Outline of Higher Education and 2020 Census Campaign at ETSU

History
The census has been taken since 1790. It is held every 10 years, the last one being done
in 2010. The data from the census is used in a variety of ways, primarily to determine where
Federal money should be spent. It also determines your number of state representatives,
where businesses want to build, bus routes, city infrastructure and much more.

Description of Campaign

The 2020 Census will begin in January, leading up to April 1st being national census day.
The census has materials and information for various types of institutions and organizations to
ensure an accurate count which allows an accurate distribution of resources within
communities.
The main objective of the Higher Education 2020 Census campaign is to educate our
students on what the census does, and how to fill it out. This will be the first census for most of
our students and many of them do not know how much the census affects the community, as
well as them as students.
The uniqueness of this campaign is that this will be the first electronic census and the
first time the option of using social media to educate and engage the US population. As a
university, ETSU will be promoting the census through multiple departments and resources.
The department of student life and enrollment will be promoting the 2020 Census, with
the department of Adult, Commuter & Transfer Service heading the committee. ACTS will be
giving department resources for posters, tabling, and other traditional forms of advertisement
but this campaign will focus on the social media portion. Connecting to students through
traditional forms of advertising is becoming harder, and so we hope to reach a large majority of
student through digital communications.

Target Audience: Our target audience students at ETSU, more specifically our traditional
students who were too young to fill out the census the last time it was given.

Advertising Platforms: For this campaign, we will be using social media platforms to advertise
the upcoming census. We will primarily be using Facebook, Twitter, and Instagram

Goals: Since ETSU is not giving out the Census, but rather providing additional support to
educate and get people to fill it out, we will not have a specific goal for this campaign. Our only
goal will be to educate our target audience about how the census information is used and help
to obtain an accurate count of the 2020 Census in our area.
Timeline

Task #1: Researching and Outline

Due Date: June 1st

Task #2: Develop promotional materials campaigns

Task #3: Give materials to offices within the Department of Student Life and Enrollment
Date: December

Task #4: Begin the campaign according to the content calendar

Date: January

Task #5: U.S. Census Bureau mails cards out to households

Date: March 12

Task #6: U.S. Census Bureau launches internet link

Date: March 12 – May 12

Task #7: Census Day

Date: April 1st

Key Message: Make a Difference

 Supporting message # 1: Why is the census important

o Key facts
 The cost of one person not being counted is $1,091
 Attracts new businesses to the area, giving you job opportunities!
 Distributes over 675$ billion annually in federal funding
 Helps determine needs for public transportation
 Determines the number of seats in the house of representatives
 Determines where money should be spent on infrastructure
 Determines federal student loans, campus funding, and campus
improvements at the state level
 Supporting message # 2- When is the Census
o Key facts
 March 12th – Census Bureau sends out cards in the mail and online links
become available
 April 1st – Census Day
 Supporting message #3 - How to fill out the census
o Key facts
 You will receive a card in the mail instructing you to fill it out online
  The census can be filled out online (multiple languages available), on a
paper form sent to you, or over the phone
 You must fill it out where you live (not your parents)
 It is Secure, and no personal information will be shared, and no responses
can be used against you

Outline of Campaign Deliverables and materials

 Facebook banner
 Social Media Posts for Facebook, Instagram, and Twitter
o Why is the census important?
o When is the Census?
o How to Fill out the Census
 Content Calendar
o Best times to post
o What hashtags to use