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Houston Counts
City of Houston & Vollmer Public RelationsCity of Houston & Vollmer Public Relations
October 28, 2010,
Overview
The Census:The Census:
• What is it?
h i i i ?• Why is it important?
Success
• How successful was Houston?How successful was Houston?
– Surpassed 2000 response rate; 64% to 70%
Access to nearly $1 billion in federal funding– Access to nearly $1 billion in federal funding 
during next 10 years
The Team
Challenges
• No socio‐economic and ethnic boundariesNo socio economic and ethnic boundaries
• Economy 
i k i d i• Hurricanes Ike, Rita and Katrina 
• Transients 
• Limited budget  
• Mayoral transitionMayoral transition
• Census first‐timers 
Challenges
• Fears and misconceptionsFears and misconceptions 
– Distrust or suspicion of government
Immigration / Deportation– Immigration / Deportation
– Landlords, creditors
Eli ibilit f i l lf– Eligibility for social welfare programs
Strategy 
• Treat Census like political candidate 
• Hardest of the hard
• Integrated approach
L li d t t hi– Localized, grassroots partnerships
– US Census Bureau ad campaign
– Local advertising
– PSAs
– Influencer outreach
– Fliers, collateral, direct mailFliers, collateral, direct mail
– Social & Traditional media
• Phased Approach 
Timeline
• Phase 1: October 2009 – January 2010Phase 1: October 2009  January 2010
– Be on the lookout; Census forms are going out
• Phase 2 February April 15• Phase 2: February – April 15
– Answer the Census and mail it back
• Phase 3: April 15 – June 2010
– Answer the door
Houston Counts: How City of Houston & Vollmer PR Rocked the 2010 Census
The Really Good Stuff
• Native languageNative language 
• Visuals 
• Resource sharing• Resource sharing
• Demographer, Census map and GIS technology 
• New Mayor 
• Our client, the City of Houston
• Met controversy head on 
• Picked our battles 
Lessons that Might Apply to You
• PassionPassion
• Relationships and networking
C d f• Current and future events
• No longer one size fits all marketing

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Houston Counts: How City of Houston & Vollmer PR Rocked the 2010 Census