Is there anyone in the United States who does not know that there is a census in 2010? How many care? I believe the answer to the first question is, a few, and the answer to the second question is, hopefully everyone. Let us take some liberty and assume that my answers are at least close. If that is the case, then I have another question, why is $340 Million US being spent on an advertising campaign to make people aware of the census?
Here are a few examples of how the money is being spent. $140 million US on television, radio, print and outdoor ads. Talk about reinforcing people's skepticism about bureaucracy and enhancing that the brand name census sounds old school. Why not make use of more cost-effective media like social networks and mobile communications to inform people how the census works? I for one do not know if I can participate online.
It does not feel like the advertising campaign approach will recruit and retain the requisite brand champions for the 2010 Census brand. What do you think? Two last questions, who is paying for the advertising campaign, and how is the ROI being measured?
Rex WhismanBrand Champions Blog