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

• Examples of 2010 Census Communications Campaign

• How CICs and SDCs can Help

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

Final Version of the Communications Plan

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

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

Recruitment Advertising

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

Recruitment Web site www.2010CensusJobs.gov

Channels to Reach Everyone

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

Year in the Life – Meet Gabriela

• 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

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

CensusIn Schools

ACHC PartnershipTransit Advertising (Eng)

Magazines (Eng)

National Hispanic

Nurses Assn. Partnership

Mall Advertising (Eng)DJ Outreach

Hispanic Urban RadioWestern Union

Advertising

Magazines (Eng)

Spanish RadioOOH-Billboards (Eng)Spanish-Language TV

Soccer BroadcastsBaseball BroadcastsSpanish-Language

TVEducational Commercial

Financial Institution Partnership

Outdoor Advertising

(Eng)DJ Outreach

Spanish Language

Newspaper

Grocer Organization

Outreach

Religious Outreach

2010 Census – Year in The Life

Gabriela, Hispanic Female, 27, East Los Angeles

JUN. 23 AUG. 18 SEP. 16 NOV. 14

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.

FEB. 4 FEB. 15 MAR. 15 MAR. 28 APR. 17 MAY 22

Communication Channels

2009

2010

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 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 the 105, but I can deal with sitting

and staring at billboards I’m back in time for my novelas

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

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.

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

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

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 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.

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.

JAN. 18

Address Canvassing Classifieds

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

Looking Ahead

25

Census 101Regional office visits

Program area video calls

SEP2007

Strategy and creative proven through focus

groups

NOV2007

Field work prep for Census Barriers,

Attitudes, and Motivators Survey

begins

MAY2008

JUL2008

NOV2008

Begin developing materials for

Partnerships and Public Relations

Media planning and creative

development begins

JAN2009

Online Newsroom launches

FEB2009

APR2009

OCT2009

Creative copy testing

Production begins

Web sitelive

JAN2010

MAR2010

APR2010

MID MAY2010

Launch Paid MediaReal-time adjustments

begin

Paid Media activities

Launch NRFU messaging

Presented overview of ICCPlan at Communications

Conference

MAR2008

Presented overview of ICC Plan to CACPA

APR2008

Deliver Final ICC Plan

AUG2008

Presented overview of ICC Plan to REAC and

2010 CAC

Upfront buy

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

“It’s In Our Hands”

Questions?

Thanks!!!