1

Burton ReistAssistant Director for Communications

2010 SDC/CIC Steering Committees Meeting

Communications Campaign

June 16, 2010

2

3

12 Variables of theHard-to-Count Score

Mobility Percent Occupied Units Where Householder Moved Into Unit in 1999-2000Percent Vacant Units Percent of Housing Units that are not Single detached or attached unitsPercent Renter Occupied UnitPercent Households that are Not Husband/Wife Families

Economics  Percent People Below Poverty Percent Households with Public Assistance IncomePercent Occupied Units with More Than 1.5 Persons Per RoomPercent Not High School Graduate (Ages 25+)Percent of People Unemployed Communication barriers

Percent Occupied Units with No Telephone Service Percent Linguistically Isolated Households

4

Rapid Response Options

Level 1• Distribute news release and radio DJ scripts• E-mail alert to partners with template flier

Level 2• Engage local government leaders and members of Congress• Engage social media and local talk radio• Distribute template flier to advisory committee members/stakeholders

Level 3• Host conference call with local media• Conduct radio tour/satellite TV tour with senior BOC/DOC official• Discuss redirecting Road Tour vehicle with region

Level 4• Send senior BOC/DOC official to area for press conference, editorial board meetings, meeting with mayor, partnership meetings etc.

Level 5• Place newspaper, radio or digital ads

5

Regional Micro Markets

TOTAL BUDGET = $3.9M*

Atlanta $ 413,771 Boston $ 330,872 Charlotte $ 401,113 Chicago $ 305,977 Dallas $ 356,809 Denver $ 254,127 Detroit $ 312,912 Kansas City $ 290,925 Los Angeles $ 273,865 New York $ 199,780 Philadelphia $ 309,225 Seattle $ 294,625

*Total spend for media is $3,744,000 and estimated labor (4%) is $156,000 *These are estimated totals and could change based on actual media buying

6

Displaced Media

TOTAL BUDGET = $2.5M

• 32 markets Selection based on Census Bureau data analysis

• Local newspaper and radio stations

• Creative calls on both displaced people and their hosts to ensure everyone in a household is counted on the census form

• Goal: help reduce the differential undercount

7

Survey Response Intervention

• Confidentiality Campaign in Phoenix, AZ = $230,039

• Young Adults (18-24) Print and Digital = $755,000

• Urban Families Radio = $600,000

• English–Dominant Hispanics TV = $400,000

• Black Radio = $200,000

• Hispanics Los Angeles Region Radio = $144,968

• New York City Transit Media Buys = $119,000

8

Response Rate Intervention

TOTAL BUDGET = $22.7M

Local Market Intervention(TX, FL, AK, AL, and MS) $1.3M

Asian TV, Print, Radio $900,000

Black TV, Radio, Digital, Street Teams $4.3M

Hispanic TV, Print, Radio, Digital $4.8M

Diverse Mass TV, Print, Digital $11.3M

9

30-Mar

Designated Market Area (DMA)

Weighted mean

Participation Rate by DMA Total Counties

Housing Unites 2008

Percent Hispanic

percent Black

percent white non

Hispanic50 3,142 129,063,477 15.4 12.8 65.6

LAREDO 29 2 77,208 94.2 0.8 4.9JUNEAU 29 8 32,845 4.2 0.9 68.2HARLINGEN-WSLCO-BRNSVL-MCA 31 4 424,565 88.9 1.2 9.7FAIRBANKS 32 7 55,748 6.0 4.6 62.0GREENWOOD-GREENVILLE 39 8 94,545 1.8 63.0 34.2MERIDIAN 41 7 86,409 1.5 39.5 55.2YUMA-EL CENTRO 41 2 141,957 65.3 3.7 28.9TRAVERSE CITY-CADILLAC 41 26 401,405 1.8 1.7 92.4HOUSTON 41 19 2,366,026 33.4 17.0 43.4ANCHORAGE 41 12 192,977 6.4 4.7 66.5AUSTIN 41 12 728,082 29.1 7.5 58.2CORPUS CHRISTI 41 12 239,265 59.4 4.0 34.9JACKSON, MS 42 24 388,522 2.0 47.7 48.9WAUSAU-RHINELANDER 42 11 249,945 1.5 0.6 93.7SALISBURY 42 5 239,673 4.8 19.1 74.0MIAMI-FT. LAUDERDALE 42 3 1,838,667 45.7 21.8 31.0ALPENA 43 2 26,786 0.9 0.6 96.7SAN ANTONIO 43 25 895,164 54.0 6.4 37.4NEW YORK 43 30 8,202,853 20.9 18.5 53.1MACON 43 22 276,292 2.5 39.1 56.4BLUEFIELD-BECKLEY-OAK HILL 43 10 177,514 0.8 5.4 92.2WACO-TEMPLE-BRYAN 43 14 378,597 19.7 16.5 60.0BILOXI-GULFPORT 43 4 152,157 3.8 21.5 70.3

23 Markets Total 17,667,202 Total Housing Units

DMAs in red have particiation rates below the national average by about 15% or more.

DMA Markets – Low Response on 3/30

10

DMA Markets – Low Response on 4/20

20-Apr

DMA

Weighted mean

Participation Rate by DMA Total Counties

Housing Unites 2008

Percent Hispanic

percent Black

percent white non

Hispanic71 3,142 129,063,477 15.4 12.8 65.6

FAIRBANKS, AK 49 7 55,748 6.0 4.6 62.0JUNEAU, AK 50 8 32,845 4.2 0.9 68.2LAREDO, TX 55 2 77,208 94.2 0.8 4.9BLUEFIELD-BECKLEY-OAK HILL, VA,WV 57 10 177,514 0.8 5.4 92.2WAUSAU-RHINELANDER, WI 57 11 249,945 1.5 0.6 93.7HARLINGEN-WSLCO-BRNSVL-MCA, TX 57 4 424,565 88.9 1.2 9.7BANGOR, ME 58 6 194,524 1.0 0.6 95.7GREENWOOD-GREENVILLE, AR,MS 59 8 94,545 1.8 63.0 34.2ANCHORAGE, AK 59 12 192,977 6.4 4.7 66.5SHERMAN-ADA, OK,TX 59 11 148,977 6.5 4.9 76.2

10 Markets Total 1,648,848 Total Housing Units

DMAs in red have particiation rates below the national average by about 15% or more.

11

12

12 Variables of theHard-to-Count Score

Mobility Percent Occupied Units Where Householder Moved Into Unit in 1999-2000Percent Vacant Units Percent of Housing Units that are not Single detached or attached unitsPercent Renter Occupied UnitPercent Households that are Not Husband/Wife Families

Economics  Percent People Below Poverty Percent Households with Public Assistance IncomePercent Occupied Units with More Than 1.5 Persons Per RoomPercent Not High School Graduate (Ages 25+)Percent of People Unemployed Communication barriers

Percent Occupied Units with No Telephone Service Percent Linguistically Isolated Households

13

14

15

16

17

18

19

20

Research

21

Where Do We Go From Here?

• Census branding• Data access and dissemination• Expanding our notion of a data user and meeting

their needs• Leveraging the Internet and the new media

environment• Does the atomization of media provide an

opportunity to target our messages by lifestyle attributes?

• How do we continuously update our communications program to stay abreast of changes in the industry?