Economic Census Communications

Leveraging Respondent Input to 

Improve Program Outreach 

October 27, 2022

Disclaimer: Any opinions and conclusions expressed herein are those of the authors and do not reflect the views of the U.S. Census Bureau. The Census 

Bureau has reviewed this data product for unauthorized disclosure of confidential information and has approved the disclosure avoidance practices 

applied (Approval ID: CBDRB-FY22--ESMD005-010).

Chuck Brady

Chief, Respondent Outreach and Promotion Branch

Economic Management Division

U.S. Census Bureau
Leveraging Respondent Input | October 27, 2022 | 2

• Target Audiences

• Focus Group Research

• Data Stories Campaign

• Campaign Implementation 

throughout Communications Plan

• Q&A

Agenda
Target Audiences

3

Economic Census respondents and intermediary 

organizations are primary target audiences for 2022-

2023, with broader communications also reaching 

secondary targets – data users.
8 million are employer 

business establishments

Data User 

Target 

Audience

There are more than 

~ 30 million businesses 

in the United States

~ 8 million are employer 

business establishments

~ 4 million 

receive the 

Economic 

Census

Respondent 

Target 

Audience

U.S. Business Target Universe

4
Data Users

Power Data Users

Research Users

Novice Users

Respondents

Current Surveys

Government Surveys

2022 Economic Census

Intermediaries

Industry Associations

Business Organizations

Chambers of Commerce

Governments

Priority for communications has always been to reach business audiences 

through intermediaries.

• Required due to budget constraints, preferred because they are trusted voices

5
Target Markets and Industries

Limited resources are allocated to larger markets and 

industries with lower historical response rates. Target 

segments were determined through 2017 Economic 

Census response data analysis.

6
Leveraging Respondent Input | October 27, 2022 | 7

MSAs

New York

Los Angeles

Chicago

Dallas

Miami 

Houston

Industries

Tier 1

Tier 2

Restaurants

Real Estate

Doctors’ Offices

Contractors

Construction

Gas & Convenience 

Technical Services

Child & Elder Care

Salons

Insurance

Hotels

Trucking

Atlanta

Boston

Seattle

Denver

Cincinnati

Philadelphia

Target MSAs and Industries TARGET SEGMENTATION
Focus Group Research

14 respondent focus groups were conducted in six cities 

Feb-March 2022. Research included 111 total participants 

with mix of company size and industries. Discussions 

covered Economic Census awareness, response 

motivators, online reporting, Portal communications, and 

creative campaign assessment. Detailed findings report 

submitted in May. 

8
Leveraging Respondent Input | October 27, 2022 | 9

Focus Group Findings — Answers → Implications and Actions

Selected Findings

“Basically, how many 

companies are in business 

and a detailed accounting of 

where all their money’s 

going.” 

“A tally of the number of 

people like in each 

household and statistics 

about them, like age, race, 

employment, financial 

status...”

1. Potential respondents are not aware of the Economic 

Census but make good guesses because of the name. 

The term “census” is connected to people. 
Leveraging Respondent Input | October 27, 2022 | 10

“There are no pictures... It’s 

not visually appealing, but it is 

informative.” 

“They have that blurb about 

what the economic data is, but 

I guarantee you no one's going 

to read the fine print...”

Focus Group Findings — Answers → Implications and Actions

Selected Findings

1. Potential respondents are not aware of the Economic 

Census but make good guesses because of the name. 

The term “census” is connected to people. 

2. While participants liked seeing actual numbers in 

previous ads, the lack of photos was deemed “boring” 

vs. the other options, and the headline is “buried.”
Leveraging Respondent Input | October 27, 2022 | 11

“I can do what Linda did.” 

“This is the first one where they 

have taken the time to explain 

how it is beneficial.” 

“What pulled me in was ‘Your 

response makes a difference.”

Focus Group Findings — Answers → Implications and Actions

Selected Findings

1. Potential respondents are not aware of the Economic 

Census but make good guesses because of the name. 

The term “census” is connected to people. 

2. While participants liked seeing actual numbers in 

previous ads, the lack of photos was deemed “boring” 

vs. the other options, and the headline is “buried.”

3. The “Shapes” campaign, with its story and structure, was 

clearly the favorite ad from all the campaigns. It was 

relatable and delivered the information people wanted 

— why to respond and how to use the data – with 

appreciative tone
Leveraging Respondent Input | October 27, 2022 | 12

W hat is the Economic Census?

.

The Economic Census is the U.S. Governm ent’s official f ive-y ear m easure of Am erican business and

t he ec onomy.

It provides the most comprehensive

d ata availab le at the national, state

and local level, representing all

industries and geographies.

Response is due by March 15 , 20 23

and is required by law .

FOR MORE INFORMATION V ISIT:

c ensus.gov/ ec on.

“We need [the insert.] You have 

a lot of people who are, and 

please forgive me when I say 

this, ignorant to this, like we 

have no idea.” 

“[The letter, the one that defines 

it and why] with Linda and her 

example, that’s a good 

combination”

Focus Group Findings — Answers → Implications and Actions

Selected Findings

1. Potential respondents are not aware of the Economic 

Census but make good guesses because of the name. 

The term “census” is connected to people. 

2. While participants liked seeing actual numbers in 

previous ads, the lack of photos was deemed “boring” 

vs. the other options, and the headline is “buried.”

3. The “Shapes” campaign, with its story and structure, was 

clearly the favorite ad from all the campaigns. It was 

relatable and delivered the information people wanted 

— why to respond and how to use the data – with 

appreciative tone

4. Participants would like an insert included with the letter 

to deliver more information. ”Respond online” message 

ranked lowest. 
Leveraging Respondent Input | October 27, 2022 | 13

Thank you for completing the Economic Census. Your survey has

been received.

Your response helps fuel

official statistics for the U.S.

economy that are free and

available online for everyone

to use (see the data).

To print and save a copy of

your survey response, log

into your account at

portal.census.gov and click

'Report Now’ for printing

options.

We appreciate your time and

participation. Your response

makes a difference.

Your Response

Makes A D ifferenc e.

Thank you for completing the Economic Census. Your survey has

been received.

Your response helps fuel

official statistics for the U.S.

economy that are free and

available online for everyone

to use (see the data).

To print and save a copy of

your survey response, log

into your account at

portal.census.gov and click

'Report Now’ for printing

options.

We appreciate your time and

participation. Your response

makes a difference.

Thank you for completing the Economic Census. Your survey has

been received.

Your response helps fuel official statistics for the U.S. economy

that are free and available online for everyone to use

(see the data).

To print and save a copy of your survey response, log into

your account at portal.census.gov and click 'Report Now’ for

printing options.

We appreciate your time and participation.

Your response makes a difference.

Thank you for completing the Economic Census. Your survey has

been received.

Your response helps fuel

official statistics for the U.S.

economy that are free and

available online for everyone

to use (see the data).

To print and save a copy of

your survey response, log

into your account at

portal.census.gov and click

'Report Now’ for printing

options.

We appreciate your time and

participation. Your response

makes a difference.

“If I had to pick one, I’m picking 

A. Save your ink.”

“I would keep that [industry 

data email]... I would want to 

look at that again.”

Focus Group Findings — Answers → Implications and Actions

Selected Findings

1. Potential respondents are not aware of the Economic 

Census but make good guesses because of the name. 

The term “census” is connected to people. 

2. While participants liked seeing actual numbers in 

previous ads, the lack of photos was deemed “boring” 

vs. the other options, and the headline is “buried.”

3. The “Shapes” campaign, with its story and structure, was 

clearly the favorite ad from all the campaigns. It was 

relatable and delivered the information people wanted 

— why to respond and how to use the data – with 

appreciative tone

4. Participants would like an insert included with the letter 

to deliver more information. ”Respond online” message 

ranked lowest. 

5. Reaction to “Thank You” email was very positive. 

Versions with all type and actual data were preferred. 
Leveraging Respondent Input | October 27, 2022 | 14

W hat is the Economic Census?

.

The Economic Census is the U.S. Governm ent’s official f ive-y ear m easure of Am erican business and

t he ec onomy.

It provides the most comprehensive

d ata availab le at the national, state

and local level, representing all

industries and geographies.

Response is due by March 15, 20 23

and is required by law .

FOR MORE INFORMATION V ISIT:

c ensus.gov/ ec on.

Focus Group Findings — Answers → Implications and Actions

Selected Findings

1. Potential respondents are not aware of the Economic 

Census but make good guesses because of the name. 

The term “census” is connected to people. 

2. While participants liked seeing actual numbers in 

previous ads, the lack of photos was deemed “boring” 

vs. the other options, and the headline is “buried.”

3. The “Shapes” campaign, with its story and structure, 

was clearly the favorite ad from all the campaigns. It was 

relatable and delivered the information people wanted 

— why to respond and how to use the data – with 

appreciative tone

4. Participants would like an insert included with the letter 

to deliver more information. ”Respond online” message 

ranked lowest. 

5. Reaction to Thank You email was very positive. Versions 

with all type and actual data were preferred. 
Data Stories Campaign

Research confirms that people are more motivated to respond 

when they learn that Census business data is available for them 

to use and that their response helps make that possible. Based 

on these findings, the Data Stories campaign gives specific, 

succinct examples of how people use Census Bureau statistics for 

their business, showing actual Census data. 

15
Leveraging Respondent Input | October 27, 2022 | 16

“Shapes” campaign Linda ad should be the platform for 

final creative campaign development

• Tell relatable data usage stories – but with fewer words

• Show pictures of business people in action vs. just looking 

at camera

• Photo and story need to be the hero of the campaign –

shapes and colors are secondary elements

• Feature ”Your Response Makes a Difference” and say 

“thank you” – appreciative tone.

• When data chart is used, refer to actual data

• Dark background is preferred, but light background can 

also be incorporated into campaign elements

Creative Direction – From Focus Group Research
17

Tell relatable data 

usage stories – but 

with fewer words
18

Tell relatable data 

usage stories – but 

with fewer words

Show pictures of 

business people in 

action vs. just looking 

at camera

Photo and story need 

to be the hero of the 

campaign – shapes 

and colors are 

secondary
19

Tell relatable data 

usage stories – but 

with fewer words

Show pictures of 

business people in 

action vs. just looking 

at camera

Photo and story need 

to be the hero of the 

campaign – shapes 

and colors are 

secondary

Feature ”Your Response 

Makes a Difference” 

and say “thank you” 

– appreciative tone.
Census Business Builder – Local Business Profile

BAKERIES in Montgomery County, Maryland

Sector Code: 311811

20

Refer to actual data.
Tell relatable data 

usage stories – but 

with fewer words

Show pictures of 

business people in 

action vs. just looking 

at camera

Photo and story need 

to be the hero of the 

campaign – shapes 

and colors are 

secondary

Feature ”Your Response 

Makes a Difference” 

and say “thank you” – appreciative tone.

Refer to actual data.

21
2022 Economic Census – Data Stories Campaign IN DEVELOPMENT

22
Communications Plan

The 2022 Economic Census Communications Plan covers all 

steps in the “Respondents’ Journey.” It incorporates 

intermediary outreach, target-segment events and advertising, 

official mailings from the Census Bureau, and customized 

communications from the Respondent Portal. Plan development 

has been a closely coordinated effort across our Economic and 

Communications Directorates.

23
Respondents’ Journey 2022-2023 Communications Planning

24

c onferenc es

and events GO TO 

PO RTAL

O PEN

SURVEY

SURVEY

RESPO NSE

SUBMIT

RESPO NSE

Target Mindset

Busy, uninformed,

ske ptical

Communications Objective

Target sets up Census

account and/ or logs in

Target Mindset

Get it done

Communications Objective

Target provides timely,

accurate information

Target Mindset

Done, moving on

Communications Objective

Improved perceptions

and interest in Census

data

Target Mindset

Get it done

Communications Objective

Target burns

authentication code

advertising c am paigns

data usage

p ro mo tio n

thank you

e mail

reminders

w elcome

e mail

portal content

surve y

dashboard

porta l

sign- in

respondent communications - e xte rnal respondent communications - porta l

f ollow- up

m ailings

o utbound 

c alls

surve y

letter

advance

e mail

m ailing

inserts

Data Users Intermediaries Respondents

RECEIVE

MAILING

GO TO

PORTAL

BURN

AUTH CODE

FILL OUT

SURVEY

SUBMIT 

RESPONSE

data user

c ommunic ations

o ngoing

b usiness

o utrea ch

intermediary

c ommunic ations

PIO/ media

relations

OCIA gov

relations

o ngoing

COM marketing

& social media

O SA

All Audiences
25
26

28
29
welcome email

surve y

dashb oa rd

2022 Economic

Census

Due: DUE DATE

Name: ORGAN ZAT ON NAME

ID: 0000000000

T h e U S G o v e r n m e n t s o ff c a f v e - y e a r m e asu r e o f

A m e r c an b u s n ess a n d t h e e c o n o m y I t p r o v d e s t h e

m o st c o m p re h e n s v e st a t st c s a v a a b e at t h e n a t o n a

st a t e an d lo c a le v e R e sp o n se is r e q u re d b y law

W HA T IS THE ECONOMIC CENSUS?

R e sp o n se f ro m y o u r o rg a n z at o n m ak e s n a t o n a st a t e 

a n d lo c a s t at s t c s av a ab e f o r a o r g an z a t o n s

Y OUR RESPONSE MAKES A DIFFERENCE

FOR MO RE INFORMATIO N & INSTRUCTIONS

v i s t h t t p s:/ / c e n su s g o v / e c o n

survey letter mailing insert

B ER D -L 1

(Draft)

A M e ss a g e fro m th e D re c to rs

U S C e n su s B u re a u a n d N a t o n a C e n t e r fo r S c e nc e a n d E n g ne e r n g S t a t st c s

The U S Census Bureau has se ected your bus ness to part c pate n the 2 0 2 0 B u s ne ss E n t e r p r s e R e se a r c h

a nd D e v e op m e n t Su rv e y Th s nat ona survey co ects nformat on from bus nesses operat ng n the Un ted

States and s the s ng e most mportant source of up-to-date nformat on on bus ness research and

deve opment (R&D) n the Un ted States Accurate nformat on about R&D w he p eaders n the pub c

and pr vate sectors make better dec s ons to strengthen Amer can compet t veness

A u t h e nt c a t o n Co d e

D ue D a te

A c c o un t M a na g e r

1 S g n n OR re g ste r at https //porta census gov

2 A d d your authent cat on code

3 R e po rt by c ck ng on “REPORT NOW ” You can return to your account over mu t p e

sess ons to comp ete the survey

YO U R R E S PO N SE S R E Q U R E D B Y LA W and w be kept str ct y C O N F D E N T A L nformat on about the

author ty, conf dent a ty, and burden of th s data co ect on can be found on the back of th s etter

For ass stance w th comp et ng th s survey, p ease s gn nto your Census Bureau account or ca our

customer he p ne at 1-800-416-3262, Monday through Fr day, 8 00 a m to 8 00 p m Eastern t me

T ha n k y o u n advance for your t me and part c pat on, and for he p ng the U S Census Bureau measure

Amer ca’s peop e and economy

S ncere y,

Em da B R vers Steven D D ngham

D rector D rector

Nat ona Center for Sc ence and Eng neer ng Stat st cs U S Census Bureau

Nat ona Sc ence Foundat on

GO TO

PORTAL

RECEIVE

MAILING

c onferenc es

a nd events

data user

c ommunic ations

b usiness

o utreach

intermediary

c ommunic ations

PIO/ media

relations

OCIA gov

relations

COM marketing

& social media

OSA

adva nce ema il

The Economic Census

is mailing out next week

The Economic Census is the U.S. Government’s official

five-year measure of American business and the

economy. It provides the most comprehensive available

at the national, state and local level. Response is

required by law. Response if required by law.

An official letter from the U.S. Census Bureau will be mailed

to you next week...

sample draft

RECEIVE

MAILING

BURN

AUTH CODE

due date

reminder

p orta l

c ontent

f ollow- up

m ailings

o utbo und

c alls

FILL OUT

SURVEY

data usage

p romotion

SUBMIT 

RESPONSE

thank you

e ma il

advertising

Economic Census 2022-2023 Communications Campaign

account registration / portal sign- in

The 2022 

Economic Census

Your Response Makes a Difference.

The Econom c Census s the off c a f ve-year measure of Amer can business and the economy. Data provided by businesses 

fue s the most comprehensive econom c stat st cs ava ab e, represent ng a U.S. ndustr es and geograph es. The Census s 

conducted n ear y 2023 — response s due by March 15t h and s requ red by aw.

Quick Links

Informat on for Respondents

Learn more about the Econom c Census

Annua and month y econom c surveys

Island Areas

Census Bureau Statistics

Access stat st cs by ndustry and

geography to he p your business grow.

ndustry data Geograph c data

How Your Response

Makes a Differenc e

Response from your business makes 

off c a stat st cs possib e. Learn more

Information for Partners

Thank you for spread ng the word.

Promot ona mater a s w be ava ab e

in October. Learn more

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Economic Census Overview | September 2022 | 31

Q & A

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