INTEGRATED OUTREACH PLAN by DraftFCB New York for Us Census Bureau

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INTEGRATED OUTREACH PLAN

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency DraftFCB New York
Account Supervisor Radhe Vaswani
Released January 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: US CENSUS BUREAU
Product/Service: US 2010 CENSUS
Agency: DRAFTFCB
Date of First Appearance: Jan 17 2010 12:00AM
Entrant Company: DRAFTFCB, New York, USA
EVP Group Management Director: Jeff Tarakajian (Draft FCB)
SVP Group Management Director: Wendy Glass (Draft FCB)
Account Director: Mark Hall (Draft FCB)
Account Supervisor: Radhe Vaswani (Draft FCB)
Assistant Account Executive: Ashley Hughes (Draft FCB)
EVP Chief Media Officer: Rich Gagnon (Draft FCB)
VP Group Media Director: Bhavana Smith (Draft FCB)
VP Associate Media Director: Vito Ellison (Draft FCB)
Media Supervisor: Leslie Kaalunk (Draft FCB)
Media Planner: Allie Grimes (Draft FCB)
Media Planner: Zach Bruning (Draft FCB)
SVP Director Account Planning: Darlene Billia (Draft FCB)
Research Manager: Chasson Gracie (Draft FCB)
VP Associate Director Database Services: Joe Panzarella (Draft FCB)
Broadcast Producer: Bailey Kindlon (Draft FCB)
EVP Group Creative Director: Gary Resch (Draft FCB)
President: Clyde Penn (Penn Good)
Director Media Services: Vince Ellis (Penn Good)
Executive VP Media Director: Jim Lamarca (Penn Good)
President: Bob Tassie (Unity Media)
Senior Vice President: Greg Mccarthy (Powell Tate)
Executive Vice President/Media Director: Mercedes Negron (Draftfcb Puerto Rico)
Media Director: Damon Brown (GlobalHue)
Senior Vice President/Executive Media Director: Nelson Garcia (GlobalHue Latino)
Chief Contact Strategist: Gloria Constanza (GlobalHue Latino)
Vice President: Gerald Gray (G&G)
Media Director: Julia Chen (IW Group)
Account Coordinator: Amber Akram (Allied Media Corp.)
Managing Principal: Taso Mouhteros (Plum Agency)
Media placement: TV - NBC, CBS, Fox, 15+ Cable Networks - 17 January 2010
Media placement: Radio - Network And Local - 17 January 2010
Media placement: Magazine - People, Essence, 15+ Plus Magazines - 17 January 2010
Media placement: Internet - Facebook, ESPN, 1,000+ Sites - 17 January 2010
Media placement: Outdoor - Bulletins, Bus Wraps, Big Form, 10+ Major Markets - 17 January 2010
Media placement: Newspaper - NY Times, Washington Post, 500+ Newspapers - 17 January 2010
Media placement: Events - 10-Truck Road Tour - 17 January 2010
Media placement: PSA's - CBS, NBC, Turner, 15+ PSA's And Integrations - 27 October 2010

Results and Effectiveness
• Awareness of the Census grew to 99%. • Trusted voice approach yielded millions in free media value. • Engagement increased by 109% versus benchmark, with 94% indicating they have heard something recently about the Census. • Belief that participation is quick and easy at 88%, an increase of 132% versus benchmark, eliminating a major barrier to participation. • Current Participation Rate of 72% (4.23) may exceed 2000 and is tracking ahead of goal despite the hurdles of declining survey response rates over past 10 years, anti-government sentiment and privacy concerns.

Creative Execution
Armed with custom mindset research, negotiations sourced an unprecedented, inspirational outreach network to motivate every person residing in the US: 1. Tyler Perry’s House of Payne 'Curtis' touts simplicity in vignette by completing form in seven minutes 2. Dora the Explorer helped moms make sure they count their little ones in PSA. 3. Lesson Plans in every school 4. NASCAR’s Greg Biffle talks about funding for roads. 5. George Lopez motivates Hispanic community via branded content segments 6. 100+ local DJ voices including Dave Winfield, Matt Siegel and Dan Masucci tout local benefits 7. Patriotic PSAs feature Olympic athletes Ben Agosto, Julie Chu, and Jennifer Rodriguez 8. CBS Sports talent James 'JB' Brown, Clark Kellogg and others seed the message during Super Bowl Sunday and NCAA March Madness. 9. Mass ambient on lunch trucks, gas pumps, retail monitors, bus wraps and even oversized, 20 feet-high custom forms at street events.

Insights, Strategy & the Idea
Every ten years the US Census must count every individual residing in America. The scale of this challenge is unlike any commercial advertiser and the task is especially complicated since most people are unaware of how the Census benefits them. Millions will avoid participation because of privacy issues and anti-government sentiment. Our plan was shaped by proprietary research that segmented America based on responder catalysts and barriers to participation. Behavioural insights from segments such as the 'Cynical Fifth' or the 'Unacquainted' (both that are least likely to respond) helped drive an overall media strategy that turned our plan into an unprecedented public outreach effort. The campaign included 2500 multi-media outlets and enlisted 100+ celebrities and trusted voices through our media negotiations. This outreach strategy worked across multiple platforms including branded content messages in TV, 1,000+ airings of radio chatter, print advertorials, event appearances and social tweets.