Celebrate

Census

2010!

Party PlanPresented to:U.S. Census Bureau

Created by:Chapman UniversityPRSSA 2010 Bateman Team

Stephanie BaumCandice DeForestJanelle Maluenda

Jessica PaulettoCourtney Shepard

This is why we Celebrate! ExecutiveSummary .......................................................1 ThePartyStage! SituationAnalysis ..................................................1 PartyPlanning!

SecondaryResearch..............................................2 PrimaryResearch .............................................3 VIP Guest List! TargetAudiences ..........................................4CakeorIceCream? ChallengesandOpportunities ..........................................5PartyTheme! .........................................5PartyFavors! KeyMessages ..........................................6You’reInvited! Objective1 ...........................................6 Objective2 ............................................8 Objective3 .............................................9After-Party! Evaluation/Results ................................................10

Appendix Budget.......................................................1 A ...........................................................2 B ............................................................30 C ................................................................57

Table of Contents

Celebrationsholdgreatmeaning.Wecelebratepersonalaccomplishments,birthdays,marriages,holidaysandhistoricalevents.AspublicrelationsadvocatesofoneofthemostimportanteventsinAmericanhistory,wefoundnobetterwaythantopromotetheU.S.Census2010.WeformallyinviteyoutoreadallaboutChapmanUniversity’sbiggestpartyofthedecade—CelebrateCensus2010. Wecelebratedatthreevenues:ChapmanUniversityandtwonearbycommunities:SantaAnaCollege(SAC)andHispanicsresidingintheCityofSantaAna.Leadinguptoeachcelebration,wehostedaseriesof“pre-party”eventstoeducateourkeypublicsbeforecelebratingwhattheyhadlearned.Weappearedatbasketballgames,hostedinformationbooths,transformedChapman’scampusintoafact-filledpartysettingwithballoonsandpostersandusedsocialmedia(Facebook,YouTube,TwitterandBlogger)asournoisemakersbetweenourteamandthepublic. Ateachofourthreeevents,wecelebratedthroughsong,musicanddance—asvocalistandteammember,JessicaPauletto,wroteandperformedtwoCensussongs,whichwerebotheducationalandrepresentativeofourcampaign.AtChapman,PaulettoandherbandsanginthecampuspiazzaasstudentsweregreetedwithCensusfacts,pizzaandballoons.TheeventincludedaspeechbyDeanofStudentsJerryPriceandtheappearanceofChapman’scheerleadingsquadandmascot,PetethePanther.Aftertheeventwetookphotosofstudentsholding“RSVP”signs—adigitalpromisetoparticipateintheCensus. OurSantaAnaCollege(SAC)celebrationtookplaceinthestudentlounge,whichwedecoratedwithpostersandballoons.TheeventfeaturedspeechesbyMissCaliforniaLatina,VivianValadez;threeCensusBureaurepresentatives;AssociatedStudentGovernmentPresidentAlexFloresandaperformancebyPauletto.Studentsreceivedfreepizza,Censusmemorabiliaandcollateral,andpromisedtheirparticipationtotheCensus2010. ThecelebrationintheCityofSantaAnatookaslightlydifferentapproach,asourteambroughtthepartytoLiberíaMartinez—thelargestsellerofSpanishbooksintheUnitedStates.Weinvitedlocalchildren,ages6-13,andtheirparentstoalivebookreadingandcraftworkshop.WewroteandillustratedabookthattoldthestoryoftheCensusthroughtheeyesofafirstgrader.Guestsenjoyedpizza,musicandavibrantatmosphere.ParentswereprovidedcollateralinformationandexchangedopinionsaboutCensusparticipation.Totargetanoldermarket,weappearedattheOrangeCountyTransportationAuthority(OCTA)transitforumwherefactsheetsweredistributed,guestswereverballyeducatedandvideotestimonialsfeaturedguests’newfoundknowledge. Whencolor,laughterandmusicarepairedwithlearning,itisarewardingandmemorableexchangethatpromotedunderstandingandparticipation.

TheCensusisadecennialeventthatrequiresanew,far-reachingpublicrelationscampaign.Duringitslongintermission,residentsadaptnewlivingsituations,newfinancialcircumstancesandnewresponsibilities—allwhichyielddifferentmotivationsandbehaviorswhenconsideringwhetherornottocompletethenextCensusform.Ourteamencounterednomadiclivingsituations,Censusunawareness,languagebarriersandfear.Ourteambroughtthepartytothreedemographicsthatmostdisplayedthesecharacteristics.

ChapmanUniversity isaprivateliberalartsuniversityinOrange,CaliforniaChapman’smis-sionstatementemphasizestheimportanceofpersonalizededucationandbecomingglobalcitizens.Mostofthe4,293undergraduatestudentsareburdenedwithloans,grantsandfi-nancialaidformsinordertooffsetthenear$36,000ayeartuition.Therefore,thequestwastoinformourstudentbodythattheirparticipationdirectlyaffectsfederalfinancialaid.Withfivestudentresidencehallsandtwoapartmentcomplexes,ourteamhadtocommunicatehow,whenandwheretofilloutaCensusform.

This is why we Celebrate! - Executive Summary

1

The Party Stage! - Situation Analysis

Mostimportantly,today’sstudentswerebetweentheagesofeightand12duringthe2000Census,whenitwastheirparents’responsibilitytoincludethemintheCensus.WehadtoconveythevitalfactthatstudentsareaccountablefortheirownCensusformssince20%ofthe54studentsweinterviewedbelievedthatthetaskwasuptotheirparents.

SantaAnaCollege(SAC)islocatedinSantaAna,California,lessthanfivemilesfromChapmanUniver-sity.SACisthelargestcommunitycollegeinOrangeCounty,withmorethan31,000students.SACpresentedsomesimilarchallengestothoseofChapman;however,theimportanceofmoneywasmoreofanissue.VicepresidentofAssociatedStudentGovernmentAlexFlorestoldusthatmostSACstudentsworkseveraljobsandmustpayfortheirowntuition.UnlikeChapman,whichhasasmallcommuterpopulation,SACisanentirelycommutercampus;thereforewedefinedtherolesofeachstudentinCensusparticipationinregardstoeachlivingsituation.Approximately68%ofSAC’sstu-dentsareLatino;therefore,thelanguagebarrierrequiredSpanishtranslationsforallcollateral.

TheCityofSantaAna,Californiaishometo340,000people,makingitOrangeCounty’smostpopu-latedcity.Atotalof76.1%isLatinoand53.3%isforeign-born.UnlikethestudentsofChapmanandSACwhohaveaccesstocomputers,oursurveysshowedthatmanyLatinocitizensintheSantaAnacommunitydonotowncomputers.Whenaskedwheretheygettheirnewsonline,25%ofoursubjectsusedtraditionalnewssitesand40%didnotanswerthequestion.Therefore,ourteamhadtoleavetherealmofsocialmediaandconnectwithcitizensface-to-face.

2

Party Planning! - Secondary Research“Definitenessofpurposewithpositivementalattitudeisthestartingpointofallworthwhileachievement.”-NapoleonHill(AmericanAuthor,1883-1970)

ChapmanUniversity:Westudiedapproximately15onlineresources,includingarticles,reports,surveysandstudiestodevelopastrongerunderstandingoftheChapmanstudentpopulation.TheChapmanUniversityAssociatedStudentsreportthatalmosthalfofon-campusgroupsareprofessional,governmentandserviceoriented;toinvolvetheminCensusactivitiesweneededtoempowerstudentstotakenationalresponsibilityforthisdecennialcount.Afterreadingoncollegesearch.comthat89%offirstyearstudentsliveinon-campushousingandthatuniversitystudentsareconsideredoneofthehardesttocountpopulations,wedecidedreachingouttostudentsoncampus,inbetweenclassesandofferingfreefoodandCensusinformationinafunmannerwouldbemosteffective.Thenon-profitorganization,“CampusSpeech”educatedusofthevalueofgrassrootscampaignsforstudentmovements.Thesitelistschalking,speakingengagementsandactiveparticipationinactivitiesaswaystoeducatestudentsofgovernmentissues.Andfinally,todecidewhatchannelofcommunicationwouldbemosteffectivetoreachstu-dents,weturnedtosocialnetworkingusagestudiesincludingthatofWhittemoreSchoolofBusinessandEconomics;96%ofstudentsareonFacebook;thustheCelebrateCensusFacebookfanpagewouldhostallimages,linksandcollateralmaterialforstudents.

SantaAnaCollege:Wereviewed18onlinesourcesandblogstolearnoftheschool'srecentfinancialstruggles.TheCollegeboardwebsitereportsthatofthemorethan31,000stu-dents,68%areLatino;thismadeSACagreatwaytoconnectChapmanUniversityandtheHispanicpopulationoftheCityofSantaAna.Localpoliticalactivist,ArtPedroza,identifiedSACPresidentAlexFloresasaleaderin“buildinganewSantaAna”.TheopportunitiesCen-susofferstoschoolsandcommunitiesresonatedwiththemissionofAlexandhiscabinet,thusweselectedhimasakeypartnershipforreachingouttoSantaAna.

3

TheRanchoSantiagoCollegeDistrictreportedthattheNovember2009studentledfinancialprotesthadasuccessfulturnoutsowebegantoinvestigatethesignificanceoffundinginthemindsofstudents.StateUniversity.comidentifiesSACasa“commutercampus”,whichcommunicatedthatourcampaignmustcatertotheneedsofthestudentonthego.

CityofSantaAna:Wereviewed32onlinesourcestobetterunderstandthediverse,complexcommunityofSantaAna.TheSantaAnaChamberofCommercestatesthatSantaAnaisnotonlythelargestcity,but“hasbecomethefinancialandgovernmentalcenterofOrangeCounty.”Atthesametime,staggeringstatisticssuchasthe76%Latinocommunity,almost80%ofwhichdonotspeakEnglishand53%ofwhichareforeignborntoldusweneededaninnovativefriendlycampaigntocatertothefamiliesthatmakeupSantaAna.OrangeCountypoliticalblogdiscussesthefearofimmigrantsandparticipatinginCensussurveys,morespecificallybecauseofrecentSantaAna’sICEimmigrationsraids.Ourcampaignneededtocombatthisfearandbuildatrustingrelationshipwithresidents.Whensearchingforthepremierlocationtohostafamilyfriendlyevent,wereadonBeachCalifornia.comthatdowntownSantaAnaishometothelargestdistributorofSpanishbooks:LibreriaMartinez.AChapmanUniversitypressreleaseidentifiesownerRuebenMartinezas“activeinpoliticsandacommunityculturalleader”.Martinezisnotedasa“trustedfriend”byOrangeCountyRegister’sYvetteCabrera:theperfectspokespersonforaCensuscampaign.

Party Planning! - Primary Research “Itisvaintotalkoftheinterestofthecommunity,withoutunderstandingwhatistheinterestoftheindividual.”-JeremyBentham(Philosopher1748-1832)

Oursecondaryresearchgaveusastronggraspofgeneralinformationaboutourtargetaudiences.Weevaluatedthesecondaryresearchtodevelopaprimaryresearchprogram.Wedistributed80surveys,hostedonefocusgroupandconductedfiveprofessionalinterviewstofurtherinvestigateourtargetaudiences'uniqueattitudesandpersonalinterestsinregardtotheCensus,aswellaswhatcommuni-cationchannelswouldbemosteffectiveforthecampaign.

ChapmanUniversity:Asurveyof54Chapmanstudentsconcludedthat89%ofstudentswereawareoftheexistenceoftheCensus;but20%believeditwastheresponsibilityofparentstocompletethesurvey.WebegantodevelopaplanthatfocusedontheideaofempoweringstudentstoparticipateintheCensusthemselves.Because94%ofstudentsreadnewsonline,wedevotedagreatdealofenergytothesocialmediawebsitestoconnecttoChapmanstudents.63%ofstudentsidentifiedtuitionandloansasanumberonecauseofconcern,followedbyhiringopportunitiesandanimprovedqualityoflife.Thishelpedustocreatepostersandmaterialsthatpinpointedwhatissueswouldresonatewithstudents.OurtheorieswerefurthersupportedbyaninterviewwithTedNguyen,OrangeCountysocialmediaexpert,“Thebestwaytoreachstudentsistoempowerthemtotakeadvantageofopportunities.”JerryAmante,MayorofTustin,OrangeCounty,Calif.informedusthat:“ItisimportantforstudentstogetinvolvedintheCensus.”

SantaAnaCollege(SAC):AfocusgroupofeightmembersofSACAssociatedStudentGov-ernment(ASG)informedusthatstudentsarenotinterestedingovernmentmatters.Nationalcampaignssuchas“RocktheVote”havefailedmultipletimes.However,anythingthatpromotesfinancialsupportyieldsstudentattention.ASGpresident,AlexFlores,said:

3

“StudentsareafraidtogetinvolvedwiththeCensusbecausetheyhaveillegalparentsathome.”WecreatedSpanishbrochuresspecificallytargetedatstudents,toencouragethemtoeducateparentsabouttheconfidentialityoftheCensus.ASGdirectorofstudentactivi-ties,AnnabelVargas,stated:“Anythingwithmusicandfreefoodwillgetthestudentsgo-ing.”DuringthisfocusgroupwealsolearnedthatSAC’sstudentgovernmentisthemostinfluentialoncampusorganization.RichardSantana,ASGVicePresidentsuggested,“Ifwecouldfindsomebodyfamoustotellthestudentstodoit,theywoulddoit”.OurteamusedthisknowledgetoseekoutthesupportofMissCaliforniaLatina.OurteamheldaninformationboothforthreehourstoinformstudentsabouttheCensus;however,notasinglestudentwasfullyawareoftheCensus’benefits.91%ofstudentssurveyedidentifiedtuitionandloansasanumberonecauseofconcern,followedbyhospitals,childcareandanimprovedqualityoflife.“SantaAnastudentsarereallybusy,”saidBulmaroRivera,CensusBureauPartnershipspecialist.“Theycomeby,askaboutajobandleave.Theywanttobehired”.WiththisknowledgeweinvitedaCensusjobspecialisttoattendoureventandspeakaboutthejobopportunitiesCensusoffers.

SantaAnaCommunity:Asurveyof35SantaAnaresidentsridingpublictransportation,shoppingatwelfaremartsandthriftstoresconcludedthat86%wereawareoftheexistenceoftheCensus;but14%believedtheCensustobeawayforthegovernmenttomisusepersonalinformation.Amajority(91%)ofresidentssurveyedidentifiededucationasanumberoneCensusrelatedconcern,followedbyhospitals,childcareandanimprovedqualityoflife.OursurveytaughtusthatmorethanhalfoftheSantaAnaresidentstrusttheinformationoffriendsandfamilymorethanmedia.Weconcludedthatcontactingindividualsandengaginginintimatediscussionwouldbemoreeffectivethanbroadcastingourmessageforthegeneralpublic.AninterviewwithCynthiaPena,fromCensusBureauPartnershiptaughtus,“thegrowingSantaAnapopulationneedstoknowthatCensusdataisprotected”.Whenourinterviewsexposedthat40%ofSantaAnaresidentsareonlyeducateduptohighschoollevel,weknewthatourcampaignneededtobedoneinacasual,informalandconversationalmanner.

4

ChapmanUniversity Studentpopulation(Singleunattachedmobiles)

Duringthe2008-09academicyear,thecostofon-campuslivingandtuitionforaChapmanundergraduatestudentwasapproximately$47,000peryear,with85%ofstudentsasscholarshipsorotherfinancialaidrecipients.

SantaAnaCollege(SAC)Studentpopulation(Singleunattachedmobiles)

Onesemesteroftuitioncostsapproximately$808,and83%ofstu-dentsreceivesometypeoffinancialaid,scholarshiporgrant.Inrecentyears,budgetcutshaveforcedSACtocutbackonclassesandeliminateanentirewinterintersession.Becauseofthesecutbacks,webelievedthatSACstudentswouldhaveaninterestintheCensus,andbecomemotivatedwiththedata’seffectontheireducation,communityandfuturejobopportunities.

CityofSantaAna,Calif. Latinopopulation(EthnicEnclaveIandII)

SantaAnaisrankedseventhamongthetoptencitiesintheUnitedStateswith100,000ormoreLatinoresidentsandapproximately80%ofthecity’sresidentsdonotspeakEnglishastheirprimarylanguageathome.TheU.S.CensusBureaunotesthatLatinoshavetypi-callybeendifficulttoengageinCensusparticipationbecausetheyfeardeportationandareuninformed.

VIP Guest List! - Target Audiences

5

CityofSantaAnaChallenges:Wefacealanguageandtranslationbarrier,anti-Censusgroupsandgeneralfearofinformationdis-closureandconfusionsabouthowtofilloutaCensusform.Opportunities:Wecancommunicatemessagestochildrenwhocanthenrelaytheinformationtotheirparents,appealtofamiliesusingatrustedcommunityleaderasaspokespersonandcollaboratewithlocalbusinessestodistributeinformationalmaterial.

SantaAnaCollegeChallenges:SACisalargecampus(32,000),socialmediahasprovedtobeanineffectivecommunicationtoolinthepastandhasawidelySpanishspeakingaudience.Opportunities:WecaninfluencemorepeopletoparticipateintheCensus,utilizeword-of-mouthmarketingandencouragestudentstobeliaisonsbetweenourteamandtheLatinocommunity.

ChapmanUniversityChallenges:Studentshavedispersedlivingsituations,areunawareofindividualresponsibilitytocompleteaCensusform,unresponsivetoaneventinitiatedbythegovernmentandbelievetheirindividualparticipationdoesnotmakeadifference.Opportunities:Wecanutilizesocialmedia,collaboratewithanon-campusleadertoeducatestudents,developafunandexcitingthemeandcelebratetheCensusthroughoutFebruary2010aswellasappealtostudents’desiretostandupforoneselfandparticipateinahistoricalevent

Cake or Ice Cream? - Challenges & Opporunities

Party Theme!WeelectedacelebrationthemebecausewewantedtopositiontheCensusasapositive,fun,andempoweringeventforeachofourtargetaudiences.Thethemelackstheweightyandintimidatingperceptionsofthoseattachedtogovernmentinitiatives.Wecreatedaredballoonlogoasatangibleimagethatsymbolizesthevoiceoftheindividual,andisrepresentativeofaparty.Asanemblemofself-empowerment,itclimbshighintotheairandmakesapresenceagainstthegrandeurofabluesky.Similarly,eachresidentintheUnitedStatesmayfeelinsignificantintheultimateCensuscount;however,liketheredballoon,everyonepersonmakesapresenceandadifference.Thered,whiteandbluecolorschemeispatrioticandepitomizesthepurposeoftheCensus—tocounteachAmericancitizen.Asidefrompatriotism,thecolorredisanalreadyestablishedCensuscolor,andisalsoanelementatChapman(CardinalandGrey)andSantaAnaCollege(RedandBlack).Therefore,thebrandingofthecolorredlinksourcampaigntotheAmericanflag,bothschools’colors,andtotherealCensus2010campaign,makingituniversalandrecognizableamongthecommunity.

4

Chapman:Celebratetheopportunitytoparticipateinthishistoricaleventasindependentstoimprovegrants,loansandjobopportunities.

SantaAnaCollege:CelebratetheopportunitytoimprovePellGrants,FreeApplicationforFederalStudentAid(FAFSA),reduceclasssize,accommodatefaculty,bringbackwinterInter-sessionandincreasejobopportunities.

SantaAna:Celebratetheopportunitytohelpourcityearnitsshareoffundingforhospitals,schools,jobopportunitiesandcommunityprojects.

Party Favors! - Key Messages

You’re Invited! - Goal, Objectives & Tactics Goal: ToInform,EducateandCelebratetheUnitedStatesCensus2010atChapmanUniversity,SantaAnaCollegeandtheCityofSantaAna,Calif.

Objective1ToexpandawarenessoftheCensusandencouragethecommitmentofatleast100ChapmanstudentstoparticipateintheCensusduringFebruary2010.

Rationale:Studentsaremostresponsivetofacesthattheyrecognize;therefore,insteadofdisplayingpicturesofCensusBureauworkersholdingfactsheets,wewilluseChapmanstudentsasourownadvocatesandendorsers.ByemphasizingtheCensus’effectonfederalaidpackages,ourteamwillstimulatethestudentbodytoparticipate.

Strategy1:Createauniquethemethatiseye-catching,understandable,andmemorable.Tactic1:Develop“CelebrateCensus2010”asacampaintheme.Tactic2:Usearedballoonasaniconicimagethroughoutthecampaign.Tactic3:Createtheslogan,“FollowtheRedBalloon,”toencouragestudentstolookforandrecognizefliers,newsandeventsaboutthecampaign.Tactic4:PlacetheCelebrateCensus2010logoonbasketball“gameday”flierstohandouttofansandmakepublicannouncementsaboutthecampaignduringtime-outs.

6

Strategy2: Createaminimumoftwosocialmediatools.Tactic1:CreateaFacebookfanpage:“CelebrateCensus2010”.Tactic2:CreateaTwitteraccount:“@MyRedBalloon”.Tactic3:PostvideosandinterviewsonYouTube:“MyRedBalloonvideos”.Tactic4:BlogaboutCensusfactsandevents:MyRedBalloon.blogspot.com.

Strategy3:Createatleasttwoformsofcollateralmaterialstodecoratethecampus asamonth-longcelebrationwhileeducatingstudentsabouttheCensus.Tactic1:CreatefliersandposterswithCensusfacts.Tactic2:Tiephysicalredballoonsonfences,trees,lampposts,benchesandtrashcans.Tactic3:Chalkpicturesofballoonsandthetwitteraccountonwalkwaysinheavily traffickedareas.

Strategy4:InformstudentsthatparticipationinCensus2010directlyaffectsstudent loans,financialaid,grantsandjobrecruitment.Tactic1:UpdatedailyCensusupdates/factstoFacebookandtwitter.Tactic2:Collaboratewithatleasttwostudentorganizationstoimplementaminimumof oneinformationalon-campusboothinahigh-trafficareafrom11a.m.to1p.m. tohandoutpromotionalmaterials.Tactic3:PutCensusfactsoncandytogiveoutatbasketballgames.Tactic4:“Dormstorm”—placefliersunderalldoorsinatleast1residencehall.Tactic5:Place“invites”oncardashboardsintheparkingstructurethatinformstudents ofourupcomingChapmanevent.Tactic6:Interestatleastonemediaoutletincoveringthecampaign.

Strategy5: PositiontheCensusasanexcitingeventinwhichstudentswantto participate.Tactic1:Takephotosofstudentsholdingsignsthatsay,“IRSVPtoparticipateintheU.S. Census2010”andpostonFacebook.Tactic2:Usekeymessages:“ShortestballotinU.S.history…10questions,10minutes Giveseachstudentavoice.”Tactic3:WritesongsabouttheCensusaswellasrecordamusicvideoandperformlive oncampus.ThesongswillincorporateCensusfacts,unitewithourparty themeandexplainthesignificanceoftheredballoonicon.Thisformof guerillamarketingwillenticestudentstolistenandabsorbthe informationonacerebralandsubconsciouslevel.Thesongwillbe matchedwithillustrationsandphotosfromourinformationboothsand streamonYouTube,FacebookandTwitter.Tactic4:Hostaballoonreleasetosignifyeachstudent’sRSVPtoparticipateintheCensus andthateverypersonmatters.Tactic5:Findadistinguishedandrecognizablespokespersontofurtherourmessages.

7

Objective2TocollaboratewithatleastonestudentorganizationatSantaAnaCollege(SAC)inordertoinformandreceiveacommitmentfromatleast100studentsduringFebruary 2010.

Rationale:AfterconductingafocusgroupwithSantaAnaAssociatedStudentGovernment(ASG),thebiggestconcernofthestudentsismoney.Manystudentssupportthemselvesand/ortakecareoffamilymembers.“Putupasignthatsays,‘free,’or‘savemoney,’andstudentswillcome,”saidAlexFlores,ASGvicepresidentofSantaAna.Studentsalsodisplayahighamountofprideandahard-workingcharacter.InrecentyearsbudgetcutshaveforcedSACtocutbackonclasses,andeliminateanentirewinterintersession.Afterdiscussingthecategoriesofmostinterestandeventsthatstudentsaremostresponsiveto,weemphasizedthesecomponentsinourcampaign—savingmoney,freeitems,liveperformances,musicandfood.Wecraftedourcampaigntoservetheconcernsandcharacteris-ticsofthisdemographicgiventousthroughresearch.

Strategy1:InformstudentsthatparticipationinCensus2010directlyaffectsPell Grants,FAFSA,classsizes,tuitionandjobrecruitment.Tactic1:Collaboratewithstudentorganizationstodistributefactsandstatistics.Tactic2:WorkwithonelocalpoliticalfiguretoarrangeaCensusforumorspeakonbehalf oftheU.S.Census.

Strategy2:Educatestudentsaboutwhoisresponsibleforfillingoutthesurvey.Tactic1:SetupaWelcomeBackBoothwithinformationalmaterials.Tactic2:Createacreativelogoandmessagetoattractstudentswhoarewalkingbyin betweenclasses.

Strategy3:InstructstudentsonhowtocorrectlyfillouttheCensusform.Tactic1:CollaboratewithstudentorganizationstoeducatetheAssociatedStudent Government(ASG).Tactic2:HaveaSpanishcopyofallcollateralmaterial.

Strategy4:EnsurestudentsthattheCensusisnotsomethingtofear.Tactic1:Insurestudentsthatallinformationiskeptconfidentialbylaw.Tactic2:Thesurveyisquickandeasy—“10questions,10minutes”.

8

Objective3ToidentifykeychallengesamongtheLatinocommunityinSantaAna,Calif.inordertoeradicatefearandpromptpartici-pationfromatleast100LatinoresidentsduringFebruary 2010.

Rationale:AccordingtotheCensus2010ToolkitforreachingLatinos,itisdifficulttoreceiveparticipationfromthisdemographicbecausesomeLatinosdonotreadorspeakEnglish.Additionally,theydonotseethebenefitsofparticipatingandfearthatagovernmentagencywillusetheirpersonalinformationagainstthem.Therefore,ourteammadeitourmissiontoremedythesefearsandbridgethelanguagegap.Accordingtooursurveys,only20%ofSantaAnacitizenswereawarethatparticipationintheCen-suswouldhelpraisemoneyforthecommunity.Thethreemostimportantconcernswereschools,hospitalsandchild-care.IftheCensuscanberepresentedandunderstoodfromachild’sperspective,thenitwilltranslatetoadults.Twostudiesshowthatthreeyear-oldchildrenhavetheabilitytorecognizebrandlogos(Fischer,1991),andtheinfluenceofbrandloyaltycanbeginatagetwo(McNeal,1992).

Strategy1:AssureresidentsthatparticipationinCensus2010issafe,confidentialand informationisnotsharedwithCIA,immigration,oranyothergovernment agency.Tactic1:Collaboratewiththe“CompleteCountCommitteeofSantaAna”todistribute informationalmaterialsoutsideoftheWelfareoffice,schools,thriftstoresand markets.Tactic2:PositiontheCensusasa“snapshot”oftheUnitedStates,meaningthatithaslittle todowithcitizenship,butismoreconcernedabouttheexactnumberofpeoplein theUnitedStatesonApril1,2010.Tactic3:EmphasizethelegalboundariesoftheCensusBureauworkersandthe ramificationsofexploitedinformation.

Strategy2:EducateresidentsabouttheimpactthattheCensushasonschools, hospitalsandfamilyfinances.Tactic1:Tocollaboratewithatleastonelocal“celebrity”orspokespersontoincrease interest,gainattentionandgeneratebuzzabouttheCensus.Tactic2:AppearattheOrangeCountyTransportationAuthority(OCTA)transitforumto educateinfluentialpeopleandallowthemtocarryonthemessage.

Strategy3:EducatechildrenabouttheCensuswhowillthenrelayinformationtotheir parents—whenandwheretheCensusformswillarriveandhowthey shouldbefilledout.Tactic1:Createachildren’sbookthatdepictstheCensusthroughtheeyesofafirstgrader.Tactic2:PartnerwithLiberiaMartinez—thelargestLatinobookstoreinthenation—andholdabookreading,craftworkshopandinformationsessionforparentsandchildren.

9

After Party! - Evaluation

10

Objective1:ToexpandawarenessoftheCensusandencouragethecommitmentofatleast100ChapmanstudentstoparticipateintheCensusduringFebruary2010.Outcome:ConfettiFinale!Throughoutourcelebration,weacquiredafollowingof537gueststhroughsocialmedia,face-to-faceconversationandeventattendees.Additionally,wedistributedover600factsheets,eventinvitationsandbrochuresthatencouragedparticipationintheCensus.Overall,ourcelebrationaffectedover1,000ChapmanStudents,25%ofthestudentbody,whichexceedourgoalby900guests.Accordingtooursurveyresultsalone,weincreasedCensusawarenessby62%.TheCelebrateCensus2010Facebookfanpageacquired248fansand104photoRSVPstoparticipateintheCensus.Wereceived85followersonTwitterand189tweets.TwohundredFAQfliersweregiventostudentsand100balloonswerereleasedbystudentsandfacultytosignifyeachRSVPtoparticipate.Ouron-campuseventmotivated100studentstofilloutsurveys,whichgeneratedthefollowingresults:

Objective2:TocollaboratewithatleastonestudentorganizationatSantaAnaCollege(SAC)inordertoinformandreceiveacommitmentfromatleast100studentsduringFebruary2010.Outcome:ConfettiFinale!Ourteamdistributedfliersandhandoutsto200studentsandfacultyduringSAC’swelcomebackweek.Wepositionedourboothinahightraffickedareaoncampusfortwohourstoreceivethemaximumamountofimpressions.Musicandliveperformancesinfluencedgueststotakefactsheets,dance,andcelebratetheirimpor-tanceintheCensus.Inconversationwithstudents,weinstilledCensusknowledgeandencouragedstudentstorelayinformationtotheirfriendsandfamilies.AssociatedStudentGovernmentPresidentAlexFloresandhisfellowaffiliatesproactivelyspreadawarenesstothe32,000studentpopulationthroughclassroomannouncements,fliersandintercombroadcasts.DuringourfinalcelebrationonFeb.25,2010,30guestsgavetheirphotoRSVPs,includingMissCaliforniaLatina,associatedstudentgovernmentleadersandU.S.CensusBureaurepresentatives.OureventgeneratedinterestedabouttheCensusandpositiveshiftinattitudesregardingparticipation.

Objective3:ToidentifykeychallengesamongtheLatinocommunityinSantaAna,Calif.inordertoeradicatefearandpromptparticipationfromatleast100LatinoresidentsduringFebruary2010.Outcome:ConfettiFinale!NineguestsatthetransitforumRSVP’dtoparticipateinvideoclipsthatwerepostedtoourTwitteraccount.ThisincludedtheMayorofTustin,(JerryAmante)andTedNguyen(OCTA).OneHundredbilingualbrochuresandFAQhandoutsweregiventoresidentsoftheCityofSantaAna.Thebookstorecelebrationattracted12childrenandfiveparentguests.Priortothebookreading,oneoutof10Census-relatedquestionswereansweredcorrectly.Childrenwereengagedinartandliteratureandbytheendofthepartyallguestswereabletoanswerall10questionscorrectly.Additionally,theyagreedtoencouragetheirfamilymembersandfriendsthatparticipationintheCensusisvitaltothecommunity.WewereabletosimplifytheideaoftheCensusinawaythatwasintriguingtochildrenandgeneratedhumaninterest.ThroughoutourcelebrationintheLatinocommunity,wefoundthatface-to-facecommunicationwasthemosteffectivewayofpersuasion.Guestsaskedquestionsandwereinspiredtolearnmoreinformation.

Question YesNo1.Priortostoppingatourevent,wereyouawareoftheupcoming2010Census?..................79 212.Priortostoppingatourevent,didyouknowthatitisrequiredbylawthatyoufilloutyourCensusform?......................................................................................................34 663.Nowthatyouhaveattendedourevent,doyouthinktheCensusisimportanttoyou,asacollegestudent?..................................................................................................95 54.Nowthatyouareaware,willyoufilloutyour2010Censusformandencourage

otherstodoittoo?.................................................................................................................96 4

CelebrateCensus2010wasbuiltuponpersonalengagement,communication,andindividualempowerment.Theenergyofeacheventgeneratedoverwhelmingresponsesfromthecommunity.Wereceivedoutstandingstatistics;howeverthehumansatisfactionandindividualexpressionsthatweexperiencedwereimmeasurable.Becauseofourcampiagn,weaffectedatotalof3,414peoplewhocanmakealargesignificanceintheCensus2010.