1. Improving Economic Census Response Through Communication, Coordination, And Outreach Robert Marske Economic Planning & Coordination Division May 15, 2009

2. The Economic Census Years ending in 2 and 7 Private, non-farm activity Forms to businesses with paid employees Administrative records for non-employers Response is mandatory Individual responses are confidential Supports public policy, benchmarking Supports business marketing, investment

3. The Problem: Steady Decline in Response Since 1992 Small business response dropped... from 92 percent in 1992 to 87 percent in 1997 to 82 percent in 2002... and businesses in 2007 were wary of Government requests, and identity theft, and...

4. Response Promotion Initiatives Message on envelope Toll-free number Business HelpSite Large companies: Advance information Account managers Early mailout Improved electronic reporting software Multiple remails Letters from top legal official Awareness campaign: –What’s in it for ME (my business)?

5. Targeted “Sweet 16” Many Businesses, Low ‘02 Response Auto repair Construction Convenience stores Dental Insurance Landscape Laundry / cleaning Legal services Machine shops Medical Printing Real estate Restaurants Trucking Wholesale “Small Business” Payroll providers US Chamber of Commerce Business Economists

6. business.census.gov

7. Media/Associations Page

8. E-Blasts -- widely used -- inspired people to take action;

10. Industry “Hot Reports” Find data for your industry Compare your business

11. Oct ’07 - Mail Large Companies, 800K small firms Dec 12 ’07 – Mail remainder of 4.7 MM mailout Feb 12 ’08 - Forms due April 1 ’08 - First form followup May 1 ’08 - Second form followup June 1 ’08 - Third form followup Collection and Followup Activity Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

12. Oct ’07 - Mail Large Companies, 800K small firms Dec 12 ’07 – Mail remainder of 4.7 MM mailout Feb 12 ’08 - Forms due April 1 ’08 - First form followup May 1 ’08 - Second form followup June 1 ’08 - Third form followup July ’08 - Phone reminders to 150,000 businesses August ’08 - Legal letters to 400,000 small busineses Collection and Followup Activity Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2007 Response Below 2002 Phone calls, Legal Letters 2007 Response Below 2002 Legal Letters Mailed 2007 Response Below 2002 Legal Letters; Reminder Calls

13. “Legal” Letters Got Attention

14. “Legal” Letters Got Response “OK, here’s your form” “I never got a form” “OK, you have my attention... now what?” [but... we had only one chance to “get it right” ]

15. Response Exceeds Targets Steady Decline Since 1992

16. Communicating Benefits Helped... some * Small companies –“Sweet 16” -- 2% better response/shallower decline Observations

17. Being Company Centric Improved Response * Large companies –Advance Information -- 13% better response with verified address –Earlier mailout -- two month time advantage –Account Managers –E-reporting -- critically important Observations

18. Next Steps: Ongoing Awareness to Bridge the Gap to 2102