- Case Story -
“MediaDesk led a comprehensive and effective campaign that motivated residents across New Mexico to participate in the 2020 Census. Their creativity, adaptability, and strategic use of both traditional and nontraditional marketing tactics helped ensure that despite many barriers, New Mexico received a complete count.”
- Governor Michelle Lujan Grisham
Our work for a complete count:
- Campaign management and direction
- Message testing and development
- Advertising strategy, production and placement
- Local and national news coverage
- Customized materials production
- Phone banking, auto-calling, and texting campaigns
- Ambassador training and coordination
An all hands-on-deck campaign
While many states were relying on the Census Bureau’s outreach to encourage their residents to be counted in the 2020 Census, New Mexico did something different. MediaDesk led a statewide marketing and advertising campaign that involved all 33 counties, nearly every state department, a coalition of community-based organizations, state and national philanthropic support, local businesses, and more. Using daily data on participation rates, we delivered an effective campaign on television, radio, web, social, and out-of-home platforms. We also produced hundreds of custom materials for local complete count efforts.
This part was a big deal
A critical goal was to make sure trusted voices were talking to their fellow New Mexicans about the 2020 Census. Our solution? Build a statewide team of Census Ambassadors. We created and mobilized a trusty Ambassador Toolkit with the need-to-know information, state-level impact data, local messaging, radio scripts, and more. It was a living document that was consistently updated with the latest information. We also had a hotline that anyone conducting census outreach could call for communications consulting, custom materials, and to spit-ball some great ideas.
Make it different.
Make a difference.
New Mexico is the most difficult to count state in the continental United States, yet for three months, New Mexico’s daily participation rate was three times the national average, which is a testament to the commitment, resolve, and adaptation by Commission members and partners across New Mexico. And, despite challenges due to COVID, New Mexico exceeded expectations for overal participation - outperforming neighboring states of Arizona, Colorado and Texas.
The benefits of this successful effort will last a decade and will ensure that the voice of New Mexico is heard.
More examples of our work
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Future
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Education
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Moments
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Three
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Sisters
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