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: 5
Charleston County: 3
Greenville County: 4
Aiken, 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 Newspapers
La Nacion Hispana: Greenville, Spartanburg, Anderson, Oconee, Pickens
What: 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 Newspapers
Latino 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 Radio
Charleston: 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 99.7
What: 80 30 second ads.
Columbia/Midlands: OnPoint with Cynthia Hardy - WWDM The Big DM
What: 26 30 sec. Full show interview. Create event in Lower Richland.
Greenville: WJMZ/ Hot 98.1 and WHZT-Jamz 107.3
What: 414 30 second ads. Interview on Pause on the Cause 4 Two-Hour
Remotes & 30 live liners - 4 breaks
Urban Radio
Myrtle Beach: WDAI/98.5 Kiss and WSEA/Power 100.3
What: 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 AfricanAmericans. However, they will probably have spots on nationallysyndicated 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 Print
Statewide: 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-Ops
What: 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
Other
Sponsorship of Charleston Black Expo, March 13
What: 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