Houston Counts
City of Houston & Vollmer Public RelationsCity of Houston & Vollmer Public Relations
October 28, 2010,
Overview
The Census:The Census:
• What is it?
h i i i ?• Why is it important?
Success
• How successful was Houston?How successful was Houston?
– Surpassed 2000 response rate; 64% to 70%
Access to near...
The Team
Challenges
• No socio‐economic and ethnic boundariesNo socio economic and ethnic boundaries
• Economy 
i k i d i• Hurrican...
Challenges
• Fears and misconceptionsFears and misconceptions 
– Distrust or suspicion of government
Immigration / Deporta...
Strategy 
• Treat Census like political candidate 
• Hardest of the hard
• Integrated approach
L li d t t hi– Localized, g...
Timeline
• Phase 1: October 2009 – January 2010Phase 1: October 2009  January 2010
– Be on the lookout; Census forms are g...
The Really Good Stuff
• Native languageNative language 
• Visuals 
• Resource sharing• Resource sharing
• Demographer, Cen...
Lessons that Might Apply to You
• PassionPassion
• Relationships and networking
C d f• Current and future events
• No long...
Houston Counts: How City of Houston & Vollmer PR Rocked the 2010 Census
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Houston Counts: How City of Houston & Vollmer PR Rocked the 2010 Census

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Houston Counts: How City of Houston & Vollmer PR Rocked the 2010 Census

  1. 1. Houston Counts City of Houston & Vollmer Public RelationsCity of Houston & Vollmer Public Relations October 28, 2010,
  2. 2. Overview The Census:The Census: • What is it? h i i i ?• Why is it important?
  3. 3. Success • How successful was Houston?How successful was Houston? – Surpassed 2000 response rate; 64% to 70% Access to nearly $1 billion in federal funding– Access to nearly $1 billion in federal funding  during next 10 years
  4. 4. The Team
  5. 5. Challenges • No socio‐economic and ethnic boundariesNo socio economic and ethnic boundaries • Economy  i k i d i• Hurricanes Ike, Rita and Katrina  • Transients  • Limited budget   • Mayoral transitionMayoral transition • Census first‐timers 
  6. 6. Challenges • Fears and misconceptionsFears and misconceptions  – Distrust or suspicion of government Immigration / Deportation– Immigration / Deportation – Landlords, creditors Eli ibilit f i l lf– Eligibility for social welfare programs
  7. 7. Strategy  • Treat Census like political candidate  • Hardest of the hard • Integrated approach L li d t t hi– Localized, grassroots partnerships – US Census Bureau ad campaign – Local advertising – PSAs – Influencer outreach – Fliers, collateral, direct mailFliers, collateral, direct mail – Social & Traditional media • Phased Approach 
  8. 8. Timeline • Phase 1: October 2009 – January 2010Phase 1: October 2009  January 2010 – Be on the lookout; Census forms are going out • Phase 2 February April 15• Phase 2: February – April 15 – Answer the Census and mail it back • Phase 3: April 15 – June 2010 – Answer the door
  9. 9. The Really Good Stuff • Native languageNative language  • Visuals  • Resource sharing• Resource sharing • Demographer, Census map and GIS technology  • New Mayor  • Our client, the City of Houston • Met controversy head on  • Picked our battles 
  10. 10. Lessons that Might Apply to You • PassionPassion • Relationships and networking C d f• Current and future events • No longer one size fits all marketing

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