Academic Assessment Panel. 2010 Census Integrated Communications Campaign. Final Report

摘要

The 2010 Census Integrated Communications Campaign seeks to increase mail response, improve accuracy and reduce the differential undercount, and improve cooperation with enumerators. The campaign is comprised of paid advertising, earned media, partnerships, digital outreach and a Census in Schools program. The Academic Assessment Panel was formed in April 2009 to independently review the campaign while the creative work and media implementation plans were still in development. In particular, the Census Bureau wanted to obtain an objective assessment of how Team Census processes for developing and implementing the communications strategy, creative messaging, and media plan compare to industry best practice.