2010 United States Census
BUSINESS SITUATION
A Challenging Decade of Silence and Change
The U.S. Census happens only once every decade. This massive undertaking determines the number and demographic composition of people residing in the United States and its territories. The census is mandated by the Constitution, and by law everyone must participate. However, legality doesn't equate with likelihood. Participation rates in Government surveys have been declining for decades. In 2000, for the first time, the Government utilized paid media to encourage participation.
On the surface, our assignment for the 2010 Census seemed rather simple — get people to complete...