3/26/15  National Advisory Committee (NAC) Meeting (Day 1, Part 2)

3/26/15 National Advisory Committee (NAC) Meeting (Day 1, Part 2)

>>Actually before I introduce the speakers
I’d like to make a couple of quick announcements. First of all we have someone else who has
joined us at the table. We had Ted Johnson who is the Associate Director for Performance
and Improvement. I hope I got that right. Ted is here now. Second of all, there was
a lot of interest and discussion about the proposal for the Clearing House, and Tom sent
a couple of web links out to the members, the White House web links that have more information
about that Clearing House proposal. And then I spoke with Lisa after her presentation,
and she’s going to do her best to get with her staff to provide answers in writing to
the committee before we adjourn tomorrow to the I think three questions that we didn’t
get a chance to answer fully. Okay, so at this time we’re going to reconvene, and we’re
going to now hear from folks that are going to talk about the communications update for
the 2015 census test as well as an update on the 2020 integrated communications contract.
We’ll hear Kendall Johnson [assumed spelling] and Tasha Boone [assumed spelling]. And they
said not to worry. Even though there’s over 30 slides in their presentation they’re going
to stick to their 20 minutes, and I’m going to turn it over to them. [ Pause ]>>Good morning. My name is Kendall Johnson.
And I represent –>>I’m sorry, I forgot to make one announcement.
Jeannie [assumed spelling] asked me to say that because we are webcasting this for all
of our speakers please be sure and just speak right into the mic. And she actually said,
John, you in particular so that folks that are listening in can hear what we’re saying.
Thank you and sorry.>>Good morning. My name is Kendall Johnson.
Is that on? Alright, I’m going to try this again. My name is Kendall Johnson. I represent
the communications directorate. This morning Tasha Boone and I will give you an update
on the communications activities being conducted during the 2015 census test, as well as update
on the communications contract activities for the 2020 census integrated communications
contract. Tasha? [ Silence ]>>–some time and lead time at the end for
you to ask questions. As Lisa said, much has changed since the launch of the 2010 integrated
communications campaign particularly around technology and the rise of the digital advertising.
So the goals of this test will give us insights into increasing opportunities to increase
hard to count populations, increasing self-response to reduce non-response followup and other
related costs, as well as testing communication activities to inform the 2020 communications
program. Our objectives are to ensure that we implement this integrated communications
program for the test market in support of the optimizing self-response test, motivate
the self-response particularly online, and to answer communications research questions.
So overall our questions, our main question regarding for this test of communication efforts
is what are our effects of integrating and combining digital advertising and micro targeted
ads? And combining this with other traditional communications such as mailing postcards,
letters or in media coverage as well as our computer automated phone calls, broadcasts
and radio ads and outreach through our partnership efforts. Specifically we will explore the
effects on the internet and the overall self-response rates, the internet and self- response rates
for specific social demographic groups, and the internet and self-response rates for the
housing units targeted by specific mail out strategies and, of course, the preregistration
rates. And all of this is across five different panels. So setting and landscape, Lisa did
talk a little bit about this, but the test is focused in this Savannah designated market
area. It’s approximately 338,000 households across the 20 counties, 106 zip codes. The
attempt is to replicate our communications activities and elements and test these, our
media partnership and outreach, television and radio advertising, print and out of home
advertising. And then, of course, really testing a lot of the new digital advertising and social
media. We will also do some influencer phone calls. We didn’t do this in the last campaign
for 2010, and this is the opportunity to utilize people in the communities who are real people
and prominent people that people may know in the communities and have them do reminder
phone calls. And that will be approximately 60,000 to encourage them to participate and
respond to the test census. And then we will be mailing to a sample of those households
approximately 90,000. And, of course, I think Lisa mentioned this but there’s no [inaudible].
So this is our time line, our global time line. I’ll just leave it here for a second
for you to take a look at. I won’t cover all these activities. But just know that we’ve
already had out kickoff for the campaign. This did start in February, and the communication
efforts are going to go through the end of May. So partnership activities. We have two
local partnership that are currently on the ground in the Savannah market area, and they’re
doing a tremendous amount of work. They have really jumped started and kick started a lot
of our opportunities in communication efforts in this area. We have over 200 partners providing
support and volunteer services. This is just an example, an extract of that list. The really
good thing that we’ve been able to do is also utilize a lot of the local resources within
the designated market area. So we’ve been able to work with organizations to utilize
space. We’ve also have had over 75 volunteers who have participated and worked across this
campaign effort. We’ve used local services where we hire photographers and film crews
to help with a lot of the work that was done on filming and producing the ads. And, of
course, for our research that we’ve done we’ve utilized focus group facilities as well as
the people in the area have participated in those focus groups. Our partnership activities,
for those over 200 plus partners that the folks who are on the ground from the region
office have participated in gathering, they have had to have materials to work with those
partners. And some of the things that we’ve put together for them is a partner tool kit.
And in this tool kit is a lot of different materials. Kendall is going to go through
some of those a little bit later. I think there’s a couple of examples that are at your
table, and she’ll talk about those in a minute. In addition we’ve had testimonials. This is
where we’ve actually had real people in the designated market area where we filmed them,
and they talked about who they are and how important participating in the task is not
only for them but also for their communities. And these have been really pretty successful.
And they’re being utilized within those markets, and the partners are utilizing those and sharing
them as well. In addition, we have what we call a champions program. And this is more
specifically where we have utilized people in a lot of the rural areas, again real people,
who can talk to their communities and say how important this test is not only for themselves
but more specifically for the real rural communities and why. We’ve already had some local events
we’ve kick started. Had a launch of this event just a few days ago. And our undersecretary
Mark Johns [phonetic] as well as our director and Lisa and Jeannie participated in those
activities. I think their days were quite filled in traveling around the designated
market area and participating in the many events that were held that day. In addition
we will obviously have a big event happening on census day. A lot of different activities
will happen. We’re utilizing a lot of those partners. Some of them have been listed here
of who will participate and what they will provide in helping to launch those census
day activities. So we’ve talked a little bit about, and Kendall is going to talk about
the digital advertising, but I did say that we are testing some of our communication activities,
many that have really taken off since we launched the 2010 campaign. And digital advertising
obviously is one, but also social media. You all are quite aware of how the growth of social
media and the explosion, and we did very little in 2010. But we are really building and capitalizing
on what’s available out there, how people are using it. We really want to test some
of these activities of how people use social media to make sure that we’re engaging in
thoughtful ways to best illustrate and highlight the test, and also that we can learn so we
can build upon that for the 2020 integrated communications campaign. So with that I will
turn it over to Kendall to walk us through the advertising. [ Pause ]>>Okay, so let’s look at the media plan.
You will see on the screen the broadcast media plan. We are showing you exactly how many
spots will air during each week that the campaign will be going on. And this is broken down
by the length of the spot. We have three paid ads. However, there are multiple iterations
of those ads. They are in 15 second, 30 second and 60 second lengths. In addition, they are
tailored, the [inaudible] are tailored based upon the message that we’re trying to deliver
associated with the particular phase of the campaign. We will appear on all five networks,
and this is the programming that the ads will appear in. For cable television a very similar
chart. You will see that we are on various cable networks. The approximate number is
20 cable networks where we will have our ads showing. And, again, the spots are broken
out by the length of the spot and the weeks in which they run. [ Pause ] Let’s take a moment to look at one of our
ads. This is entitled my census, and it’s a 60 second ad. [ Pause ] Uh-oh, sorry about that. Uh-oh, we’re in trouble.
So we’re going to keep going until somebody comes to help us out here. There we go. [ Pause ] [ Music ]>>My census, my job.>>My census, my roads.>>Mi census [foreign language].>>The U.S. census is vital to your community
and its future. Population counts are used to determine our political representation
and resources for transportation needs, schools, health services, new business development,
emergency preparedness and so much more. And now the Census Bureau has chosen our community
to prepare for the next census in 2020. Just fill out the test census online. It’s quick,
easy and safe to stand up and be counted.>>My census, my business.>>My community.>>My future.>>We all count. So go online to census.gov/2015
and complete yours today. It’s vital to our future.>>So that’s just one of three ads that we
have. Again, they will be tailored based upon the phase in which they are airing and the
length of the spot that we’ve purchased. So for radio here’s a list of all of the networks
or the radio stations where our spots will air along with the schedule, actually the
number of spots that will air for the duration of the campaign. We have four produced radio
ads, three in English, one in Spanish. And we have over 1,200 live reads planned. So
let’s listen to one of our radio ads. This one is specifically focused or targeting the
rural community, and the voice over is Bob Keiklighter [phonetic] who is one of our local
champions.>>Hey, Mike, I’ll just have a cup of coffee.>>Sure thing, Jim. What’s going on?>>Went to the library this morning and completed
my test census online?>>Census? I didn’t know you could do that
online. And isn’t that in 2020?>>I’m talking about the 2015 census test.
We’ve been selected to lead the way in 2020, just us. Doing it online will save America
lots of money and help get everyone counted. It’s safe, secure and really easy. My nephew
did his right on his smartphone.>>I like not having to mail a paper form,
and saving money is good. But what’s the big deal about getting counted?>>You know that new school or the grocery
store down the road? Those got put there because census numbers showed we needed them. And
Dr. Pierce [assumed spelling] at the clinic he told me the census is a big deal for healthcare.>>Sold. I’ll do it.>>Don’t wait, do it today. Complete the test
census at census.gov/2015. That’s census.gov/2015. [ Pause ] So, again, that was Bob Keiklighter, one of
our local champions. Here’s an example of some of the out of home executions that we
have. And this is a list of all the locations within the Savannah DMA. [ Music ] Within the Savannah DMA where the billboards
are located. So here’s an example of our print. We have approximately 28 print executions
that will eventually be placed across the market; 25 of those are in English, three
are in Spanish. This is an example. This is an example. I swear they’re messing with me.
This is an example of two of the print ads along with an advertorial that will run in
the local newspapers and print vehicles. [ Pause ] Here’s a print schedule along with a list
of all of the print vehicles that we will be utilizing, their circulation and the number
of ads that will run in each publication during the test period. [ Pause ] Okay, so here are some of our posters. We
have approximately ten designs for our posters. They’re in two different sizes; eight are
in English, two are in Spanish. And we printed approximately 3,200 posters that will be placed
around the test area. These are also posters that are being distributed by our partners.
Here’s an example of some of our outreach materials. And we took a moment and provided
each of you all with a couple of them. This is a bookmark, and this is a push card which
I will talk to you about in just a second. We have bookmarks, we have wallet cards, we
have window stickers. And let’s just take a moment and look at the bookmark. On the
screen you will see that certain areas have been circled. If you look at the actual one
that you have at where you’re sitting you’ll notice that there are a couple of ways that
we’re engaging that we haven’t done before. There is the social media link with the hashtag
we count 2015. There is also the opportunity to text we count to 55000. If you text that
to that number you will get a text message in return that provides you with a link that
takes you directly to the survey instrument. It’s the landing page that will provide you
with additional information about the 2015 test and the opportunity to begin the survey.
Also on this card is the QR code. The QR code if you’re familiar with it or even if you’re
not, it’s an app on your smartphone. Way to go. It’s an app on your smartphone, you focus
on the QR code. It snaps a picture, and it will take you directly to the link. Again,
it’s the landing page where you can receive more information about the 2015 test as well
as the opportunity to enter the survey directly. [ Pause ] So the push card, this is the first time we’ve
ever done a push card. And you’ve got one of these at your location as well. This is
the form of a flier, obviously two sided. It’s about four by six inches in size. One
side is all imagery, the other side is information about the 2015 test. Again, it gives you all
the information on how you can participate. It tries to get you to the landing page where
you can then enter the survey. Digital advertisements began running on February 23rd when the preregistration
opened for the test. They will continue through May 31st. The first wave of digital ads from
February 23rd through March 22nd really focused on notify me and to get people to preregister
for the test census. There are two types of digital ads. There’s the mobilization or call
to action ads, and these actually will drive people to the landing page. But then there
are the awareness ads that have more of a video content. So it will help to increase
name recognition and basically the general understanding around the 2015 census test.
Here’s an example of a display ad placement. You’ll see the arrow pointing to our add.
We’re utilizing space on the website TheBump. This placement targets expecting and new parents
encouraging them to respond and to include every member of their family as children are
undercounted. So, as you can see, users receive our messaging through various means. They
then visit the census.gov/2015 website where they learn more about the census test. And
then they have the opportunity to begin the survey. Upon completion of the survey they
exist, and they are directed to another landing page where there’s additional information
about the survey as well as videos that they can watch. We will have real time optimization
of the digital media spin, weekly reporting of insights and priorities and next steps.
But all of this feeds into our customer experience management dashboard or CEM. And this will
be a customized set of dashboards that actually are specific only to this test. It will include
website metrics, it will include daily inputs from all of the media that we purchase, as
well as tracking the survey response. So these are test milestones. We’ve gone through a
few of those. We talked about the notify me period or preregistration which began on February
23rd and will end of March 22nd. The test opened on March the 23rd, and that’s when
traditional advertising began and when the digital advertising ramped up. Previously
Tasha spoke about the influencer calls that we will conduct, and they begin on March the
30th. And then, of course, census date is April 1, and I won’t go through the rest of
those. So let’s talk about the 2020 census integrated communications contract and where
we are in the process. So in October or October 1 of last year we issued a request for information
or an RFI. ON October 31 we had received all of the responses to that RFI. There were 32
total responses received. Of those 19 came from small businesses. Currently we are in
the process of conducting market research and developing the requirements for the draft
[phonetic] request for proposal. Also, as we develop those requirements we are taking
into consideration lessons learned during the 2014 test as well as the 2015 test. We
anticipate that we will award the contract one year earlier than was done for the 2010
census. So I’m going to turn it back over to Tasha at this point.>>So as we transition into our questions,
we see that all these questions are focused on the 2020 program. And these are just a
guide because really what’s most important for us at this opportunity is to allow you
to tell us and start that dialogue about what’s important to you and what’s important to your
communities. This time frame as our director was talking about earlier is wanting to engage
with you a whole lot earlier. This is the opportunity. We were not able to do this last
time. And as we began to develop the request for a proposal we want to ensure that we have
requirements from you and things that are important to you. So we’d like to hear from
you. I know that this is just the beginning of that conversation. But this is a lot earlier
than we anticipated last time. So just a couple of questions that we have up here to guide
the conversations. But, again, we’re open to hearing whatever you’d like to tell us,
and we are definitely in listening mode. Is what do you think will be the biggest barriers
to participation in the 2020 for the communities that you represent? What do you think are
the best ways to reach the communities you represent with messages about the 2020 census?
And what is the best way to promote the release of the request for a proposal for the 2020
census integrated communications contract so that vendors are aware of this great opportunity.
Thank you.>>Thank you very much. Can I just ask a preliminary
question? Can you give us some idea about what the racial and ethnic demographics are
for the 20 counties you looked at?>>Yes. Actually over 60 percent, a little
over 60 percent is white, and approximately 30 percent is Black. And a little over 7 percent
is Hispanic. And the Asian is about 1.4 percent in that area. [ Pause ] Okay. There’s sort of a question implied within
those results, but I’ll ask others ask questions first. Actually Carol just wants to mention
what she will be doing as part of these conversations take place today.>>Thank you, Paul. Maybe a practice that
Kirsten [phonetic] that might be a secret job that she conducted while she was a vice
chair and I’m trying to follow is to track the request that come from the NAC during
the discussions. So I already have a list of ten items from the first discussion. I’m
going to do my best to capture then. I’m going to invite you to help me do that. So I’m encouraging
you to reach out to me if there are specific things that you’ve asked and you want to make
sure I capture. So my job will be to help facilitate those requests, get them through
the chair and on to Tom so that they can be responded to appropriately from the committee.
I do also have a question, Paul, but I will wait in line. Thank you.>>Okay, Linda?>>Hello, my name is Linda Marc. Thank you
for a wonderful presentation. Specific to question number one, what are the biggest
barriers to participation, my question to you is about how much can you leverage from
the work that draft FCB [phonetic] did during the 2010 census specifically for the non-English
speaking markets and the emerging markets? Our concern has always been how are you going
to reach them, what kind of advertising is going to be done in those communities? Thank
you.>>So I’ll start off and then turn it over
to Kendall. Actually we’re starting with the lessons learned and all of the work that was
done previously. I think this provides a very good baseline. Many of you participated in
those efforts and provided a lot of good information. So we’re starting with that as the baseline.
Obviously there are many changes that have occurred since then. And so we need to go
back out and retest and do some research which we’re beginning with the 2015 test. And really
get more up to date information that can feed into it. The good thing is is that we’ve been
doing some things with the American Community Survey. We recently did some research which
we came, and I think I actually spoke with you last fall about that research, but we’ve
been looking at some of those things. A lot of updates have been made to the planning
database so there’s a wealth of information there that we can pull as well. But I guess
the short answer is we will be utilizing the information that was done by draft at CB.>>Tasha said it all.>>Ditas?>>Hi, Ditas Katague here. I have an answer,
a question and a comment. So the first answer is to number two which is what are best ways,
and I’ll say it again and I say it every time I’m here, more money for the regional and
local areas to do outreach. More money for Jamie Christi [phonetic]. I’ve got to mention
his name at least once. So my question which you don’t have to answer right now is with
re- engineering of the field ops that we just looked at what is the reporting lines between
field ops and communication partner staff? Both in 2000 and 2010 we found that there
was a little bit of disconnect between what the enumerators and field staff were doing
and what the partnership — you know, they didn’t even know when there were events. So
you don’t have to answer that now, but I just wanted to point that out. Now, my comments,
and Director Thompson [inaudible] think out of the box, and I encouraged Nancy to think
out of the box and think about the budget, last time I talked about net neutrality and
how that could impact your mobile. And thank goodness they voted, and I think you guys
are going to be okay. So this time I want to have a disclaimer, and I’m speaking as
an individual citizen and not for my professional role for my job I do back in California, but
along the lines of budget I see you guys did a lot of purchasing of cable and broadcast.
I will point out that there is currently at the FCC and the DOJ a huge merger going on
of somebody who owns the pipes, a cable company who also owns content and merging particularly
impacting big states like California and New York. And as you move forward, you guys know
about mergers, it’s going to be looked at for antitrust and monopoly, and sometimes
they can’t prevent the merger from happening. But what they have is mitigating conditions
and merger — or mitigating measures and merger conditions that are introduced into the public
record. And my suggestion is that for a large cable company that perhaps a mitigating condition
could be to provide outreach or advertising spots at a reduced rate for hard to count
areas throughout their consolidated market areas because they are going to be the monopoly
there for both the ACS and for the 2020 census. I think that could save you a big bucket of
cash.>>Julie?>>With regard to that first question, and
this is something that I think I raised at our fall meeting as well, one of the largest
issues that we face for the Latino community is persons who are undocumented, undocumented
immigrants and how safe they will feel filling out a form that goes to the government. And
so what kind of measures, in addition to the language issue while you’re doing advertising
in Spanish, what kind of outreach is planned for assuring people their information will
not lead to some sort of issue that they may have basically for undocumented families or
mixed [inaudible] families? [ Pause ]>>Thank you. We try in every message that
we put out to emphasize that the census is safe, it’s easy, it’s secure. But to go beyond
that we use local voices, we use local influencers. We hire enumerators from the areas in which
they live. We go the extra mile. When we create advertising we create it in language, and
we back translate it for review. We try to be as authentic a voice as we possibly can.
That said we know there’s always more that we can do. So as we’re walking down this road
towards 2020 we will continue to engage the communities, the different ethnicities, the
different population groups to find out how best to talk to them. What is the best way
for them to receive the message from us in an authentic way that will encourage them
to respond?>>Gilberto?>>[Inaudible] and I’m here representing the
Afro-Latino community, and I bring a new emphasis into that area. And my comment would be that
when we target the Hispanic community images and perceptions are very important. People
sometimes have difficulty with identity. So when you show these images in the programs
maybe you can highlight the diversity within the Hispanic community so our people could
see themselves represented in the process, and that will encourage participation. Thank
you.>>Meghan?>>Thank you. I’m Meghan Maury from the National
LGBTQ task force. I would echo some of what Julie said and just broaden it out to other
communities. We see the same sort of fear happening in homeless communities and LGBTQ
communities. And I’d just encourage you to integrate that lens into the communications
as well. As a second point I think the LGBTQ community tends to access different media
sources. And I’d be interested to hear how you’re integrating that into your media plan.
I think there are different sets of newspapers, magazines, websites, even TV channels that
are directed toward the LGBTQ community. And I’m just curious if you’ve thought about how
to work that into your plan. Thanks.>>Thank you. In terms of the print ads I
won’t say that that was definitely a focus. But from the digital ads it was. We were able
to do much more targeting through the digital ads, and we’re targeting by behavior, we’re
targeting geographically. We’re testing various ways to reach different segments of the population.
So as we test further and as we’re, again, moving towards 2020, that is definitely a
focus for us. It was a focus for us doing the 2010 census, and it continues to be a
focus.>>Thank you. Jacob?>>Just to echo just a little bit what Gilberto
and Ditas have talked about regarding focusing locally, my question is in the examples that
you showed here which looked great in terms of the test sites that really reference, for
example, the low country in South Carolina and Toombs County, Georgia and trying to show
faces that are representative of those areas, to what extent in the decennial census will
that kind of customization be available for local communities and geographic enclaves
of minority communities in places, for example, the Vietnamese community in Utah? That’s my
question.>>It’s a great point. And I think our focus
and hope that this time around as we begin the planning for the 2020 census is that we
will ensure that that customization happen. It was a huge lesson learned from 2010. We
were able to do some but not as much as I think people would have liked to have seen.
And so that is going to be first and foremost in the front of planning for our campaign
this time around. The regions really want to have that flexibility to illustrate and
show what their communities are and ensure that the materials that we create are reflective
like you see for the 2015 test.>>Thank you. Pauline?>>Thank you, Paul. Pauline Medrano. My concern
or really questions are how are the local influencers, clergy, I know in the Hispanic
community the church plays a vital role in our community and the images I think are very
important. And I note that you used the word secure. And I think in our community I think
confidentiality would probably play a more important role, or at least that role would
mean a lot more.>>Thank you. Mee?>>Thank you, Mr. Chairman. Thank you for
that great presentation. I think the Savannah test area is a really good example, right,
to answer some of these questions. So I would like a little bit of background about the
Savannah market in some of the examples you showed there. So I think it’s so exciting
that you’ve listed here about 200 community organizations who are partners who are helping
you to do that. I’m wondering, I know you listed only a handful on the slide, but of
the 200 partners you have in the Savannah market how many of those are Asian-American
organizations?>>Okay, I can honestly say I don’t have that
answer for you at this particular moment. We do have the entire list. And so that you
know the list continues to grow. As of the time that the presentation was put together
that was a little over 200 partnerships. We have the two partnership personnel on the
ground in the Savannah market, and they are working like crazy. What we can do is we can
get you that information. As soon as we pull the list we can get it to you, and we can
provide it in points of time, or we can provide it once we have completed the test. It’s up
to you.>>If you could provide it now I think that
would be really helpful.>>Okay.>>Because if there are any gaps, right, then
we could be helpful to you to perhaps identify partners that you should be working with as
you’re moving forward with the Savannah market, so… I have one more question which is that
can you share with us a little bit — again, it’s really exciting to see the really specific
detail information about like the billboards and where they’re being placed and the print
ads and the radio ads, etc. Or even breaking down to like the television shows during which
the ads will be played. And so a curious question for me is could you talk us through a little
bit the process that you arrived at or what were the parameters that you used to select
the TV shows and those result lists. What were the parameters did you look at? Did you
take into consideration like demographics? Did you try to balance within all the communities?
If you can just talk us through that a little bit I think that will be helpful.>>This is where having a great agency working
with us comes in quite helpful. We do balance it based upon demographics. We look at consumption
habits in the area. We look at psychographics that all of this is information that’s collected,
for example, by Nielsen and other various survey instruments. We also try to find, for
example, the print vehicles we wanted it to be very specific. We wanted to reach out to
each community. We didn’t want to just buy it, for example, and this is truly an example,
an issue of USA Today. We wanted to show that it mattered to us to make sure that we worked
within the community, that we spoke to the community in vehicles that they consumed.
That said, from a traditional media standpoint it’s not as easy to purchase that specific.
But we did the best that we could. And we will look at how those ads are being consumed,
and the lessons learned will tell us a lot of that. The media metrics will tell us a
lot of that.>>So offline, but for me you could share
in the followup email also in all the different media that you’ve identified from the TV shows,
the cable, the radio, the billboards, the print ads what you are projecting in terms
of being able to reach the Asian-American community, the 1.4 percent of the Savannah
market. Because then after you’re done we can go back and say did your consultant do
their job? Did they place you in the places you needed to be in order to reach this population.
So thank you very much.>>Thank you.>>And just to add onto that, that is part
of the metrics that we’re looking at and collecting now. So we will make sure that we report out
on that. And we did purchase what was available. So for the local markets, in particular the
print and radio, if there was a particular ethnic print organization then we tried to
look at what was available in the market.>>Thank you. Hassan?>>Yes, thank you, Tasha and Kendall. I have
a question and a quick feedback on your first question. In terms of this Savannah testing,
and I know you are in the midst of testing and it’s not done, what is the matrix of success?
What’s the benchmark of success you’re looking at here? And how do we measure this success?
And in terms of the questions if I’m reflecting the feelings of the communities talked to
regarding the census, and I’m building on Julie and Meghan’s concerns, I would say the
issue of trust comes as number one. Second is the issue of relevance. And third is the
issue of ownership. And here I’m concerned that you’ve invested with this testing so
much in these major television and radio outlets that I think we really need to pay attention
to the sense of local, to the sense of ownership. And it’s something we probably need to talk
to each other about.>>Thank you. I’m reminded we’re already about
15 minutes over, and it is your lunch that we’ve bombarded into. But I do want, once
again, to let people have their questions go forward. And, again, we’ll try to capture
them and hopefully get some responses. I know this is a subject that I anticipated would
have a lot of interest. So if people could present their questions or comments briefly
we’ll try to get them in in the next two or three minutes. Sela?>>Sela Penapasa. Thank you very much for
that presentation. Okay, so I would like to begin with a clarifying question with regards
to the materials you just presented. In that since this is the first time I’m seeing the
materials, so my question is tied to, and I will address your question, is that the
materials that you shared with us are these materials and the messaging to be general
— the thinking is this to be generalized across the country? I’m concerned about the
coverage. And to answer the first question the biggest barrier for me is that the information
and data that you are collecting as part of your testing to inform the decisions in 2020
is not comprehensive enough. The small populations as you indicated at the very beginning, Native
Hawaiian and Pacific Islanders are not well represented. So I am very concerned that you
are making decisions on the imaging, the type of communication and messaging, and it doesn’t
reflect a segment of the population. So the decisions because everything is very unique,
it’s specific to this area. How does this apply across the country given the diversity
of our population and the challenges within with reaching out and being able to account
for the needs across the country? So that is for me the biggest barrier right now that
those small populations, the hard to reach, hard to count populations are not accurately
reflected as part of your testing. Following that what do you think are the best ways to
reach the communities? For the very communities I’m referring to you need to get down to the
community. They are the trusted voices. They know the landscape of their communities. And
they can accurately mobilize and communicate with the people that you’re trying to reach.
And with that said I’m going to put a plug again, this investment in your media communication
campaign resources need to come to those communities, too. And I join from the experience of the
2010 census the most effective campaign messaging, advertising, communication materials were
produced by our local Native Hawaiian and Pacific Islander communities. They were translated.
They were images that resonated with the local people. And what amazed me is that while California
and the communities in California and Hawaii were again of the game, the communities in
other states were reaching out and were asking if they could share in their materials. So,
you know, I can’t stress enough the power and the contributions of the grass root community
and the ethnic media which I don’t see well reflected and represented in your testing.
And I, again, that’s where we need to invest resources. And I’m hoping with all the savings
from our internet and technology efforts that we would redirect resources and invest in
the communities rather than rely on them to do this pro bono. Thank you.>>Thanks. I think we’re going to end up on
the general point that you made when the committee discusses later this afternoon. So, once again,
sorry Arturo, you’re always sort of at the point where you get to ask your question and
don’t get your answer. But please ask a good question, and we’ll try to get you an answer.>>I know. I’m starting to take it personal.
So this won’t be a question, this will be comments. One on the influencer calls I assume
these are robocalls that you’re thinking of. Our research in terms of using robocalls for
border outreach shows that these were the least effective way of trying to get people
to take action. And in some cases were actually counterproductive because people were resentful
of receiving robocalls so I would be careful about that. In terms of what I think the biggest
barriers will be in 2020 everything that has to do with how the census is being re-engineered
is going to present new barriers. So we’re going to need to have an expert communications
firm that’s going to be as expert in the way the census is being re-engineered as the Census
Bureau is. And, number two, nimble enough to be able to develop a communications campaign
that will be appropriate for 2020. Like Sela I remember what happened in 2010 where we
had a communications firm that had developed a campaign that did not at all reflect the
economic crisis the country was facing from 2009 going through 2010 with the great recession.
So none of the messages that the firm had developed talked about the impact the recession
had had on households and the need to reach those households where mortgages have been
lost, people were doubling up and so forth. So let’s not repeat that. In terms of the
firm that is ultimately selected I’m glad that we’re talking about reaching somebody,
awarding the contract earlier. But also let’s look for somebody who is going to have in
house expert capacity in reaching different populations. One of the things that happened
again in 2010 and also in 2000 were that firms that were expert in reaching Latino communities,
Spanish speaking communities, African-American communities were extremely resentful of the
fact that a big Madison Avenue firm gets the huge contract, and then the focus is this
reached the hard to count populations, and then small subcontracts get awarded to the
firms that actually are expert in reaching the Spanish speaking community, and I’ll be
specific, to Latino communities. And they feel like they’re getting the crumbs from
the big firm that gets the big money that does the ad for the Super Bowl. Where really
what we need to do is reach the people who aren’t necessarily watching the Super Bowl
because they’re not connected in that way. So I think there’s a lot of lessons learned
from 2010 that we need to build upon as we go to 2020. And, also, let’s think about what
2020 is going to look like so that we don’t design a communications campaign two years
in advance and then we have circumstances that are very different.>>Thank you. Carol?>>Thank you. There’s also risk when you provide
a partial list of partners so I want to acknowledge that. The Savannah area has five Native American
tribes. I’m going to put on my Tim Harjo hat for minute. He’s not here today. But a lot
of Native American live everywhere. They certainly live off the reservations, and I don’t know
if your partner list includes any outreach to Native American entities. But one of the
tribes in the Cherokee Nation. They’re the second largest tribe in the country. So I’m
just encouraging you to be inclusive and make sure that urban Indians are also counted in
this process. So I’d just like to confirm that you have done some outreach to them.
You don’t have to answer me now, but I want to make sure that does happen. Thank you.>>Quickly, Geri [phonetic]?>>Okay, and this will be quick, because I
think both Sela and Arturo spoke to the concern I had with to whom the contract is awarded.
And I would encourage you to talk to the many partners you have. For example, who have they
had experience with? Who is particularly sensitive to that community, hard to reach folks? And
let’s really be thorough about the precision with which those contracts are awarded.>>Thank you very much. John?>>More of a suggestion. We just came through
a period — I work for a organization, the community I represent is people in poverty,
especially isolation, isolated pockets. And we just came through a period where in maybe
half of the states or more there were pretty successful efforts to enroll people in the
Medicaid expansion. That’s not happening in Savannah so you’re not going to get much information
about that. But they were extremely successful with in person assistance, local allies, messaging
and penetrating communities that people thought were too hard to get to. So there’s sort of
local infrastructure kind of there, pretty much everywhere, at least in those half of
the states that might be useful to tap.>>Great. Yolanda?>>I want to echo that and also to encourage
the faith based community. It’s very important when court held listening sessions. The community
did not want to go to the court. We reached out to faith based communities that had a
community center, and we had over 1,900 pages of public testimony. So I want to encourage
that. And also in many of our communities in New Jersey the Catholic church has been
very active with the immigrant populations. And that’s another faith based entity that
you might probably want to reach out to. We also found that the school system was very
important is that immigrant children were at least going to school, and a lot of the
information about our public hearings we got out through the school by developing special
announcements that we knew the children would be taking home to their parents.>>Thank you. Gilberto, do you want the final
comment?>>Thank you. I just wanted to add my name
to receive the information that Mee is requesting. I’d like to understand the outreach to Afro-Latinos
in that region. And I also want to echo Sela’s concern and comment regarding the participation.
Thank you.>>So let me say something really quick, and
we can discuss this later. So, one, all the materials you saw were specifically tailored
for the Savannah media market. No other media market, just Savannah based on all the research
we did about Savannah. Now, the good news is when we went down to Savannah we have had
tremendous support from the mayor’s office, everybody else. And when we ran the ads down
there the local people that saw them it was just amazing how they lit up because they
saw themselves in the ads. But what that says, of course, is that we need to be local when
we go forward in 2020 as opposed to having a one size fits all. There’s 200 I think media
markets or 210 according to Nielsen. And it’s not out of the realm from viewpoint that we
had something special in each one of those media markets. And the other things is that
one of the important questions up there or actions we would love for you to do in terms
of our advertising contract is make sure when our fee comes out we’ll get it to you, but
if you know of entities and firms that you think would be good that would be interested
in applying we would love to have them get that RFP and respond to. So you can really
help us in that regard. And we would love to have you do that. So that’s all I’ll say.>>Thank you, John. Alright, well, that concludes
this morning’s session. We’re running a little bit behind. So what I would ask is that we
still take 45 minutes for lunch, but we come back here at one o’clock sharp. I just want
to remind if you are on the hard to count population work group we reserved T2 for a
meet and greet so you can go get your lunch and then head that way. And the subject matter
experts will be in there, too, to at least meet you face to face. So we’ll see you back
sharp at one o’clock. Thank you very much.

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