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2015 Digital Census Test
Agenda
 Overview
 Research and Pretesting
 Panel Design
 Creating a Census Environment
 Digital Marketing
 Tracking and Analysis
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Overview
Vision
 Goals: Test insights will support these 2020 Census goals:
1. Increase opportunities to engage hard-to-count populations.
2. Increase self-response to reduce NRFU and related costs.
 Objectives: Implement a comprehensive and integrated
communications program in the Savannah media market to:
1. Support the OSR test by increasing respondent preregistration
within “Notify Me.”
2. Motivate self-response, especially online.
3. Answer communications research questions regarding the use
and impact of microtargeted digital advertising.
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Research questions
 What are the effects of integrating and combining digital
advertising and microtargeted ads with other traditional
communications, such as mail postcards and letters, earned
media coverage, computer-automated phone calls, broadcast
and radio ads, and outreach through partnerships?
 Specifically, we will explore the effects on:
 Internet and overall self-response rates
 Internet and self-response rates of specific
sociodemographic groups
 Internet and self-response rates of housing units targeted
by specific mail-out strategies
 Pre-registration rates
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Landscape
 Test focused on Savannah DMA
 338,000 households
 20 counties (17 in Georgia and three in South Carolina)
 106 ZIP codes
 Attempt to replicate key census communications elements
 Earned media
 Partnership and outreach
 Television and radio advertising
 Print and out-of-home advertising
 Digital advertising and social media
 Influencer phone calls (60,000 calls)
 Mailings to sample of households (90,000 HHs)
 No NRFU
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Timeline
Pre Oct ‘14
Develop
Project
Plan
Oct ’14 – Jan ‘15
Research
Design
Feb ‘15
Mar ‘15
Awareness/Education
Campaign
Apr ‘15
May ‘15
Motivation Campaign
June ’15 and Beyond
Evaluation
and
Analysis
Communications
and Message
Planning
Communication Execution Period
Recommendations
Creative and
Production
Process
Ongoing Media Monitoring
Lessons Learned
Outreach and
Partnership
Development
Key
Data Collection
Media
Planning and
Analysis
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Research and Pretesting
Research and pretesting
 Partnership and outreach scouting trip and initial influencer
interviews (n=20, November 2014)
 Initial media relations scouting visits (n=22, Feb. 4-6, 2015)
 Second outreach visit targeting 13 rural counties (Feb. 23-25, 2015)
 Continued feedback from influencers on creative and messaging
 Collaboration with Census Bureau outreach specialist
 Review of relevant 2010 creative and analysis
 Focus groups
• 1st round (n=2 groups) — initial PSA and design concepts
• 2nd round (n=6 groups) — PSA rough cuts and final designs
 One-on-one digital pretesting with low-response populations (n=9)
 Integration of digital marketing best practices
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Panel Design Overview: How the
test is Design
set up
Panel
Panel design
 3 to 1 ratio of targeted spend to general spend in panels A and C
 2 to 1 ratio of high spend in panels A and B to low spend in panels C and D
* High vs. low spend by HH may vary as audience segmentation and digital profile modeling is finalized.
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Panel design
South
Carolina
Statesboro
Area
Savannah
Area
High Spend/Targeted (32)
High Spend/Non-targeted (21)
Georgia
Low Spend/Targeted (24)
Low Spend/Non-targeted (15)
No Spend/No Digital (14)
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Targeted advertising
 Each panel is independently optimized to achieve the best
possible performance.
 Targeted advertisements are created specifically for an
audience and served using online, individualized
microtargeting tools to reach users in that audience.
 Priority audiences for targeted advertising (based on available
data and inventory):
 Young (Ages 18-24)
 Seniors (Age 65+)
 Adults with less than a high school diploma
 Families with children
 Lower HH income (<$39,734)
 African-American
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Creating a Census Environment
Projected paid advertising budget
Projected
Test Spend
% of Test
Budget
% of 2010
Budget
$ 355,000
26.3%
48.8%
Print
120,000
8.9%
18.3%
Radio
200,000
14.8%
14.9%
Digital
600,000
44.4%
8.3%
Out-of-home
60,000
4.4%
6.6%
Events
15,000
1.1%
1.7%
Medium
Television
Other
Total
1.4%
$1,350,000
$167,000,000
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Earned media and partnership
 Collaboration with Census Bureau partnership specialist –
twice-weekly conference calls, two site visits
 Partner Toolkit – available in print and on social hub, providing
information and resources for partners and customizable content
 Champions Program – empowering individuals in rural
communities with low Internet penetration to promote census test
 Events
2/27 Three closed-door briefings (congressional, stakeholder,
media) with Dir. Thompson and Assoc. Dir. Blumerman
3/23 Kickoff event to launch opening of data collection with Under
Sec. Doms, Dir. Thompson, and Assoc. Dir. Blumerman
4/01 Census Day event and related partnership activities
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Social media
 #WeCount2015
 Limited promotion from existing Census social media
properties
 Social media engagement events with partners and
stakeholders throughout the test
 Dedicated social media hub with user-generated content
 Sharing of tailored social media content with partners
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Television and radio
18
Out-of-home
19
Posters
20
Print
21
Outreach materials
(front)
(back)
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Influencer calls




Two waves (March 23 and May 18)
30-40 seconds long
Targeted to HHs that are not receiving mailings
Voices of Mayor Edna Jackson and local news
anchor Sonny Dixon
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Digital Marketing
Process
Advertising &
partnership
activities
Primary digital
optimization action:
“Begin Survey”
Centurion survey
census.gov/2015
exit page
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Search

Ads show on search engines (like
Google and Bing) when a targeted
term is searched by a user

Geotargeted for search queries
originating within the Savannah
DMA

Reach information seekers and
drive immediate action
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Display
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Display
28
Display
29
Video
30
Video
31
Social media
32
Social media
33
Social media
34
Social media
35
Social media
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Tracking and Analysis
Approach

Real-time optimization of digital media spend

Weekly reporting of insights, priorities, and next steps

Customer Experience Management (CEM) Dashboard
 Customize a set of dashboards specific to 2015 Census Test
 Website metrics from Site Catalyst
 Daily inputs across digital advertising, social media,
traditional media, earned media, and partnership outreach
 Scope and timing of Centurion response data
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Customer Experience Management
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Test milestones
Date
Description
Comments
02.23
“Notify Me”
begins
“Notify Me” page launch, digital advertising begins
02.27
Closed-door
briefings
Briefings with congressional invitees, stakeholders, and news
media
03.22
“Notify Me” ends
03.23
Test opens
04.01
Census Day events
Partnership event & activities across DMA
04.15
Survey mailing
Questionnaires mailed to non-respondents
05.18
Influencer calls
Second round of influencer phone calls
05.31
Test closes
06.01
Post-test analysis
“Notify Me” advertising ends
Kickoff event with Census and Commerce leaders
Initial contact (letters, emails, texts)
Traditional advertising begins, digital ads ramp up
First round of influencer phone calls
Complete self-response data collection, advertising ends
Analysis and assessment begin
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