1. 1 Burton Reist Assistant Director for Communications 2010 SDC/CIC Steering Committees Meeting Communications Campaign June 16, 2010

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3. 3 12 Variables of the Hard-to-Count Score Mobility Percent Occupied Units Where Householder Moved Into Unit in 1999-2000 Percent Vacant Units Percent of Housing Units that are not Single detached or attached units Percent Renter Occupied Unit Percent Households that are Not Husband/Wife Families Economics Percent People Below Poverty Percent Households with Public Assistance Income Percent Occupied Units with More Than 1.5 Persons Per Room Percent Not High School Graduate (Ages 25+) Percent of People Unemployed Communication barriers Percent Occupied Units with No Telephone Service Percent Linguistically Isolated Households

4. 4 Rapid Response Options Level 1 Distribute news release and radio DJ scripts E-mail alert to partners with template flier Level 2 Engage local government leaders and members of Congress Engage social media and local talk radio Distribute template flier to advisory committee members/stakeholders Level 3 Host conference call with local media Conduct radio tour/satellite TV tour with senior BOC/DOC official Discuss redirecting Road Tour vehicle with region Level 4 Send senior BOC/DOC official to area for press conference, editorial board meetings, meeting with mayor, partnership meetings etc. Level 5 Place newspaper, radio or digital ads

5. 5 Regional Micro Markets TOTAL BUDGET = $3.9M* Atlanta$ 413,771 Boston$ 330,872 Charlotte$ 401,113 Chicago$ 305,977 Dallas$ 356,809 Denver$ 254,127 Detroit$ 312,912 Kansas City$ 290,925 Los Angeles$ 273,865 New York$ 199,780 Philadelphia$ 309,225 Seattle$ 294,625 *Total spend for media is $3,744,000 and estimated labor (4%) is $156,000 *These are estimated totals and could change based on actual media buying

6. 6 Displaced Media TOTAL BUDGET = $2.5M 32 markets  Selection based on Census Bureau data analysis Local newspaper and radio stations Creative calls on both displaced people and their hosts to ensure everyone in a household is counted on the census form Goal: help reduce the differential undercount

7. 7 Survey Response Intervention Confidentiality Campaign in Phoenix, AZ = $230,039 Young Adults (18-24) Print and Digital = $755,000 Urban Families Radio = $600,000 English–Dominant Hispanics TV = $400,000 Black Radio = $200,000 Hispanics Los Angeles Region Radio = $144,968 New York City Transit Media Buys = $119,000

8. 8 Response Rate Intervention TOTAL BUDGET = $22.7M Local Market Intervention (TX, FL, AK, AL, and MS) $1.3M Asian TV, Print, Radio $900,000 Black TV, Radio, Digital, Street Teams $4.3M Hispanic TV, Print, Radio, Digital $4.8M Diverse Mass TV, Print, Digital $11.3M

9. 9 DMA Markets – Low Response on 3/30

10. 10 DMA Markets – Low Response on 4/20

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12. 12 12 Variables of the Hard-to-Count Score Mobility Percent Occupied Units Where Householder Moved Into Unit in 1999-2000 Percent Vacant Units Percent of Housing Units that are not Single detached or attached units Percent Renter Occupied Unit Percent Households that are Not Husband/Wife Families Economics Percent People Below Poverty Percent Households with Public Assistance Income Percent Occupied Units with More Than 1.5 Persons Per Room Percent Not High School Graduate (Ages 25+) Percent of People Unemployed Communication barriers Percent Occupied Units with No Telephone Service Percent Linguistically Isolated Households

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20. 20 Research

21. 21 Where Do We Go From Here? Census branding Data access and dissemination Expanding our notion of a data user and meeting their needs Leveraging the Internet and the new media environment Does the atomization of media provide an opportunity to target our messages by lifestyle attributes? How do we continuously update our communications program to stay abreast of changes in the industry?