Increasing Word-of-Mouth Awareness Around Seafood’s Nutritional Benefits
Opportunity
NST was engaged by the San Diego Association of Governments (SANDAG) to conduct targeted outreach to local communities least likely to self-respond to the 2020 Census to help encourage a complete count in the region. Hard-to-Count (HTC) communities have included, but are not limited to, people living without broadband internet access, individuals with limited English proficiency, children under the age of 5, renters, foreign-born residents, or people living close to or below the poverty line.
Approach
In response to the state of California and San Diego County’s guidelines to limit the spread of COVID-19 and the need to limit public gatherings and community events – NST emphasized outreach tactics that highlighted safe options for completing the 2020 Census online, by phone or mail. The outreach plan designed to target HTC populations and supplement existing work by a coalition of local partners included:
- A comprehensive toolkit with 2020 Census resources and plug-and-play content
- A direct mail campaign that distributed postcards to HTC communities
- Comprehensive digital campaign with The San Diego Union-Tribune that include homepage takeovers on both English and Spanish websites, targeted programmatic display ads and dedicated emails
- Flyer and collateral development in English, Spanish, Mandarin, Arabic, Tagalog and Vietnamese distributed through the Jacobs & Cushman San Diego Food Bank
Results
Collective self-response rate in targeted zip codes increased by 1.8%
Digital campaign resulting in 1.3 million impressions and 6,800 clicks to 2020Census.gov
26,000 flyers distributed through the San Diego Food Bank
1.4 million collective touchpoints with HTC populations
Services Provided
Community Outreach, Digital Advertising, Content Creation, Creative Services, Digital Services