My Two Census

Formerly the non-partisan watchdog of the 2010 US Census, and currently an opinion blog that covers all things political, media, foreign policy, globalization, and culture…but sometimes returning to its census/demographics roots.

Posts Tagged ‘Integrated Communications Campaign’

Update on 2010 Census Media Campaign: October 15th Deadline

Monday, October 5th, 2009

Check out the following press release/call for media companies to do biz with the Census Bureau:

The 2010 Census will provide a once-in-a-decade snapshot of the nation’s population which is mandated by the U.S. Constitution. The information collected during the census assists government leaders in making historic decisions, such as the apportionment of seats in the U.S. House of Representatives. The data are also used to help distribute more than $400 billion in federal funds back to state and local governments each year. Information from the census is used to determine where to fund infrastructure projects such as roads, hospitals and schools.

The 2010 Census will be “short form-only.” In March, households will receive a form that asks just a few questions, such as number of people in household, race/ethnicity and age.

  • Announcement Letter: March 8th – March 10th
  • Initial mail out of form: March 15th – 17th
  • Replacement Questionnaire mailed: April 1st – April 10th
  • Reminder Postcard mailed: April 22nd – April 24th
  • In-home follow up to non-responders: May 1st – July 10th

In order to inform everyone about the 2010 Census and its importance, the U.S. Census Bureau has developed an integrated communications campaign (ICC) that includes paid media, earned media, a national partnership program and the Census in Schools program. The three goals of the ICC are:

  1. Increasing mail response
  2. Improving accuracy and reducing the differential undercount
  3. Improving cooperation with enumerators

Our prime contractor, DraftFCB and their partner agencies have developed the Paid Media Plan, described in this document, to make the 2010 Census the most pervasive message everywhere, especially during the mail-out/mail-back phase in March and April 2010. The Plan was created with the work of eight partner media agencies, will encompass multiple languages and reach into every market across the U.S. and Puerto Rico.

Paid Media Plan Summary

The Paid Media Plan encompasses all media types and is skewed towards those segments of the populations that are considered hard to count (HTC; less likely to respond). The media habits and interests of these population groups drive when and where media will be purchased.

Paid media will be purchased for:

  • Television
  • Radio
  • Interactive
  • Outdoor & transit
  • Print (Newspaper and Magazines)

Paid media materials were developed in multiple languages to ensure that everyone is reached with relevant communications. DraftFCB, in concert with the partner agencies below, developed paid media plans designed to incite mass participation in the 2010 Census.

  • Mass audience, all English – DraftFCB
  • African-American/Black African/Caribbean/Haitian – GlobalHue
  • Hispanic (Spanish Language National) – GlobalHue Latino
  • Hispanic (Spanish Language Local)- d. Exposito & Partners
  • Asian – IW Group
  • American Indian/Alaska Native – G&G Advertising
  • Native Hawaiian, Other Pacific Islander- G&G Advertising
  • Emerging Audiences (Russian, Polish and Arabic) – Allied Media Group
  • Puerto Rico – DraftFCB Puerto Rico

Local Market Coverage

National efforts will cover all the markets however specific local markets will be identified for incremental support designed to reach the Hard to Count populations as part of the RFP process.

Paid Media Campaign Phases

The paid media campaign will occur in three phases:

  1. January-February 2010 (Awareness/Education)
    Goal: Build immediate awareness and provide educational information
  2. March-April 2010 (Motivation/Participation)
    Goal: Inspire and motivate everyone to complete the census questionnaire
  3. May-June 2010 (Support census workers when they knock on doors of those households who did not return the census questionnaire. Also known as “non-response follow up)
    Goal: encourage participation with the census workers

All target segments require awareness of Census benefits and prompting to participate, but specific communication strategies are needed to ensure highest participation levels.

Paid Media Buying Phases

  • 2010 Census Paid Media negotiations will occur in two phases:
    1. Census Upfront – Appropriate Contractors will negotiate multi-platform deals with large companies such as Time Warner, Disney ABC, etc. to negotiate the best pricing, placements and added value for the Campaign. These negotiations will begin in May because of the longer lead time needed to develop integrated programs and is in line with industry practice for national television negotiations.
    2. All Other Media Buying – Given the number of potential media vendors, Contractors will begin their outreach efforts to solicit information starting in June. Negotiations and commitments for all other media such as “scatter” national TV, local TV and radio, magazines, newspaper, Internet and outdoor will not be finalized until October – November.

All media vendors will have a fair opportunity to submit proposals via a questionnaire (provided below). This questionnaire and other request for proposals will be part of the buying process. If you are interested in participating, please fill out the following questionnaire. The deadline to submit your information is: October 15, 2009.

(Click here for link to questionnaire)

Full disclosure: As the only private web site in the world that focuses its content on the 2010 Census, MyTwoCensus.com just applied to be a media partner with the 2010 Census, as this would satisfy our original stated goal of creating the most accurate 2010 Census possible, particularly because we trust this site as a source of information and ads more than we trust other media companies.

Census Bureau Press Release: Independent Panel Commends the 2010 Census Paid Media Plan

Monday, September 21st, 2009

WASHINGTON — The U.S. Census Bureau today announced that an independent
panel of five distinguished marketing and communications scholars
unanimously agreed that both industry and academic best practices were used
to develop the paid media portion of the 2010 Census Integrated
Communications Campaign.

“My overall assessment is that the processes to develop the 2010 Census
Integrated Communications Campaign are fundamentally sound,” said Academic
Assessment Panel Chair Dr. Jerome D. Williams, the F.J. Heyne Centennial
Professor in Communication at the University of Texas at Austin. “I feel
the Census Bureau and the DraftFCB team have done an exceptional job and
are to be applauded for what has been developed so far under very
challenging conditions.”

The Census Bureau formed the Academic Assessment Panel in April 2009 to
evaluate the methods used to define and develop the communications
campaign.

This was the first time the Census Bureau has commissioned an objective
panel to review the communications campaign’s work prior to the conclusion
of the decennial census. It is yet one more additional element in a very
extensive external review process by the Bureau, which includes the
Congress, formal advisory committees, stakeholder groups, representatives
of the Census Regional offices, and the Department of Commerce. Obtaining
recommendations from a panel of academic experts at this early juncture
allowed the Census Bureau sufficient time to employ their recommendations
before the media implementation plans were finalized.

“The Academic Assessment Panel’s recommendations have enhanced the 2010
Census Communications Campaign,” said Raul E. Cisneros, the Census Bureau’s
2010 Census Publicity Office Chief. “Their completely independent and
objective review allowed us to look at the work done to date on the
campaign with fresh eyes and make improvements and refinements where
needed,” Cisneros said.

“The Census Bureau must count everyone in this country once, only once,
and in the right place, and a robust and effective communications campaign
is vital to help us reach that goal. We are grateful for the very serious
and intensive work the panel undertook in a short time frame,” added
Cisneros.

The 2010 Census Integrated Communications Campaign is comprised of paid
advertising, public relations, partnerships, online interaction and a
Census in Schools program that have been designed and guided at every step
of the process by detailed research. Each of these components will be
crucial to increasing the public’s awareness of the 2010 Census and
motivating participation in the decennial enumeration.