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Houston油Counts
City of Houston & Vollmer Public RelationsCity油of油Houston油&油Vollmer油Public油Relations
October油28,油2010,
Overview
The Census:The油Census:
 What油is油it?
h i i i ? Why油is油it油important?
Success
 How successful was Houston?How油successful油was油Houston?
 Surpassed油2000油response油rate;油64%油to油70%
Access to nearly $1 billion in federal funding Access油to油nearly油$1油billion油in油federal油funding油
during油next油10油years
The油Team
Challenges
 No socioeconomic and ethnic boundariesNo油socio economic油and油ethnic油boundaries
 Economy油
i k i d i Hurricanes油Ike,油Rita油and油Katrina油
 Transients油
 Limited油budget油油
 Mayoral transitionMayoral油transition
 Census油firsttimers油
Challenges
 Fears and misconceptionsFears油and油misconceptions油
 Distrust油or油suspicion油of油government
Immigration / Deportation Immigration油/油Deportation
 Landlords,油creditors
Eli ibilit f i l lf Eligibility油for油social油welfare油programs
Strategy油
 Treat油Census油like油political油candidate油
 Hardest油of油the油hard
 Integrated油approach
L li d t t hi Localized,油grassroots油partnerships
 US油Census油Bureau油ad油campaign
 Local油advertising
 PSAs
 Influencer油outreach
 Fliers, collateral, direct mailFliers,油collateral,油direct油mail
 Social油&油Traditional油media
 Phased油Approach油
Timeline
 Phase 1: October 2009  January 2010Phase油1:油October油2009油 January油2010
 Be油on油the油lookout;油Census油forms油are油going油out
 Phase 2 February April 15 Phase油2:油February油 April油15
 Answer油the油Census油and油mail油it油back
 Phase油3:油April油15油 June油2010
 Answer油the油door
Houston Counts: How City of Houston & Vollmer PR Rocked the 2010 Census
The油Really油Good油Stuff
 Native languageNative油language油
 Visuals油
 Resource sharing Resource油sharing
 Demographer,油Census油map油and油GIS油technology油
 New油Mayor油
 Our油client,油the油City油of油Houston
 Met油controversy油head油on油
 Picked油our油battles油
Lessons油that油Might油Apply油to油You
 PassionPassion
 Relationships油and油networking
C d f Current油and油future油events
 No油longer油one油size油fits油all油marketing
Ad

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Houston Counts: How City of Houston & Vollmer PR Rocked the 2010 Census

  • 1. Houston油Counts City of Houston & Vollmer Public RelationsCity油of油Houston油&油Vollmer油Public油Relations October油28,油2010,
  • 2. Overview The Census:The油Census: What油is油it? h i i i ? Why油is油it油important?
  • 3. Success How successful was Houston?How油successful油was油Houston? Surpassed油2000油response油rate;油64%油to油70% Access to nearly $1 billion in federal funding Access油to油nearly油$1油billion油in油federal油funding油 during油next油10油years
  • 5. Challenges No socioeconomic and ethnic boundariesNo油socio economic油and油ethnic油boundaries Economy油 i k i d i Hurricanes油Ike,油Rita油and油Katrina油 Transients油 Limited油budget油油 Mayoral transitionMayoral油transition Census油firsttimers油
  • 6. Challenges Fears and misconceptionsFears油and油misconceptions油 Distrust油or油suspicion油of油government Immigration / Deportation Immigration油/油Deportation Landlords,油creditors Eli ibilit f i l lf Eligibility油for油social油welfare油programs
  • 7. Strategy油 Treat油Census油like油political油candidate油 Hardest油of油the油hard Integrated油approach L li d t t hi Localized,油grassroots油partnerships US油Census油Bureau油ad油campaign Local油advertising PSAs Influencer油outreach Fliers, collateral, direct mailFliers,油collateral,油direct油mail Social油&油Traditional油media Phased油Approach油
  • 8. Timeline Phase 1: October 2009 January 2010Phase油1:油October油2009油 January油2010 Be油on油the油lookout;油Census油forms油are油going油out Phase 2 February April 15 Phase油2:油February油 April油15 Answer油the油Census油and油mail油it油back Phase油3:油April油15油 June油2010 Answer油the油door
  • 10. The油Really油Good油Stuff Native languageNative油language油 Visuals油 Resource sharing Resource油sharing Demographer,油Census油map油and油GIS油technology油 New油Mayor油 Our油client,油the油City油of油Houston Met油controversy油head油on油 Picked油our油battles油
  • 11. Lessons油that油Might油Apply油to油You PassionPassion Relationships油and油networking C d f Current油and油future油events No油longer油one油size油fits油all油marketing