Evaluation Developing a campaign that encourages student involvement for an issue that does not necessarily provide instant gratification was a challenge the MSU Bateman Team was ready and willing to tackle. Through personal outreach, piggy backing off of Big Ten pride and the MSU community, the team left no stone unturned from churches, public schools, parents, students, community groups, and the local government. Thanks to partnerships with the MSU Community Liaison, East Lansing Planning and Community Development Board, and the Lansing Regional Census Office, the team was able to be passionate advocates and have the most comprehensive reach to all demographics of the student and greater Lansing communities.
College Student Research Follow-up intercept surveys distributed to students in person and online revealed the success of the campaign:
85 percent of students surveyed were aware that 2010 was a census year, an increase of 37 percent
71 percent of students surveyed planned to complete the census when mailed, an increase of 24 percent
62 percent of students surveyed found the census to be important to them, an increase of 7 percent
The average time thought to complete the census was 16.6 minutes, a more accurate count by 15.6 minutes
East Lansing Residents Research
“Be a Part of the Big Ten!”
Follow up intercept surveys distributed to community residents revealed increased awareness as well:
07 93 93 percent of residents surveyed were aware that 2010 was a census year, an increase of 12 percent
79 percent of residents surveyed planned to complete the census when mailed, an increase of 6 percent
79 percent of residents surveyed found the census to be important to them, an increase of 4 percent
EAST LANSING CENSUS 2010 .
The average time thought to complete the census was 12.5 minutes, a more accurate count by 12.9 minutes
Total Achievements The MSU Bateman Team met all 14 objectives for the campaign. Upon completion of the busy month, the team is hopeful and confident that a positive mark has been left on the community of East Lansing. Multiple media outlets contacted the team after campaign month to speak on behalf of students advocating the 2010 Census. Lansing news station WLNS labeled the team “the voice of the census in East Lansing,” confirming the impression of knowledge and advocacy demonstrated during the campaign.
Michigan State University PRSSA Bateman Team Lindsay Bacigalupo Account Manager
Aubrey Zimmerman Account Team
Amanda Marandola Account Team
LaTrice Davis Account Team
Chad Powell Creative Director
Table of Contents
(Primary, Secondary, students and residents research)
(Target Audience, Strategies, Goals and Key Messages)
(Tactics, Objectives and Outcomes)
10 Campaign Evaluation
The “Be a Part of the Big Ten” Facebook group was a central location where the MSU Bateman Team was able to interact directly with the target audience. Pictures were posted from events, and messaging was used as a promotional tool for census events and news. Twitter was utilized daily during the campaign via @ELCensus2010. Tweets with answers to frequently asked questions were posted daily, as were basic instructions for filling out the census form. Giveaways were hosted every Friday as an attempt to gain followers and increase message outreach. YouTube was utilized to display videos developed by the MSU Bateman Team, and to display media coverage about the campaign.
Design a Web site to effectively combine promotion for upcoming events, elements of the “Be a Part of the Big Ten” campaign, and background information of the Bateman Case Study Competition and U.S. Census ELCensus2010.com was developed to serve as a main communication hub for the campaign. The site answered many common questions about the census, and provided additional links to sites that could be useful in learning more about the census. It also featured an interactive map of population statistics on the MSU campus, as a localized demonstration of how the census can help the university.
Objective #3 Tactic #6
Create promotional material to use at booths and events to raise awareness and inform target audiences
Create a public service announcement to be played on and off campus using Michigan State University celebrities to localize the census to East Lansing and encourage involvement
Above: East Lansing resident and mother pledges she will fill out her census form for her and her family, while attending the 2010 Hannah Community Music Series. Throughout the MSU Bateman team’s campaign, students and residents pledged their support for the completion of the 2010 Census.
FEB. 1 Press Conference at the Rock
WKAR AM 870 segment aired
WILX TV 10 segment aired at 5 p.m.
The MSU Bateman Team produced three public service announcements to gain awareness of the upcoming census. MSU men’s basketball coach and recent recipient of the Sports Illustrated “School of the Decade” award for his winning athletic program, Tom Izzo was featured in the announcements. Men’s basketball player #10 Delvon Roe, the Residence Hall Association president, the MSU Dance Team, the most recognized mascot in the nation, Sparty and international students were also student ambassadors for the campaign. International students spoke their native language with subtitles for greater message distribution. The public service announcements were played on the Residence Hall Association channel reaching all on-campus students, the Lansing Community College channel broadcast throughout Lansing, Campus Cinemas during previews, and the East Lansing Public Access Channel.
Create a document that promotes the benefits of completing the census utilizing simple messaging to resonate well with all target audiences The MSU Bateman Team developed a “Big Ten Reasons to Complete the 2010 Census” informational tool distributed at all booths and events. Printed in English, Spanish, Japanese and Chinese to allow the message to reach international residents of East Lansing. More than 1,000 flyers were distributed throughout February.
Recruit workers for 2010 Census efforts
Leave a legacy for the MSU Bateman Team after the campaign month came to a close through more than messaging by recruiting five workers to aid with census efforts during peak survey time. A booth at the 2010 MSU Career Fair in the Engineering Building was donated to the Bateman team. A census staffer spoke with students about working for the census.14 bilingual workers were recruited for East Lansing census efforts, far exceeding the team’s target objective.
Tactics, Objectives and Outcomes
Convey key messages through earned media and social media The MSU Bateman Team crafted and pitched news releases and media advisories to local media outlets. The team aimed to raise awareness of the 2010 Census and the individual benefits it can provide to residents who complete the survey in East Lansing and surrounding communities, while educating college students since it is their first time completing the survey on their own.
Earn coverage by five mainstream media outlets The MSU Bateman team earned eleven media hits during the month of February. (See enclosed materials for news clips and radio interviews) Feb. 1 - WILX-TV 10 attended the MSU Bateman Team’s kickoff event at the Rock and aired a segment about the “Be a Part of the Big Ten” campaign during the 5 p.m. broadcast. Feb. 1 - WILX-TV 10 attended the MSU Bateman Team’s kickoff event at the Rock and aired a segment about the “Be a Part of the Big Ten” campaign during the 6 p.m. broadcast. Feb. 1 - WLNS-TV 6 attended the MSU Bateman Team’s kick-off event at the Rock and aired a segment about the kickoff event during the 6 p.m. broadcast.
Feb. 2 - The MSU campus newspaper, The State News, published a feature on the census and the MSU Bateman campaign.
Feb. 13 - Michigan’s “First Gentleman,” Dan Mulhern, husband of Gov. Jennifer Granholm, hosts a statewide radio talk show on Saturday mornings. He spoke with MSU Bateman Team Director Lindsay Bacigalupo about the MSU Bateman Team’s census initiative and how they were leading their community. Feb. 18 - 1320 AM radio station hosted MSU Bateman Team Director Lindsay Bacigalupo and partnership specialist for the Lansing Regional Census Office, DiChondra JohnsonGeiger, on the “Ebling and You” radio show.
WILX TV 10: Viewership (ages 18-49) 13,000 WLNS TV 6: Viewership (ages18-49) 9,000 ESPN: Primetime Viewership (ages 18-49) 581,000 WILS 1320 AM Radio: Arbitron ratings not available, self-claimed top talk radio show in Lansing WKAR 870 AM Radio: Arbitron ratings not available, local National Public Radio affiliate Dan Mulhern Radio Show: Arbitron ratings not available The State News: Daily circulation 27,500, readership 48,600+ The estimated advertising value of this earned placement is $8,500
Feb. 4 - Kara Eyde, an influential student blogger at MSU, featured the MSU Bateman team and the census campaign in a blog post. Feb. 4 - The State News wrote a follow-up story on the census and the Bateman campaign, quoting MSU Bateman Team Director Lindsay Bacigalupo from the kick-off event. Feb. 5 - The State News printed an error in the follow-up article, but ran a third story to correct the mistake when the team brought it to the editorial staff’s attention.
The MSU Bateman Team recognized the impact that the 2010 Census will have on MSU and East Lansing. The team developed a passion for educating people and encouraging them to take a step forward toward a better future. Through partnerships with the MSU Community Liaison, East Lansing Planning and
residents of East Lansing about the 2010 U.S. Census and its impact on our future. “Be a Part of the Big Ten” developed into more than a campaign slogan throughout the month of February at MSU. Through on-and off-campus, students and residents shared with us their most important reasons for completing the census, which transformed in to the MSU Bateman Team’s “Big Ten Reasons to Complete the 2010 Census.” When people were informed that $400 billion was available from the government, they were ready to complete the survey on the spot. Through on-campus interactions and community events, the MSU Bateman Team’s “Be a Part of the Big Ten” campaign allowed students and community members to join forces and work together, as we all prepare for the next 10 years.
Community Development Board, and the Lansing Regional Census Office, the MSU Bateman Team developed relationships that extended key messages to extend to a wider population, and in turn, educated and instructed people on what to do when the census arrived in their mailbox in March. The MSU Bateman Team
THE “BE A PART OF THE BIG TEN” CAMPAIGN: Supplied students and East Lansing residents with fundamental information on what the census is and how it affects individuals, while giving them access to our campaign Web site for additional facts about campus statistics and campaign literature Partnered with local dignitaries such as East Lansing Mayor Victor Loomis, famed Men’s Basketball Coach Tom Izzo, and the most recognized mascot in the Nation, Sparty Engaged residents to participate in a mock census competition while providing history on the census and how it has impacted our country in the 220 years since its inception Gained access to a larger community in Lansing through public service announcements, radio interviews and earned media coverage
implemented a grassroots campaign to communicate to MSU students and East Lansing residents why they need to complete the 2010 U.S. Census and why it is so important. Through reiteration and enthusiastic encouragement, students and residents are now better informed about the upcoming census and are prepared to respond.
Feb. 1 - WKAR AM 870, the local NPR affiliate, interviewed MSU Bateman Team Director Lindsay Bacigalupo and East Lansing Mayor Vic Loomis at the campaign kickoff event. The interview played multiple times that day.
Feb. 9 - Izzone members holding 2010 Census signs were shown on the national broadcast of the MSU vs. Purdue University basketball game on ESPN.
East Lansing, Michigan, is home to Michigan State University, one of the most densely populated public institutions in the nation. With more than 47,278 students on campus daily, the university and surrounding community is home to these young adults and exists with government support. Nearly 62 percent of East Lansing residents were aware of the upcoming United States Census; most acknowledged financial support to the university as the main importance for completing the survey. Our challenge, however, was with the nearly 47 percent of respondents that said they were not going to complete the 2010 U.S. Census. Because such a vital group was so unresponsive to the significance of the census, the 2010 Michigan State University PRSSA Bateman Team set out to educate college students and
Utilize three social media outlets to engage college audience in learning more about the census Three social media sites were utilized to connect to target audiences
FEB. 2 WILX TV 10 segment aired at 6 p.m.
WLNS TV 6 segment aired at 6 p.m.
The State News publishes feature story on the campaign
East Lansing City Council Meeting
Research Summary The U.S. Census is known as the survey that gets distributed to U.S. residents once every decade. The census provides the government with critical demographic data used to determine the representation in Congress and more than $400 billion that can be used for infrastructure, education and other government-funded programs. Americans overlook the importance of the census because most residents are not educated as to how their answers impact their lives every day. When approached about the census at events, some people became irritable and guarded because of their current mistrust of the government. Because of these
misunderstandings and lack of familiarity with the 10-question survey, the MSU Bateman Team focused its efforts on raising awareness of the benefits provided by the 2010 Census and relating those benefits to each of our target audiences. College students today have been nicknamed the “entitled” generation, expecting things to happen for them and for parents, teachers and employers to take care of their problems. Parents of this generation have also been labeled “helicopter parents” who try to take care of their children long after it is needed. This provided an extra challenge to inform college students of their responsibility as a new resident of East Lansing.
Primary Research (Survey and results listed in appendix)
To prepare for primary research on target audiences, the MSU Bateman Team focused on the most effective ways to reach the college population at the same time as the East Lansing community as a whole.
Intercept surveys distributed to students in person and online revealed:
48 percent of students surveyed were aware that 2010 was a census year
47 percent of students surveyed planned to complete the census when mailed to their homes
55 percent of students surveyed said the census was important to them
The perceived average time thought to complete the census was 32.2 minutes
YES NO 84 percent
Members of the MSU Bateman Team greeted peers entering the MSU Senior Class Council Etiquette Dinner and provided them with information about the 2010 Census. Students were encouraged to fill out pledge sheets and take home the top ten reasons to fill out the census. As guest grillers at BD’s Mongolian Barbeque, the team interacted and informed East Lansing residents about the 2010 Census handing out informational census literature and pledge sheets. Tips earned were donated to the MSU PRSSA’s Relay for Life team, an event raising money for the American Cancer Society.
College Student Research It was certainly imperative to reach both populations because of the affects the census has on the lives of all residents in the city. The MSU Bateman Team, however, focused most of its efforts on the student population after intercept survey results showed that while 81 percent of East Lansing community members knew that 2010 was a census year a mere 48 percent of MSU students said the same. Along with the intercept surveys, the MSU Bateman Team also asked students to complete a similar survey through a Web site, Survey Monkey, via the Facebook group.
The East Lansing Hannah Community Center hosted a Children’s Concert featuring a local musician. Upon entering the concert, parents, grandparents and children were encouraged to sign the pledge sheet. The MSU Bateman Team spoke at the beginning of the performance, and distributed informational materials throughout its entirety.
Utilize e-mail blast lists to reach student population
Send two e-mail advocacy communications to large, influential student groups on the MSU campus An e-mail was distributed to 14,500 of students on campus explaining census procedures and guiding them to resources if they have any questions. “Big Ten Reasons to Complete the 2010 Census” was also included in the e-mail, as was a list of upcoming events planned by the MSU Bateman team. An e-mail was sent to all members of the Izzone, explaining the “Be a Part of the Big Ten Campaign” and highlighting the importance of the 2010 Census. They were also instructed to be aware of the 15 large signs broadcasting the key messages at the game.
Table space on the concourse of the Breslin Center at a MSU Women’s Basketball game was donated to the campaign. The MSU Bateman Team distributed literature and encouraged people to pledge to fill out the 2010 Census survey.
Design pledge sheet to measure promises made from event and booth participants to the MSU Bateman Team to complete the 2010 Census. 531 people pledged to fill out the 2010 Census.
The MSU Bateman Team also took advantage of having one of the most highly-circulated student newspapers in the country and asked readers if they intended to complete the 2010 U.S. Census. The online poll resulted in 84 percent of readers (of 55 respondents) intending to complete the census.
Obtain coverage in church bulletins to inform church population of upcoming census Send out one e-mail blast to East Lansing parish An informational e-mail was sent through two parishes in East Lansing. St. John’s Student Parish and St. Thomas Aquinas Catholic School, and Trinity Church passed along messages highlighting ways in which the 2010 Census affects the community and encouraged parishioners to extend the message to other acquaintances. St. John’s Student Parish and St. Thomas Aquinas Catholic School’s nearly 4,000 active parishioners received the message while more than 3,000 church goers at Trinity Church learned more about the census through the e-mail blast.
FEB. 4 MSU Women’s Basketball Game
Kara Eyde posts blog about the campaign
The State News publishes follow up story with more information about the upcoming census
East Lansing High School Varsity Boys Basketball Game Halftime Show
Student Leader Meeting in Shaw Hall with Mayor Victor Loomis
Senior Class Council Etiquette Dinner
Tactics, Objectives and Outcomes
(Survey and results listed in appendix)
Objective #1 Continued
Host five informational booths during campaign month
Host three events during campaign month “Census Dress Up Layup” East Lansing High School students and parents were greeted by the MSU Bateman Team as the fans entered the high school gymnasium for the boy’s and girl’s basketball games. Students and parents were encouraged to sign the pledge sheet as they received informational literature from team members. At halftime, the MSU Bateman Team chose two students to participate in a dress-up layup game. This interactive event required students to individually put on Census T-shirts and through a series of events, compete to dunk a basketball in front of the audience. 442 people were in attendeance at the game. “Student Leader Meeting” The MSU Bateman Team aimed to bring together diverse student organizations from across MSU’s campus and the East Lansing community in order to interact and inform them about the 2010 Census and its importance. The event was attended by Mayor Loomis and representatives from the East Lansing Census Committee. Jimmy John’s donated refreshments, and census goodies were given to all attendees. The team handed out census literature in addition to pledge sheets. All attendees played “Census Jeopardy” and participated in a race to fill out a sample form of the 2010 Census.
The MSU Bateman team hosted seven informational booths at strategic places throughout the community during the month of February. Census literature was distributed at all booths, along with census giveaways donated by the City of East Lansing Census Committee. The team extended their knowledge of the 2010 Census to participants and answered many lingering questions.
The MSU Bateman Team utilized secondary research early in the planning stages in order to understand their potential reach on campus and in the community. MSU’s Residence Halls Association distributes information each year containing each on-campus resident’s e-mail and demographic information. From this data, the team was able to determine population numbers while determining which demographic should be reached. The MSU Bateman Team also applied information from churches serving the MSU campus, St. John’s Student Parish and St. Thomas Aquinas School, and Trinity Church to determine the possible reach within the parish community. The MSU Web site was utilized to invite all registered student organizations on campus and their members to census events during campaign month.
The Capital Area Transportation Authority’s main bus station was visited by the MSU Bateman Team during the morning commute in order to interact with the hard-toreach population of East Lansing and Lansing residents. CATA is funded largely by the government, the census particularly, and the team shared this information with riders who rely on the CATA for their daily commute. They informed travelers about the 2010 Census and encouraged them to take time to learn more about its benefits. MSU hosted BJ the Chicago Kid, an emerging R&B artist. Upon entering the concert, people were given information promoting and informing them about the census. They were also encouraged to sign the pledge sheet. The MSU Bateman Team attended an East Lansing High School varsity Girls and Boys Basketball Game. At each of the games, the team greeted students and their parents upon entering the gymnasium. A table was set up where they could take important census information with them in addition to pledge sheets. Different halftime activities were performed at the girls and boys high school games.
East Lansing Residents Research Similar to the surveys given to MSU students, East Lansing residents were asked to complete a questionnaire as well. The questions on this survey were the same as the one given to the students.
Intercept surveys distributed to residents revealed:
81 percent of residents surveyed were aware that 2010 was a census year
YES NO 71.4 percent
FEB. 23 BD’s Mongolian Barbeque Fundraiser with proceeds going to Relay For Life
Bateman Team spends early morning and afternoon spreading knowledge on 2010 Census at CATA CTC headquarters in Lansing.
FEB. 5 The State News publishes correction article with more information regarding the census
27 73 73 percent of residents surveyed planned to complete the census when mailed to their homes
75 percent of residents surveyed found the census to be important to them
35 25 The perceived average time thought to complete the census was 25.4 minutes
Additional data was used from a poll conducted with the help of Lansing News Station WILX. The poll asked viewers if they filled out their census forms in 2000. Of 234 viewers, 71.4 percent reported that they filled out the forms when mailed to them in the 2000 Census.
FEB. 9 MSU Men’s Basketball Game
“Be a Part of the Big Ten” messaging is aired on ESPN
Tactics, Objectives and Outcomes
Target Audience, Strategies, Goals and Key Messages
Because of their increased lack of knowledge, the team determined MSU’s on-campus student population as their highest-priority. Although residents of East Lansing had likely completed the census before, the team aimed to increase the awareness of the benefits of the census within the community. East Lansing and Lansing media were identified as an audience with influence to partner with message dissemination.
Promote the 2010 Census through traditional media, social media, and planned events Build partnerships with East Lansing community and organizations Develop simple messages to resonate with target audiences Leverage grassroots to stimulate word of mouth Leave a legacy beyond “Census Awareness Month”
The MSU Bateman Team’s goal was to increase knowledge of the benefits of filling out the 2010 Census, while answering any questions or concerns from their audience. Through interactive events, informational booths, key messages distributed through traditional and social media outlets, and community partnerships, the team aimed to encourage East Lansing residents to accept responsibility to their community and complete the census in March.
The MSU Bateman Team hosted interactive events and informational booths to engage target audiences in learning about the census and its individual benefit to them. Aiming to make a personal connection with the audience through direct conversation and compelling information, the team ensured they were fully knowledgeable about the census by completing a census course with Dichondra Johnson-Geiger, a partnership specialist for the Lansing Regional Census Office.
Obtain community support for the “Be a Part of the Big Ten” initiative Engage East Lansing Mayor Victor Loomis in campaign messaging and events Mayor Loomis officially proclaimed February as “Census Awareness Month” in East Lansing. He attended the kickoff event at “The Rock” to speak with media about the importance of the census. He invited the MSU Bateman Team to the East Lansing City Council meeting to accept the proclamation and present campaign objectives and events to the board. The meeting was filmed and aired on East Lansing Public Access Television throughout the month of February. He also demonstrated his support for the campaign by attending the Student Leader Meeting.
Earn support for the campaign from a large on-campus group
Key Messages “Be a Part of the Big Ten!” The team chose this as their personal campaign tagline and incorporated it into all events. MSU fans are proud of being a Big Ten University. This slogan was created to draw attention to the campaign by leveraging their love for MSU. The slogan was also utilized to draw awareness to the year 2010 as a census year, and the new tenquestion, ten-minute format.
“Count It.” Public service announcements were distributed through many different outlets with the slogan, “Count It,” followed by information about the 2010 Census.
FEB. 11 RHA Presents BJ, the Chicago Kid
“If you have a Facebook profile, you’re already sharing more information than the census is asking you to.” The number-one social networking tool in the world is Facebook. There are more than 175 million accounts accessed daily on the site. Many profiles include personal information, photographs and even information displaying where people are located on any day and time. All of this personal information can be made public through the site, with anyone able to gain access to it. This message was used to encourage people to share very basic information on the 2010 Census to help allocate money to their community.
“Ten Questions, Ten Minutes.” The team used this message, crafted by the Census Bureau, to answer many questions about the census. As prior research and experience at campaign events displayed, many people were hesitant about completing the survey due to perceived time restrictions. “Ten Questions, Ten Minutes” was a quick response to that concern, and was supported by the national commercials placed by the Census Bureau.
“It only comes once every ten years. Make your voice heard now!” “Census data helps determine how much funding will be allocated to colleges and universities, which, in turn affects how much money you pay in tuition.” “If you do not complete the 2010 census, you are breaking the law.” These messages were all utilized in an effort to encourage people to complete the census. Many were misinformed about the purpose of the survey, and this particular messaging was aimed at correcting these common misconceptions.
FEB. 13 Census campaign featured on Dan Mulhern radio show
The MSU Residence Halls Association represents more than 14,000 students on campus. A bill was passed at their assembly meeting supporting and advocating the “Be a Part of the Big Ten” campaign.
Earn support for the campaign from a large off-campus group The MSU Bateman Team was invited to speak about the 2010 Census at the Lansing Regional Chamber of Commerce Economic Luncheon. The Lansing Regional Chamber is the primary business advocacy organization for the three-county area surrounding Lansing (Ingham, Eaton and Clinton counties). The goal was to inform East Lansing City Council and community members, Michigan State University staff and students about the 2010 Census and its importance. 2010 Census material was given to attendees and people were also encouraged to sign the pledge sheet. Attendees were also given the ability to take an interactive firsthand look at the Web site. 86 professionals were in attendance.
Chamber of Commerce Economic Luncheon
Host three events during campaign month The MSU Bateman Team hosted four themed events in February. These events provided an opportunity to distribute informational tools to encourage people to fill out their census.
“Census Awareness Press Conference at the Rock” The MSU Bateman Team participated in an MSU tradition and camped out during the first night of February to paint “The Rock,” an MSU campus monument, and claim it for the following day to kick off “Census Awareness Month.” They distributed the “Big Ten Reasons to Complete the 2010 Census” and asked students to pledge to fill out the survey when it is mailed to them. Census freebies were utilized as an incentive. The team hosted a news conference where East Lansing Mayor Victor Loomis spoke on the importance of the 2010 Census within the community to multiple media outlets in attendance. “Izzone Interaction” The Izzone, comprising of more than 3,000 people in the MSU men’s basketball student section, turn the Breslin Center into one of the most intimidating and exciting arenas in the nation annually. An e-mail was sent to all members explaining the “Be a Part of the Big Ten Campaign” and highlighting the importance of the 2010 Census. Members held “Count It” signs during the highly anticipated and heavily viewed game, and caught the attention of the camera crew from ESPN. The messaging reached a half million viewers as the MSU game was the game of the night.
FEB. 16 Children’s Concert Series at the East Lansing Hannah Community Center
Disseminate key messages through entertaining events and informational booths
East Lansing High School Varsity Girls Basketball Game
Bateman team and Census representative featured on Ebling and You radio show