FACT SHEET:
2010 Census Communications Campaign Contract

For 2010, the Census Bureau is taking an integrated approach that goes beyond advertising to include a mix of public relations, partnerships, grassroots marketing, special events and more. By integrating these elements seamlessly with each other and with the Census Bureau’s internal operations, the campaign will help ensure that all people are reached in the most efficient and effective manner.

The contract team led by Draftfcb includes agencies with extensive experience in social marketing as well as in reaching racial and ethnic groups. The contract includes aggressive goals to ensure that small businesses are fully involved in the campaign. Small agencies that are part of the core contract team in the list below are marked
with “*”. To contact Draftfcb, e-mail Al Keve, contracts manager, at al.keve@draftfcb.com.

Support 2010 Census goals:

1. Increase mail response
2. Improve cooperation with enumerators
3. Improve overall accuracy and reduce the differential undercount

• Public relations: Weber Shandwick
• Media buyer: Initiative
• African-American: Global Hue
• Hispanic: Global Hue , A to Si
• Asian-American / Native Hawaiian and Pacific Islander: IW Group*
• American Indian / Alaska Native: G&G*
• Emerging markets: Allied Media*
• Experiential marketing: Jack Morton
• Management and integration: Booz Allen Hamilton
• Recruitment: Marcom Group*
• Design: Zona Design*
• Puerto Rico: Draftfcb Puerto Rico

     * small businesses