Partner Call
California Census Office Media BuyJanuary 6, 2020
Materials Needed for Call – Attached to InviteUpdated Media List
Media Flowcharts by RegionGlossary of Terms
1January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
Key Takeaways:
• Paid Media Updates
• Walk Through Statewide Media Buy
• Media Tactics
• Dates
• Regional Coverage
• Updated Media List
• How USCB and California Media Buy Work Together
• Next Steps
2January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
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Since December 16, 2019 call:
• Negotiated and planned trusted messengers and “content integration” with media partners
• Negotiated and executed contracts with media partners for the statewide media campaign
• Developed creative strategy and assets
• Received complete analytics on Q4 2019 digital buy to influence statewide media plan
Statewide
Paid Media Updates
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
HTC Communities Reacted to the Digital Ad:
• African American = 17,090,232 Impressions
• Asian/PI = 18,739,030 Impressions
• Latino - English = 37,695,266 Impressions
• Latino - Spanish = 8,800,000 Impressions
• MENA = 6,891,382 Impressions
• Multi-Cultural = 13,249,620 Impressions
• Native American = 5,074,743 Impressions
97M impressions successfully delivered
Key Findings Inform the Statewide Media Buy Quarter 4 Digital Performance (Oct - Dec 2019)
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Over 64
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
• MENA is the top engagement group at .52% click-through rate.
• Region 8 is the most engaged region at .56% click-through rate on Display and .78% click-through rate on paid social media.
• Search engine marketing is the highest performing at 9.2% click-
through rate.
• Smartphones are notably the top reach platform, or dev ice people
are v iewing ads on, at 70%+.
• Males currently represent more than 56% of the overall impression reach.
• Traffic to website from digital ads has resulted in 346,288 Unique Visitors with an average of ~2 pages during their v isit.
• 80.25% of Traffic are NEW users• 19.75% are Returning users
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New digital ads starting this week support
USCB enumerator recruitment
Top Performing ElementsQuarter 4 Digital Performance (Oct - Dec 2019)
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
January 13 – March 16
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• Strategic Messaging – Early Education Phase• What is the Census?• Why it's Important?
• Trusted Messengers & Outlets (300+)• Ethnic and Multicultural Outlets• Print• TV• Radio• Out of Home• Social
• Tailored Reach• 13+ Languages • HTC Index and Demographic group
100s of Trusted Messengers start the Census conversation the week of January 13
√
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
January Media
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• Radio
• 200+ radio stations live in 13+ languages• 60-second spots prov ide more time for the message
• Digital: programmatic approach that is targeted in the hardest-to-count regions and zip codes informed by quarter 4 efforts
• Television: “Added Value/Bonus Media” spots taking advantage of the pre-political window
• Social Media: beyond the census- social handles, integrating
Social Influencers – celebrity, community and regional
• Low Broadband areas: Movie Theater ads will go live
• Outdoor Signage Placement: “Out of Home” live with both digital units that are
stationary and mov ing billboards
• Print: Ads with “integrated content” (stories) with education content across 13
languages targeting the hardest to count communities
• Earned Media: Cadence (pitching stories) increases (editorial calendar)
• Bonus/“Added Value” Media: Partnerships disseminate information through
collateral
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
February – March 16 Media
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• January robust rollout: radio, social, outdoor signage placement, print,
digital, mov ie theaters, earned, and added value
• Digital: Implementation of “Content Integration” through digital platforms
and social
• Television: Paid media will launch in various regions, in multiple languages as well as leverage “Content Integration” opportunities
• Social Influencers: Census messages created through v ideo will be pushed out on YouTube and other social and digital media
• Out of Home:• Signage on grocery store shopping carts in low broadband
• Custom Outdoor Signage Placement aka: “Wild Out of Home”
• Print media: continues to drive a cadence of paid creative as well as editorial stories (weekly)
Other Activities:
• Regional Micro Media Campaigns• State Department and Agency Collaboration
• Community Specific Campaigns – LGBTQ+, Veterans, Persons with Disabilities, Education, Farmworkers
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
Bonus Spots – Radio, Television, Print, Digital, Out of Home
Custom Content
Public Service Announcements (PSAs)
Digital
Social
Bonus Media “Added Value” Statewide
1 to 1
match
Minimum of
Events and Promotional Support
Editorial
30%up to
9January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
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• Paid Media
• Walk Through Statewide Media Buy• Media Tactics• Dates• Regional Coverage
• Updated Media List
• How USCB and California Media Buy Work Together
• Glossary
Media Flowchart by Region
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
Media Flowchart by Region
DRAFT January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy 11January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
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• U.S. Census Bureau Nationwide Campaign • Built by Designated Market Area (DMA)
• Buying based on audience/population by
language
• General audience• Message delivery: traditional ad buy
placement
• California Census Statewide Campaign
• Built by region and counties• Buying based on SwORD data, hardest-to-
count populations, vulnerable populations,
and language
• Reaching the hardest-to-count communities
• Focus on specific, targeted audiences• Message delivery: focused on “integration,”
community and trusted messengers
How the U.S. Census
Bureau and
the California
Media Buy
Work Together
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
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U.S. Census Bureau Media Buy Flowchart
Statewide CA Media Buy Flowchart
Comparison of Flowchart
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
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• Media Measurements• Impressions• Engagement• Sharing• Web traffic
• Increased Awareness• Identified through message testing• Outreach efforts – 1 on 1 feedback
• Responses (in Flight 2)• Completes• Starts• Differences between 2010 & 2020
Key
Performance Indicators (KPI)
for the Statewide
Media Buy
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
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• Review the Materials
• Updated media list (originally provided Dec 16)
• Media Flowcharts by Region
• Glossary of Terms
• Compare how the USCB and California Census Office media buys work together
• Future partner call updates
• Message testing• Baseline evaluation• Creative development• Media Buys on SwORD• Media Placement
Next Steps
January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
www.CaliforniaCensus.org
QUESTIONS
16January 6, 2020 – Partner Call – CA Census Office Evaluation & Media Buy
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