3040 Census Slideshow 1

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Project done for MKTG Consumer Behavior class, to understand motivations of two different segments concerning the 2010 Census.

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3040 Census Slideshow 1

  1. 1. Students Count: The US Census and Student Participation ELIZABETH ERICKSON, KATHRYN MILLER, COREY SEBENS, COLLIN SMITH, JESSICA SUN, AND SARA WIGHT
  2. 2. AgendaBackground InformationSegmentsResearch MethodsFindingsRecommendationsKey Takeaways Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  3. 3. The US Census enumerates the population Conducted once every ten years Determines Congressional seat allocation, electoral votes, and government funding  Low-income assistance  Education  Infrastructure and public transportation  Hospitals  Emergency services Used by business to make marketing decisions Kept private for 72 years Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  4. 4. Some populations are historically hard to reach College Students“College students are traditionally among the hardest-to- count groups for the census” - TX demographer – Ryan RobinsonAccording to a 2010 Pew Research Study: “31% of 19-29 year olds living in the US have not heard of the Census” Only 45% say the Census is important Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  5. 5. Some populations are historically hard to reach International Students “Penn State has more than 4,000 international students, and those students could cost nearly $4 million in lost funding if they do not fill out the census” –Penn State Campus Newspaper “….and international students often believe that they are not supposed to complete the form at all.” – USA Today Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  6. 6. Research MethodsSecondary Research• Articles• Research on Census• Census Bureau statisticsPrimary Research• Personal interviews• Online survey Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  7. 7. Findings – Personal Interviews US College • Are aware of the Census Students • Are not motivated to fill it out • Have heard of the US Census International • Do not know they are supposed Students to fill it out US Students  Motivation International Students  Awareness BackgroundAgenda Segments Research Methods Findings Recommendations Key Takeaways Information
  8. 8. Survey finding: What issues are important to students? Top Box Scores (Those who answered “Very Important”) 100% Emergency services 90% funding 80% Hospital funding 70% 60% 50% Infrastructure and 40% public transportation building 30% Education funding 20% 10% Low-income assistance 0% U.S. citizens/permanent residents Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  9. 9. Survey finding: What forms of media do students use most?100% 90% Other Media 80% 70% Print Media 60% 50% Internet-other 40% Internet-social 30% networking 20% Radio 10% 0% TV U.S. citizen/permanent Non-U.S. resident citizen/permanent resident BackgroundAgenda Segments Research Methods Findings Recommendations Key Takeaways Information
  10. 10. Survey finding: What issues do students believe the Census affects? 1 Sales tax rate 0.9 0.8Proportion of total 0.7 Seats occupied in the respondents U.S. House of 0.6 Representatives 0.5 Low-income assistance 0.4 0.3 Education funding 0.2 0.1 Infrastructure and public 0 transportation funding U.S. citizen/permanent Non-U.S. resident citizen/permanent resident Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  11. 11. Findings - SurveyUS College Students Both International Students ▪Mainly use social media and the internet▪Care most about education, to get information ▪Watch very littlepublic transportation, and televisionhospital funding ▪Were limited in exposure to Census ▪ 27% had never heard▪Have heard of Census of Census marketing efforts(100%) ▪Felt current marketing ▪ Do not know why they▪Are unclear about how the should fill out the census efforts were notCensus affects them exciting and lacked interaction Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  12. 12. US College Students Recommendation: Increase MotivationHold a scholarship contest to find the mostcreative and informative student-madecommercial and show it on YouTube and collegehomepages. Increase motivation (need recognition) by illustrating differences between actual and ideal states. Increase elaboration through humor, creativity, etc. Emphasize how the Census affects issues that are important to students. Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  13. 13. International Students Recommendation: Increase AwarenessPartner with US consulates/embassies andinternational student offices to inform applicantsstudying in the US during a Census year. Increase awareness by informing international students of what the Census is and that they should also participate. Increase elaboration by targeting international students with a separate message and in places they visit often. Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  14. 14. Overall Recommendation: Increase Perception and ElaborationSponsor on-campus events and outdooradvertising. Create buzz/positive word of mouth and to engage the student body. Increase the instances in which students perceive and remember Census information to increase motivation. Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  15. 15. Key Takeaways—Increasing Participation Rate Among U.S. college students, focus on motivation  Educate students on how filling out the Census affects the issues they care about most  Create buzz to encourage perception and elaboration so students remember to fill it out Among international students, focus on awareness  Educate students on what the Census is and the fact that international students are counted  Tailor promotional messages and the media they appear in to international students Background Agenda Segments Research Methods Findings Recommendations Key Takeaways Information
  16. 16. Questions?

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