My Two Census

Propaganda Minister Census Director Robert M. Groves pleads for your participation…

H/t to Jim Edwards, the former managing editor of AdWeek, for making us aware of the following (full article HERE):

Ad agencies for the U.S. Census Bureau appear to have learned nothing from a decade-old White House scandal — because they’re busy repeating history.

Back in 2000, the White House was discovered trading ad buys with TV networks in return for positive spin in its war on drugs. That covert operation, which exposed millions to anti-drug propaganda masquerading as drama and sitcoms, ended in disgrace and the White House promised to cancel the program.

Ten years later, that promise is long forgotten. Globalhue, the ad agency that controls much of the government’s ad money targeting minorities for Census 2010, sent a letter to the National Newspaper Association demanding that publishers run six articles about the census or else the government would cancel its ads. (The NNPA represents community newspapers.)

While there was no explicit requirement of positive coverage demanded by Globalhue, the implication is clear: How long do you think the agency would continue placing ads in any newspaper that was digging dirt against the national headcount?

According to congressional hearings in February and March, the letter from Globalhue CEO Don Coleman said:

“In lieu of free ad space, all papers must agree to running six articles (preferably during hiatus weeks) about the Census 2010 as well as two editorials. If paper does not agree to the added value stipulations, buy will be canceled immediately.”

Amazingly, the arrangement proposed in the letter — that ad buys be contingent upon articles written by the papers themselves — is exactly the same as the one conducted by the Office of National Drug Control Policy during its disgraced ads-for-coverage scheme.

Census Bureau Press Release (to read it in its entirety, click HERE):

About 56,000 census workers today began hand delivering 2010 Census questionnaires to roughly 12 million addresses across the nation, mostly in rural areas where people do not receive mail at the same location as their residence. Most of nation’s 120 million households, about 90 percent of the U.S. population, should look for their 10-question forms to arrive by mail mid-March.

While the majority of areas covered by this operation are rural, the Census Bureau also is delivering forms to Gulf Coast areas affected by Hurricane Katrina to ensure everyone is included in the once-a-decade count. Census takers will deliver 2010 Census questionnaires directly to each residence in these areas, leaving a form packaged in a plastic bag at the home’s main door. Residents are encouraged to fill out and mail back their census forms — using the enclosed pre-paid envelope — as soon as possible.

“Regardless of whether your census form gets dropped off at your front door or you receive it within a few weeks in your mailbox, it’s important that you fill it out and mail it back as soon as possible,” said Census Bureau Director Robert M. Groves. “With only 10 questions, the 2010 Census should only take about 10 minutes to complete.”

In 2000, about 72 percent of the population mailed back their census forms — halting a three-decade decline in the national mail participation rate. Mailing back the forms save taxpayers money, as it reduces the number of census takers that must go door-to-door to follow up with households that failed to do so. The Census Bureau saves about $85 million in operational costs for every percentage point increase in the national mail response rate.

“It costs us just 42 cents in a postage paid envelope when households mail back their 2010 Census forms,” Groves said. “The Census Bureau will spend about $25 per person if we have to go out and knock on the doors of households that don’t mail them back.”

UPDATE: I found the mapping tool on the Census Bureau’s web site under the “Press Release” section. Click HERE to access it. Now, what I can say is that I hope this data is regularly updated throughout the headcount. BUT I have already noticed that data from some towns and cities is present while it is missing for others. The map is filled with blank spots. Why? I’m not sure, but I just e-mailed the Census Bureau’s Public Information Office for answers…

I’ve actually been waiting for the below press release for a really, really long time — ever since Steve Jost told me about this long-awaited new function of the Census Bureau’s web site when we met in Suitland back in October. However, the Census Bureau managed to screw this one up, because they didn’t include a link to the mapping site they are speaking of in their press release. A cursory check of 2010.census.gov reveals nothing of this new mapping tool to check response rates. Nor does a Google search for “2010 Census mapping tool” reveal anything other than the site that allows people to track the Census Bureau’s “Road Tour” vehicles. Come on Census Bureau…tell us where to find the tool!

U.S. CENSUS BUREAU NEWS

FOR IMMEDIATE RELEASE
THURSDAY, FEB. 25, 2010

Census Bureau Launches Online Mapping Tool Showing
2000 Census Response Rates to Help Communities
Prepare for 2010 Census

With mail-out of the 2010 Census forms less than one month away, the
Census Bureau today unveiled a new online mapping tool that allows
communities nationwide to prepare for the 2010 Census by seeing how well
they did mailing back their 2000 Census forms.

Visitors to the new Google-based map will be able to find the 2000
Census mail participation rates for states, counties and cities, as well as
smaller areas called “census tracts.” After the 2010 Census forms are
mailed out in mid-March, the online map will be updated to include a
tracking tool with daily updates of the 2010 Census mail participation
rates for local areas across the nation. Users will be able to compare
their 2010 Census progress using their 2000 Census rates as a benchmark.

“The future of your community starts with a look at its past,” said
Census Bureau Director Robert M. Groves. “The 2000 Census map allows
communities to see which areas need extra attention and reminders to
improve mail participation. We will be challenging communities nationwide
to take 10 minutes to fill out and mail back their 2010 Census forms next
month.” The Census Bureau has also created an online toolkit with ideas
that communities can use to inspire their residents to improve their mail
participation rate.

The emphasis on encouraging mail participation in the census is a
practical one. For every
1 percent increase in mail response, taxpayers will save an estimated $85
million in federal funds. Those funds would otherwise be required to send
census takers to collect census responses in person from households that
don’t mail back the form. After the 2000 Census, the Census Bureau was able
to return $305 million in savings to the federal Treasury because mail
rates exceeded expectations ¯ a move the Census Bureau would like to repeat
in 2010.

In 2000, 72 percent of households that received a form mailed it back.
The mail participation rate is a new measure designed to give a better
picture of actual participation by factoring out census forms that the U.S.
Postal Service was unable to deliver as addressed. It should be
particularly useful in areas with seasonal populations or a large number of
vacancies or foreclosures.

As required by the U.S. Constitution, the once-a-decade census must
count every person living in the United States. Census data are the basis
for our democratic system of government, ensuring that representation in
government is equally distributed. The data also help determine how more
than $400 billion in federal funds are distributed to state local and
tribal governments every year. That includes money that could go toward
roads, hospitals, schools and critical social services.

UPDATE: The Inspector General’s report is available HERE.

Though we are yet to obtain a hard copy of the Inspector General’s report that will be released within the next two hours that details how the Census Bureau went massively over budget during the address canvassing phase of the decennial census, we believe that Census Bureau employees should be held accountable. Without making false accusations,  here is a list of names of people who, according to the positions they hold at the Census Bureau , should be held accountable and punished — meaning demoted or fired – for this waste (in order of culpability from worst offenders to more moderate offenders…):

1. ASSOCIATE DIRECTOR FOR DECENNIAL CENSUS – ARNOLD A. JACKSON

2. ASSISTANT DIRECTOR FOR ACS AND DECENNIAL CENSUS – DANIEL H. WEINBERG

3. COMPTROLLER -  ANDREW H. MOXAM

4. ASSOCIATE DIRECTOR FOR FIELD OPERATIONS – MARILIA A. MATOS

5.  HUMAN RESOURCES CHIEF -  TYRA DENT SMITH

6. TECHNOLOGIES MANAGEMENT OFFICE CHIEF – BARBARA M. LOPRESTI

7. FIELD CHIEF – BRIAN MONAGHAN

And while these deputies and senior Census Bureau employees are responsible for their actions, they answer directly to three men: Census Bureau Director Robert M. Groves, Deputy Director and Chief Operating Officer Thomas Mesenbourg, and Associate Director For Communications Steve Jost, who are in that order, the three top dogs so to speak at the Census Bureau. Perhaps the man who is most to blame for the widespread failures is Mr. Mesenbourg, who served as Acting Director of the Census Bureau for more than a year before Dr. Groves was installed in office. Mesenbourg continues to oversee an agency filled with miserable and inexcusable performance results, yet he has done little to enact change. Nonetheless, neither Dr. Groves nor Steve Jost should be let slide for these actions. While both of them consistently discuss looking toward the future, they can’t seem to take responsibility for cleaning up the mess that was present at the Census Bureau when they arrived. To play on Shakespeare’s words, “There’s Something Rotten In Suitland!”

NOTE: THIS MEETING IS NOW POSTPONED DUE TO WEATHER!

FOR RELEASE: Feb. 10, 2010

U.S. Senate Committee on Homeland Security and Government Affairs

HEARING: “Countdown to Census Day: Progress Report on the Census Bureau’s Preparedness for the Enumeration”

WASHINGTON (Feb. 10, 2010) – Sen. Tom Carper (D-Del.), chairman of the Subcommittee on Federal Financial Management, Government Information, Federal Services, and International Security, will hold a hearing TOMORROW, Thursday, Feb. 11, at 2:30 p.m. titled “Countdown to Census Day: Progress Report on the Census Bureau’s Preparedness for the Enumeration.”

With less than two months until Census Day 2010, Dr. Robert Groves and other officials will give the committee a progress report.

WHAT:

“Countdown to Census Day: Progress Report on the Census Bureau’s Preparedness for the Enumeration”

WHEN:

Thursday, Feb. 11, 2010 at 2:30 p.m.

WHERE:

342 Dirksen Senate Office Building

Also scheduled to live broadcast at http://hsgac.senate.gov.

WITNESSES:

- The Honorable Robert M. Groves, Director, U.S. Census Bureau, Department of Commerce

- The Honorable Todd J. Zinser, Inspector General, U.S. Department of Commerce

- Robert N. Goldenkoff, Director, Strategic Issues, U.S. Government Accountability Office

###

MyTwoCensus.com has received a fair share of e-mails from Americans who are all asking the same question: Why did the Census Bureau choose to purchase a multimillion dollar Super Bowl advertisement? Census Bureau spokesman Stephen Buckner has responded to this and other related questions below:

Questions from Stephen Robert Morse, Founder/Editor of MyTwoCensus.com: Whose idea was it to air an ad for the Census Bureau during the Super Bowl? Who chose Christopher Guest as the director of the ad? Who chose which specific ad or ads will run? Which ad or ads will run? Were there ever focus groups to see how effective the ads were? If so, where and when did these focus groups take place? What were the results of these studies?

Answers from Stephen Buckner, Assistant Division Chief, Decennial Programs, Public Information Office:

The essential challenge for the Census is that because it happens only once
every ten years, many U.S. residents are unaware of when it happens (in
March) and how they participate (by mail).  Our own research in late 2009
showed less than 10% of Americans surveyed correctly answered that the 2010
Census occurred in March.  

The first goal of our promotion efforts is to
raise awareness of the when and how the Census works.  We have a very
limited window of opportunity to achieve our goals Jan – April, and
therefore need programming that delivers high ratings.   The 2000 Census
paid advertising campaign also had a Super Bowl ad for just this reason.

The Super Bowl is the top-rated and most highly anticipated television
event in the U.S.  An ad running once in the Super Bowl has the potential
to reach 45% adults over age 18.  For comparison, CSI which is one of the
top rated programs on television delivers a 6.6 rating with adults, which
is a fraction of the reach of the Super Bowl.   A 30 second spot on the
top-rated regularly scheduled show in America, American Idol costs $450,000
and has a 9.5 rating, or just 9.5% of adults are watching.   The Super Bowl
reaches 100 million viewers at a very efficient price compared to other
shows.

 The Super Bowl is rare, in that viewers are just as tuned in to see the
commercials as the program itself.  Commercials that air on the Super Bowl
have a multiplier effect.  Advertisers are mentioned in multiple news media
outlets and viewers will typically look to view them online almost
immediately after airing.  Therefore, airing once in the Super Bowl creates
significant buzz leading to additional viewing potential.

Our media buy with CBS consists of (1) 30 second ad in the 3rd Quarter.
CBS provided added value in the form of (2) more 30 second ads in the
pre-game show and an additional (2-3) 12-second vignettes featuring James
Brown delivering a message on behalf of the Census.  We believe the message
delivered by James Brown who is the host of the day, will carry great
weight with viewers.

We did not choose the Super Bowl itself for an ad, or at the expense of
some other programming.  We went where the audience was to be found, and
CBS put the Super Bowl into their proposal for all Census ad dollars, along
with the NCAA finals and other high profile programming.  NBC similarly
offered us special programming for advertising during the Olympics.

We did conduct focus groups and other research for all of our paid
advertising concepts in 2009, including the concept of a “Snap Shot of 300
million Americans” which became the ads being directed by Christopher
Guest.  They tested very positively.  We conducted a total of 115 focus
groups in 37 markets cities across the United States for all our
advertising, television, radio, print, digital and out door.

The first ad in the series is currently airing and will also air during the
Super Bowl pre-game. A new will air during the game, but if we told you
what it was all about, it would spoil all the suspense.  While we reply on
the professional expertise and advice of our expert advertising
contractors, the Census Bureau is responsible for these ads and their
placement.

Finally, Super Bowl advertisers see a significant lift in internet searches
which is a great opportunity for Census to drive traffic to 2010census.gov
to further educate viewers on the Census.

The public relations firm Weber Shandwick has been awarded an $866,000 contract for a 2010 Census outreach program in Nevada, according to a press release from the company.

The Nevada Secretary of State’s office awarded the contract.

A few more details from Weber Shandwick:

The Minneapolis office of Weber Shandwick, which directs the firm’s work on the national Census effort, has assigned a separate team to lead the Nevada campaign. The Nevada program includes advertising support from Sawyer Miller Advertising and Hispanic and African American outreach by Weber Shandwick’s multi-cultural firm, the Axis Agency. Weber Shandwick has subcontracted with The Ferraro Group of Reno and Las Vegas to assist in executing the plan. Weber Shandwick’s contract runs through the end of April.

The 2010 Census Portrait of America Road Tour is launching in New York City today, and we have a few updates on the tour:

There will be one national vehicle and 13 smaller regional vehicles. The national vehicle, which will be unveiled today in Times Square, is a 46-foot gooseneck trailer towed by a dual axle, quad-cab pick-up truck. It’s expected to visit high-profile events nationwide.

The regional vehicles are sprinter cargo vans towing 14-foot bumper pull trailers. They’ll be at a variety of events in their areas.

The vehicles, which the Census Bureau has named, are equipped with GPS technology to track their progress online. Each vehicle also has it’s own Twitter feed.

After the jump, see the full list of regional vehicles, Twitter feeds and locations the national vehicle is slated to visit.

(more…)

Happy new year, everyone. It’s now Census year! We’ve valued all of your comments, e-mails and suggestions in 2009. Keep them coming in 2010.

To start off the new year, we have a funding announcement — and some disappointed groups — up in New York. The state is distributing $2 million in grants to community groups and local governments for census outreach, but the allocations are already under fire from at least one who group that applied for, but did not receive, funds.

According to a release from Gov. David Paterson’s office, grants were awarded in two categories. Funds for outreach and mobilization will help recipients distribute information, train community members to encourage census participation and help hard-to-count groups fill out the census form. Grants for media campaigns will fund census promotion in print, broadcast and online media.

Here’s a full list of groups and local governments that received funding:

Outreach and mobilization grants

• Asian American Federation
• CAMBA, Inc.
• Caribbean American Chamber of Commerce
• Centro Cultural Hispano de Oyster Bay, East Norwich
• Chinese-American Planning Council
• Citizens Advice Bureau, Inc.
• City of Albany, Vital Statistics
• City of Buffalo
• City of New Rochelle
• City of Syracuse, Department of Community Development
• City of Rochester
• City of White Plains
• City of Yonkers
• Council of Peoples Organization
• County of St. Lawrence
• Emerald Isle Immigration Center
• Hagedorn Foundation
• Hispanic Federation
• Make the Road New York
• Medgar Evers College (CUNY) Center for Law and Social Justice
• The Metropolitan Council on Jewish Poverty
• NYS Association of Regional Councils
• Sesame Flyers International, Inc.

Media Campaign Grants

• Asian American Federation
• Asian Americans for Equality
• City of Buffalo
• City of Rochester
• Hagedorn Foundation
• Hispanic Federation
• New York Immigration Coalition
• Voto Latin

But one group not on those lists was quick to issue a statement criticizing the allocations yesterday. CaribID2010, which is advocating for the Census Bureau to add a Caribbean-American or West Indian category to census forms, says it deserved a grant due to its record of partnerships with media, churches and other groups to educate Caribbean Americans about the census.

CaribID2010 also criticized the state for not awarding a media grant to a Caribbean-focused group. Felicia Persaud, the group’s founder, called the decision “an insult and an outrage” in the statement.

Readers, where else have state grants been awarded? And what has the reaction been?