Using a Diversified Communications Campaign to Target Diverse Audiences UNECE Work Session on the Communication and Dissemination of Statistics 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 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

Strategic Approach 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 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 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 Set manageable goals. Do your research. Create a consistent “brand.” Engage others to help tell the story. Diversify communications channels.