2020 Census

GOAL

For the United States Census, California is the hardest-to-count state in the nation. Ark Marketing was tasked with working with Count Me 2020 and OC Counts organizations to find persuasive ways to reach San Diego, Orange County and Imperial Valley’s hard-to-count populations (ethnic groups, non-English speakers, immigrants and refugees, seniors, low-income, etc.) to motivate them to fill out the 2020 Census.

CAMPAIGN STRATEGY

In order to educate and inspire communities that have historically not filled out the Census, we developed multi-layered plans that included traditional advertising and grassroots tactics. We reached people where they live, work, commute, shop, and find their news and entertainment. With messaging in 10 languages, we connected with our target audiences utilizing digital campaigns, ethnic print publications, bus sides, transit shelters, supermarket and convenience store posters, billboards, radio, television, social media and local Influencers from a variety of communities.

OUTCOME

Of all the counties in the state of California, San Diego had one of the highest increases in Census self-response rates from 2010 to 2020 at 5.9%, Orange County increased by 4.7%, and Imperial Valley increased by 4%. By comparison, the California State self-response rate went up only by 1% and the National self-response rate went down by -7%.

The Census messaging reached the target audience (even with the COVID-19 pandemic and shelter-in-place orders). As a result, San Diego, Orange County, and Imperial Valley will get the funding they deserve for key resources like hospitals, schools, roads, fire, and much more.

Digital
Campaign

Print