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Abstract Details
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Activity Number:
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446
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Type:
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Invited
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Date/Time:
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Wednesday, August 3, 2011 : 8:30 AM to 10:20 AM
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Sponsor:
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ASA/AMATYC Joint Committee
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| Abstract - #300357 |
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Title:
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The 2010 Census Communications Campaign
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Author(s):
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Burton Reist*+ and Megan Kindelan
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Companies:
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U.S. Census Bureau and U.S. Census Bureau
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Address:
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4600 Silver Hill Road, Suitland, MD, 20746,
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Keywords:
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2010 Census ;
Communications
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Abstract:
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As 2010 Census planning began, we faced challenges such as an economic crisis; increased diversity; a rapidly changing communications environment; and increased government distrust. Strategically, we knew overcoming these challenges would require sophisticated audience segmentation research and flexible, integrated communications approaches to surround audiences with census messages.
Why was the integrated communications campaign necessary? It comes down to a business decision-spend money upfront to inform and motivate the public to mail back their form and, in turn, save millions on the overall cost of the 2010 Census. A number of strategies and tactics will be explored to determine how well our efforts worked and the lessons learned. For example, did our in-language materials/advertising allow us to effectively communicate to hard-to-count audiences? And did our participation rate mo
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