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INNOVATIONS IN THE COMMUNICATION 2010 CENSUS
MEXICO
GENERAL STRATEGY
A strong and well structured communication campaign was designed to sensitize the inhabitants about the importance of participating in the 2010 Census and at the same time to show the transparency of the census operation to achieve 100% response.
ADVERTISING ATL
T.V. & Radio
BILLBOARD / DIGITAL BILLBOARD
WEB SITE
STREET FURNITURE & BUS ADVERTISING
NEWSPAPER & MAGAZINES
SPONSORSHIP CAMPAIGN
SPONSORSHIP CAMPAIGN
As a strategy to strengthen the communication efforts, a sponsorship campaign with strategic sectors of the country was developed.
Free endorsement of the 2010 Census through its massive products, services or communication channels to reach the population.
676 free ads from sponsors were reflected in more than one billion impacts.
PRIVATE SECTOR: AVIATION
PRIVATE SECTOR: CEMENT
PRIVATE SECTOR: INTERSTATE BUS
PRIVATE SECTOR: FINANCIAL
PRIVATE SECTOR: FOOD INDUSTRY
PRIVATE SECTOR: FOOD INDUSTRY
PRIVATE SECTOR: RETAIL
MAJOR LEAGUE SOCCER TEAMS
Spaces in fairs and exhibitions , spaces on the internet, adds in receipts and vouchers, posters in their buildings, messages to their employees.
PUBLIC SECTOR
ACADEMIA
373 academic institutions contributed to the communication of the Census message by:Broadcasting spots on radio and televisionOrganazing ConferencesPublishing articles and inserts in magazines and journals.Inserting messages on payroll slips.Distributing promotional materials on their campusesBanners on their websites
INFORMATION IN MASSIVE MEDIA
INFORMATION IN MASSIVE MEDIA
SOCIAL MEDIA & APPS
Social Media:
1. Youtube2. Facebook3. Twitter4. Flicker
SOCIAL MEDIA
IPHONE AND IPAD APP
COVERAGE
98.4 % of housing
MEDIA IMPACTS INVESTMENT
ADVERTISING ATL 18,969,115 US$ 15,000,000
SPONSORSHIP CAMPAIGN 1,100,000 free ads 0
INFORMATION IN MASSIVE MEDIA 7,445 press releases 0
SOCIAL MEDIA 2,529,861 interaction US$ 230,000
COVERAGE
¡En México todos contamos!
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