help Others Help You

  15. Direct Farmer Contact • Point-of-purchase materials • Direct mail • Trade shows • Field staff

  16. Earned Media/Public Relations • News releases (national and local) • Audio and video news releases • Mat releases • Direct pitches to media • Radio public service announcements • Camera-ready “drop-in” ads

  17. Under-Represented Populations • Partnerships with community-based and minority-serving organizations • Local “Census Days” • Spanish brochure, news releases • Spanish and Navajo radio PSAs • Targeted paid advertising campaign

  18. Paid Media/Advertising • Strategic use of limited resources • Analyzed existing data to target under-represented populations, low-response states • Mix of print, radio, online

  19. Campaign Results • Engaged Secretary of Agriculture and other USDA agencies • Active support from 30+ stakeholder groups and 50+ CBOs • Positive response from field staff • National awards

  20. Campaign Results • PR Efforts → 27 million print impressions (original goal was 15 million) • Paid Ads → 2.7 million print impressions • Internet Ads → 2.6 million impressions, 10,000 clicks

  21. Outcome • 85.2% response rate • Record number of usable responses • 97,000 online responses • 4% more farms counted than in 2002

  22. We Reached/Counted • 124% more American Indian-operated • 64% more multi-race • 34% more Asian-operated • 30% more female-operated • 10% more Hispanic-operated • 5% more Black-operated

  23. Keys to Success Set manageable goals. Do your research. Create a consistent “brand.” Engage others to help tell story. Diversify communications channels.

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