The decennial census is more than just a head count—it determines the number of seats each state has in the U.S. House of Representatives and is used to guide the distribution of federal funds to local communities. In 2020, ECU helped the U.S. Census Bureau fill more than 800,000 part-time positions. The campaign included a wide range of online and offline marketing materials, translated into nearly a dozen different languages.

Our strategy included the following services:

Communications Strategy and Planning
Media Consulting
Multi-Media Buys
Multilanguage Outreach

Accomplishments:

Recruited more than 3 million Americans to fill part-time roles as enumerators and support personnel, helping the U.S. Census Bureau meet numerical and zip code targets across the country.
Tailored plans to most efficiently and effectively deliver messaging to target market segments in greatest demand and hard-to-reach populations, including Native Americans, the affluent, and those with limited internet access.
Utilized dynamic digital media platforms to deliver messaging and attract candidates.
Optimized digital media placements to ensure campaigns reached the maximum number of people in a cost-effective manner within budget allocations.
Launched multi-tier, multimedia outreach matched regional and local requirements.
Reached every geographic and demographic—from the north woods of Maine to the rainforests of Hawaii, and from the Florida Keys to Alaska’s north slope.

Awards: MarCom Platinum Award – 2020 National Recruitment and Media Strategy and Hermes Gold Award – 2020 Recruitment Campaign.