The City of Houston achieved a high response rate for the 2010 Census through an integrated grassroots campaign. The Census is important for allocating over $1 billion in federal funding each year, but Houston faced challenges including economic issues, natural disasters, and residents' fears. The city treated the Census like a political campaign and partnered with local organizations to reach diverse communities through localized outreach, media, and direct mail in multiple languages. This comprehensive strategy helped Houston surpass its 2000 response rate and maximize its representation and funding for the next decade.

1. Houston Counts
City of Houston & Vollmer Public RelationsCity of Houston & Vollmer Public Relations
October 28, 2010,

2. Overview
The Census:The Census:
• What is it?
h i i i ?• Why is it important?

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. The Team

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. 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. 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. 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

10. 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

11. Lessons that Might Apply to You
• PassionPassion
• Relationships and networking
C d f• Current and future events
• No longer one size fits all marketing