2020 CensusCensus Integrated Communications PlanPlan VERSION 2.0 • ARIL 20, 2020 VERSION 2.0 • MAY 13, 2020 TABLE OF CONTENTS Table of Figures ............................................................................................................................................................................. 4 Table of Tables ............................................................................................................................................................................... 6 A Note on COVID-19 From the U.S. Census Bureau .......................................................................................................... 7 Shape Your Future. Start Here. ................................................................................................................................................... 8 About the 2020 Integrated Communications Plan Version 2.0 ...................................................................................... 9 Executive Summary .....................................................................................................................................................................10 Background ...................................................................................................................................................................................14 2020 Integrated Partnership and Communications Program .............................................................................15 Integrated Communications Campaign............................................................................................................15 2020 Integrated Communications Plan ......................................................................................................................17 Strategic Considerations for the 2020 ICC ..........................................................................................................................21 Alignment With Other 2020 Decennial Operations................................................................................................27 Timing With Both Decennial and Nondecennial Operations .....................................................................27 Considerations for Puerto Rico and the Island Areas...................................................................................27 Insights, Opportunities, and Barriers ...........................................................................................................................28 Challenges for the 2020 Census Communications Campaign ..................................................................28 The Changing Face of America ............................................................................................................................30 Elections in 2016 and 2020 ...................................................................................................................................31 Robust Data and the Means to Act on It..........................................................................................................31 Influencers Driving Media Consumption..........................................................................................................31 Changes in the Media Environment and Available Channels ....................................................................32 Audience-Based Insights .................................................................................................................................................33 Planning and Developing the 2020 Campaign ..................................................................................................................34 Phased Communications Approach ............................................................................................................................34 Research and Analytics ....................................................................................................................................................39 Key Considerations in Research Planning ........................................................................................................39 Key Inputs for 2020 Research Efforts .................................................................................................................39 Foundational Research to Guide Creative Development ............................................................................41 Predictive Modeling and Audience Segmentation Activities .....................................................................44 Collaborative and Multicultural Research Approach ....................................................................................51 Campaign and Creative Development ........................................................................................................................52 The Creative Process ...............................................................................................................................................54 Development of Strategic Plans ..........................................................................................................................66 Integration With Operations ................................................................................................................................66 Metrics and Tracking ........................................................................................................................................................73 Findings and Considerations ................................................................................................................................73 2 IPC Program Component Plans ..............................................................................................................................................75 Stakeholder Relations.......................................................................................................................................................79 Overview .....................................................................................................................................................................79 Approach ....................................................................................................................................................................79 Partnership Program .........................................................................................................................................................85 Overview .....................................................................................................................................................................85 Approach ....................................................................................................................................................................85 Advertising and Media Buying ......................................................................................................................................96 Overview .....................................................................................................................................................................96 Approach ....................................................................................................................................................................96 Public Relations and Events ......................................................................................................................................... 115 Overview .................................................................................................................................................................. 115 Approach ................................................................................................................................................................. 115 Crisis Communications.................................................................................................................................................. 126 Overview .................................................................................................................................................................. 126 Approach ................................................................................................................................................................. 126 Website Development and Digital Activities ......................................................................................................... 131 Overview .................................................................................................................................................................. 131 Approach ................................................................................................................................................................. 131 Social Media ..................................................................................................................................................................... 141 Overview .................................................................................................................................................................. 141 Approach ................................................................................................................................................................. 142 2020 Statistics in Schools