Partner Call California Census Office Media Buy...Display and .78% click-through rate on paid social media. • Search engine marketingis the highest performing at 9.2% click-through

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


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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)

4

Over 64


• 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 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 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


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


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


10

• 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


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

12

• 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


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U.S. Census Bureau Media Buy Flowchart

Statewide CA Media Buy Flowchart

Comparison of Flowchart


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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


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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


www.CaliforniaCensus.org

QUESTIONS


Documents

Partner Call California Census Office Media Buy...Display and .78% click-through rate on paid social media. • Search engine marketingis the highest performing at 9.2% click-through