For the 2010 Census Integrated Communications Program, the U.S. Census Bureau hired a multicultural and multiethnic team of contractors to create awareness and motivation about the 2010 Census and to help ensure the 2010 Census Integrated Communications Campaign was diverse enough to reach the entire population of the United States. As part of the 2010 Census Integrated Communications Program, the 2010 Census Promotional Materials program was designed to work with state, local, and tribal governments, community-based organizations, schools, media outlets, and others in communities across the country. The aim was to identify trusted individuals and gate keepers within each community who would be willing to use their influence to gain cooperation from community members reluctant to respond to the census. The program emphasized working with partners within historically hard-to-count populations.

The 2010 Census Promotional Materials program focused on equipping regional and national partners with educational and promotional materials. These were used to enhance respondents understanding of the importance of the census. The information was then relayed to their constituents. These materials were used by both regional and headquarters staff during partnership activities to motivate participation in the census.

In support of both the National and Regional Partnership Programs, the contractors produced 288 different promotional materials to support campaign efforts by more than 257,840 corporations, businesses and nonprofits as turnkey as possible. Materials were developed in English, then “transcreated”, translated, and made culturally relevant into 28 languages and targeted 35 different race and ethnic communities. Materials passed through an extensive review process, which included Census Bureau subject-matter experts, the Census Bureau’s Executive Staff, advisory committees, and focus groups (DraftFCB Team Census 2010, 2010).

Customizable products--such as pens, water bottles, mugs,--and printed and electronic materials--such as fact sheets, brochures, toolkits, and activity guides--were developed in 28 languages in an effort to motivate participation in the 2010 Census. Over 88 million items were allocated to the 12 Census Bureau Regional Offices for dissemination to partnership organizations for use when reaching out to and educating communities across the country on the benefits of participating in the census (Figueroa, 2009).

The 2010 Census Promotional Materials program had a total base funding of 12 million dollars under the Integrated Communications Contract. As part of the American Recovery and Reinvestment Act of 2009, an additional 9 million dollars was added bringing the total budget to 21 million dollars (Figueroa, 2009).

Recommendations for better and more effective ways to implement this program for the 2020 Census are:

• Determine minimal quantities for each regional office using the latest Census Bureau population data, including the American Community Survey data.
• Allow the regions to determine on an ongoing basis their types of materials and maximum quantity needs.
• Implement a computer based logistics system that would allow the regional offices and their stakeholders to request materials on demand.
• Continue to implement the 2010 Census strategy of developing multi-language, multi-targeted promotional materials to continue to portray diversity in our materials and more efficiently spend taxpayer money.