South Carolina Census 2010 Advertising and Outreach – an

overview

Where SC Fits In

• SC spending about $250,000 on advertising and outreach

• Federal campaign more than $300 million, with bulk on TV. Also focused on many languages.

• We assume SC residents will see lots of federal advertising – we are trying to be an exclamation point that says “You’ve heard about the census, here is why it matters to SC.”

• Safety, security message of census left to national ad campaign.

Where SC Fits In

• Because of modest resources, we are focusing on counties where 2000 data showed a higher percentage of people missed – different measure than mail response rate.

• Those counties include: Richland, Greenville, Charleston, Aiken, Oconee, Beaufort, Dorchester, Berkeley, Horry and Spartanburg

Billboards

Running February through April in target markets. Within counties, we have aimed to place boards in areas with low mail response rates.

Total Billboards: 20

Richland County: 5Charleston County: 3Greenville County: 4Aiken, Beaufort, Berkeley, Cherokee, Dorchester, Oconee,

Spartanburg and York counties: 1 each

Billboard 1

Billboard 2

Billboard 3

Billboard 4

Hispanic Outreach

• SC Census Hispanic Outreach Coordinator Tracy Semenza is visiting small businesses, restaurants statewide, distributing literature.

• Launched Spanish-language website -http://censo2010.sc.gov/

• Created series of six Hispanic posters and one brochure.

Hispanic Radio

Greenville: Davidson 910/1260 AM and 103.9 FM What: 732 30-second spots

Charleston: El Sol - 980 AM & 1430 AM What: 480 :60 spots, plus three interviews on Morning Show "Saul y Kchorro"

3 Two-Hour Remotes which include 15 live liners per remote

Columbia: La Raza 840 AM Columbia What: 424 :30 spots, 4 interviews on Community Hour 4 Live Remotes

Sponsorship of News, traffic or sports (15), DJ endorsements, inclusion in community events.

Hispanic NewspapersLa Nacion Hispana: Greenville, Spartanburg, Anderson, Oconee, PickensWhat: 7 Half Page (2/10-3/24) & 1 Full Page (3/31)

Fortaleza Cristiana, LLC: Greenville, Oconee, Pickens, Spartanburg 4 Half Page (2/4-3/18) & Back 1 Full Page (4/8)

El Informador Newspaper: Charleston, Berkeley, Dorchester P.O. 4600017619 4 Half Page (2/3-3/17) & 1 Full (3/31)

Universal Latin News: Charleston, Berkeley, Dorchester, Horry, Conway 4 Half Page (2/5 - 3/19) 1 Full Page (4/2)

Hispanic NewspapersLatino Newspaper: Statewide 7 Half Page (2/11-3/25) 1 Full Page (4/1)

La Isla Magazine: Beaufort 3 Full Page Ads (January-March)

Urban RadioCharleston: WMGL - Magic 107.3/WWWZ 93 FM What: 160 30 sec spots. Interviews on Morning show, Afternoon Drive &

Another Perspective. Two Two-Hour Remotes

Charleston: Star 99.7What: 80 30 second ads.

Columbia/Midlands: OnPoint with Cynthia Hardy - WWDM The Big DMWhat: 26 30 sec. Full show interview. Create event in Lower Richland.

Greenville: WJMZ/ Hot 98.1 and WHZT-Jamz 107.3What: 414 30 second ads. Interview on Pause on the Cause 4 Two-Hour

Remotes & 30 live liners - 4 breaks

Urban RadioMyrtle Beach: WDAI/98.5 Kiss and WSEA/Power 100.3What: 465 30 second ads. Sponsorship of Community Awareness Show

Inclusion in 3rd Party Live Remotes

NOTE: U.S. Census through its Detroit urban radio market contractor, is buying ads on urban radio stations in 31 markets. Columbia is the only market in SC in which US Census will buy spots directly on stations targeting African-Americans. However, they will probably have spots on nationally-syndicated shows that are in other markets.

We are waiting to make Columbia radio buys pending U.S. Census finalizing its plans in this market.

Other PrintStatewide: How We Live Magazine. What: Spring Edition - Full Page Color Ad & 2,000 Poster Insert E-zine &

Website Ad Full Page Article Distribution to Beauty Salons & Barber Shops

Statewide: SC Living Statewide, published by Electric Co-OpsWhat: Full Page Color Ad in March issue. Reaches 400,000 homes

Columbia/Midlands: Midlands Live What: March Cover Story with full page phtoto & 4 Page Color Ad Insert. April

- Full Page Color Ad

OtherSponsorship of Charleston Black Expo, March 13What: Exhibitor booth space in the main lobby; Census information

disseminated at entrance; Beneficiary message given from main stage throughout the day; Census information included on Expo “passport” or official program; Black Expo celebrity guest creating PSA; Banners hung at event

St. Patrick’s Day Parade Columbia, March 13 (tentative)What: Mobile billboard truck to serve as “float” – giveaways to crowd.

Make Sure We Count T-Shirts