U.S. Census Choosing Regional Advertising Agencies

The U.S. Census recently put out RFI for the regional component of its advertising campaigns. The 12 regions are:

- Atlanta (AL, FL, GA)

- Boston (CT, ME, MA, NH, NY, RI, VT, and PR)

- Charlotte (KY, NC, SC, TN and VA)

- Chicago (IL, IN and WI)

- Dallas (LA, MS & TX)

- Denver (MT, WY, NV, UT, CO, AZ, NM, SD, ND and NE)

- Detroit (MI, OH, and WV)

- Kansas City (AR, OK, KS, MO, IA and MN)

- Los Angeles (HI and southern CA)

- New York (9 counties in NY and 10 counties in NJ)

- Philadelphia (DE, DC, MD, NJ and PA)

- Seattle (AK, WA, OR, ID and northern CA)

Ad agencies throughout the country are bidding for the business.  The RFI was sent to agencies that have registered with various federal government agencies and the SBA. “There is a clear focus on agencies with strong local media planning and buying capabilities,” says Jose Villa, founder and president of Sensis, an interactive Hispanic advertising agency based in Los Angeles. “Based on the work that is set to begin, agencies will need to be in place by Q1 2008,” Villa adds. The recruitment campaign will begin in late 2008 and run through mid-2010 as follows:

- Recruitment for Early Operations: 10/08 - 04/09

- Recruitment for Peak Operations: 10/09 - 04/10

The RFI places a clear emphasis on traditional media such as local newspapers, out-of-home, local radio, and local/cable TV. There is also a heavy focus on ethnic-targeted media. According to Villa, “The way people look for and apply for jobs has changed dramatically since 1999/2000. This used to be a process very much based on classified ads in newspapers. As you know, that is no longer the case with the prolific rise of Internet and online recruitment platforms such as Monster, CareerBuilder and HotJobs. The U.S. Bureau of the Census should focus most heavily on job postings if they expect to meet their aggressive goals of hiring 700,000 temporary census workers during the 1.5 year window they have.”

As was previously published by Portada, GlobalHue won the Hispanic and African-American national consumer advertising contract for the 2010 Census.


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