Page 1 Table of Contents Executive Summary .................................................................................................................................... 2 Communication Plan Objectives ............................................................................................................... 4 Census Timeline ........................................................................................................................................ 10 Make It Count: Multimedia Public Information Campaign ................................................................. 12 Background on Previous Census Participation ....................................................................................... 12 Target Markets ....................................................................................................................................... 13 Communication Challenges .................................................................................................................... 15 Leon County and City of Tallahassee Strategies .................................................................................... 16 Measuring Success .................................................................................................................................... 22 Marketing and Promotional Materials ................................................................................................... 24 Page 2 Executive Summary Every 10 years an enormous effort is conducted: counting every living person in the United States for the official Census. The stakes are high, and the results will influence federal funding, grant distribution, political representation and future planning for years to come. A feat spearheaded by the U.S. Census Bureau but made possible by the actions of local governments and Complete Count Committees (CCC) nationwide, Leon County and the City of Tallahassee are committed to ensuring a successful outcome for the Census 2020 effort in Tallahassee-Leon County. With the local government goal to exceed the statewide participation rate for the first time in decades, the CCC fulfills an important role in the overall Census awareness effort: build trust and confidence in the 2020 Census while helping ensure our community is counted one time and in the right place. To complement the efforts of the CCC, Leon County and the City of Tallahassee have created the enclosed Integrated Public Information and Communications Plan to provide a comprehensive and targeted communications strategy that focuses on outreach, building partnerships and connections with the public, engaging with local media, advertising, events and digital media to reach the nearly 300,000 individuals that call this community home. This Plan outlines established objectives and communication strategies and includes narrative, timelines, tangible outcomes and measurements for success in the following sections below: • Communications Plan Objectives • Census Timeline • Make It Count: A Multimedia Public Information Campaign • Measuring Success • Marketing and Promotion Materials To reach this goal, Leon County Community and Media Relations recommends “Make It Count.” to market and represent the Tallahassee-Leon County 2020 Census initiative. In addition to the Integrated Communications Plan, a custom mobile friendly website has been created to serve as a resource with important Census information for the CCC as well as the general public. The efforts of the CCC are crucial as Census data will help determine how nearly $675 billion in federal funds are distributed annually to state, local and tribal areas. Part of the local support for this undertaking includes an outreach program to increase participation, particularly in geographic areas with historically low participation rates. CCCs are essential and effective in educating and motivating residents to participate in the U.S. Census, and such committees have proven effective in increasing Census response rates for Leon County and the City of Tallahassee in the past. Due in part to the efforts of the 2010 CCC, the response rate in Leon County improved by four (4) percentage points from 69% in the 2000 Census to 73% in the 2010 Page 3 Census. For 2020, Leon County and the City of Tallahassee have established a goal to achieve a County participation rate that exceeds the statewide average (74% in 2010). Important Role of the CCC in Making the 2020 Census a Success According to the U.S. Census Bureau, the CCC is key to creating awareness in communities across the country. CCCs utilize local knowledge, influence and resources to educate communities and promote the Census through outreach. Broadly, the Tallahassee-Leon County CCC shall: • Support all 2020 Census promotional and outreach activities of Leon County Government and the City of Tallahassee. • Share official census information from federal, state and local government sources. • Encourage communities CCC members serve to trust and participate in the 2020 Census. • Incorporate census information in newsletters, social media posts, podcasts, mailings and websites. • Help recruit census workers when jobs become available. Engaging Media on the 2020 Census To maintain a unified message in alignment with the U.S. Census Bureau talking points, all media engagement shall be conducted by the Complete Count Committee Chair Cherie Bryant with the Tallahassee-Leon County Planning Department. If any Complete Count Committee member is approached by media for an interview, contact Mathieu Cavell, Leon County Community and Media Relations to confirm the interview with Cherie Bryant or other representative. Mathieu Cavell can be reached at (517) 974-6255. Page 4 Communications Plan Objectives Objectives 1. Establish the Complete Count Committee (CCC) and provide a roadmap for success to build trust and confidence in the 2020 Census. 2. Conduct a public outreach campaign to increase awareness about the 2020 Census in Tallahassee-Leon County. 3. Increase the overall 2020 Census response rate in Tallahassee-Leon County. Objective #1: Establish the CCC and provide a roadmap for success to build trust and confidence in the 2020 Census. Goal #1: Work with the CCC to provide resources needed to assist in educating and bringing awareness to the 2020 Census. • Create a 2020 Census website and toolkit. Leon County and the City of Tallahassee have designed a 2020 Census webpage for the CCC to use in directing citizens to learn more about this important civic duty. This resource informs individuals about the importance of participating and provides specific information for hard to enumerate groups in Tallahassee-Leon County to learn how they can ensure they are counted one time and in one place. In addition, the website has a section called the “Census Toolkit” which includes social media guides, graphics, fact sheets and other promotional materials that CCC members and members of the public can use to spread the word about the 2020 Census. • Provide marketing materials for online promotion. Leon County and the City of Tallahassee through the Census Toolkit encourage CCC members to engage in the Make It Count. Census campaign online using social media through sharing and generating posts beginning in early March and through Census Day. • Provide a “To Go Box” with materials to assist in-person promotion and interaction. A Census “To Go Box” will be made available to the CCC to help facilitate committee participation in community events, including events occurring in hard-to-enumerate areas. The “To Go Box” will include: an official Census tablecloth, informational collateral (flyers, brochures, cards) and giveaway items with Census branding. CCC representatives can request these items through Cherie Bryant at Page 5 [email protected] and are encouraged to participate in at least two activities per month in March and April and at least one in May and June. Goal #2: Encourage CCC to facilitate and participate in community events to increase promotion for the 2020 Census. • Host or participate in joint Census kick-off events (at least two events per month). Talking with the community about the importance of the Census is an essential part of this Communications Plan. Leon County and the City of Tallahassee will prepare a list of upcoming events through April 1, 2020 that present the greatest opportunity to reach residents. This list will be made available and updated as needed on the County/City Census website. • Participate in official Census announcement activities. In March, Leon County and the City of Tallahassee in conjunction with the CCC will present a Census proclamation at a County Commission meeting and a City Commission Meeting recognizing the upcoming 2020 Census. In addition, on April 1, 2020, Census Day, the City and the County will host a kick-off press conference event with the invitation of the CCC on Census Day to generate media coverage and raise awareness of the 2020 Census. • Share Make It Count. messaging with community leaders. Leon County and the City of Tallahassee will continue to engage with the CCC to strengthen outreach efforts through established relationships with visible and influential businesses and organizations within the community as listed below. Additionally, the County and the City will assist in ensuring committee members are given the materials and resources necessary to participate in community events leading up to and through April 1, 2020. The following list includes some of the leading