1. Stephanie Baum
ra
eb s te Candice DeForest
Janelle Maluenda
el su
C n
Jessica Pauletto
Courtney Shepard
Ce 0!
201
Party
Presented to:
U.S. Census Bureau
Plan
Created by:
Chapman University
PRSSA 2010 Bateman Team
2.
3. Table of Contents
This is why we Celebrate!
Executive Summary .......................................................1
The Party Stage!
Situation Analysis ..................................................1
Party Planning!
Secondary Research ..............................................2
Primary Research .............................................3
VIP Guest List!
Target Audiences ..........................................4
Cake or Ice Cream?
Challenges and Opportunities ..........................................5
Party Theme! .........................................5
Party Favors!
Key Messages ..........................................6
You’re Invited!
Objective 1 ...........................................6
Objective 2 ............................................8
Objective 3 .............................................9
After-Party!
Evaluation/Results ................................................10
Appendix
Budget .......................................................1
A ...........................................................2
B ............................................................30
C ................................................................57
4. This is why we Celebrate! - Executive Summary
Celebrations hold great meaning. We celebrate personal accomplishments, birthdays,
marriages, holidays and historical events. As public relations advocates of one of the most
important events in American history, we found no better way than to promote the U.S. Census
2010. We formally invite you to read all about Chapman University’s biggest party of the decade—
Celebrate Census 2010.
We celebrated at three venues: Chapman University and two nearby communities: Santa
Ana College (SAC) and Hispanics residing in the City of Santa Ana. Leading up to each celebration,
we hosted a series of “pre-party” events to educate our key publics before celebrating what they
had learned. We appeared at basketball games, hosted information booths, transformed Chapman’s
campus into a fact-filled party setting with balloons and posters and used social media (Facebook,
YouTube, Twitter and Blogger) as our noisemakers between our team and the public.
At each of our three events, we celebrated through song, music and dance—as vocalist and
team member, Jessica Pauletto, wrote and performed two Census songs, which were both
educational and representative of our campaign. At Chapman, Pauletto and her band sang in the
campus piazza as students were greeted with Census facts, pizza and balloons. The event included
a speech by Dean of Students Jerry Price and the appearance of Chapman’s cheerleading squad and
mascot, Pete the Panther. After the event we took photos of students holding “RSVP” signs—a digital
promise to participate in the Census.
Our Santa Ana College (SAC) celebration took place in the student lounge, which we
decorated with posters and balloons. The event featured speeches by Miss California Latina, Vivian
Valadez; three Census Bureau representatives; Associated Student Government President Alex Flores
and a performance by Pauletto. Students received free pizza, Census memorabilia and collateral, and
promised their participation to the Census 2010.
The celebration in the City of Santa Ana took a slightly different approach, as our team
brought the party to Libería Martinez—the largest seller of Spanish books in the United States. We
invited local children, ages 6-13, and their parents to a live book reading and craft workshop. We
wrote and illustrated a book that told the story of the Census through the eyes of a first grader.
Guests enjoyed pizza, music and a vibrant atmosphere. Parents were provided collateral information
and exchanged opinions about Census participation. To target an older market, we appeared at the
Orange County Transportation Authority (OCTA) transit forum where fact sheets were distributed,
guests were verbally educated and video testimonials featured guests’ newfound knowledge.
When color, laughter and music are paired with learning, it is a rewarding and memorable
exchange that promoted understanding and participation.
The Party Stage! - Situation Analysis
The Census is a decennial event that requires a new, far-reaching public relations campaign. During
its long intermission, residents adapt new living situations, new financial circumstances and new
responsibilities—all which yield different motivations and behaviors when considering whether or
not to complete the next Census form. Our team encountered nomadic living situations, Census
unawareness, language barriers and fear. Our team brought the party to three demographics that
most displayed these characteristics.
Chapman University is a private liberal arts university in Orange, California Chapman’s mis-
sion statement emphasizes the importance of personalized education and becoming global
citizens. Most of the 4,293 undergraduate students are burdened with loans, grants and fi-
nancial aid forms in order to offset the near $36,000 a year tuition. Therefore, the quest was
to inform our student body that their participation directly affects federal financial aid. With
five student residence halls and two apartment complexes, our team had to communicate
how, when and where to fill out a Census form.
1
8. Cake or Ice Cream? - Challenges & Opporunities
Santa Ana College
Challenges: SAC is a large campus
(32,000), social media has proved to
be an ineffective communication tool
Chapman University in the past and has a widely Spanish
Challenges: Students have dispersed speaking audience.
living situations, are unaware of individual Opportunities: We can influence more
responsibility to complete a Census form, people to participate in the Census,
unresponsive to an event initiated by the utilize word-of-mouth marketing and
government and believe their individual encourage students to be liaisons
participation does not make a difference. between our team and the Latino
Opportunities: We can utilize social media, community.
collaborate with an on-campus leader to
educate students, develop a fun and exciting
theme and celebrate the Census throughout
City of Santa Ana
Challenges: We face a language and
February 2010 as well as appeal to students’
translation barrier, anti-Census groups
desire to stand up for oneself and
and general fear of information dis-
participate in a historical event
closure and confusions about how to
fill out a Census form.
Opportunities: We can communicate
messages to children who can then
relay the information to their parents,
appeal to families using a trusted
community leader as a spokesperson
and collaborate with local businesses
to distribute informational material.
Party Theme!
We elected a celebration theme because we wanted to position the Census as a positive,
fun, and empowering event for each of our target audiences. The theme lacks the weighty
and intimidating perceptions of those attached to government initiatives. We created a
red balloon logo as a tangible image that symbolizes the voice of the individual, and is
representative of a party. As an emblem of self-empowerment, it climbs high into the air
and makes a presence against the grandeur of a blue sky. Similarly, each resident in the
United States may feel insignificant in the ultimate Census count; however, like the red
balloon, every one person makes a presence and a difference. The red, white and blue
color scheme is patriotic and epitomizes the purpose of the Census—to count each
American citizen. Aside from patriotism, the color red is an already established Census
color, and is also an element at Chapman (Cardinal and Grey) and Santa Ana College (Red
and Black). Therefore, the branding of the color red links our campaign to the American
flag, both schools’ colors, and to the real Census 2010 campaign, making it universal and
recognizable among the community.
5
9. Party Favors! - Key Messages
Chapman: Celebrate the opportunity to participate in this historical event as
independents to improve grants, loans and job opportunities.
Santa Ana College: Celebrate the opportunity to improve Pell Grants, Free
Application for Federal Student Aid (FAFSA), reduce class size, accommodate faculty,
bring back winter Inter-session and increase job opportunities.
Santa Ana: Celebrate the opportunity to help our city earn its share of
funding for hospitals, schools, job opportunities and community projects.
You’re Invited! - Goal, Objectives & Tactics
Goal: To Inform, Educate and Celebrate the United States Census 2010 at
Chapman University, Santa Ana College and the City of Santa Ana, Calif.
Objective 1 Rationale: Students are most responsive to faces that
they recognize; therefore, instead of displaying pictures of
To expand awareness of
the Census and encourage Census Bureau workers holding fact sheets, we will use
the commitment of at least Chapman students as our own advocates and endorsers. By
100 Chapman students to emphasizing the Census’ effect on federal aid packages, our
participate in the Census team will stimulate the student body to participate.
during February 2010.
Strategy 1: Create a unique theme that is eye-catching, understandable, and memorable.
Tactic 1: Develop “Celebrate Census 2010” as a campain theme.
Tactic 2: Use a red balloon as an iconic image throughout the campaign.
Tactic 3: Create the slogan, “Follow the Red Balloon,” to encourage students to look for and
recognize fliers, news and events about the campaign.
Tactic 4: Place the Celebrate Census 2010 logo on basketball “game day” fliers to hand out to
fans and make public announcements about the campaign during time-outs.
64
10. Strategy 2: Create a minimum of two social media tools.
Tactic 1: Create a Facebook fan page: “CelebrateCensus2010”.
Tactic 2: Create a Twitter account: “@MyRedBalloon”.
Tactic 3: Post videos and interviews on YouTube: “MyRedBalloon videos”.
Tactic 4: Blog about Census facts and events: MyRedBalloon.blogspot.com.
Strategy 3: Create at least two forms of collateral materials to decorate the campus
as a month-long celebration while educating students about the Census.
Tactic 1: Create fliers and posters with Census facts.
Tactic 2: Tie physical red balloons on fences, trees, lampposts, benches and trashcans.
Tactic 3: Chalk pictures of balloons and the twitter account on walkways in heavily
trafficked areas.
Strategy 4: Inform students that participation in Census 2010 directly affects student
loans, financial aid, grants and job recruitment.
Tactic 1: Update daily Census updates/facts to Facebook and twitter.
Tactic 2: Collaborate with at least two student organizations to implement a minimum of
one informational on-campus booth in a high-traffic area from 11 a.m. to 1 p.m.
to hand out promotional materials.
Tactic 3: Put Census facts on candy to give out at basketball games.
Tactic 4: “Dorm storm”—place fliers under all doors in at least 1 residence hall.
Tactic 5: Place “invites” on car dashboards in the parking structure that inform students
of our upcoming Chapman event.
Tactic 6: Interest at least one media outlet in covering the campaign.
Strategy 5: Position the Census as an exciting event in which students want to
participate.
Tactic 1: Take photos of students holding signs that say, “I RSVP to participate in the U.S.
Census 2010” and post on Facebook.
Tactic 2: Use key messages: “Shortest ballot in U.S. history…10 questions, 10 minutes
Gives each student a voice.”
Tactic 3: Write songs about the Census as well as record a music video and perform live
on campus. The songs will incorporate Census facts, unite with our party
theme and explain the significance of the red balloon icon. This form of
guerilla marketing will entice students to listen and absorb the
information on a cerebral and subconscious level. The song will be
matched with illustrations and photos from our information booths and
stream on YouTube, Facebook and Twitter.
Tactic 4: Host a balloon release to signify each student’s RSVP to participate in the Census
and that every person matters.
Tactic 5: Find a distinguished and recognizable spokesperson to further our messages.
7
11. Rationale: After conducting a focus group with Santa
Ana Associated Student Government (ASG), the biggest
Objective 2 concern of the students is money. Many students support
themselves and/or take care of family members. “Put up
To collaborate with at least
a sign that says, ‘free,’ or ‘save money,’ and students will
one student organization at
come,” said Alex Flores, ASG vice president of Santa Ana.
Santa Ana College (SAC) in
Students also display a high amount of pride and a
order to inform and receive
hard-working character. In recent years budget cuts have
a commitment from at
forced SAC to cut back on classes, and eliminate an entire
least 100 students during
winter intersession. After discussing the categories of most
February 2010.
interest and events that students are most responsive to,
we emphasized these components in our campaign—saving
money, free items, live performances, music and food. We
crafted our campaign to serve the concerns and characteris-
tics of this demographic given to us through research.
Strategy 1: Inform students that participation in Census 2010 directly affects Pell
Grants, FAFSA, class sizes, tuition and job recruitment.
Tactic 1: Collaborate with student organizations to distribute facts and statistics.
Tactic 2: Work with one local political figure to arrange a Census forum or speak on behalf
of the U.S. Census.
Strategy 2: Educate students about who is responsible for filling out the survey.
Tactic 1: Set up a Welcome Back Booth with informational materials.
Tactic 2: Create a creative logo and message to attract students who are walking by in
between classes.
Strategy 3: Instruct students on how to correctly fill out the Census form.
Tactic 1: Collaborate with student organizations to educate the Associated Student
Government (ASG).
Tactic 2: Have a Spanish copy of all collateral material.
Strategy 4: Ensure students that the Census is not something to fear.
Tactic 1: Insure students that all information is kept confidential by law.
Tactic 2: The survey is quick and easy—“10 questions, 10 minutes”.
8
12. Rationale: According to the Census 2010 Toolkit for
Objective 3 reaching Latinos, it is difficult to receive participation from
this demographic because some Latinos do not read or
To identify key challenges speak English. Additionally, they do not see the benefits of
among the Latino participating and fear that a government agency will use
community in Santa Ana, their personal information against them. Therefore, our
Calif. in order to eradicate team made it our mission to remedy these fears and bridge
fear and prompt partici- the language gap. According to our surveys, only 20 % of
pation from at least 100 Santa Ana citizens were aware that participation in the Cen-
Latino residents during sus would help raise money for the community. The three
February 2010. most important concerns were schools, hospitals and child-
care. If the Census can be represented and understood from
a child’s perspective, then it will translate to adults. Two
studies show that three year-old children have the ability to
recognize brand logos (Fischer, 1991), and the influence of
brand loyalty can begin at age two (McNeal, 1992).
Strategy 1: Assure residents that participation in Census 2010 is safe, confidential and
information is not shared with CIA, immigration, or any other government
agency.
Tactic 1: Collaborate with the “Complete Count Committee of Santa Ana” to distribute
informational materials outside of the Welfare office, schools, thrift stores and
markets.
Tactic 2: Position the Census as a “snapshot” of the United States, meaning that it has little
to do with citizenship, but is more concerned about the exact number of people in
the United States on April 1, 2010.
Tactic 3: Emphasize the legal boundaries of the Census Bureau workers and the
ramifications of exploited information.
Strategy 2: Educate residents about the impact that the Census has on schools,
hospitals and family finances.
Tactic 1: To collaborate with at least one local “celebrity” or spokesperson to increase
interest, gain attention and generate buzz about the Census.
Tactic 2: Appear at the Orange County Transportation Authority (OCTA) transit forum to
educate influential people and allow them to carry on the message.
Strategy 3: Educate children about the Census who will then relay information to their
parents—when and where the Census forms will arrive and how they
should be filled out.
Tactic 1: Create a children’s book that depicts the Census through the eyes of a first grader.
Tactic 2: Partner with Liberia Martinez—the largest Latino bookstore in the nation—and
hold a book reading, craft workshop and information session for parents and children.
9
13. After Party! - Evaluation
Objective 1: To expand awareness of the Census and encourage the commitment of at least 100 Chapman
students to participate in the Census during February 2010.
Outcome: Confetti Finale!
Throughout our celebration, we acquired a following of 537 guests through social media, face-to-face conversation
and event attendees. Additionally, we distributed over 600 fact sheets, event invitations and brochures that
encouraged participation in the Census. Overall, our celebration affected over 1,000 Chapman Students, 25 % of
the student body, which exceed our goal by 900 guests. According to our survey results alone, we increased
Census awareness by 62 %. The Celebrate Census 2010 Facebook fan page acquired 248 fans and 104 photo RSVPs
to participate in the Census. We received 85 followers on Twitter and 189 tweets. Two hundred FAQ fliers were
given to students and 100 balloons were released by students and faculty to signify each RSVP to participate. Our
on-campus event motivated 100 students to fill out surveys, which generated the following results:
Question Yes No
1. Prior to stopping at our event, were you aware of the upcoming 2010 Census?..................79 21
2. Prior to stopping at our event, did you know that it is required by law that you
fill out your Census form?......................................................................................................34 66
3. Now that you have attended our event, do you think the Census is important
to you, as a college student?..................................................................................................95 5
4. Now that you are aware, will you fill out your 2010 Census form and encourage
others to do it too?.................................................................................................................96 4
Objective 2: To collaborate with at least one student organization at Santa Ana College (SAC) in order to
inform and receive a commitment from at least 100 students during February 2010.
Outcome: Confetti Finale!
Our team distributed fliers and handouts to 200 students and faculty during SAC’s welcome back week. We
positioned our booth in a high trafficked area on campus for two hours to receive the maximum amount of
impressions. Music and live performances influenced guests to take fact sheets, dance, and celebrate their impor-
tance in the Census. In conversation with students, we instilled Census knowledge and encouraged students to
relay information to their friends and families. Associated Student Government President Alex Flores and his fellow
affiliates proactively spread awareness to the 32,000 student population through classroom announcements, fliers
and intercom broadcasts. During our final celebration on Feb. 25, 2010, 30 guests gave their photo RSVPs,
including Miss California Latina, associated student government leaders and U.S. Census Bureau representatives.
Our event generated interested about the Census and positive shift in attitudes regarding participation.
Objective 3: To identify key challenges among the Latino community in Santa Ana, Calif. in order to eradicate
fear and prompt participation from at least 100 Latino residents during February 2010.
Outcome: Confetti Finale!
Nine guests at the transit forum RSVP’d to participate in video clips that were posted to our Twitter account.
This included the Mayor of Tustin, (Jerry Amante) and Ted Nguyen (OCTA). One Hundred bilingual brochures and
FAQ handouts were given to residents of the City of Santa Ana. The bookstore celebration attracted 12 children
and five parent guests. Prior to the book reading, one out of 10 Census-related questions were answered correctly.
Children were engaged in art and literature and by the end of the party all guests were able to answer all 10
questions correctly. Additionally, they agreed to encourage their family members and friends that participation in
the Census is vital to the community. We were able to simplify the idea of the Census in a way that was intriguing
to children and generated human interest. Throughout our celebration in the Latino community, we found that
face-to-face communication was the most effective way of persuasion. Guests asked questions and were inspired
to learn more information.
Celebrate Census 2010 was built upon personal engagement, communication, and individual
empowerment. The energy of each event generated overwhelming responses from the community. We
received outstanding statistics; however the human satisfaction and individual expressions that we
experienced were immeasurable. Because of our campiagn, we affected a total of 3,414 people who can
make a large significance in the Census 2010. 10