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Activity Number: 388
Type: Roundtables
Date/Time: Wednesday, August 5, 2009 : 7:00 AM to 8:15 AM
Sponsor: Section on Government Statistics
Abstract - #303332
Title: The 2010 Census Communications Campaign: Research That Feeds the Campaign
Author(s): Nancy Bates*+
Companies: U.S. Census Bureau
Address: 649 A. St. N.E., Washington, DC, 20002,
Keywords: 2010 Census ; Audience Segmentation ; Paid advertising
Abstract:

Curious about the paid advertising campaign being developed for the 2010 Census? Come and hear how Census mail return data, data from the American Community Survey (ACS), and a special survey were all used in concert to develop the segmentation and messaging for the upcoming Census 2010 advertising campaign. Starting with tract-level Census 2000 mail response data, an eight cluster audience segmentation was developed to serve as the backbone for the communications campaign. The clusters were then updated and validated using data from the 2005-2007 ACS. Lastly, the Census Barriers, Attitudes and Motivators (CBAMS) survey was conducted to understand the different messaging "mindsets" of the campaign as well as the best media vehicles to reach different populations. The roundtable leader is the former lead researcher for the Census 2010 Publicity Office.

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