Photo of 2020 Census event at Madison College

Client: Census 2020, City of Madison

Objective: develop and execute a campaign to publicize the 2020 Census to City of Madison residents

Solution: designCraft assisted with the development of a local census campaign that emphasized the benefits of participation to our local community and clarified misinformation. The campaign positioned City leaders and trusted local leaders as experts in conveying the importance of filling out the Census. In order to reach hard-to-count populations, designCraft coordinated earned media and paid advertising with a primary focus on where hard-to-count members of our community get their news or where the people who help them get their news. designCraft also provided a calendar of social media strategy and scheduling, weekly marketing kits, social media post content, and online ads.

Testimonial: “The City of Madison Planning Division engaged designCraft Advertising to assist with 2020 Census publicity. Their expertise and media connections were a critical component of our efforts to connect with communities and people around the city to convey the importance of being counted in the 2020 Census. With digital media, social media, and online advertising taking on increased importance due to the COVID-19 pandemic, having designCraft as part of our census team meant we could reach more people as we shifted our approach in response to the pandemic. The dC team was flexible and responsive throughout our census work, adjusting to changing conditions and shifting census deadlines. Working with designCraft helped our efforts towards a complete count, which benefits the city and its residents for the next 10 years!”

– Ben Zellers, Planner
Department of Planning, Community & Economic Development

Project type:
Marketing strategy
Social media