My group and I decided to completely redo the city’s campaign as we didn’t find it to be targeted specifically towards the audience that needed to be reached.
This is the new logo and slogan my group made for the Census campaign for the City of Weston.
Before we could create the campaign itself, we conducted some research on the City of Boca Raton and the City of Irvine to see how they were promoting the upcoming Census to their city. We noticed a much stronger digital promotional push for this Census as opposed to the 2010 Census since technological use has drastically taken over society. We also researched the City of Weston and we noticed a large increase in minority groups that have migrated to this city, specifically the Indian and Muslim communities. My group and I decided we wanted to specifically create this campaign to target these minority groups since many of them aren’t even sure what the Census is and are worried about providing personal information due to their current immigration status. Throughout our campaign, we ensured that the Census secures their information and is easy to complete.
We created this short informative video (as shown above) that the City of Weston could put on their social media accounts, as well as their website to help inform the community.
Within the campaign, we created some events which would help spread the word about the Census in hopes of getting more residents to fill it out. These events would take place in familiar places around the city, like the local gym and apartment complexes. At these events, representatives of the City of Weston would be passing out flyers and giveaway prizes. The idea behind the giveaway prizes was that children would see these fun items, like bubbles and slime, and bring their parents to the booth (as shown below).
We also created a postcard which would be able to gain a larger audience. The idea behind the postcard was that teachers would pass them out during school to their students who would then give them to their parents. We specifically made the postcards to target parents and make them realize that the Census helps fund their child’s future (as shown below).
Overall, this marketing campaign for the 2020 Census was definitely beneficial. It helped us practice some of the skills we will need for our final portfolio project, being the short film. A component for the short film includes a postcard, so we were able to get some ideas on how the layout of a postcard should be. Hopefully this may cut some time in the future once we begin creating our postcard for our short film, since we already have a basic idea on the layout. I can’t wait to begin brainstorming some ideas for our short film! Make sure to keep checking back for updates!
~rtmedias
