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California Complete Count CommitteeCENSUS 2000PUBLIC MEETINGJanuary 13, 2000Holiday Inn, Downtown Sacramento: 

California Complete Count Committee CENSUS 2000 PUBLIC MEETING January 13, 2000 Holiday Inn, Downtown Sacramento State of California

Today’s Agenda: 

Today’s Agenda U.S. Census Bureau Paid Advertising Campaign California Complete Count Campaign Update California Media Time Buys and Advertising Outreach Strategy County Complete Count Funding U.S. Census Bureau QAC Program CBO Selection Process Update School-Based Funding and School Support & Outreach Draft Interim Governor’s Report Old Business Public Comment Closing

U.S. Census Bureau Paid Advertising Campaign: 

U.S. Census Bureau Paid Advertising Campaign Jennifer Marks U.S. Census Bureau

California Complete Count Campaign Update: 

California Complete Count Campaign Update Jorge Jackson Campaign Director

Complete Count Budget: 

Complete Count Budget Administration State Agency Outreach County Complete Count Committees School-Based Outreach Non-Profit QACs Media Campaign $5,165,000 $2,000,000 $5,000,000 $1,250,000 $1,300,000 $10,000,000 $3,865,000 $2,000,000 $5,000,000 $1,250,000 $3,900,000 $8,700,000 Original Allocation Revised Reallocation

Marketing/Advertising Campaign: 

Marketing/Advertising Campaign $8,700,000 $7.0 media time buys + $1.7 Creative services Media Time Buy Strategy Complement, not duplicate U.S. Census’ advertising program Promote completion of questionnaires Publicize QACs Locally-based Ethnic, specialty and multi-lingual advertising “In-language” publications, community and neighborhood newspapers, ethnic-targeted media (TV, radio and print) Advertising Campaign

Marketing/Advertising Campaign: 

Marketing/Advertising Campaign To deliver a focused message and leverage dollars within a short 10-12 week run We will explain the process for completing and mailing the census questionnaires We will concentrate on the 7 targeted undercount groups and high priority census tracts Advertising Campaign Our Goal

Marketing/Advertising Campaign: 

Marketing/Advertising Campaign We are establishing statewide media partnerships for the production and placement of TV, radio and print advertising Deliver a focused message about the process Promote important deadlines, when to expect the forms and when to return them Publicize the QACs - Assistance is free and accessible Support the campaign’s outreach efforts and census events Advertising Campaign

Marketing/Advertising Campaign: 

Marketing/Advertising Campaign We will leverage the $7 million media dollars up to a $10 million value Match our time buys with free space and time TV stations will produce spots that reach our targeted audiences Newspapers will secure placements in publications whose readers live or work within our highly targeted tracts Advertising Campaign

Media Relations: 

Media Relations Core Messages Importance of Census to Californians Trust the Census process Complete and return questionnaire Visit QACs if you need help Be friendly to enumerators Use free media wherever possible Leverage publicity with media buys Coordinate efforts with federal, state and local campaigns Communicate with elected officials and CBOs Media Relations

Slide11: 

CCC Outreach Strategy Jorge Jackson Campaign Director

Proposed Outreach Strategy: 

Proposed Outreach Strategy Target groups with highest undercount African Americans, Latinos, Native Americans, Asian Americans/Pacific Islanders, the homeless, children, males 18-28 Communicate availability of census questionnaire in Spanish, Chinese, Tagalog, Vietnamese, Korean Communicate importance of completing census form and confidentiality of information Communicate availability of Questionnaire Assistance Centers Outreach Strategy

Slide14: 

Outreach Strategy Our Outreach Approach Partnering Targeting our Efforts Marketing and Advertising Implementing Locally Our Philosophy Educate Involve Motivate Our Targeted Implementation Plan Reach groups with the highest undercount rate Communicate and educate non-English speaking in the target groups about the Advance Notice Promote the local Questionnaire Assistance Centers Evaluating our Outreach Efforts

Slide15: 

Our Outreach Partners Counties and Local Entities ($5M) Schools ($1.25M) State Agencies ($2.0M) Community Based Organizations ($3.9M) Media ($8.7M) U.S. Census Bureau Religious Leaders Organized Labor Elected Officials Private Sector Outreach Strategy

Slide16: 

Targeting our Outreach Efforts Utilizing our partners and undercount data, we are targeting our efforts. Our outreach activities will revolve around: Reaching the groups that had the highest rates of undercount in the 1990 U.S. Census and get them to complete the census questionnaire. These groups are: African Americans Hispanics American Indians Asian American/Pacific Islanders Homeless Children under 18 years old; and Males 18-28 We will also reach out to migrant and seasonal farmworkers. Outreach Strategy

Slide17: 

Evaluating Our Outreach Efforts Outreach Strategy State auditing of Campaign contracts Administrative CBO bi-monthly and final outreach reports County, School bi-monthly and final outreach reports Total audience impression of media buys Feedback from elected officials Assessment of Campaign by Complete Count Committee Total number of impressions by target groups CCC staff will track target groups and outreach activities including, but not limited to:

Tracking Numbers of Impressions: 

Tracking Numbers of Impressions 14.6 million people reached through voter handbooks 11.8 million through State income tax instruction booklets 161,500 retired educators through CALSTRS newsletter (California State Teachers Retirement System) 1 million through CalPERS newsletter (California Public Employees Retirement System) 500,000 through Tax Form Assistance Centers Meetings with various CBOs and ethnic community groups Number of attendees at special events with Census message

Slide19: 

Staff Recommendation That the California Complete Count Committee approve the general outreach strategy and direct the staff to move forward with its implementation. Outreach Strategy

Call for Approval on Outreach Strategy: 

Call for Approval on Outreach Strategy

County Complete Count Committee Funding: 

County Complete Count Committee Funding Jorge Jackson Campaign Director

County Complete Count Committees: 

County Complete Count Committees General Guidelines Established CCCC Counties are encouraged to fund city outreach Coordinate efforts with U.S. Census Bureau, State and local entities Counties must have a census outreach plan Submit plans to Committee Pass through mechanism to cities and other census partners

County Complete Count Committee Funding: 

County Complete Count Committee Funding $5,000,000 Funding guidelines distributed to all 58 counties on December 17 Deadline for general plan was December 28 24 extensions were granted for January 11 To date 44 general plans have been received 36 contracts have been sent to counties

County Complete Count Committee Funding: 

County Complete Count Committee Funding Contracts cover over 85% of the projected undercount include, but are not limited to: Los Angeles (35.01% share of undercount) San Diego (7.68 %) Orange (6.58%) Alameda (4.48%) Riverside (3.93) Sacramento (2.90%) San Francisco (2.29%) San Bernardino (4.80%) Fresno (3.09%) Santa Clara (4.14%) Kern (1.98%) San Joaquin (1.77%) * Small counties receiving under $10,000

County Complete Count Committee Funding: 

County Complete Count Committee Funding Department of Finance, Demographic Research Unit will provide demographic and technical assistance to County Complete Count Committees. 10 counties have been visited so far Los Angeles, Orange, San Francisco, San Bernardino, Riverside, San Diego, Imperial, Sacramento, Yolo and Solano

U.S. Census BureauQuestionnaire Assistance Center Program: 

U.S. Census Bureau Questionnaire Assistance Center Program Carol Van Horn, Assistant to the Associate Director for Field Operations Bureau of the Census

Overview: 

The Questionnaire Assistance Center (QAC) Program provides assistance to individuals who might otherwise have difficulty completing their questionnaire because of language or other barriers. There will be 40,000 QACs located in sites identified in collaboration with communities through the Census Bureau Partnership Program. QACs Overview

Objectives: 

Provide Assistance: To persons needing assistance completing the questionnaire; To persons with language barriers; To persons who believe they did not receive a questionnaire; To persons with general questions about Census 2000. ﴀ ﴀ Objectives QACs

Coverage: 

There will be 40,000 QACs located throughout the fifty states and in Puerto Rico; QACs will be located in areas where households will receive the 2000 Census form in the mail, and in areas where the form will be delivered by census workers. ﴀ Coverage QACs

Coverage (2): 

QAC sites will be identified using: The Census Bureau's planning database, which provides 1990 data on hard-to-enumerate areas; Guidelines developed by the QAC Team; Local knowledge gleaned through working with partner organizations. ﴀ QACs Coverage (2)

Language Program: 

QACs will be stocked with language assistance guides in 49 languages and in large print in English. These language guides will provide step-by-step instructions about how to fill out the Census Questionnaire. Language Program QACs

Languages: 

QACs Tagalog Thai Tibetan Tigrean Tongan Ukrainian Urdu Vietnamese Yiddish Croatian Czech Dari Dinka Dutch Farsi French German Greek Hebrew Hindi Hmong Hungarian Ilocano Italian Japanese Korean Kurdish Laotian Polish Languages Albanian Amharic Arabic Armenian Bengali Burmese Cambodian Chamarro Chinese Creole Portuguese Roma Romanian Russian Samoan Serbian Slovak Somali Spanish Swahili

Staffing: 

Volunteers will staff the QACs. The criteria for determining the need for paid clerks are based on the need for specific language skills for a given area. Staffing QACs

Operational Timeline: 

Select Sites December 1999 Select QAC Clerks Jan. 10 - Feb. 25, 2000 Train QAC Clerks Feb 28 - March 3, 2000 Assignment Lists March 6-7, 2000 Open QACs March 8, 2000 Close QACs April 14, 2000 Operational Timeline QACs

How you can help...: 

The California Complete Count Committee will play an important role in the success of the QAC program by: Helping to identify people who can work in the QACs as volunteers or paid clerks; Helping to make people aware that there is a QAC in their community; Helping to locate training sites for volunteers. How you can help... QACs

Community Based Organization Selection Process: 

Community Based Organization Selection Process Mark Grisby, Assistant Campaign Director, CCCC Richard Friedman, Deputy Director California Department of Housing and Community Development

CBO Selection Process: 

CBO Selection Process November 5, 1999 – Meeting with Community Based Organizations. Overall strategy of using regional “administrative organizations” developed. The attendee CBOs were asked to provide suggested administrative organizations. December 6, 1999 – Complete Count Committee Meeting. Administrative Organization strategy approved. December 7-15, 1999 – Received lists of suggested organizations from Community Based organizations and Stakeholders. Began making telephonic contacts with a number of organizations and e-mailing outline of the approved strategy.

CBO Selection Process, Cont.: 

CBO Selection Process, Cont. December 13, 1999 – California Complete Count Committee searches for administrative Organizations. December 24, 1999 – Suggestions with qualifications sent to the Complete Count Committee Staff. January 12, 1999 – administrative organizations selected for presentation to the Complete Count Committee.

Administrative Organization Qualifications: 

Administrative Organization Qualifications Demonstrate history of representing targeted population or region Demonstrate administrative capabilities Staffing plan Letters of support Demonstrated methodology of reaching target audiences Estimated costs and resources

Role of Administrative CBOs: 

Role of Administrative CBOs Administer $3,900,000 Provide funding to credible non-profit organizations to operate QACs and engage in outreach efforts to all target communities. Monitor the performance of subcontracting CBOs Promote Census Promote QAC locations

QAC Funding based on:: 

QAC Funding based on: The number of 1990 Linguistically Isolated Households. The number of Public School Students identified as English Learners or as Fluent English Proficient, 1998-99. The number of Recent Legal Immigrants to California by County of Intended Residence, 1990-96 The 2000 Projected Undercount, calculated using 1990 undercount rates and 2000 population projections by race and by age.

Proposed Administrative CBOs*: 

Proposed Administrative CBOs* American Indian: $125,000 California Indian Manpower Consortium Farmworkers: $175,000 La Cooperativa Campesina de California Northern California: $730,816 San Francisco Foundation Central Valley: $504,451 California Institute for Rural Studies *Currently initiating contracts with these organizations

Proposed Administrative CBOs*: 

Proposed Administrative CBOs* Los Angeles, Ventura, San Bernardino, Santa Barbara Counties: $1,660,556 Los Angeles Urban League, Asian Pacific Community Fund, NALEO (Tentative) San Diego and Imperial Counties: $280,812 Chicano Federation of San Diego County Orange and Riverside Counties: $423,365 (Pending Selection) *Currently initiating contracts with these organizations

CBO “QAC” Responsibilities: 

CBO “QAC” Responsibilities Outreach in hard to enumerate communities Operate Questionnaire Assistance Center -Open from March 14 - April 8 Publicize QAC location - “Get Help Here” Publicize advance notice - March 1-5 Motivate completion and Return of Census Questionnaire - March 6 to April 11 Publicize enumeration process/non-response follow-up - “Open Your Door” Census form outreach

Slide45: 

School-Based Funding Allocation, Distribution, School Support and Outreach Ditas Katague, Deputy Campaign Director

Slide46: 

School-Based Funding Formula and School Support/Outreach $1,250,000 Allocate funding to top 22 Counties with the highest undercounts for Under 18 target group Provide training, technical assistance, and support to all County Offices of Education (COE) with an emphasis on the 36 unfunded counties By funding the 22 highest undercount counties, 92% of the under 18 target group will be covered. The 36 COE not included in this funding recommendation only represent 8% of the total undercount for this group.

Slide47: 

School-Based Funding Allocation Provide training, technical assistance, and support to all COE with an emphasis on the 36 unfunded counties Training - will be conducted at the county level or at the school district level (depending on local need) and will define the undercount and how undercounts impact schools Technical Assistance - will cover the “Scholastic Census in Schools” teaching material, sharing information of successful program implementation, and providing listing of local census partners to ensure sharing of resources and partnering Support - through distribution of U.S. Census collateral (posters and enticements), distribution of copies of census in schools student worksheets and CCC enticements.

Slide48: 

School-Based Funding Distribution CCC will send contracts directly to County Offices of Education (COEs) COE provide a local administrative and project control point COE have experience in receiving state and federal funding, and the ability to distribute quickly Contract requirements similar to counties General Plan for school-based census outreach Targeted toward traditionally undercounted areas Implementation Plan submitted to reach areas with greatest census undercount Administrative costs shall not exceed 5%

Slide49: 

Staff Recommendation on School Based Funding Allocation Formula and School Support/Outreach Allocate funding to County Offices of Education (COE) based on the Top 22 highest “under 18” undercounts; and Provide School Support and Outreach in the form of county level training, technical assistance and collateral materials for the other 36 COE Utilize contract guidelines and requirements similar to the County CCC funding.

Slide50: 

School-Based Strategy Issues and Concerns: Standardized Student Testing window from March 15 through May 12 may present a timing conflict for engaging and involving teachers and students regarding outreach efforts By April 15 (in previous years) 65% of the schools have commenced testing (preparing for or actual testing) 36% of grades 2-8 and 42% of grades 9-11 Most schools will not have started testing during our outreach (March 15-April 15) Letter from Dept. of Education to encourage Census participation

Call for Approval on School-based Funding Strategy: 

Call for Approval on School-based Funding Strategy

Slide52: 

Draft Interim Governor’s Report As required by Executive Order D-11-99, an Interim Report to the Governor containing an update and outreach strategy will be submitted on January 31, 2000. This report will contain the Outreach Strategy outlined earlier today as well as a budget update.

Slide53: 

Old Business Distribute Archived December 6th meeting materials

Public Comment: 

Public Comment

Slide55: 

Save the Date! CCCC Public Meeting Schedule February 17, Los Angeles March 9, Sacramento March 23, Los Angeles

U.S. Census BureauSacramento Kick-Off Event: 

U.S. Census Bureau Sacramento Kick-Off Event Location: Crocker Art Gallery 2nd and O St, Sacramento Time: 11 a.m. - 2:00 p.m.