Improving Economic Census Response Through Communication, Coordination, And Outreach

Robert Marske

Economic Planning & Coordination Division

May 15, 2009

The Economic Census • Years ending in 2 and 7• Private, non-farm activity • Forms to businesses with paid employees• Administrative records for non-employers

• Response is mandatory• Individual responses are confidential

• Supports public policy, benchmarking• Supports business marketing, investment

The Problem:Steady Decline in Response Since 1992

Small business response dropped . . . • from 92 percent in 1992• to 87 percent in 1997• to 82 percent in 2002

. . . and businesses in 2007 were wary of Government requests, and identity theft, and . . .

Response Promotion Initiatives

Message on envelopeToll-free number Business HelpSiteLarge companies:

Advance information Account managers Early mailoutImproved electronic reporting software Multiple remailsLetters from top legal official

Awareness campaign: –What’s in it for ME (my business)?

Targeted “Sweet 16”

Many Businesses, Low ‘02 Response

•Auto repair•Construction•Convenience stores•Dental•Insurance•Landscape •Laundry / cleaning•Legal services•Machine shops •Medical

•Printing•Real estate•Restaurants•Trucking•Wholesale

•“Small Business”•Payroll providers•US Chamber of Commerce•Business Economists

business.census.gov

Media/Associations Page

E-Blasts-- widely used-- inspired people to take action;

E-Blasts-- widely used-- inspired people to take action;

Industry “Hot Reports” Find data for your industry

Compare your business

• Oct ’07 - Mail Large Companies, 800K small firms• Dec 12 ’07 – Mail remainder of 4.7 MM mailout • Feb 12 ’08 - Forms due• April 1 ’08 - First form followup• May 1 ’08 - Second form followup• June 1 ’08 - Third form followup

Collection and Followup Activity

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

• Oct ’07 - Mail Large Companies, 800K small firms• Dec 12 ’07 – Mail remainder of 4.7 MM mailout • Feb 12 ’08 - Forms due• April 1 ’08 - First form followup• May 1 ’08 - Second form followup• June 1 ’08 - Third form followup• July ’08 - Phone reminders to 150,000 businesses• August ’08 - Legal letters to 400,000 small busineses

Collection and Followup Activity

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

2002 - 2007 Total Check-In Rate Difference as of 11/7/08

-4.0

-2.0

0.0

2.0

4.0

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Scheduled2007

Close-OutOct 15

2007 Response Below 2002

Phone calls,Legal Letters

2002 - 2007 Total Check-In Rate Difference as of 11/7/08

-4.0

-2.0

0.0

2.0

4.0

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Scheduled2007

Close-OutOct 15

2007 Response Below 2002

Legal LettersMailed

2002 - 2007 Total Check-In Rate Difference as of 11/7/08

-4.0

-2.0

0.0

2.0

4.0

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Scheduled2007

Close-OutOct 15

2007 Response Below 2002

Legal Letters;Reminder Calls

“Legal” Letters Got Attention

“Legal” Letters Got Response

• “OK, here’s your form”

• “I never got a form”

• “OK, you have my attention ... now what?”

[but . . . we had only one chance to “get it right” ]

Response Exceeds TargetsSteady Decline Since 1992

Communicating Benefits Helped . . . some

* Small companies– “Sweet 16” -- 2% better response/shallower decline

Observations

Being Company Centric Improved Response

* Large companies– Advance Information -- 13% better response

with verified address – Earlier mailout -- two month time advantage – Account Managers – E-reporting -- critically important

Observations

Next Steps: Ongoing Awareness to Bridge the Gap to 2102