the tallahassee-leon county 2020...

Table of Contents

Executive Summary .................................................................................................................................... 2

Communication Plan Objectives ............................................................................................................... 4

Census Timeline ........................................................................................................................................ 10

Make It Count: Multimedia Public Information Campaign ................................................................. 12

Background on Previous Census Participation ....................................................................................... 12

Target Markets ....................................................................................................................................... 13

Communication Challenges .................................................................................................................... 15

Leon County and City of Tallahassee Strategies .................................................................................... 16

Measuring Success .................................................................................................................................... 22

Marketing and Promotional Materials ................................................................................................... 24

Executive Summary

Every 10 years an enormous effort is conducted: counting every living person in the United States for the official Census. The stakes are high, and the results will influence federal funding, grant distribution, political representation and future planning for years to come. A feat spearheaded by the U.S. Census Bureau but made possible by the actions of local governments and Complete Count Committees (CCC) nationwide, Leon County and the City of Tallahassee are committed to ensuring a successful outcome for the Census 2020 effort in Tallahassee-Leon County. With the local government goal to exceed the statewide participation rate for the first time in decades, the CCC fulfills an important role in the overall Census awareness effort: build trust and confidence in the 2020 Census while helping ensure our community is counted one time and in the right place.

To complement the efforts of the CCC, Leon County and the City of Tallahassee have created the enclosed Integrated Public Information and Communications Plan to provide a comprehensive and targeted communications strategy that focuses on outreach, building partnerships and connections with the public, engaging with local media, advertising, events and digital media to reach the nearly 300,000 individuals that call this community home.

This Plan outlines established objectives and communication strategies and includes narrative, timelines, tangible outcomes and measurements for success in the following sections below:

• Communications Plan Objectives • Census Timeline • Make It Count: A Multimedia Public Information Campaign • Measuring Success • Marketing and Promotion Materials

To reach this goal, Leon County Community and Media Relations recommends “Make It Count.” to market and represent the Tallahassee-Leon County 2020 Census initiative. In addition to the Integrated Communications Plan, a custom mobile friendly website has been created to serve as a resource with important Census information for the CCC as well as the general public.

The efforts of the CCC are crucial as Census data will help determine how nearly $675 billion in federal funds are distributed annually to state, local and tribal areas. Part of the local support for this undertaking includes an outreach program to increase participation, particularly in geographic areas with historically low participation rates. CCCs are essential and effective in educating and motivating residents to participate in the U.S. Census, and such committees have proven effective in increasing Census response rates for Leon County and the City of Tallahassee in the past. Due in part to the efforts of the 2010 CCC, the response rate in Leon County improved by four (4) percentage points from 69% in the 2000 Census to 73% in the 2010

Census. For 2020, Leon County and the City of Tallahassee have established a goal to achieve a County participation rate that exceeds the statewide average (74% in 2010).

Important Role of the CCC in Making the 2020 Census a Success

According to the U.S. Census Bureau, the CCC is key to creating awareness in communities across the country. CCCs utilize local knowledge, influence and resources to educate communities and promote the Census through outreach.

Broadly, the Tallahassee-Leon County CCC shall:

• Support all 2020 Census promotional and outreach activities of Leon County Government and the City of Tallahassee.

• Share official census information from federal, state and local government sources. • Encourage communities CCC members serve to trust and participate in the 2020 Census.

• Incorporate census information in newsletters, social media posts, podcasts, mailings and websites.

• Help recruit census workers when jobs become available.

Engaging Media on the 2020 Census

To maintain a unified message in alignment with the U.S. Census Bureau talking points, all media engagement shall be conducted by the Complete Count Committee Chair Cherie Bryant with the Tallahassee-Leon County Planning Department.

If any Complete Count Committee member is approached by media for an interview, contact Mathieu Cavell, Leon County Community and Media Relations to confirm the interview with Cherie Bryant or other representative. Mathieu Cavell can be reached at (517) 974-6255.

Communications Plan Objectives Objectives

1. Establish the Complete Count Committee (CCC) and provide a roadmap for success to build trust and confidence in the 2020 Census.

2. Conduct a public outreach campaign to increase awareness about the 2020 Census in Tallahassee-Leon County.

3. Increase the overall 2020 Census response rate in Tallahassee-Leon County.

Objective #1: Establish the CCC and provide a roadmap for success to build trust and confidence in the 2020 Census.

Goal #1: Work with the CCC to provide resources needed to assist in educating and bringing awareness to the 2020 Census.

• Create a 2020 Census website and toolkit. Leon County and the City of Tallahassee have designed a 2020 Census webpage for the CCC to use in directing citizens to learn more about this important civic duty. This resource informs individuals about the importance of participating and provides specific information for hard to enumerate groups in Tallahassee-Leon County to learn how they can ensure they are counted one time and in one place. In addition, the website has a section called the “Census Toolkit” which includes social media guides, graphics, fact sheets and other promotional materials that CCC members and members of the public can use to spread the word about the 2020 Census.

• Provide marketing materials for online promotion. Leon County and the City of Tallahassee through the Census Toolkit encourage CCC members to engage in the Make It Count. Census campaign online using social media through sharing and generating posts beginning in early March and through Census Day.

• Provide a “To Go Box” with materials to assist in-person promotion and interaction. A Census “To Go Box” will be made available to the CCC to help facilitate committee participation in community events, including events occurring in hard-to-enumerate areas. The “To Go Box” will include: an official Census tablecloth, informational collateral (flyers, brochures, cards) and giveaway items with Census branding. CCC representatives can request these items through Cherie Bryant at

mailto:[email protected]

[email protected] and are encouraged to participate in at least two activities per month in March and April and at least one in May and June.

Goal #2: Encourage CCC to facilitate and participate in community events to increase promotion for the 2020 Census.

• Host or participate in joint Census kick-off events (at least two events per month). Talking with the community about the importance of the Census is an essential part of this Communications Plan. Leon County and the City of Tallahassee will prepare a list of upcoming events through April 1, 2020 that present the greatest opportunity to reach residents. This list will be made available and updated as needed on the County/City Census website.

• Participate in official Census announcement activities. In March, Leon County and the City of Tallahassee in conjunction with the CCC will present a Census proclamation at a County Commission meeting and a City Commission Meeting recognizing the upcoming 2020 Census. In addition, on April 1, 2020, Census Day, the City and the County will host a kick-off press conference event with the invitation of the CCC on Census Day to generate media coverage and raise awareness of the 2020 Census.

• Share Make It Count. messaging with community leaders. Leon County and the City of Tallahassee will continue to engage with the CCC to strengthen outreach efforts through established relationships with visible and influential businesses and organizations within the community as listed below. Additionally, the County and the City will assist in ensuring committee members are given the materials and resources necessary to participate in community events leading up to and through April 1, 2020. The following list includes some of the leading organizations in the Tallahassee-Leon County community that CCC members are encouraged to engage with in outreach efforts:

o Tallahassee Rotary Clubs o Tallahassee Kiwanis Clubs o Council of Neighborhood Associations o Capital City Chamber of Commerce o Greater Tallahassee Chamber of Commerce o Big Bend Minority Chamber of Commerce o The League of Women Voters o Junior League of Tallahassee o The Tallahassee Chapter of Jack and Jill of America, Inc.


o Leadership Tallahassee o Tallahassee Senior Center o Florida State University o Florida A&M University o Tallahassee Community College o Leon County Schools o Lively Technical Center o Southside Tallahassee o Tallahassee Urban League o Care Point Health & Wellness Center o Bond Community

Goal #3: Work with the CCC to engage with college students and low-income households.

• Identify and engage with households with a focus on Southside and 323204. Leon County and the City of Tallahassee encourage the CCC to assist in the following to reach historically hard to enumerate households. Background on previous census participation among hard to enumerate populations can be found in the next section.

Low-Income Residents

• Work with influential community members such as faith leaders, local elected officials, leaders of advocacy groups (NAACP, the Links, Urban League, etc.) and community-based organizations that serve these populations (Bond Community Health, Boys & Girls Clubs, Community Centers, etc.).

• Connect popular and influential sports/ cultural figures with social media campaign initiatives.

College Students/Renters

• Engage with student government associations, the Interfraternity Council and Panhellenic Council to participate and assist with Campus Census Day through tabling, social media posts and peer to peer conversations.

• Work with student media, such as the student radio stations and student newspapers at FAMU, FSU and TCC to bring awareness to peers.

• Partner with FSU, FAMU, and TCC Student Affairs offices to provide information and education materials to students.

• Work with local property management companies and the Division of Student Housing to share 2020 Census messaging through email and text notifications with their residents.

• Work Student Administration to allow the 2020 Census to be filled out in class or as an extra credit incentive.

Goal #4: Encourage CCC to facilitate participation in the Census Bureau’s Response Rate Challenge.

• Leon County and the City of Tallahassee will work in coordination with the CCC to encourage members of the public to participate in the Response Rate Challenge. Beginning in mid-March, this Challenge involves encouraging individuals living in Tallahassee-Leon County to beat the 2010 Census response rate by responding to the 2020 Census. This will be pushed out to citizens through social media with the help of community partners. More information about the Response Rate Challenge is available in the online Census Toolkit.

Objective #2: Conduct a public outreach campaign to increase awareness about the 2020 Census in Tallahassee-Leon County.

Goal #1: Use consistent and relevant messaging to reach targeted audiences in support of the mission of the CCC.

• Provide resources and materials to the Complete Count Committee. As a part of the online Census Toolkit, CCC members will be provided with branded fact sheets and informational materials to maintain consistency among messaging with the public. In addition, a quick facts card will be generated for CCC members to use at community events with the “To Go Box.” Leon County Community and Media Relations will provide additional materials to CCC members as they are provided by the Census.

Goal #2: Use multiple channels, paid and earned media, to advertise and publicize targeted messages to the general public and hard-to enumerate populations.

• Leon County and the City of Tallahassee have developed a multimedia public information campaign (see section Make It Count: Multimedia Public Information Campaign) that incorporates both traditional and nontraditional marketing strategies designed to reach all residents living in Tallahassee-Leon County and increase response rates among hard to enumerate populations.

Goal #3: Generate a social media campaign according to Census branding guidelines.

• Leon County and the City of Tallahassee have incorporated branded social media materials provided by the U.S. Census Bureau into its online Census Toolkit for members of the CCC to use in their outreach efforts. In addition, as discussed further in the next

section, the County and the City have identified additional opportunities to increase the efficacy of social media efforts, including an “I was Counted” check in and targeted social media ads.

Goal #4: Continue to build strong relationships and partnerships with local media outlets.

• Leon County Community and Media Relations and City of Tallahassee Communications will harness existing relationships with local media partners to raise awareness of the importance of individual participation in the 2020 Census count. In addition to providing regular news and updates to media partners through our established media list, staff will identify opportunities for storytelling moments including personal participation stories, interviews with elected officials and upcoming awareness events with the below local media outlets:

o Tallahassee Democrat o Capital Outlook o IHeart Media o WFSU-FM o Adams Radio Group o Cumulus Broadcasting o Magic Broadcasting o WCTV-TV o WTXL-TV o The Famuan o WANM-FM (FAMU) o The FSView

Objective #3: Increase the overall 2020 Census response rate in Tallahassee-Leon County.

Goal #1: Establish benchmarks for success for an accurate and complete 2020 Census count.

• Gather historical data from previous 2000 and 2010 Census’. Leon County and the City of Tallahassee have identified County and City participation rates in previous years and compared them with the national average to help determine direction and strategy for 2020. The goal is to achieve a participation rate for Leon County, which exceeds that of the State of Florida. Measurements for success can be found in the following sections.

Goal #2: Evaluate communication initiatives to determine effectiveness.

• Monitor indicators before, during and throughout the Make It Count. campaign. To support this initiative, both the City and the County will work with the CCC to meet established objectives and will monitor progress throughout the duration of the campaign. Measurements of campaign effectiveness can be found in the following sections.

Census Timeline Based upon the timeline established by the U.S. Census Bureau, Leon County and the City of Tallahassee have designed its Make It Count. public information campaign to reach all residents in the Tallahassee-Leon County community in the days and months leading up to and through the official Census Day on April 1, 2020.

• January-February 2020 County/City/CCC: The County/City will begin its public information campaign to increase education and awareness for the 2020 Census. Messaging will focus on the purpose and importance of participation. During this period the CCC will be provided with resources and materials to plan for outreach efforts both online and in the community.

• March 2020 U.S. Census Bureau: The Census Bureau will continue its community outreach and households in Tallahassee-Leon County will begin receiving invitations to complete the Census. In mid-March, the Census Bureau will launch its Response Rate Challenge for communities to participate. County/City/CCC: In the month before Census Day, the County and the City will focus its efforts on motivating all residents to look out for Census materials in the mail and prepare to be counted either online, by mail or by phone. This phase will involve saturating all areas, especially hard to enumerate populations, with promotional materials to drive self-response. In addition, in mid-March, the County, City and CCC will work together to drive participation online through its established social media networks to encourage community participation in the Census Bureau’s official Response Rate Challenge. The CCC will continue to host or participate in two community activities per month to promote outreach for the Census.

• April 1, 2020 -May This marks the U.S. Census Bureau’s official Census Day. U.S. Census Bureau: All individuals will have received correspondence from the U.S. Census Bureau to fill out the Census Questionnaire. County/City/CCC: The County/City will host a press conference announcing U.S. Census day encouraging residents to participate in the complete count. The Make It Count. public information campaign will continue throughout the month of April. The CCC will

continue to host or participate in two community activities per month to promote outreach for the Census.

• May – July 2020 U.S. Census Bureau: Census takers will begin visiting homes that haven’t responded to the 2020 Census to help make sure they are counted. County/City/CCC: In the days and weeks after April 1, Leon County and the City of Tallahassee will remind individuals to submit a response and to cooperate with Census Bureau enumerators if they have not already. Public information efforts will conclude by July 1.

• December 31, 2020 U.S. Census Bureau: By this time, the U.S. Census Bureau will deliver apportionment counts to the President of the United States.

• April 1, 2021 U.S. Census Bureau: One year after U.S. Census Day, redistricting data will be released to the public.

Make It Count: Multimedia Public Information Campaign For the first time ever, the 2020 Census will allow online form submissions, making social media and digital promotion integral to the success of the Complete Count Committee (CCC). A budget of $20,000 (the City and County each contributing $10,000) will be used for a multimedia public outreach campaign that involves both traditional and nontraditional mediums, including: social media, digital, print, radio and other methods to engage citizens. These materials have been developed by Leon County Community and Media Relations in coordination with City of Tallahassee Communications and are to be used by the CCC in their outreach efforts. Through the efforts outlined below, the County and City stand to generate nearly 27,500,000 potential impressions.

The following section describes the public information efforts Leon County and the City of Tallahassee commits to in increasing the overall response rate to the 2020 Census. Given the nature of this initiative, Leon County and the City of Tallahassee can amend any material as necessary in coordination with the CCC. This section will cover:

• Background on Previous Census Participation • Target Markets and Communication Challenges • Leon County Public Information Strategy • City of Tallahassee Public Information Strategy

Background on Previous Census Participation

In developing an Integrated Marketing and Communications plan, communications staff evaluated participation rates from the 2000 and 2010 Census in the County and City as well as Alachua county (similar like-sized county). As indicated in the below chart, participation rates increased in both the County and City in the last complete count. In the 2010 Census count, Leon County and the City of Tallahassee were very close to the average participation rate for both the state of Florida and the nation. In addition, Leon County was only 1 percentage point behind Alachua County, a similar size county government with Gainesville as its County seat.

Overall, Leon County and the City of Tallahassee have been successful in previous Census counts in garnering participation among the general population and have kept up with the national average.

2000 Census Participation Rate

2010 Census Participation Rate:

Nation 72% 74% Florida 71% 74% Leon County 69% 73% Alachua County 65% 74% City of Tallahassee 69% 70% City of Gainesville 70% 73%

Target Markets

Tallahassee-Leon County is a unique community in which many different individuals, both young and old, make up a population of people with varied experiences. In addition, Tallahassee-Leon County is known for having the youngest population in Florida while also having a large growth among the 65-79 age group demographic.

Data from the 2010 Census indicate that approximately 30% of the total Leon County population (85,000) live in census tracts that had a mail return rate below the County average as shown in Figure 1. Households in the ZIP code 32304 have been identified as the hardest to enumerate in Tallahassee-Leon County. In addition, five other ZIP codes including 32301, 32303, 32307, 32310 and 32311 also indicated in the orange, red and yellow areas in Figure 1 have mail return rates at or lower than the County average.

See next page for Figure 1.

Based upon the participation data indicated in the 2010 Census, Leon County and the City of Tallahassee have identified 32304 and the surrounding areas of south and western Leon County as hard to enumerate areas that will need further enhanced communication efforts. These populations fall into categories listed below:

• Low income (at or below poverty) • College students • Residents in rural or isolated areas • Southside Leon County • Young population (18-34) • Senior citizens

Figure 1

Communication Challenges

Additionally, Leon County and the City of Tallahassee have identified the following communication challenges and barriers to participation in the 2020 Census:

• Overall survey response decline. • Misunderstandings about the Census. • Concerns about security of response data. • Public distrust of government. • Changing and busy media landscape. • Political environment. • Roles of “influencers” and social media in news distribution. • Complex households – e.g., family and living arrangements beyond one nuclear family,

multigenerational, interracial, multiracial. • Limited access to internet (or familiarity with completing forms online) in some hard-to

enumerate communities/households. • Concerns related to “fake news.” • Competing with promotion during a presidential election cycle.

Leon County Government and City of Tallahassee Public Information Strategies Leon County Community and Media Relations and City of Tallahassee Communications have collaborated to develop a comprehensive public information strategy that includes both traditional and nontraditional mediums for communication. As outlined in the below section, each medium has the capacity to reach specific audiences throughout the county. Additionally, opportunities exist for enhanced targeting of populations through digital marketing techniques based on residence and personal interests.

• Launch of the Tallahassee-Leon County Census Website LeonCounty.gov/Census or Talgov.com/Census

Leon County and the City of Tallahassee will launch a joint Census website in early February 2020. The website will feature information about the importance of the 2020 Census, as well as how to respond and how to participate in the effort to increase response rates. The website will also include graphics and social media materials for both members of the public and members of the Complete Count Committee to share online. Members of the public and the committee will be able to request additional public information materials to assist with community promotion efforts through contacting Cherie Bryant at [email protected].

• Incorporate Census Messaging in Email Communications Leon County Audience Reach: 70,000+ City of Tallahassee Audience Reach: 81,000+ Leon County Government uses GovDelivery as its primary customer relationship management (CRM) tool, allowing for engagement of audiences using tested and effective email marketing techniques. The system allows for segmentation of subscribers as well as a breakdown of subscribers by topic area. Using GovDelivery alone, Leon County will be able to reach nearly one-third of residents in providing information and updates about the 2020 Census. To communicate information about participating in the 2020 Census, news releases with Census updates will be sent out to subscribers leading up to and through April 1, 2020. For these and all other emails, a static footer with Census messaging will be incorporated into the existing email bulletin template. The City of Tallahassee uses Everbridge to communicate with residents and stakeholders via email. To date, roughly 81,266 citizens have subscribed to receive information from the City through this tool. Using Everbridge, staff can segment email subscribers by topic of interest, physical address, type of utility service provided, etc. As information is


released about the Census via news releases and the like, the City will send subscribers emails with pertinent information.

• Implement a Social Media Awareness Campaign Total Estimated Impressions: County- 4,500,000 for Feb-July City- 7,800,000 for Feb-July Leon County uses its social media accounts to post updates, share stories and conduct live videos with the public and plans to share Census education and awareness information on all platforms as listed below. The County plans to purchase social media ads targeted specifically to reach hard to enumerate populations in the Tallahassee-Leon County community as described in this document. The City of Tallahassee has a tremendous presence on social media consisting of more than 45 accounts and more than 223,000 total followers. @CityofTLH is the flagship account, viewable on Facebook, Twitter, Instagram, YouTube and LinkedIn. Daily, citizens can view these accounts to discover helpful City news, information and content. The City will post Census 2020 information on all its social media accounts, reaching a variety of niche audiences from tennis enthusiasts to newshounds to public transit riders. To increase community awareness when participating in the 2020 Census count and encourage others to do so, County and City communications have and will continue to work with the U.S. Census Bureau and Facebook to use the “I Was Counted” check in, similar to the “I Voted” initiatives. The County plans to work with the City to implement a Census overlay that individuals can use to update their profile picture online after completing his or her Census form. In addition, the County/City plans to work with partners on the CCC and with students on college campuses to conduct informal interviews with individuals that would include asking them questions about the importance of participation in the 2020 Census.

o Facebook- posts, stories and Facebook Live o Twitter o Instagram-posts, stories, and IGTV o LinkedIn o YouTube o Nextdoor

• Feature Census Outreach Through the Leon County LINK

Estimated Impressions: 240,000 for Feb-July

The Leon County LINK is a recurring monthly full-page publication in both the Tallahassee Democrat and the Capital Outlook. Leon County will feature information about participation in the 2020 Census in the following ways:

o Four months of printed advertisements in both the Tallahassee Democrat and Capital Outlook, as well as the Chronicle (Thursday) and Limelight (Friday).

o Digital ads promoting the 2020 Census on the Tallahassee Democrat’s website. o Dozens of radio spots on four local stations through the Adams Radio Group, all

featuring the 2020 Census. o Email blast reaching more than 50,000 recipients over the three-month span.

• Feature Census Outreach Through the City of Tallahassee’s City Outlook

Estimated Impressions: 6,000 for March-July City Outlook is a recurring monthly full-page publication in the Capital Outlook, which is weekly newspaper that predominantly serves Tallahassee’s southside area. The City will feature information about participation in the 2020 Census in the following ways:

o Printed advertisement once a month in Capital Outlook. o Social media posts promoting the 2020 Census.

• Feature Census Outreach Through the City of Tallahassee’s Insight

Estimated Impressions: 450,000 for March-July (print and digital) The City’s monthly distribution of the Insight accompanies residential and commercial utility bills, both printed and digital. The City will feature information about participation in the 2020 Census in the following ways each month:

o Printed piece delivered directly to roughly 65,000 City Utility customers. o Digital piece delivered directly to roughly 69,000 City Utility customers. o Social media posts promoting the 2020 Census.

• Feature Census Outreach Through the Tallahassee CRA Newsletter

Estimated Impressions: 6,000 for March-July The City’s quarterly Tallahassee CRA Newsletter is full-page publication in the Capital Outlook, which is weekly newspaper that predominantly serves Tallahassee’s southside area. The City will feature information about participation in the 2020 Census in the following ways:

o Printed advertisement once a quarter in Capital Outlook. o Social media posts promoting the 2020 Census. o Email blast reaching more than 4,000 recipients.

• Incorporate Census Messaging in Radio Markets Estimated Impressions: 5,000,000 for Feb-July Leon County and the City of Tallahassee have established relationships with all major local radio outlets, including WFSU, Cumulus Broadcasting and Adams Radio Group. Additional radio spots will be purchased on WFSU and Cumulus radio.

• Incorporate Census Information Within the Leon County Citizens Connect and City of Tallahassee DigiTally and e+ Mobile Applications Audience Reach: 20,000 Leon County app users 139,000 City of Tallahassee app users Leon County’s Citizens Connect mobile application has become the community’s go-to source of County information as it allows for users to not only receive emergency alerts but also submit service requests, bright ideas and suggestions and ways to stay connected with local government. A static banner will be added to the home screen that will direct users to the 2020 Census information in the months leading up to and through April 1, 2020. DigiTally, the City’s official app, connects citizens with the City of Tallahassee. It allows citizens to submit requests directly to City staff for resolution. DigiTally uses geographical information system data to identify the precise location of the problem. The app also contains a photo feature that allows citizens to attach a photograph to the request, so the responding staff person will know exactly what to look for when they arrive to address the issue. Other custom features built into this internet-based app include direct connections to information about popular City services. DigiTally provides easy access to check your yard waste pickup day, find a park, view the photo gallery of adoptable pets, stay up to date on City news and events, pay your utility bill and more. The app has been downloaded roughly 71,500 times. A static banner will be added to the app that will direct users to Census 2020 information in the months leading up to and through April 1, 2020. The e+ Mobile app is the City of Tallahassee's utility payment application for mobile devices. Citizens can pay their utility bill with a credit card or debit card. The app also allows citizens to view bill details, review their payment history, update their contact information, report an electrical outage and more. The app has been downloaded roughly 67,500 times. A static banner will be added to the app that will direct users to 2020 Census information in the months leading up to and through April 1, 2020.

• Feature Census Branding and Information on the Following County Platforms: Estimated Impressions: 1,000,000 Leon County will harness its existing platforms to promote the Make It Count. public information campaign as listed below:

o Leon County main website, spotlight and banner. o 24-hour public access television station, Channel 16. o Digital Displays (libraries, courthouse and other County facilities).

• Feature Census Branding and Information on the Following City Platforms:

Estimated Impressions: 1,250,000 The City of Tallahassee will harness its existing platforms to promote the Make It Count. public information campaign as listed below:

o Talgov.com main website, spotlight and banner, which generates an average of 1.2 million page views each month.

o WCOT – Emmy award-winning Station, airs locally on Channel 13 and streams live on Talgov.com.

o Digital displays (City Hall and other City facilities).

• Issue Focused Public Service Announcements (PSAs) Estimated Impressions: 5,000,000 for Feb-July Leon County and the City of Tallahassee, through its established partnerships with local radio and television stations will run additional :30 PSAs on Cumulus, WFSU and WCTV.

• Incorporate Census Information in Digital Ad Campaigns Estimated Impressions:250,000 for March-July Leon County purchases digital ads including mobile and desktop ads from local media outlets including the Tallahassee Democrat, Cumulus Broadcasting and WCTV and plans to purchase designed 2020 Census ad space in the months leading up to and through April 1, 2020. Estimated Impressions: TBD for March-July Leon County plans to purchase digital ad space using the Google Ad platform. This will allow for PSAs and additional Census ads to be placed to reach targeted markets, (specifically college students) on YouTube as well as other social media channels.

• Incorporate Census Information in Printed Ad Campaigns Estimated Impressions: 100,000 for March-July

Leon County will work with local print to purchase ad space in advance of the 2020 Census.

o Purchase a two-page spread in the local Student Survival Guide that is designed to reach students at FSU, FAMU and TCC.

o Purchase space in 850 Business Magazine, Tallahassee Magazine, Tallahassee Women’s Magazine and Tallahassee Family Magazine.

• Distribute Census Printed Materials Throughout the Community

Estimated Impressions: 250,000 from Feb-July Leon County and the City of Tallahassee will distribute 2020 Census branded materials to all County and City parks and recreation facilities, community centers and senior centers as well as general gathering places.

• Advance Awareness of the 2020 Census Through Targeted Billboards Estimated Impressions:520,000 in March Leon County plans to purchase billboards as a part of its efforts to target 2020 Census education and participation in historically hard to enumerate areas in Tallahassee-Leon County, including Southside and locations in ZIP code 32304. Billboards will also be placed in other areas in the County in addition to these two areas.

• Advance Awareness of the 2020 Census Through Exterior and Interior Advertisements on City of Tallahassee StarMetro Buses Estimated impressions: 1,000,000+ from March-July StarMetro, the City’s public transit system, serves as an important connector for many in our community, providing more than 3.3 million trips annually. Advertisements promoting participation in the 2020 Census will be placed inside all StarMetro’s fixed route buses and on the exterior of select buses, reaching both riders and the general public. Advertisements will also be placed at C.K. Steele Plaza, the main bus terminal where the majority of routes intersect and thousands of rider transfer occur daily.

• Advance Awareness of the 2020 Census Through Strategically Placed Ads at the Tallahassee International Airport Estimated impressions: 200,000+ from March-July The Tallahassee International Airport (TLH) serves as an important connector for many in our community, with more than 850,000 passenger trips annually. Advertisements promoting participation in the 2020 Census will be placed at TLH, reaching air travelers and the general public, and information will be available at the Airport Ambassadors desk located in the terminal.

• Engage Citizens at all Leon County Libraries

Estimated reach: 350,000 from March-July The County public library system serves as an important resource and gathering place for many in our community. In addition to incorporating printed 2020 Census branding materials including posters, flyers and bookmarks in every library, all public computers will be changed to wallpapers designed to educate citizens on the importance of Census participation and connect individuals to Census resources. Additionally, a designed “Census Help” area will be established at each library and front-line library staff members will be trained to help residents fill out the 2020 Census Questionnaire.

• Incorporate Census Messaging at County Events Estimated reach: 250,000 from March-July Leon County will incorporate 2020 Census messaging and educational materials at upcoming events leading up until and through April 1, 2020 including but not limited to Created Equal, Springtime Tallahassee, Chain of Parks Art Festival, Library Lecture Series, Household Hazardous Waste collections and more.

Measuring Success Both throughout and at the conclusion of the Make It Count. public information campaign, Leon County and the City of Tallahassee will analyze its communications strategy to determine the reach and overall efficacy. During the campaign, adjustments will be made as needed to enhance participation rates with specific emphasis on certain areas historically hard to enumerate. Areas that will be tracked include the following:

Overall County Response Rate

• Total response rate achieved in Leon County including participation rates in identified hard to enumerate populations.

Strength of Community Partnerships

• Number of meaningful partnerships established with businesses, nonprofits and community organizations as well student groups on college campuses. This will evaluate the success in partners hosting events, sharing promotional materials both in person and online and outreach efforts in the community.

• Number of events secured throughout Tallahassee-Leon County, including hard to enumerate areas in Southside and college communities.

• Participation rate in the Response Rate Challenge.

Digital Media

• Number of posts shared and total impressions across all County/City platforms. • Number of digital ads secured for both general and hard to enumerate populations

and total impressions. • Number of shared posts among community partners and Complete Count

Committee members and total impressions. • Number of hashtags shares, story shares and post shares. • Number of profile changes to Make It Count campaign on Facebook. • Number of impressions and views generated from online ads (Google ads,

YouTube, etc.)

Media Outreach

• Number of features, articles and blog posts secured in local media outlets and the total impressions achieved.

Advertising

• Number of placed advertisements, website hits and ad placement by partners and the total reach and impressions achieved.

• Number of impressions for radio slots secured and total reach. • Number of radio interviews secured and total reach. • Number of print ads secured and total reach (Tallahassee Magazine, 850

Magazine, etc.).

Marketing and Promotional Tools Leon County and the City of Tallahassee will make the following resources available to members of the Complete Count committee as well as members of the general public to use at community events including but not limited to meetings, festivals, farmers markets and more. A full list of upcoming community events can be found on the Tallahassee-Leon County Census website.

• To-Go Tabling Box This box is meant to contain everything you need for a tabling event including an official Census tablecloth, giveaway items and educational materials.

• Informational Quick Facts Leon County will provide an informational card with Census quick facts and contact information.

• Brochures and Fact Sheets Leon County will also provide brochures and fact sheets designed to educate not only the general public but also hard to enumerate populations.

the tallahassee-leon county 2020...

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