2020 Census Integrated Communications Plan V2
2020CensusIntegrated2020 Census IntegratedCommunicationsPlanCommunications PlanVERSION 2.0 APRIL 20, 2020VERSION 2.0 MAY 13, 2020
TABLE OF CONTENTSTable of Figures . 4Table of Tables . 6A Note on COVID-19 From the U.S. Census Bureau . 7Shape Your Future. Start Here. . 8About the 2020 Integrated Communications Plan Version 2.0 . 9Executive Summary.10Background .142020 Integrated Partnership and Communications Program .15Integrated Communications Campaign.152020 Integrated Communications Plan .17Strategic Considerations for the 2020 ICC .21Alignment With Other 2020 Decennial Operations.27Timing With Both Decennial and Nondecennial Operations .27Considerations for Puerto Rico and the Island Areas.27Insights, Opportunities, and Barriers .28Challenges for the 2020 Census Communications Campaign .28The Changing Face of America.30Elections in 2016 and 2020 .31Robust Data and the Means to Act on It.31Influencers Driving Media Consumption.31Changes in the Media Environment and Available Channels .32Audience-Based Insights .33Planning and Developing the 2020 Campaign .34Phased Communications Approach .34Research and Analytics .39Key Considerations in Research Planning .39Key Inputs for 2020 Research Efforts.39Foundational Research to Guide Creative Development .41Predictive Modeling and Audience Segmentation Activities .44Collaborative and Multicultural Research Approach .51Campaign and Creative Development .52The Creative Process .54Development of Strategic Plans .66Integration With Operations .66Metrics and Tracking .73Findings and Considerations .732
IPC Program Component Plans .75Stakeholder Relations.79Overview .79Approach .79Partnership Program.85Overview .85Approach .85Advertising and Media Buying .96Overview .96Approach .96Public Relations and Events. 115Overview . 115Approach . 115Crisis Communications. 126Overview . 126Approach . 126Website Development and Digital Activities . 131Overview . 131Approach . 131Social Media . 141Overview . 141Approach . 1422020 Statistics in Schools Program . 155Overview . 155Approach . 155Integrated Efforts to Improve the Count of Young Children. 166Overview . 166Approach . 166Field Recruitment Advertising and Communications . 177Overview . 177Approach . 177Campaign Monitoring and Optimization Activities . 185Overview . 185Approach . 185Thank-You and Data Dissemination . 192Overview . 192Approach . 192Appendix A: Target Audiences and Contractor Expertise . 195Appendix B: Insights and Sample Advertisements By Audience . 198Appendix C: Project Management . 241Appendix D: Contributors to This Plan . 243References . 2463
TABLE OF FIGURESFigure 1: Presentation Summary of the "Shape Your Future. Start Here." Campaign Platform .11Figure 2: Recruitment Ad for Facebook .20Figure 3: Instagram Post Introducing the 2020 Census .25Figure 4: Social Media Post Emphasizing the Importance of Census Participation .26Figure 5: Planned Phased Approach for the 2020 Census Integrated Communications Campaign, as ofMarch 1, 2020 .35Figure 6: 2020 CBAMS Components .42Figure 7: Key Insights From 2020 CBAMS .44Figure 8: Chart Describing the U.S. Population’s Six Mindsets Held With Respect to the 2020 Census.46Figure 9: Chart Describing the U.S. Population’s Eight Audience Segments for the 2020 Census .48Figure 10: National Map Showing Audience Segments by Census Tract .49Figure 11: Communications Campaign Creative Development Process .52Figure 12: Graphic Featuring the Tagline in All 2020 Census Communications Campaign Languages.62Figure 13: Print Ads Intended for the Diverse Mass Audience .65Figure 14: Brochure Explaining How To Participate in the 2020 Census Based on Living Situation .69Figure 15: Language Coverage Across Key 2020 Census Resources and Materials .71Figure 16: Approach to Campaign Language Coverage and Support by Communications Channel .72Figure 17: Coordinated Communications Channels for the 2020 Census Campaign .76Figure 18: Sample Fact Sheet for Prospective Partners .90Figure 19: Spanish-Language Handout for Migrant Workers.92Figure 20: Advertising and Media Buying Approach .98Figure 21: Paid Media Channels . 101Figure 22: Art for Welcome Signage Used at the 2020 Census Media Vendor Day Events . 105Figure 23: Photo of News Briefing at the One-Year Out Event on April 1, 2019, in Washington, D.C. . 120Figure 24: Exhibit Elements From the U.S. Census Bureau's September 2019 Constitution Day Event . 122Figure 25: Spanish-Language Webpage Highlighting 2020 Census Partner Involvement. 1344
Figure 26: Email From the U.S. Census Bureau's America Counts Subscription Series . 137Figure 27: The 2020 Census Website Homepage . 140Figure 28: Instagram Post Promoting Multimedia Audience Interactivity . 147Figure 29: Social Media Management, Monitoring, and Response Approach . 149Figure 30: Instagram Post Promoting Community at New York City’s Puerto Rican Day Parade . 150Figure 31: Sample 2020 SIS Program Activities for Children Ages 2-5 . 158Figure 32: Two-Page Spread From the 2020 Census Statistics in Schools Stateside Administrator Kit . 163Figure 33: Facebook Post Encouraging Adults to Count Young Children in Their Homes . 169Figure 34: Pages From the Story and Activity Book for Young Children. 175Figure 35: A 2020 Census Job Recruitment Flyer in Korean . 180Figure 36: 2020 Census Jobs Website Homepage . 184Figure 37: Samples of Dashboards for Campaign Monitoring . 189Figure 38: Sample Print Advertisement for Black/African American Audiences . 203Figure 39: Sample Print Advertisement for Haitian Creole Speakers . 204Figure 40: Sample Print Advertisement for Sub-Saharan African French Speakers. 205Figure 41: Sample Print Advertisement for American Indian and Alaska Native Audiences . 210Figure 42: Sample Print Advertisement Using Traditional Chinese Characters . 216Figure 43: Sample Print Advertisement Using Simplified Chinese Characters . 217Figure 44: Sample Print Advertisement for Japanese Speakers . 218Figure 45: Sample Print Advertisement for Korean Speakers . 219Figure 46: Sample Print Advertisement for Vietnamese Speakers . 220Figure 47: Sample Print Advertisement for Filipino Tagalog Speakers . 221Figure 48: Sample Print Advertisement for Spanish Speakers . 229Figure 49: Sample Digital Advertisement for Brazilian Portuguese Speakers . 230Figure 50: Sample Print Advertisement for Arabic Speakers. 232Figure 51: Sample Print Advertisement for Native Hawaiian and Pacific Islander Audiences . 236Figure 52: Sample Print Advertisement for the Spanish-Speaking Puerto Rico Audience . 2405
TABLE OF TABLESTable 1: Integrated Research Approach in Action .50Table 2: Online Quantitative Quick Idea Platform Testing, Focus Group, and Community RepresentativeReview Audiences and Methodologies .57Table 3: Campaign Testing Online Qualitative, Focus Group, and Community Representative Audiencesand Methodologies .59Table 4: Partner Considerations by Audience Type .87Table 5: Inter-Team Participation in Media Buying . 109Table 6: Paid Media Flexibility by Type . 110Table 7: 2020 Campaign Reach and Frequency Goals . 113Table 8: Key Metrics by Channel . 114Table 9: 2020 SIS Program Classroom Activities by Audience. 159Table 10: 2020 Census SIS Program Additional Resources by Audience . 159Table 11: Planned Assets for Coordinated Efforts To Improve the Count of Young Children . 1736
A NOTE ON COVID-19 FROM THE U.S.CENSUS BUREAUIn January 2020, the U.S. Census Bureau officially launched the 2020 Census with earlyenumeration in remote Alaskan villages. By March 2020, as enumeration and communicationscampaign efforts were becoming widespread across the United States, including in Puerto Ricoand the Island Areas, the country began to face the COVID-19 pandemic. Schools andbusinesses closed. People were asked to stay at home. The public learned to socially distancethemselves from friends and neighbors.These circumstances present an extraordinary challenge for the Census Bureau. To protect staffmembers and the public, we have adapted our operational plans, including by extending thecensus response deadline and by delaying the deployment of census takers to assistcommunities with enumeration. The Census Bureau has also been adapting the communicationscampaign to reflect those operational adjustments and the changing media environment. Weremain committed to conducting a complete and accurate count and meeting the statutoryobligation for reporting census results.This Communications Plan Version 2.0 documents the communications plans and activitiesapproved as of March 1, 2020, in support of the decennial census. The full breadth ofcommunications tactics and messages to be used by the Census Bureau in response tochallenges presented by the COVID-19 pandemic will be documented in a forthcomingaddendum to this plan.7
SHAPE YOUR FUTURE. START HERE.As the U.S. Census Bureau conducts the 2020 decennial census, audiences are seeingpromotional and educational materials about the count. The 2020 Census website has launched,and through posters hanging in shop windows, social media posts, and the media, peopleacross the country are hearing the call to “Shape your future. Start here.” This is the tagline forthe Census Bureau’s Integrated Communications Campaign. This is the call to action for peopleacross the United States, Puerto Rico, and the Island Areas to participate in the 2020 Census tohelp shape the future of their communities, including the roads, schools, hospitals, parks, andsocial services they use every day.The plan presented in this document lays out how the Census Bureau is educating andmotivating all audiences to stand up and take their rightful part in the 2020 Census.8
ABOUT THE 2020 INTEGRATEDCOMMUNICATIONS PLAN VERSION 2.0In June 2017, the U.S. Census Bureau made public Version 1.0 of the 2020 Census IntegratedCommunications Plan, identifying the path forward for future communications efforts. Version1.0 laid out foundational steps to develop a comprehensive communications campaign whileproviding a high-level overview of anticipated communications strategies. Version 1.0 can befound here on the Census Bureau’s website.Version 2.0 builds on the original plan by incorporating insights from extensive campaignresearch and by detailing the campaign theme, messaging, creative development, and testing.The “Shape your future. Start here.” campaign was developed and refined with input fromaudiences across the country—which has impacted every aspect of the 2020 Census IntegratedCommunications Campaign approach.9
EXECUTIVE SUMMARYShape your future. Start here.As the U.S. Census Bureau conducts the 2020 Census count, that is the rallying call for the wholecountry.The people in the United States, Puerto Rico, and the Island Areas care deeply about the futureof their communities. And given the chance to stand up for those communities, they will.The 2020 Census is that chance.The decennial census is the opportunity for every person to be counted—giving voice to ourcommunities and the people who comprise them. The resulting data will inform decisions abouthow more than 675 billion in annual federal funding flows into states and communities in theyears to come. And this will, in turn, impact decisions about our neighborhoods—from roadsand infrastructure, to health care, schools, jobs, political representation, and so much more.But just as census participation is important for a complete count of the country’s population, itis also vital that we at the Census Bureau raise awareness of the impacts of census participationand make it easy for people to take part. Since 2000, Congress has allocated funding for theCensus Bureau to conduct a communications campaign that educates the population about thedecennial count and urges people to participate. This has been critical to the Census Bureau’ssuccess in delivering an accurate count.For the 2020 Census, the Census Bureau is using the “Shape your future. Start here.” platform toraise awareness and drive participation, with the goal of counting everyone once, only once,and in the right place.This document outlines the Census Bureau’s approach to planning and executing the 2020Census Integrated Communications Campaign (ICC) around this platform, aiming primarily tomaximize the self-response rate before conducting outreach to those who do not respond tothe census on their own.10
Figure 1: Presentation Summary of the "Shape Your Future. Start Here." Campaign PlatformThe 2020 Census is unlike any of the 23 that came before it. For the first time, censusrespondents can choose to complete their questionnaire online, by phone, or by mail. Thisdecennial census is the first one in which all households will be invited to respond online.And today’s digital environment offers unprecedented opportunities to not only reachaudiences in new ways, but to quickly refine our outreach and engagement during the responseperiod, as results and data become available.As we engage people of all ages, socioeconomic statuses, backgrounds, and languagecapabilities, we are taking a nuanced approach to promote the importance and relevance of the2020 Census. We are also striving to show good stewardship of taxpayer dollars and respect foreach individual’s time and privacy.Results from the survey portion of the Census Bureau’s 2020 Census Barriers, Attitudes, andMotivators Study showed that funding for community benefits—including hospitals, firedepartments, schools, and roads—ranked as the No. 1 motivator for census participation. Increative testing, the communications campaign’s “Shape your future. Start here.” platform11
performed strongly, with respondents finding it personable and relatable, as if “speaking directlyto me.”Additional research showed that it is important for the Census Bureau to continue highlightingthat census data can lead to programs and benefits for communities, including grants thatsupport the building of schools, hospitals, and clinics, and the improvement of roads, bridges,and public transit services. These details, more than dollar figures in the billions, have beenshown to resonate with the public.Aiming to raise awareness and motivate self-response, the 2020 Census campaign encompassesactivities within the following program component areas: Stakeholder Relations. Stakeholders help raise awareness about the count, as they areuniquely positioned to help identify the challenges and concerns that affect communitiesand neighborhoods. And as active users of census data, they are well poised tochampion the value of an accurate count. The ICC will leverage these relationshipscontinually. Partnership Program. Local, regional, and national partners play a valuable role inhelping us connect with the public and reach hard-to-count (HTC) audiences throughtargeted communications, materials distribution, and events engagement. Our partnershelp show respondents that the census is relevant to their lives, their communities, andthe causes that matter to them—and that the Census Bureau is committed to ensuringdata privacy and security. Advertising and Media Buying. The paid media and advertising strategy incorporatesthe needs of every audience group, as well as evolving technologies, to raise awarenessand drive self-response. For the first time, the campaign is driving response throughdigital ads that connect viewers to Census Bureau web properties, providing respondentsthe option to complete the questionnaire throu
In June 2017, the U.S. Census Bureau made public Version 1.0 of the 2020 Census Integrated Communications Plan, identifying the path forward for future communications efforts. Version 1.0 laid out foundational steps to develop a comprehensive communications campaign while providing a high-level overview of anticipated communications strategies.
Index to Indiana Statistics in the Decennial Censuses Contents 3rd Census of the United States (1810) 2 4th Census of the United States (1820) 3 5th Census of the United States (1830) 4 6th Census of the United States (1840) 5 7th Census of the United States (1850) 7 8th Census of the United States (1860) 10 9th Census of the United States (1870) 17
1940 The census tract became an official geographic entity for which the Census Bureau would publish data for. Census tracts covered major cities and block number areas (BNAs) covered many other cities 1970 1980 The number of BNAs increased and the criteria of the BNA matched the census tract 1990 Census tracts and BNAs covered the entire nation
SIMS is up to date before running the Census. The 10% of data not held in SIMS must be entered in the Census panels each time a Census is completed (eg questions related to teaching of RE). If the SIMS data is not kept up to date it will need to be entered into the Census panels each time the Census is completed.
South Carolina Department of Archives and History. South Carolina Census Records on Ancestry.com U.S. Census Reconstructed Records, 1660-1820 1910 South Carolina, Compiled Census and Census Substitutes Index, 1790-1890 Index to the 1800 Census of South Carolina Free Blacks and Mulattos in South Carolina 1850 Census
Jan 26, 2018 · OCS and Survey OCS) and Enumeration application Awarded: June 19, 2017 Awardee: immixGroup, Inc. Technical Integration (TI) Support the 2020 Census Program to deliver a fully integrated Census System-of-Systems Ensure that the 2020 Census System-of-Systems integrates, scales, performs, is s
Guide to State and Local Census Geography The first Guide to State and Local Census Geography (1990 CPH-I-18) was issued in June 1993 as a joint venture between the US Census Bureau and the Association of Public Data Users (APDU). The book contained an overview of census geography and had information about key geographic concepts for
4. A guide to filling in your census form 8 5. Types of questions in your form 9 6. Questions about your accommodation 10 7. List of people (page 3 of your census form) 15 8. Questions about the people in your home on census night 17 9. Questions about absent people on census night 32 10. Sign your name in the box on page 23 of your form 34 11.
Asset management is the management of physical assets to meet service and financial objectives. Through applying good asset management practices and principles the council will ensure that its housing stock meets current and future needs, including planning for investment in repair and improvements, and reviewing and changing the portfolio to match local circumstances and housing need. 1.3 .
