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...