Transcript Using a Diversified Communications Campaign to Target Diverse Audiences UNECE Work Session on the Communication and Dissemination of Statistics 13-15 May 2009  Warsaw, Poland.

Using a Diversified
Communications Campaign to
Target Diverse Audiences
UNECE Work Session on the
Communication and Dissemination of Statistics
13-15 May 2009  Warsaw, Poland
Challenges
• Trend towards declining response rates
• Previous undercoverage of small and
minority farmers
• Cultural and language barriers
• Mistrust of government
• Limited resources
Communications Objectives
• Help farmers/ranchers understand
importance and benefits of the census.
• Encourage timely response.
• Improve awareness and response among
previously under-represented populations
(minorities, women, ”hobby” farmers).
Keys to Success
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Set manageable goals.
Find what resonates with your audience.
Create a consistent “brand.”
Engage others to help tell the story.
Diversify communications channels.
Research
• Objective: Determine key messaging
and brand positioning
• Focus groups:
– Des Moines, Iowa
– Fresno, California
– Waco, Texas
– NASS staff and field enumerators
Research Findings
• Farmers are cynical about value and
purpose of census.
• Difficult for them to articulate benefits of
participation.
• No awareness of NASS.
Message Evaluation
• Farmers responded most positively to:
– Having a voice
– Shaping the future
– Helping their community
• Legal obligation also a motivating factor.
Resulting Theme/Tagline
The 2007 Census of Agriculture is
Your Voice
Your Future
Your Responsibility
Supporting Points
• Voice
– Showing the nation the value of U.S. agriculture.
– Influencing decisions that affect you and your business.
• Future
– Ensuring the sustainability of your farm and community.
– Leaving things better for future generations.
• Responsibility
– Every response makes a difference.
– And it’s the law.
Visual Identity
Visual Identity
Strategic Approach
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Partnership building
Direct farmer contact
Earned media/public relations
Paid media/advertising
Partnership Building
• Meetings with key stakeholders
(both internal and external)
• Joint planning session with
community-based organizations
• Turnkey materials to help partners
carry message forward
Help Others Help You
Direct Farmer Contact
• Point-of-purchase
materials
• Direct mail
• Trade shows
• Field staff
Earned Media/Public Relations
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News releases (national and local)
Audio and video news releases
Mat releases
Direct pitches to media
Radio public service announcements
Camera-ready “drop-in” ads
Under-Represented Populations
• Partnerships with community-based
and minority-serving organizations
• Local “Census Days”
• Spanish brochure, news releases
• Spanish and Navajo radio PSAs
• Targeted paid advertising campaign
Paid Media/Advertising
• Strategic use of limited resources
• Analyzed existing data to target
under-represented populations,
low-response states
• Mix of print, radio, online
Campaign Results
• Engaged Secretary of Agriculture and
other USDA agencies
• Active support from 30+ stakeholder
groups and 50+ CBOs
• Positive response from field staff
• National awards
Campaign Results
• PR Efforts
→ 27 million print impressions (original goal
was 15 million)
• Paid Ads
→ 2.7 million print impressions
• Internet Ads
→ 2.6 million impressions, 10,000 clicks
Outcome
• 85.2% response rate
• Record number of usable responses
• 97,000 online responses
• 4% more farms counted than in 2002
We Reached/Counted
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124% more American Indian-operated
64% more multi-race
34% more Asian-operated
30% more female-operated
10% more Hispanic-operated
5% more Black-operated
Keys to Success
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•
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Set manageable goals.
Do your research.
Create a consistent “brand.”
Engage others to help tell the story.
Diversify communications channels.