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2010 Census Integrated Communications Campaign Update

2010 Census Integrated Communications Campaign Update. Tasha Boone Assistant Division Chief Census 2010 Publicity Office U.S. Census Bureau October 8, 2008. Agenda. 2010 Census Communications Campaign Communications Campaign Updates Current Work

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2010 Census Integrated Communications Campaign Update

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  1. 2010 Census Integrated Communications Campaign Update Tasha Boone Assistant Division Chief Census 2010 Publicity Office U.S. Census Bureau October 8, 2008

  2. Agenda • 2010 Census Communications Campaign • Communications Campaign Updates • Current Work • Examples of 2010 Census Communications Campaign • How CICs and SDCs can Help

  3. 2010 Census Communications Campaign • Build on success of the 2000 Census • An integrated approach • Three goals: • Increase mail response • Improve accuracy and reduce the differential undercount • Improve cooperation with enumerators

  4. Final Version of the Communications Plan

  5. Research: CBAMS • Assess knowledge and attitudes about the Census • June-August 2008 • Used multiple modes • Data collection is complete and in process of analyzing data

  6. Research: Digital Function and Usability Research • Initial exploratory research effort • Research was conducted with diverse respondents • The research focused on: • Overall use of the online channel • Key features and Content • Effectiveness of the existing 2010 Census site • Identifying primary digital experiences • Analyzing data

  7. Recruitment Advertising • Promotional items • Online Banners • English and Spanish Print • Video Vignettes for Web site • English and Spanish Radio ADS • Recruitment Web site

  8. Recruitment Web site www.2010CensusJobs.gov

  9. Channels to Reach Everyone

  10. Census in Schools • Hired a contractor for CIS: Scholastics • Plan due 10/31 • Emphasis on HTC schools • Stateside, Puerto Rico, Island Areas • Materials in English and Spanish, print and electronic

  11. Year in the Life – Meet Gabriela • NOTES • Too young to have participated in Census 2000 • Born in Cerrito del Agua, Mexico • BARRIERS • It takes too much time • Census has no purpose in her life • Is it confidential? • Will my information be kept safe? • TRIGGERS • Wants to achieve the “American Dream” • Unsure of Census benefits • Age: 27 • Ethnicity: Hispanic • Cluster: Ethnic Enclave II • Marital Status: Married, mother of 2 • Children: Rafael, (5); Juan-Martín (6 mos.) • Place of Residence: East Los Angeles, CA • Education: High School Graduate • Occupation: Hospital Administrative Staff • Reached by: • Hispanic Audience Plan • Diverse America Plan Based on research conducted 2006-2008

  12. JUN. 23 SEP. 16 NOV. 14 FEB. 15 AUG. 18 2010 Census – Year in The Life Gabriela, Hispanic Female, 27, East Los Angeles I noticed the Census was hiring from a classified ad when looking for a new job. Everything sounded good, except that I wanted something permanent. I was talking to one of the nurses at the hospital. She was just putting up posters about the 2010 Census in English and in Spanish. She said they were discussing it in the staff meeting yesterday and that we all have to fill it out. My sister Ana picked me and the boys up to drive down to Commerce Town Center to find our dad (who’s still in Mexico) a birthday present. As usual, she was rocking out to Sandra Peña on Latino 96 all the way. After a few hours with no gift, we decided to go down to the Western Union and send him money instead. I’m so proud of my little man, Rafael, his first report card was so good!!! He came home from School today and he was so excited to tell me and his dad all about the Census Today’s is my husband Miguel’s birthday and since the TV’s getting so old, I’m giving him a new HDTV. It’ll get a workout during the Clausura and for Dodgers games, but I’ll probably sneak into watch Cristina now and then. It’ll take a few months to pay down the credit card, but we’ll be using it everyday I went to ask my neighbor Ana about the Yoga Classes she’s been taking at the Community Center, she’s been looking great lately . She’s busy though, there was a woman outside her apartment taking the Census. I saw the notice in La Opinión the other day, but assumed by now that everyone had filled it out. Sometimes I’m amazed how much my Rafaelito can eat, just like his dad. I feel like I spend half of our money at Food4Less. They put something in my bag about the Census next year, it was interesting, but my men are more interested in my tacos de chorizo It’s time to take Juan Martín to the clinic on Marengo for his one year checkup, which means taking him and Rafael on the DASH up there, then sitting in the waiting room checking out the latest on Brangelina in People Ana and I are taking our kids down to El Segundo with their little cousins. I actually haven’t been to the beach since Juan Martín was born. I’m looking forward to lying out on a chair with my US Weekly, listening to K Love on the radio, but who am I kidding? I’ll be happy if we just avoid traffic on the105, but I can deal with sitting and staring at billboards I’m back in time for my novelas At my neighbor’s daughter’s Quinceañera (Sweet 15), I spoke with Father Ramirez ,he was telling everyone all about the upcoming Census and how we need to participate I went down to El Mercadito to pick up some tamales for dinner. The DJs from La Nueva were there doing a show, so the kids and I lingered for a little and listened to the mariachi. When we got home there was a reminder questionnaire from the Census, Miguel must have forgotten to fill it out, so I did it once we finished dinner. JAN. 18 MAY 22 FEB. 4 MAR. 15 APR. 17 MAR. 28 2009 2010 Communication Channels Soccer BroadcastsBaseball BroadcastsSpanish-Language TVEducational CommercialFinancial Institution Partnership Magazines (Eng) Spanish RadioOOH-Billboards (Eng)Spanish-Language TV Address Canvassing Classifieds Grocer Organization Outreach National Hispanic Nurses Assn. Partnership ACHC PartnershipTransit Advertising (Eng)Magazines (Eng) Religious Outreach CensusIn Schools Mall Advertising (Eng)DJ OutreachHispanic Urban RadioWestern Union Advertising Outdoor Advertising (Eng)DJ Outreach Spanish Language Newspaper

  13. NOV2007 Strategy and creative proven through focus groups Looking Ahead Presented overview of ICC Plan to REAC and 2010 CAC Begin developing materials for Partnerships and Public Relations Field work prep for Census Barriers, Attitudes, and Motivators Survey begins Presented overview of ICC Plan at Communications Conference Real-time adjustments begin Census 101 Regional office visits Program area video calls Online Newsroom launches Production begins Launch Paid Media AUG2008 APR2008 MAY2008 JUL2008 NOV2008 JAN2009 FEB2009 APR2009 OCT2009 JAN2010 MAR2010 APR2010 MID MAY2010 SEP2007 MAR2008 Deliver Final ICC Plan Media planning and creativedevelopment begins Presented overview of ICC Plan to CACPA Creative copy testing Web site live Paid Media activities Launch NRFU messaging Upfront buy 25

  14. How CICs and SDCs can help? • Form/Assist Complete Count Committee • Identify State/Local Agencies • Develop Partnerships • Strategies to Reach HTC Areas/Identify Languages • Be Counted/Questionnaire Assistance Centers

  15. Questions? “It’s In Our Hands”

  16. Thanks!!!

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