innovations in the communication 2010 census mexico
TRANSCRIPT
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INNOVATIONS IN THE COMMUNICATION 2010 CENSUS
MEXICO
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GENERAL STRATEGY
A strong and well structured communication campaign was designed to sensitize the inhabitants about the importance of participating in the 2010 Census and at the same time to show the transparency of the census operation to achieve 100% response.
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ADVERTISING ATL
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T.V. & Radio
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BILLBOARD / DIGITAL BILLBOARD
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WEB SITE
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STREET FURNITURE & BUS ADVERTISING
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NEWSPAPER & MAGAZINES
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SPONSORSHIP CAMPAIGN
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SPONSORSHIP CAMPAIGN
As a strategy to strengthen the communication efforts, a sponsorship campaign with strategic sectors of the country was developed.
Free endorsement of the 2010 Census through its massive products, services or communication channels to reach the population.
676 free ads from sponsors were reflected in more than one billion impacts.
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PRIVATE SECTOR: AVIATION
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PRIVATE SECTOR: CEMENT
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PRIVATE SECTOR: INTERSTATE BUS
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PRIVATE SECTOR: FINANCIAL
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PRIVATE SECTOR: FOOD INDUSTRY
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PRIVATE SECTOR: FOOD INDUSTRY
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PRIVATE SECTOR: RETAIL
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MAJOR LEAGUE SOCCER TEAMS
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Spaces in fairs and exhibitions , spaces on the internet, adds in receipts and vouchers, posters in their buildings, messages to their employees.
PUBLIC SECTOR
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ACADEMIA
373 academic institutions contributed to the communication of the Census message by:Broadcasting spots on radio and televisionOrganazing ConferencesPublishing articles and inserts in magazines and journals.Inserting messages on payroll slips.Distributing promotional materials on their campusesBanners on their websites
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INFORMATION IN MASSIVE MEDIA
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INFORMATION IN MASSIVE MEDIA
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SOCIAL MEDIA & APPS
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Social Media:
1. Youtube2. Facebook3. Twitter4. Flicker
SOCIAL MEDIA
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IPHONE AND IPAD APP
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COVERAGE
98.4 % of housing
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MEDIA IMPACTS INVESTMENT
ADVERTISING ATL 18,969,115 US$ 15,000,000
SPONSORSHIP CAMPAIGN 1,100,000 free ads 0
INFORMATION IN MASSIVE MEDIA 7,445 press releases 0
SOCIAL MEDIA 2,529,861 interaction US$ 230,000
COVERAGE
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¡En México todos contamos!