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pdfOMB Non-substantive Change Request
Department: Commerce
Agency: U.S. Census Bureau
Title: American Community Survey Methods Panel Tests
OMB Control Number: 0607-0936
Expiration Date: 08/31/2018
Online Communications: Improving Survey Response Campaign
Motivation
In line with the Census Bureau’s goal to increase survey response rates through communications, the
Census Bureau seeks to launch a pilot of a targeted digital advertising campaign. During the 2000 and
2010 decennial census enumerations, the Census Bureau saw an uptick of ACS response rates (see
Chesnut & Davis, 2011). A year-over-year increase of 6.4 percentage points was observed in the
Savannah, GA media market during the 2015 Optimizing Self-Response Test (Walejko et al. 2015).
Outside of decennial years, traditional broad-based advertising methods are cost-prohibitive because of
the relatively small sample size for most Census surveys compared to the general population. With the
advent of digital advertising tactics, however, Census now has the potential opportunity to costeffectively deliver promotional messages to individual households within a survey sample. The ACS
offers a large enough national sample to field a test of such tactics and determine whether they lift
response rates. Findings from this pilot campaign will have applications across the range of the Census
Bureau’s collection efforts as advertisements will not be survey-specific and will focus on the value of
the Census Bureau’s work in general.
We propose to execute the pilot campaign using the February and March 2017 ACS production samples.
We will deliver targeted digital advertisements to a panel of in-sample residents that can be linked via
household address to digital profiles (including cookies and/or device ID) by a third-party data vendor.
This technique is an emerging standard in online advertising, in line with the advertising households
receive from companies and organizations every day. We will place video, display banners, and paid
social media advertisements. Linked households will be served ads shortly before they receive a mailed
survey questionnaire and during the ACS data collection process. Ads will not directly call on recipients
to complete the ACS or any particular survey, nor will they mention any survey by name. Rather they
will be designed to create positive associations with the Census Bureau’s work generally and make the
case for the importance of completing a Census Bureau questionnaire if selected.
The purpose of this test is to study the impact of these changes on self-response behavior and assess
any potential savings overall or with sub-groups.
Treatments
This test will consider the impact of digital advertising with two different levels of advertising spending,
using the following experimental treatment panels.
Eligibility
Advertising spending
Estimated
Impressions*
Duration
Ad placements
Stop advertising to
households after they
respond?
Treatment A:
Treatment B:
Low-Spend
High-Spend
Mailable and able to be linked to digital advertising profile
Baseline spend level
2x baseline spend level
(roughly $0.40-$0.60 per
(roughly $0.80-$1.20 per
household per month)
household per month)
~40 ad impressions per
~80 ad impressions per
month
month
About 10 weeks total:
- Begins 2 weeks before initial mailing
- Continues for about 8 weeks (during self response
and first two weeks of CATI)
Mixture of following:
- Video advertisements
- Display (dynamic, static, and rich media)
Ads will be optimized to maximize reach engagement
(e.g., view-through and clicks)
No
No
Control
No ads
No ads
n/a
n/a
n/a
*Impressions per household dependent on available inventory and media mix during campaign.
Estimates are conservative based on fluctuating placement costs.
For the purposes of this test, eligible households must be mailable and able to be linked to digital
profiles (cookies and/or device IDs) by a third-party data vendor. We limit to households that are
mailable because operationally we will need to link addresses with the third-party data vendor’s
database.
The advertising content will not specifically mention the ACS; the ads will be designed to create
awareness of and positive associations with the Census Bureau’s work in general and make the broad
case for the importance of completing a Census Bureau survey, if asked. When an advertisement is
clicked, the user will be directed to a Census.gov web landing page featuring general information about
the value of Census’ work and a link to Census’ “Are you in a survey?” page. 1
The advertisements will include a mix of online video, banner display ads, and paid social media content
on both desktop and mobile devices. Draft samples of the proposed display ads appear in Appendix 1.
Draft storyboards of the proposed video ads appear in Appendix 2. They will be displayed around the
web on various websites targeted to linked households in the Treatment groups. Ad serving will be
optimized based on user engagement with the ads (measured in terms of video and click metrics). The
optimal media mix will be applied evenly across both treatments. We will prioritize rich media
placements including video and social video over standard placements such as banner display, with the
goal to maximize video advertising to tell a compelling story to raise awareness of Census’ work.
1
See https://www.census.gov/programs-surveys/are-you-in-a-survey.html
Households in the high-spend group (Treatment B) will receive roughly twice the number of exposures
as households in the low-spend treatment group (Treatment A), though the channel mix and content of
the advertisements will remain the same between the two groups. The Control group will not receive
any advertisements.
Sample and Detectable Differences
To field this test, we plan to use ACS production (clearance number: 0607-0810, expires 06/30/2018).
Thus, there is no increase in burden from this test since the treatment will result in approximately the
same burden estimate per interview (40 minutes). The ACS sample design consists of randomly
assigning each monthly sample panel into 24 groups of approximately 12,000 addresses each. Each
group, called a methods panel group, within a monthly sample is representative of the full monthly
sample. Each monthly sample is a representative subsample of the entire annual sample and is
representative of the sampling frame.
The test will include two months of production sample (aiming for February and March 2017). We will
choose eight randomly selected methods panel groups per month for each of the two experimental
treatments; the remaining eight methods panel groups will be the control. Over the two production
months, each treatment will use 16 methods panel groups, or a mailout sample of roughly 192,000
addresses, which will be used for linking to establish eligibility for micro-targeted digital advertising.
A third-party digital data vendor will attempt to link these addresses to their digital advertising profiles.
All mailable addresses within the sample frame with an ID number that comes from the vendor will be
submitted to a digital advertising data vendor to be linked to a digital profile that is connected to one or
more devices (i.e., smartphones, desktop computers). The data vendor will return a file to the Census
Bureau with a dummy variable for whether the household can be linked to a particular digital profile or
not. Once it is determined which digital profiles will be eligible to be sent digital ads, the treatment
identification numbers will be sent to the linking vendor who will then pass the treatment audience
anonymously to an ad serving vendor for delivery.
We estimate that approximately 31 percent of the mailable addresses will be eligible for digital
advertising, which is approximately 30,000 addresses for each of the two experimental treatments per
month.
We will compare the Internet return rates at the cut date for the replacement mailing, the Internet,
mail, and self-response return rates prior to the start of Computer Assisted Telephone Interviewing
(CATI), and the Internet, mail, self-response, and CATI return rates prior to the start of Computer
Assisted Personal Interviewing (CAPI). We will compare the self-response and CAPI return rates as well
as the overall response rates when all data collection activities end. Additionally, the overall response
rate will be calculated for all sample addresses. For each comparison, we will use α=0.1 and a twotailed test so that we can measure the impact on the evaluation measure in either direction with 80
percent power. Based on previous year’s data for the February and March panels we calculated
effective sample sizes. We assumed an Undeliverable as Addressed (UAA) rate of 18.0 percent (these
addresses may be advertised to, but will be removed from self-response analysis because they do not
have an opportunity to respond), a self-response rate of 57.5 percent for all three groups, a CATI
response rate of 25 percent, and a CAPI response rate of 85 percent. We expect to be able to detect
self-response differences between the high- and low- spend treatment panel of about 0.8 percentage
points, and between a treatment panel and the control on the order of about 0.8 percentage points.
Additional metrics of interest include overall costs and response rates by sub-groups. Detectable
differences for CATI and CAPI stages are included in Table 1 below.
Table 1. Minimal Detectable Differences among Linked Addresses
Phase
Self-response
CATI response
CAPI response
Between high- and low- treatments
0.79%
1.05%
1.11%
Note: Not adjusted for multiple comparisons
Between one treatment and control
0.79%
1.05%
1.11%
Comparisons among sub-groups of the population are also of interest. To determine minimal detectable
differences for sub-group calculations, we conservatively assumed that each sub-group contains 10
percent of the population. With this assumption, we anticipate being able to detect differences of
about 2.5 percentage points between treatment groups, and between a treatment panel and the
control on the order of about 2.5 percentage points. See Table 2 for details.
Table 2. Minimal Detectable Differences for Subgroups (assuming 10% of population per subgroup)
Phase
Self-response
CATI response
CAPI response
Between high- and low- treatments
2.49%
3.32%
4.25%
Note: Not adjusted for multiple comparisons
Between one treatment and control
2.49%
3.32%
4.25%
References
Chesnut, J. & M. Davis. (2011). “Evaluation of the ACS Mail Materials and Mailing Strategy during the
2010 Census.” American Community Survey Research and Evaluation Program. U.S. Census
Bureau.
Walejko, G. et al. (2015). “Modeling the Effect of Diverse Communication Strategies on Decennial
Census Test Response Rates.” Presentation. 2015 Federal Committee on Statistical Methodology
Research Conference. December 2nd, 2015. Washington, DC.
Appendix 1: Draft Display Advertisements
See attached draft display advertisements.
Concept 1
300x250 pixels - Rotating
We measure change every
day, not just every 10 years.
If you receive a
survey from the
Census Bureau,
please respond
right away.
And it all starts with you.
1a
1b
1c
300x250 pixels - Rotating
We measure
change every day,
not just every
10 years.
If you receive a
survey from the
Census Bureau,
please respond
right away.
And it all starts
with you.
1d
1e
1f
1
Concept 1
300x250 pixels - Static
300x250 pixels - Rotating
Your response impacts
If you receive a
survey from the
Census Bureau,
please respond
right away.
Every day we count
what matters to you.
2a
healthcare
2b
2c
300x250 pixels - Rotating
If you receive a
survey from the
Census Bureau,
please respond
right away.
we count what
matters to you.
Every day, not just
every 10 years
2d
2e
2f
2
Concept 1
728x90 pixels - Static
We count what matters.
And it all starts with you.
3a
728x90 pixels - Rotating
Help shape your community.
3b
If you receive a survey from the
Census Bureau, please respond right away.
3c
3
Concept 1
320x50 pixels - Static
160x600 pixels - Rotating
If you
receive a
survey from
the Census
Bureau,
please
respond
right away.
Your response impacts jobs.
4a
Help us
count what
matters
to you.
4b
4c
4
Concept 1
160x600 pixels - Rotating
Variation one of 5c
We measure
change every
day, not just
every 10 years.
you.
5a
If you are
contacted by
the Census
Bureau, please
respond right
away.
If you are
contacted by
the Census
Bureau, please
respond right
away.
And it all
starts with
5b
Variation two of 5c
5c
If you are
contacted by
the Census
Bureau, please
respond right
away.
5d
5e
5
Concept 1
160x600 pixels - Rotating
We measure
change every
day, not
just every
10 years.
If you are
contacted by
the Census
Bureau, you
can respond
by mail,
by phone,
or online.
And it
all starts
with you.
6a
6b
6c
6
Concept 2
300x250 pixels - Rotating
Jobs.
Schools.
Roads.
Help shape your
COMMUNITY
7a
7b
300x250 pixels - Rotating
300x250 pixels - Static
The data we
collect helps
shape your
community.
Jobs.
Schools.
Roads.
7c
We measure change in your
COMMUNITY
7d
7e
7
Concept 2
728x90 pixels - Static
Help us count what
matters to you.
728x90 pixels - Static
8a
Our surveys count
what matters
matter totoyou.
you.
728x90 pixels - Static
8b
Our surveys impact
your community.
728x90 pixels - Rotating
8c
Have you received a
Census Bureau survey?
8d
Your response impacts
your community.
8e
8
Concept 2
160x600 pixels - Static
160x600 pixels - Static
160x600 pixels - Static
9a
Help us count what matters to you.
If you receive a
survey from the
Census Bureau,
please respond
right away.
If you receive a
survey from the
Census Bureau,
please respond
right away.
If you receive a
survey from the
Census Bureau,
please respond
right away.
320x50 pixels - Static
9b
9d
9c
9
Concept 2
160x600 pixels - Rotating
If you are
contacted by the
Census Bureau,
please respond
right away.
Help us count
what matters
to you.
10a
10b
10
Concept 3
300x250 pixels - Static
300x250 pixels - Static
JOBS
JOBS
Your response impacts
Your
response
impacts
HEALTHCARE
JOBS
11a
300x250 pixels - Static
11b
300x250 pixels - Static
ROADS
JOBS
Your response impacts
11c
Your
response
impacts
SCHOOLS
JOBS
11d
11
Concept 3
300x250 pixels - Rotating
We measure change
every day, not just
every 10 years.
If you receive a survey from
the Census Bureau, please
respond right away.
And it all starts
with you.
12a
12b
12c
12
Concept 3
728x90 pixels - Static
We count what matters. And it all starts with you.
13a
728x90 pixels - Rotating
Help shape your community.
13b
If you receive a survey from
the Census Bureau, please respond right away.
13c
13
Concept 3
728x90 pixels - Static
We count what matters. And it all starts with you.
14a
728x90 pixels - Rotating
Help shape your community.
14b
If you receive a survey from
the Census Bureau, please respond right away.
14c
320x50 pixels - Static
320x50 pixels - Static
Your community is counting
on you to respond.
Your community is counting
on you to respond.
14d
14e
14
Concept 3
160x600 pixels - Static
160x600 pixels - Static
160x600 pixels - Static
160x600 pixels - Static
Your
response
impacts
jobs.
Your
response
impacts
jobs.
Your
response
impacts
healthcare.
15a
Your
response
impacts
jobs.
15b
15c
15d
15
Concept 3
160x600 pixels - Rotating
Variation one of 16c
We measure
change
every day,
not just
every
10 years.
If you
receive a
survey from
the Census
Bureau,
please
respond
right away.
And it
all starts
with you.
16a
16b
Variation two of 16c
If you
receive a
survey from
the Census
Bureau,
please
respond
right away.
16c
If you
receive a
survey from
the Census
Bureau,
please
respond
right away.
16d
16e
16
Appendix 2: Draft Storyboards for Video Advertisements
See attached draft storyboards for the following video advertisements:
•
•
•
•
•
•
•
•
•
“Today in America,” 15 second storyboard, version A
“Today in America,” 15 second storyboard, version B
“Today in America,” 30 second storyboard
“We Count What Matters to You,” 15 second storyboard, version A
“We Count What Matters to You,” 15 second storyboard, version B
“We Count What Matters to You,” 30 second storyboard
“Counting on You,” 15 second storyboard, version A
“Counting on You,” 15 second storyboard, version B
“Counting on You,” 30 second storyboard
Online Communications:
Improving Survey Response Campaign 2016
“Today in America”
:15 A Storyboard
March 2, 2016
“TODAY IN AMERICA”
15 second - A
Boards
2
1
3
Audio
VO: TODAY IN AMERICA…
THERE WILL BE
321 MILLION ‘GOOD MORNINGS’…
Video
Sun rises over a modest suburban home
Inside, an elderly African-American man prepares
breakfast in a sun-soaked kitchen while his wife
approaches
The wife puts on an apron and joins the husband,
smiling
Boards
321 million ‘good mornings’
4
5
6
POPULATION
Audio
10,920 GRAND ENTRANCES…
Video
The husband shares a taste with his wife – she
nods approvingly
Close-up shot of a nurse taking the footprint of a
newborn
Overhead shot of a Caucasian infant swaddled in
hospital blankets
“TODAY IN AMERICA”
15 second - A
Boards
8
7
9
10,920 first “hello’s”
BIRTHS
Audio
Video
Camera follows as the infant is handed to the
mother on a hospital bed
Boards
99,517 welcome homes
AND 99,517…
… HOUSEWARMINGS.
Movers emerge from a truck with boxes as a
Hispanic family and their dog stand proudly on
the porch of a modest starter home
Mother directs movers as they enter the house
10
11
12
MOVES
Audio
Video
The family eats pizza in a room full of boxes,
looking tired but satisfied
AT THE U.S. CENSUS BUREAU…
WE COUNT WHAT MATTERS.
The family shares a moment together as they
unpack a box
The elderly couple exchanges a loving glance
“TODAY IN AMERICA”
15 second - A
Boards
14
13
Audio
AND IT ALL STARTS WITH YOU.
IF YOU RECEIVE A SURVEY FROM THE
CENSUS BUREAU, PLEASE RESPOND RIGHT
AWAY.
Video
Mother embraces the infant.
Census Bureau GFX and logo fades in
END
Boards
Audio
Video
Online Communications:
Improving Survey Response Campaign 2016
“Today in America”
:15 B Storyboard
March 2, 2016
“TODAY IN AMERICA”
15 second - B
Boards
2
1
3
129,315 opening bells
EDUCATION
Audio
TODAY IN AMERICA…
[School bell rings]
THERE WILL 129,315 OPENING BELLS
Video
Wide shot of an elementary school as a few
schoolchildren approach the front doors
Reverse angle shot of smiling faces reveals
racially diverse students
Boards
4
Teacher smiles as children enter classroom
5
1,857 grand openings
6
NEW BUSINESSES
Audio
1,857 GRAND OPENINGS…
Video
Wide shot as food truck window opens, revealing
a city street setting and a bright red, white, and
blue “Grand Opening” sign
Two young Asian women, the food truck owners,
sort condiments and give a final clean to the
windows
A diverse group of customers line up excitedly to
order food
PROPOSED
STORYBOARD
“TODAY IN AMERICA”
15 second - B
Boards
8
7
9
141.3 million journeys home
COMMUTES
Audio
AND 141.3 MILLION JOURNEYS…
…HOME.
Video
Wide shot over the back of a pickup truck full of
work tools as it drives down a rural road
Inside the truck, a Caucasian man in a
landscaping uniform drives home looking content
Boards
10
The truck crosses over a bridge
11
12
Audio
AT THE U.S. CENSUS BUREAU…
WE COUNT…
WHAT MATTERS.
Video
The man arrives at a farm house where his wife
and daughter greet him
One of the owners of the food truck serves a
customer and smiles
Schoolchildren raise hands as camera dollies by
“TODAY IN AMERICA”
15 second - B
Boards
13
Audio
IF YOU RECEIVE A SURVEY FROM THE
CENSUS BUREAU, PLEASE RESPOND RIGHT
AWAY.
Video
Census Bureau GFX and logo fades in
END
PROPOSED
STORYBOARD
Boards
Audio
Video
Online Communications:
Improving Survey Response Campaign 2016
“Today in America”
:30 Storyboard
March 2, 2016
“TODAY IN AMERICA”
30 second
Boards
2
1
3
THERE WILL BE…
321 MILLION ‘GOOD MORNINGS’…
Video
Sun rises over a modest suburban home
Inside, an elderly African-American man prepares
breakfast in a sun-soaked kitchen while his wife
approaches
The wife puts on an apron and joins the husband,
smiling
5
6
Boards
Audio
VO: TODAY IN AMERICA…
321 million ‘good mornings’
4
POPULATION
Audio
10,920 GRAND ENTRANCES…
Video
The husband shares a taste with his wife – she
nods approvingly
Close-up shot of a nurse taking the footprint of a
newborn
Overhead shot of a Caucasian infant swaddled in
hospital blankets
“TODAY IN AMERICA”
30 second
Boards
8
7
9
10,920 grand entrances
BIRTHS
Audio
1,857 GRAND OPENINGS…
Video
Camera follows as the infant is handed to the
mother on a hospital bed
Close-up shot of a food truck window opening
Boards
10
1,857 grand openings
Wide shot as food truck window opens, revealing
a city street setting and a bright red, white, and
blue “Grand Opening” sign
11
12
NEW BUSINESSES
Audio
Video
The food truck owners, two young Asian women,
sort condiments and give a final clean to the
windows
A diverse group of customers line up excitedly to
order food
Wide shot of an elementary school as a few
schoolchildren approach the front doors
“TODAY IN AMERICA”
30 second
Boards
14
13
15
129,315 opening bells
EDUCATION
Audio
[School bell rings]
129,315 OPENING BELLS…
Video
Schoolchildren rush enthusiastically to class
Reverse angle shot of smiling faces reveals
racially diverse students
Boards
16
Teacher smiles as children enter classroom
17
99,517 house warmings
MOVES
Audio
99,517 HOUSEWARMINGS…
Video
Movers emerge from a truck with boxes as a
Hispanic family and dog stand proudly on porch
of a modest starter home
The mother directs movers as they enter the
house
The family eats pizza in a room full of boxes,
looking tired but satisfied
18
PROPOSED
STORYBOARD
“TODAY IN AMERICA”
30 second
Boards
20
19
21
141.3 million journeys home
COMMUTES
Audio
…141.3 MILLION JOURNEYS HOME
Video
Wide shot over the back of pickup truck full of
work tools as it drives down a rural road
Inside the truck, a Caucasian man in a
landscaping uniform drives home looking content
Boards
22
Truck crosses over a bridge
23
24
Audio
AND THE U.S. CENSUS KNOWS THE
VALUE…
…BEHIND EVERY NUMBER.
WE COUNT WHAT MATTERS.
Video
The man arrives at a farm house where his wife
and daughter greet him
Daughter hugs father
Schoolchildren raise hands as camera dollies by
PROPOSED
STORYBOARD
“TODAY IN AMERICA”
30 second
Boards
26
25
27
Audio
AND IT ALL…
... STARTS…
…WITH YOU
Video
One of the owners of the food truck serves a
customer and smiles
Mother embraces an infant.
Elderly couple exchange a loving glance
Boards
28
Audio
IF YOU RECEIVE A SURVEY FROM THE
CENSUS BUREAU, PLEASE RESPOND RIGHT
AWAY.
Video
Camera fades into soft focus as Census Bureau
logo fades in
END
Online Communications:
Improving Survey Response Campaign 2016
“We Count What
Matters to You”
:15 A Storyboard
March 2, 2016
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V1 - 3.0
1
We open with an athletic, Asian young woman standing
before a bank of apartment-style mailboxes, sorting her mail.
2
We cut to a middle-aged, Caucasian man sitting before his
laptop, sorting his email.
3
We cut to a Middle Eastern man standing before a mailbox,
sorting his mail.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V1 - 3.0
We cut to a middle-aged, Hispanic businesswoman sitting on a
park bench, sorting through email on her cellular phone.
4
VOICEOVER:
“We’re the Census Bureau.”
5
6
We cut and freeze on an insert shot of the iconic U.S. CENSUS
BUREAU envelope in a hand. Graphic overlays will fall atop the image.
WHAT
VOICEOVER:
“What do we count?”
We smash cut to multiple consecutive images of Americans hard at
work. Coordinating graphic overlays will fall atop each new image.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V1 - 3.0
7
DO
8
WHAT
WE
9
COUNT?
COUNT?
DO
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V1 - 3.0
WHAT
MATTERS
10
11
12
VOICEOVER:
“What matters to you and your community.”
We cut to a series of gripping, emotional images. Graphic overlays will
drop in beneath one another to complete the sentence.
WHAT
MATTERS
TO YOU
WHAT
MATTERS
TO YOU
AND YOUR
COMMUNITY
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V1 - 3.0
VOICEOVER:
“Every day, not just every ten years, we measure change.”
13
EVERY
DAY
14
NOT JUST
EVERY
TEN YEARS
We cut to a quick series of vintage live action images taken over the
course of a half century. The graphic overlay has changed and is
constant and static.
15
WE
MEASURE
CHANGE
We cut to a quick series of measuring instruments and iconic images.
The graphic overlay has changed and is constant and static.
We cut to a rapid time-lapse of sunrise to sunset over a busy city. A
graphic overlay will run atop.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V1 - 3.0
16
17
18
SO IF YOU RECEIVE A
SURVEY FROM THE
CENSUS BUREAU
VOICEOVER:
“So if you receive a survey from the Census Bureau.”
Over black, we see the graphic overlay. Moments later, light
spills in as the mailbox is opened from the outside.
VOICEOVER:
“Please participate…”
We cut to an insert shot of the Middle Eastern man’s hand filling
out a survey. The graphic overlay will fall over the image.
VOICEOVER:
“…right away.”
We cut to an insert shot of the Asian woman's fingers clicking
keystrokes on a laptop. The graphic overlay changes its
wording.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V1 - 3.0
19
20
21
YOUR COMMUNITY
IS COUNTING
ON YOU
VOICEOVER:
“Your community is counting on you.”
We cut to a shot of a community. The graphic overlay will remain
static.
Cut to - Census title slate and/or approved call to action. Flash all
three variations of colored background, familiarizing the audience
with what colors one could expect to see a should a survey arrive.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V1 - 3.0
26
Online Communications:
Improving Survey Response Campaign 2016
“We Count What
Matters to You”
:15 B Storyboard
March 2, 2016
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V2 - 3.0
1
We begin with a front door being opened to a young
African-American man, a Census Bureau enumerator.
2
We cut to a middle-aged, Caucasian man sitting before his
laptop, sorting through his email.
3
We cut to an athletic, Asian young woman standing before
a bank of apartment-style mailboxes, sorting her mail.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V2 - 3.0
4
We cut to a Middle Eastern man standing before a mailbox,
sorting his mail.
5
We cut to a middle-aged, Hispanic businesswoman sitting on a
park bench, sorting through email on her cellular phone.
6
VOICEOVER:
“We’re the Census Bureau.”
We cut and freeze on an insert shot of the iconic U.S. CENSUS
BUREAU envelope in a hand. Graphic overlays will fall atop the image.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V2 - 3.0
VOICEOVER:
“We’re the Census Bureau.”
7
8
We cut and freeze on an insert shot of the iconic U.S. CENSUS
BUREAU envelope in a hand. Graphic overlays will fall atop the image.
WHAT
VOICEOVER:
“What do we count?”
We smash cut to multiple consecutive images of Americans hard at
work. Coordinating graphic overlays will fall atop each new image.
9
DO
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V2 - 3.0
10
WHAT
WE
11
COUNT?
DO
WHAT
MATTERS
12
VOICEOVER:
“What matters to you and your community.”
We cut to a series of gripping, emotional images. Graphic overlays will
drop in beneath one another to complete the sentence.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V2 - 3.0
13
14
15
WHAT
MATTERS
TO YOU
WHAT
MATTERS
TO YOU
AND YOUR
COMMUNITY
EVERY
DAY
VOICEOVER:
“Every day, not just every ten years, we measure change.”
We cut to a rapid time-lapse of sunrise to sunset over a busy city. A
graphic overlay will run atop.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V2 - 3.0
16
NOT JUST
EVERY
TEN YEARS
We cut to a quick series of vintage live action images taken over the
course of a half century. The graphic overlay has changed and is
constant and static.
17
WE
MEASURE
CHANGE
We cut to a quick series of measuring instruments and iconic images.
The graphic overlay has changed and is constant and static.
18
SO IF YOU RECEIVE A
SURVEY FROM THE
CENSUS BUREAU
VOICEOVER:
“So if you receive a survey from the Census Bureau.”
Over black, we see the graphic overlay. Moments later, light
spills in as the mailbox is opened from the outside.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V2 - 3.0
VOICEOVER:
“Please participate…”
19
We cut to an insert shot of the Middle Eastern man’s hand filling
out a survey. The graphic overlay will fall over the image.
VOICEOVER:
“…right away.”
20
21
We cut to an insert shot of the Asian girl’s fingers clicking
keystrokes on a laptop. The graphic overlay changes its wording.
YOUR COMMUNITY
IS COUNTING
ON YOU
VOICEOVER:
“Your community is counting on you.”
We cut to a shot of a community. The graphic overlay will remain
static.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :15 V2 - 3.0
22
23
24
Cut to - Census title slate and/or approved call to action. Flash all
three variations of colored background, familiarizing the audience
with what colors one could expect to see a should a survey arrive.
Online Communications:
Improving Survey Response Campaign 2016
“We Count What
Matters to You”
:30 Storyboard
March 2, 2016
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
1
We begin with an older African-American man opening a mailbox
within a working class neighborhood.
2
We cut to a middle-aged Caucasian man sitting before his
computer and sorting through his email.
3
We cut to an athletic, Asian young woman standing
before a bank of apartment-style mailboxes, sorting
through her mail.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
We cut to a middle-aged, Hispanic businesswoman sitting on a
park bench, sorting through email on her cellular phone.
4
VOICEOVER:
“We’re the Census Bureau.”
5
6
We cut and freeze on an insert shot of the iconic U.S. CENSUS
BUREAU envelope in a hand. Graphic overlays will fall atop the image.
WHAT
VOICEOVER:
“What do we count?”
We smash cut to multiple consecutive images of Americans hard at
work. Coordinating graphic overlays will fall atop each new image.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
7
DO
8
WE
9
COUNT?
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
WHAT
MATTERS
10
11
12
VOICEOVER:
“What matters to you and your community.”
We cut to a series of gripping, emotional images. Graphic overlays will
drop in beneath one another to complete the sentence.
WHAT
MATTERS
TO YOU
WHAT
MATTERS
TO YOU
AND YOUR
COMMUNITY
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
13
EVERY
DAY
14
NOT JUST
EVERY
TEN YEARS
15
WE
MEASURE
CHANGE
VOICEOVER:
“Every day, not just every ten years, we measure change.”
We cut to a rapid time-lapse of sunrise to sunset over a busy city. A
graphic overlay will run atop.
We cut to a quick series of vintage live action images taken over the
course of a half century. The graphic overlay has changed and will
remain constant and static.
We cut to a quick series of measuring instruments and iconic images.
The graphic overlay has changed and is constant and static.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
IN OUR
16
JOBS
IN OUR
17
SCHOOLS
IN OUR
18
HEALTHCARE
VOICEOVER:
“In our jobs, schools, infrastructure, healthcare and more.”
We cut to a series of specific images. The respective switch in graphic
overlays will run atop its coordinating image as the words “in our”
remains static throughout.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
19
20
21
SO IF YOU RECEIVE A
SURVEY FROM THE
CENSUS BUREAU
PLEASE
PARTICIPATE
VOICEOVER:
“So if you receive a survey from the Census Bureau.”
Over black, we see the graphic overlay. Moments later, light
spills in as the mailbox is opened from the outside.
VOICEOVER:
“Please participate…”
We cut to the older African American man pulling envelopes
from the mailbox. The graphic overlay will fall over the image.
We cut to a wider shot showing the same older African American man
filling out the survey by hand. The graphic overlay remains static.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
VOICEOVER:
“…right away.”
22
We cut to an insert shot of a female fingers confidently clicking
keystrokes on a laptop. The graphic overlay changes its wording.
We cut to a wider shot showing the same Asian woman who had
retrieved her mail from an apartment mailbox, filling out a survey on a
laptop. The graphic overlay remains static.
23
24
YOUR FAMILY
IS COUNTING
ON YOU
VOICEOVER:
“Your family is counting on you.”
We cut to shot of an American family having fun together. The
graphic overlay will fall atop it.
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
25
26
26
YOUR FRIENDS
ARE COUNTING
ON YOU
YOUR NEIGHBORS
ARE COUNTING
ON YOU
YOUR COMMUNITY
IS COUNTING
ON YOU
VOICEOVER:
“Your friends are counting on you.”
We cut to a shot of friends. The graphic overlay will remain static.
The word family replaced by “friends.”
VOICEOVER:
“Your neighbors are counting on you.”
We cut to a shot of neighbors. The graphic overlay will remain static.
The word friends replaced by “neighbors.”
VOICEOVER:
“Your community is counting on you.”
We cut to a shot of community. The graphic overlay will remain
static. The word neighbors replaced by “community.”
CENSUS 2016 - “WE COUNT WHAT MATTERS TO YOU” - :30 - V3
26
27
28
Cut to - Census title slate and/or approved call to action. Flash all
three variations of colored background, familiarizing the audience
with what colors one could expect to see a should a survey arrive.
Online Communications:
Improving Survey Response Campaign 2016
“Counting on You”
:15 A Storyboard
March 2, 2016
VERSION :15 A
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
We open with what appears to be a Census-driven search
engine that animates in the foreground. We hear typing as the
user begins to populate the search box
Why complete a Census survey?
The question appears in a search bar on top of a solid
blue background.
We see a flashing cursor at the end of the question to indicate the
user’s pause in thought. We then see the search box fade away, and
a statement appears, as if returning a search query result.
Because your response impacts schools
A young, Caucasian teacher works with a diverse group of
elementary school students.
The word in bold font changes to reveal our next search
query result.
Because your response impacts healthcare
A young, female doctor listens to an infant’s heartbeat.
Counting on You :15 A | 03.02.16 | 2
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
The word in bold font changes one more time to reveal our final
search query result.
Because your response impacts your community
A diverse group of women, of different races and ages, laughs
together in a coffeeshop.
Finally, the user goes back to the original question and again
types into a search bar.
Why complete a Census survey?
The question appears in a search bar on top of a solid
blue background.
We then fade to a solid blue background. The answer appears
in yellow below the search bar.
Because your community is counting on you to respond.
Search bar query and response are shown on top of a solid
blue background.
Counting on You :15 A | 03.02.16 | 3
TEXT
OVERLAY
ACTION
The magnifying glass in the search box expands and wipes across
the screen to mask the search box and reveal the Census logo.
OVERLAY TEXT
VISUAL
The Census logo is shown alone on the solid blue background.
Counting on You :15 A | 03.02.16 | 4
Online Communications:
Improving Survey Response Campaign 2016
“Counting on You”
:15 B Storyboard
March 2, 2016
VERSION :15 B
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
We open with what appears to be a Census-driven search
engine that animates in the foreground. We hear typing as the
user begins to populate the search box
Why complete a Census survey?
The question appears in a search bar on top of a solid
blue background.
We see a flashing cursor at the end of the question to indicate the
user’s pause in thought. We then see the search box fade away, and
a statement appears, as if returning a search query result.
Because your response impacts jobs
A middle-aged, Hispanic woman sets pastries out on display at
a bakery.
The word in bold font changes to reveal our next search
query result.
Because your response impacts roads
A crew of men paves a road at a busy, noisy construction site.
Counting on You :15 B | 03.02.16 | 2
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
The word in bold font changes one more time to reveal our final
search query result.
Because your response impacts your community
A diverse group of women, of different races and ages, laughs
together in a coffeeshop.
Finally, the user goes back to the original question and again
types into a search bar.
Why complete a Census survey?
The question appears in a search bar on top of a solid
blue background.
We then fade to a solid blue background. The answer appears
in yellow below the search bar.
Because your community is counting on you to respond.
Search bar query and response are shown on top of a solid
blue background.
Counting on You :15 B | 03.02.16 | 3
TEXT
OVERLAY
ACTION
The magnifying glass in the search box expands and wipes across
the screen to mask the search box and reveal the Census logo.
OVERLAY TEXT
VISUAL
The Census logo is shown alone on the solid blue background.
Counting on You :15 B | 03.02.16 | 4
Online Communications:
Improving Survey Response Campaign 2016
“Counting on You”
:30 Storyboard
March 2, 2016
VERSION :30
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
We open with what appears to be a Census-driven search
engine that animates in the foreground. We hear typing as the
user begins to populate the search box
Why complete a Census survey?
The question appears in a search bar on top of a solid
blue background.
We see a flashing cursor at the end of the question to indicate the
user’s pause in thought. We then see the search box fade away, and
a statement appears, as if returning a search query result.
Because your response impacts schools
A young, Caucasian teacher works with a diverse group of
elementary school students.
The word “schools,” in bold font, then changes and our next search
query appears.
Because your response impacts jobs
A middle-aged, Hispanic woman sets pastries out on display at
a bakery.
Counting on You :30 | 03.02.16 | 2
TEXT
OVERLAY
ACTION
OVERLAY TEXT
Again, the word in bold changes to show our next search
query result.
Because your response impacts roads
VISUAL
A crew of men paves a road at a busy, noisy construction site.
TEXT
OVERLAY
ACTION
The word in bold font changes again to reveal our next search
query result.
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
Because your response impacts healthcare
A young, female doctor listens to an infant’s heartbeat.
The word in bold font changes one more time to reveal our final
search query result.
Because your response impacts your community
A diverse group of women, of different races and ages, laughs
together in a coffeeshop.
Counting on You :30 | 03.02.16 | 3
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
OVERLAY TEXT
VISUAL
TEXT
OVERLAY
ACTION
Finally, the user goes back to the original question and again
types into a search bar.
Why complete a Census survey?
The question appears in a search bar on top of a solid
blue background.
We then fade to a solid blue background. The answer appears
in yellow below the search bar.
Because your community is counting on you to respond.
Search bar query and response are shown on top of a solid
blue background.
The magnifying glass in the search box expands and wipes across
the screen to mask the search box and reveal the Census logo.
OVERLAY TEXT
VISUAL
The Census logo is shown alone on the solid blue background.
Counting on You :30 | 03.02.16 | 4
| File Type | application/pdf |
| Author | Todd R Hughes |
| File Modified | 2016-10-03 |
| File Created | 2016-08-24 |