2015 Census Test Communications

This case study describes how the US Census Bureau redesigned and tested an online census in the Savannah DMA in order to see if it could save money in the future.

2015 Census Test Communications

In 2015, the Census Bureau tested marketing methods to determine the response to a redesign of the census to an online format. The online census can save the U.S. government billions of dollars by increasing self-response that reduces the need for follow-up visits to homes. Working with Census, Reingold crafted a campaign that used digital and traditional advertising, social media, media relations, partnerships, and community events to promote the test census and encourage online response. Rather than create a campaign based on preconceived notions, we studied the Savannah DMA's communities and cultures, using local feedback to...

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