MeckCounts 2020
Mecklenburg County engaged VIRIDIAN to handle the marketing and communications for the local US Census Bureau campaign. The campaign involved educating residents about the importance of completing the census with a focus on increasing participation from communities with historically low response rates and populations that are considered “hard-to-count.”
LOGO DESIGN
WEBSITE
• DESIGN AND MANAGEMENT
• HOSTING AND SUPPORT
• TRACKING AND REPORTING
PRINT MATERIALS
• STRATEGY AND BUDGETING
• PRINT BUYING
• CREATIVE DIRECTION
• PRODUCTION ARTWORK
Community Engagement
• GRASSROOTS CAMPAIGNS
• LEADERSHIP TRAINING
• STRATEGIC ALLIANCES
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SOCIAL MEDIA
• CONTENT CALENDAR
• CONTENT CREATION
• ADVERTISING MANAGEMENT
• TRACKING AND REPORTING
ADVERTISING
• MEDIA STRATEGY
• MEDIA BUYING
• CREATIVE DIRECTION
• PRODUCTION ARTWORK
• TRACKING AND REPORTING
Tracking and REPORTING
Conclusion
VIRIDIAN assembled the marketing campaign strategy to promote the census response locally in Mecklenburg County. There were two priority messaging phases: education and “complete it.” The strategy was integrate through a Trusted Resource Messaging Approach that “educated the messengers” with core narrative and allowed the “Trusted Resources” to communicate back to neighbors in their trusted environments with communication tools provided. The development of the logo, website and social media channels offered the anchor communication tools. Results were reported in a VIRIDIAN Dashboard that allows for real-time decisions and pivots for marketing actions.
Note: Campaign currently in process