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12d. 1990 Census II • - i i - iot O ---- 1 r�, , I CHANHASSEN '� 690 COULTER DRIVE • P.O. BOX 147 • CHANHASSEN, MINNESOTA 55317 -,�.~ ,-. (612) 937-1900 -,_ I „,_ --.._ - DWI" I" MEMORANDUM 7 TO: Don Ashworth, City Manager 3 :8- g� FROM Stephen Hanson, Planning Directo4 IDATE: March 8 , 1989 I.:,) :.. M1• SUBJ: 1990 Census IAs you aware, the 1990 census is gearing up to begin. A govern- ment promotion handbook has been forwarded to me from the Mayor I regarding the 1990 census. The federal government is trying to promote the need for having accurate information taken during the 1990 census and consequently this promotion handbook is intended to provide information on the census as to the importance of the II information. Also, the program outlines a method for establishing a local census committee. The intent of the committee is to achieve as complete a count as is possible. This handbook goes I through a procedure for getting out news items to the public, meeting schedule for the committee, organization and activities for the committee. This would begin now through the completion I of the census. The handbook covers various awareness activities for the census as well as several promotional items to be used within the local community. I The handbook suggests that the Mayor appoint a Complete Count Committee. It is suggested that the committee be organized at this point in time and that the committee would be active through I 1989 and through June of 1990. Attached please find a copy of the promotion handbook. I would suggest that we discuss this with the City Council to determine what type of involvement they would like II to take in the 1990 census and also to determine what type of staff involvement we need to provide for. II II II 11 1 D-3307(L' 14- UNITED STATES DEPARTMENT OF COMMERCE (1-89) Bureau of the Census _4 .P Washington, 0 C. 20233 4.7ArES 0 OFFICE OF THE DIRECTOR I FROM THE DEPUTY DIRECTOR 111 BUREAU OF THE CENSUS In preparation for the Bicentennial Census of this Nation, April 1, 1990, the Census Bureau has developed various operational and promotional programs to make it the most successful census ever. Local and American Indian tribal governments, as major users and beneficiaries of results, can play a vital role in ensuring the completeness of the count. This letter introduces a key promotional instrument for governments, the Governments Promotion Handbook. This handbook contains guidelines to assist you in designing a Complete Count Program to publicize actively the census in your area. The handbook presents three broad approaches to promoting the census in your area.We encourage you to use these approaches separately, in combination, or in concert with your individual ideas to achieve a complete count. ,1. Complete Count Committee We recommend establishing a Complete Count Committee to plan and implement local promotional activities.The committee is a voluntary working group composed of influential government officials and community leaders.Our experience shows that a committee is one of the most effective means of involving community leaders in the census and establishing the importance and credibility of the 1990 census to community members. Of course, in your community,there may be more effective existing structures or programs for planning and implementing local promotional activities. If so, we encourage you to use them. I 2. Government Employee Initiative Government employees working in the community can be a significant force in census promotion.Thus,the goal III of this initiative is to make government employees "census smart" by suggesting a series of awareness activities that governments can implement for their employees. 3. Promotional Mix I This option provides a medley of stand-alone activities from which governments can select to implement individually or in some combination. All promotional activities carry suggested timing. These times coincide with specific operational and promotional efforts by the Census Bureau. If governments implement promotional activities,we will create the kind of cooperative nationwide awareness campaign necessary for a successful Bicentennial Census. We would appreciate knowing your plans to organize a Complete Count Program. Please complete the enclosed form and return it to the Regional Census Center for your State listed on the reverse side of the form. We hope this information is useful in planning your local promotional program.We look forward to working with you. 1 incerely, I . . KIN ANNON Enclosures I I r FORM D-3307 U.S.DEPARTMENT OF COMMERCE I (1-89) BUREAU OF THE CENSUS COMPLETE COUNT PROGRAM PARTICIPATION RESPONSE I21st Decennial Census — 1990 Complete Count Program Return this form to: Participation Response See reverse side for the I 1990 Census appropriate Regional Census Center. Title and address of chief executive/highest-elected official: I Name: Title: I Address: I 1 Phone number: 1 Please mark the appropriate box. I1. I plan to establish a Complete Count Committee to implement local promotion activities. I2. I plan to use an existing structure or program to implement local promotion activities. I3. I do not plan to establish either of the above for the following reason(s): I I I Signature Date I I I - , I 1 1 I is, 17 , _ , , , . ., 6 - ! _.— Ca pn - La POI I t t It II I, t- tI-: 1 1 I 1 tii 1 11 i til z- 1 1 C} NSUS '90 1 •- 1 I I I I I I U.S. Department of Commerce 1 BUREAU OF THE CENSUS I I •.MENT OF C• y , ' AT, • F'9U OF THE C.•.• BUREAU OF THE CENSUS John G. Keane, Director •• C. L Kincannon, Deputy Director Charles D. Jones, Associate Director for Decennial Census Peter A. Bounpane, Assistant Director for Decennial Census DECENNIAL PLANNING DIVISION Susan M. Miskura, Chief Allan A. Stephenson, Assistant Division Chief for Outreach and Program Information SUGGESTED BRIEF CITATION U.S. Bureau of the Census, 1990 Census Governments Promotion Handbook, U.S. Government Printing Office, Washington, DC 1988 . 1 19 PO Cisais GMT raal re_onts prin ;'G' 6'' fjfltii # - U I I I I Issued December 1988 tAol lz G V 'NTES U.S. Department of Commerce C. William Verity, Secretary r Donna F. Tuttle, Deputy Secretary Robert Ortner, Under Secretary for Economic Affairs BUREAU OF THE CENSUS John G. Keane, Director 111 , . 1 Contents 1 I I Overview ' Chapter I. Why Count? ' A. The Census Is Important B. How Census Data Are Used Chapter II. Complete Count Program A. Complete Count Committee B. Government Employee Initiative ' C. Promotional Mix Chapter III. Promoting the Count A. A Phased Approach B. Census Bureau Promotion Projects ' 1. Advertising Campaign 2. Census Education Project 3. Early Alert Mailout 4. Religious Organizations Project 5. Census Awareness and Products Program 6. Motivational Insert 7. Congressional Outreach ' 8. Mail Reminder Cards 9. Tribal and Alaska Native Village Liaison Program 10. Urban Update/Leave 11. National Service Program Chapter IV. How the Census Counts ' A. Collecting the Data B. Compiling and Updating Address Lists C. Field Collection Activities ' D. Processing the Census and Producing Counts and Tabulations E. Size and Scope of the 1990 Census Appendixes A. Committee Formation Press Release B. Telephone Contacts I Overview I I Local and American Indian tribal governments have a • Make government employees aware of the census major stake and can play a significant role in the 1990 through an internal promotion campaign. census. The Governments Promotion Handbook pro- vides guidelines for the active involvement of officials of • Localize and augment the various national outreach these governments in promoting the census to their and publicity projects,activities,and events conducted jurisdictions' residents and their employees. We are by the Census Bureau. providing this handbook to the highest-elected official in all 39,000 local and American Indian tribal governments. • Coordinate local promotion activities with the timing It suggests a structure for organizing a local campaign, of various Census Bureau field operations and keep offers some promotion themes and messages, provides a listing of promotion activities governments can imple- local promotion alive through all phases of the census. ment, and furnishes a timetable for these activities. The handbook also describes many of the Census Bureau's Participation in local promotion activities by govern- 1990 census promotion projects and major census oper- ments is voluntary.Government officials must determine ations. the extent of involvement and the breadth of their local Our objectives, in providing this handbook, are to: campaign. We recommend the creation of a committee ' of influential government officials and community lead- • Actively involve leaders from a cross section of the ers to plan and implement local promotion, a Complete community, including those segments of the popula- Count Committee. Of course, promotion activities can tion which are most difficult to enumerate, in stimulat- be implemented through other structures that are cur- ing response to the census. rently in place. I I I I 1 I I I 1 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK OVERVIEW 1 I ■ I I Chapter I. Why Count? I IA. The Census Is Important • In Maine, census statistics were used to help The next national census, April 1, 1990, will mark obtain Federal funds for a winterization program ' the bicentennial of census taking in the United to help low-income people with weather strip- States.The basic reason for taking the 21st census ping, insulation, and fuel payments. is the same as cited 200 years ago in Article I, • Each year, using a formula which considers pop- Section 2 of the U.S Constitution, that is,to appor- ulation, poverty, and overcrowded housing, the Ition representation among the States in the House Department of Housing and Urban Development of Representatives. Census numbers are also used allocates Indian Community Block Grant Devel- to redraw State and local legislative districts. opment funds to its six Indian Program Field I Beyond political representation, however,there is a Offices for which eligible tribes and Alaska Native great deal of Federal and State money at stake in villages may compete. the final census numbers. Despite recent cutbacks, • The Massachusetts Department of Commerce billions of Federal dollars for a wide range of 9 cited census statistics in a publication entitled, programs are still redistributed to American Indian "All the Basic Facts You Need to Know to Start a tribal and local governments based on population, New Business." The booklet assisted entrepre- age, income, and other census statistics. neurs in determining the marketability of new I The 1990 census will describe the Nation and the products. communities governments serve—who lives there, • The Department of Health and Human Services where they live, how they are housed, and their uses race, household, income, and poverty data Isocial needs. At the same time, it will be the basis to allocate money for low-income home energy for planning and allocating billions of Federal and assistance programs to American Indian tribes State dollars to governments to address their com- and Alaska Native villages and corporations. Imunity's needs. • The United States Equal Employment Opportu- nity census counts translate into government dol- nity Commission requested information about lars for many communities that are used for plan- the Hispanic population. Of particular impor- t ning and improving public facilities and programs. tance was the need for projections that would be State,local, and American Indian tribal government used in one of the Commission's planning reports. planners use census facts to establish long-range Data were provided from the Census Bureau's community plans; to develop capital improvement publication, "Projections of the Hispanic Popula- programs; to help locate new schools; to improve tion." nutrition programs; to set up day-care, Head Start centers, and health clinics where they are most • During a severe heat wave, public health officials needed; to develop facilities for older people; and in St. Louis used census facts to locate neighbor- to provide better transportation. hoods with large numbers of elderly to go to "cooling centers" and thus saved lives. I B. How Census Data Are Used • The Department of Labor uses race, unemploy- • A state emergency services and disaster agency ment, and poverty data to allocate money for used census statistics on unemployment,elderly employment and training programs to American Indian tribes and Alaska Native villages and cor- population, income, and so forth, to support a porations and urban Indian organizations or con- request for Federal assistance following tornado damage and severe flooding. sortiums. • In Stamford, Connecticut, city leaders studied • Federal Emergency Management Agency staff I census statistics before deciding where to locate requested demographic information for areas a new fire station. where geologists predict potential natural disas- ters. In preparation, the agency was collecting I • In San Francisco, California,transportation plan- information on the number,type, and location of ners used census information when selecting residents. This information is very useful during bus routes, subway stops, and highways that evacuation procedures or in providing emer- needed widening. gency services. 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK WHY COUNT? 3 I I • Develop a plan of action, including time- (g) April 1990 Status Report table and task assignments (for Precen- sus, Census Week, and post-Census Day • Reports on remaining postcensus plans. activities), based on recommended com- • Sets time and agenda for May meeting. mittee activities and new ideas that the members present. (h) May 1990 Status Report • Schedule date for regular meetings. • Reports on postcensus efforts and results. • Suggest additional names of prospective • Discusses preliminary draft of commit- ' members. tee's evaluation and recommendations • Other business. on the Complete Count Program. (c) Regularly Scheduled 1989 Meeting(s)—Status (i) June 1990 Final Meeting Report • • Presents final committee report on the I • Reports on assigned tasks accomplished. Complete Count Program. • Reports on tasks remaining until Census • Acknowledges members of the commit- Day' tee for their participation, support, and • Reports on precensus assignments(including assistance. I plans for "Census Week"). • Sets time and agenda for next meeting. 4. Recommended Complete Count Committee Activ- ities • Provides written status reports on a quar- terly basis. These are just a few examples of the many supportive outreach and publicity activities which I (d) January 1990 Status Report the committee could undertake to best comple- NOTE: Beginning January 1990, Complete ment the national promotion effort. Of course, Count Committees should meet at least monthly. committees are encouraged to include their own • Reports on assigned tasks accomplished, ideas. To implement many of these activities successfully, the committee will need a local • Reports on tasks remaining until Census source of funding or donated materials and ser- Week. vices.Obtaining these types of commitments for t • Reports on precensus assignments(including funds, materials, and services should be a first plans for "Census Week"). priority of the committee and its members. • Reviews and finalizes postcensus"There's (a) Precensus Activities Now-03/22/90 Still Time" activities. • Sets time and agenda for February meet- Media ing. • Arrange media conference announcing formation of a Complete Count Commit- (e) February 1990 Status Report tee. • Reports on precensus efforts and results. • Organize a preview of public service announce- • Reviews Census Week plans, ments distributed by the Ad Council and Census Bureau for local radio, television, • Reports on postcensus plan. cable television, and newspaper manag- ers and encourage their use in prime time • Sets time and agenda for March 1990. by local outlets (January 1990). • Plans made for the highest-elected offi- • Develop, produce, and distribute public cial to issue a proclamation in support of service announcements using influential the census. and popular local personalities. (f) March 1990 Status Report • Have a ceremonial kick-off (March 21 or 22, 1990)to publicize the mailout of ques- • Reports on census activities. tionnaires. • Reviews of plans for postcensus activi- • Call periodic press conferences for the ties. highest elected official or other influential community leaders to talk about the impor- • Sets time and agenda for April meeting. tance of the census. Identify other high 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK COMPLETE COUNT PROGRAM 7 visibility public forums and have the speak- and so forth, displayed on government er(s) include a census message. vehicles, except police. • Arrange with tribal and/or local newspa- • Arrange to have motivational flyer distrib- pers and publications to feature tribal uted with business and local government community leaders promoting participa- paychecks. tion in the census. • Arrange for appearances on talk shows to (b) Census Week 03/23/90-03/31/90 discuss subjects such as confidentiality of the individual's responses to the census Media and benefits of the data to the corn mu- • Schedule a press conference for highest- nity. If you wish, ask for a local Census Bureau representative to accompany you. elected official to announce the mailing of questionnaires and encourage their return • Issue periodic press releases on the impor- (03/23/90). (As part of the press confer- tance of the census, ence, show the highest elected official Community mailing the completed questionnaire.)Iden- tify other media opportunities to encour- • Include motivational flyer and articles on age the return of the questionnaire—in- the importance of the census to the corn- eluding talk shows. munity in mailings to constituents. • Distribute motivational flyer through pub- • Develop, produce,distribute,and encour- age the use of public service announce- lic assistance offices or paychecks and utility bills, ments urging the return of the question- naire. Use local personalities. • Write letters to school districts encourag- ing the use of the Census Education Project • Have local television weather personali- in classrooms.Arrange to reproduce extra ties urge the return of the questionnaire materials for those school districts or selected during newscasts. schools in areas where enumeration might be difficult. Community • Arrange to have census awareness mate- • Include materials encouraging the mail rials translated into other languages, as return of the questionnaire in all corre- needed. spondence to local government constitu- • Promote the census to and through tribal ents, where appropriate. government agencies and employees(for example, food distribution programs). e Have materials encouraging questionnaire • Schedule and promote special joint activ return distributed at all government offices ities, such as tribal health fairs, at which that have public contact public assistance, messages concerning the census can be motor vehicle, employment,and so forth. presented. • Include materials encouraging return of • Write to local churches, other religious the questionnaire in utility bills and local organizations,and ministerial alliances encour- government and/or business paychecks. aging the support and use of Religious Organizations Project materials. • Encourage tenant association presidents • Meet with tenant organization presidents. to organize a telephone campaign to call Provide materials and solicit their commit- their tenants urging return of the ques- Provide to distribute materials to their ten- tionna ire. ants. • Have tenant association presidents arrange • Identify homeless shelter providers to pro- to distribute material encouraging return mote complete count of the homeless of the questionnaire. population. • Reproduce and make available Language • Arrange with local businesses to use post- Assistance Guides at government offices age meters to stamp the census logo on providing services to limited or non-English all outgoing mail. speaking persons. • Promote the census through local Bureau • Encourage churches,other religious orga- of Indian Affairs offices and Indian Health nizations, and ministerial alliances to use Service facilities to employees. the Census Week Religious Organizations • Arrange to have census banners, posters, Project materials. 8 COMPLETE COUNT PROGRAM 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK (c) There's Still Time to Mail Your Question- • Include appropriate materials in Counci naire and other communications with constitu 04/01/90-04/25/90 ents. Media • Include flyer with utility bills and publi• assistance, local government, and busi- • Schedule press conference for highest- ness paychecks. elected official to announce there is still Hess paychecks. time to send in the questionnaire 04/02/90. • Schedule and/or piggyback other media (e) Were You Counted 06/07/90-06/30/90 P ggY opportunities to say there is still time to Media mail questionnaires,including talk shows. • Schedule press conference for highest- • Develop, produce, distribute, and urge elected official to announce the final push the use of public service announcements for a complete count and publicize the saying there is still time; use local person- "Were You Counted"form and telephone alities. assistance number. Community • Schedule and/or piggyback other media • Include "There's Still Time" flyer and/or opportunities. other materials in Council or other corn- Community munications with constituents. • Follow up with tenant association presi- • Distribute "There's Still Time" flyer at all dents to ensure distribution of"Were You government offices that have public con- Counted"forms. tact-public assistance,motor vehicle,employ- ment, and so forth. B. Government Employee Initiative • Include flyer and/or other "There's Still materials in utility bills and pay- Government employees located throughout the corrt- Time checks. pay- munity can be a significant force in census promo- tion. Thus, the goal of this initiative is to make • Follow up with tenant organization presi- government employees"census smart"by suggest- dents to ensure distribution of the"There's ing a series of awareness activities that govern- Still Time" flyer. ments can implement for their employees. • Continue to make available Language Assis- tance Guides at government offices pro- 1. Precensus Activities Now-03/22/90 viding services to limited or non-English speaking persons. (a) Place census posters encouraging employ- (d) Nonresponse Follow-up04/26/90-06/06/90 ees to be counted in all government offices. Media (b) Place bumper stickers on government vehi- cles, except police, showing "Census Day • Schedule press conference for highest- April 1." elected official to alert community that enumerators will be visiting homes,show (c) Begin(October 1989)distributing"all employee" how enumerators can be identified, and encourage cooperation. memoranda on the importance of the cen- sus. • Schedule and/or piggyback other media opportunities to alert,identify,and encour- 2. Census Week 03/23/90-03/31/90 age cooperation. Community (a) Include message urging the return of the questionnaire in employee paychecks. • Distribute flyers identifying enumerators at all government offices with public con- (b) Send all employees a memorandum reiter- tact-public assistance,motor vehicle,employ- ating the importance of the census to the ment, and so forth. community and urging questionnaire return. • Follow up with tenant association presi- Include information about assistance cen- dents and/or committee to ensure distri- ters and assistance numbers, as appropri- bution of follow-up flyers. ate. 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK COMPLETE COUNT PROGRAM 9 3. There's Still Time 04/01/90-04/25/90 (f) Arrange to reproduce those materials for school districts or selected schools in areas (a) Distribute "There's Still Time" flyer to all where enumeration might be difficult(10/89). employees. (g) Meet with tenant association presidents.Pro- (b) Distribute to all employees a memorandum vide materials and solicit their commitment saying "There's Still Time." to distribute materials to their tenants during each phase of the census (10/89). (c) Include "There's Still Time"message and/or flyer with paychecks. (h) Distribute flyers and/or information through public assistance offices and paychecks. (d) Messages should include location of assis- tance centers, as appropriate. (i) Organize a speakers bureau and provide interested community groups and organiza- 4. Nonresponse Followup 04/26/90-06/06/90 tions with speakers on the census. (a) Distribute enumerator identification flyer. (j) Sponsor a census questionnaire workshop to familiarize key community leaders with (b) Distribute cooperation with enumerator memo the form. to all employees. (k) Translate outreach materials into non-English (c) Distribute messages in paychecks urging languages in communities where it is needed. cooperation with enumerators. 5. Were You Counted? 06/07/90-06/30/90 (I) Sponsor a "Run for the Census" on March 21 or 22, 1990. Use the event to publicize mailing of the questionnaires. (a) Distribute a memorandum to all employees urgingthemtocompletea'WereYouCounted?" 2. Census Week 03/23/90-03/31/90 form if they have not been counted. C. Promotional Mix (a) Schedule press conference to announce the mailing of questionnaires and encourage This is a medley of stand-alone activities from their return (03/23). which governments can select to implement indi- vidually or in some combination. (b) Use other media opportunities to encourage questionnaire return. 1. Precensus Activities Now-03/22/90 (c) Include materials encouraging mail return of (a) Call periodic press conferences and use the questionnaire in all correspondence with other public forum opportunities to talk about constituents. the importance of the census. (d) Distribute flyers encouraging questionnaire (b) Include awareness materials in utility bills return at all government offices that have sent to each housing unit. public contacts-public assistance,motor vehi- cle, em-ployment, and so forth. (c) Issue periodic press releases on the impor- tance of the census. (e) Encourage each tenant association to orga- nize a telephone campaign to call their ten- (d) Include flyers depicting the six reasons to be ants urging return of the questionnaire. counted and articles on the importance of the census to the community in Council and (f) Include materials encouraging return of ques- other newsletters or mailings to constitu- tionnaire with utility bills. ents. (g) Have sound trucks travel through various (e) Encourage school districts to use the census neighborhoods urging return of the ques- teaching materials in the classroom (04/89). tionnaire. 10 COMPLETE COUNT PROGRAM 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK (h) Reproduce and make available Language 4. Nonresponse Follow-up 04/26/90-06/06/90 Assistance Guides at government offices providing services to limited or non-English- (a) Schedule a press conference to alert com- speaking clients. munities that enumerators will be visiting homes,show how enumerators can be iden- tified, and encourage cooperation (04/26). 3. There's Still Time 04/01/90-04/25/90 (b) Use other media opportunities to alert,iden- (a) Schedule a press conference to announce tify, and encourage cooperation with enu- that there is still time to mail the question- merators. naire (04/02). (c) Include appropriate materials in Council news- , letters and other communication with con- (b) Use other media opportunities to say`There's stituents. Still Time." (d) Distribute flyers identifying enumerators at (c) Include "There's Still Time"flyers and other all government offices with public contact- materials in Council newsletters and other public assistance, motor vehicle, employ- communications with constituents. ment, and so forth. (e) Have tenant associations distribute the appro- (d) Distribute "There's Still Time" flyers at all priate flyer. government offices that have public contac- tpublic assistance, motor vehicle, employ- (f) Include information on census enumerator ment, and so forth. visits in utility bill. (g) Include information on census enumerators (e) Have tenant associations distribute the appro- with public assistance checks. priate flyer. 5. Were You Counted 06/07/90-06/30/90 (f) Reproduce and make available Language Assistance Guides at government offices (a) Schedule a press conference to announce providing services to limited or non-English- final push for a complete count and publi- speaking clients. cize the Were You Counted form (06/07/90). Publicize the telephone assistance number. (g) Include materials saying "There's Still Time" (b) Use other media opportunities to announce with utility bills. the final push and publicize the form. 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK COMPLETE COUNT PROGRAM 11 Chapter III. Promoting the Count A. A Phased Approach interviewers by explaining the importance of the census and describing how the interviewers may The purpose of the promotion program is to sup—be identified. port the data collection process by making commu- nity members aware of and responsive to their Phase 5. Were You Counted 06/07/90-06/30/90 roles in the census at various times during the collection process. This will be accomplished by This is the final promotion effort to count corn- delivering appropriate, timely messages through a munity members who might have been missed. variety of cooperative activities and channels.Some of these will be implemented independently by the B. Census Bureau Promotion Projects Census Bureau (See chapter III, section B). Others will be implemented by the Census Bureau with or Some of the projects the Census Bureau will imple- through religious organizations,schools,news media, ment to promote awareness and responsiveness government, community-based organizations, and and their respective outreach phases as described so forth. Still others will be implemented indepen- above follow: dently by governments. To be most effective, all activities should be designed to coincide with col- 1. Advertising Campaign (All Phases) lection goals.Thus,the promotion program is divided into five phases: The Advertising Council will develop a series of public service announcements (PSAs) designed Phase 1. Precensus Activities Now-03/22/90 to convince the public to participate in the cen- sus. It will distribute these for use by the Nation's mass media. In addition, the PSAs will be pre- During this time period, we will concentrate on pared for use on billboards, transit advertising educating communities about the benefits of the cards, and posters. census, when census day is,and when to expect the arrival of the questionnaires. 2. Census Education Project (Phase 1) Phase 2. Census Week 03/23/90-03/31/90 The objective of the Census Education Project is to develop an understanding and appreciation of the census and its importance among teachers, This is the time period to encourage people to fill students,and their parents through the develop- out the questionnaire and mail it back and to ment of census-related instructional materials provide assistance for those who need help that teachers can use and reuse. These materi- filling out their form. als, which are suitable for grades K-12, will be distributed to all the Nation's schools. Phase 3. There's Still Time 04/01/90-04/25/90 3. Early Alert Mailout (Phase 1) This time period will be used to continue pro- moting the mail return of the questionnaire. The Approximately 1 week before the questionnaires message will inform people that there is still time are mailed to households, the Census Bureau to fill out the questionnaire and mail it in. will send a multilingual flyer to households in those areas research indicates will be difficult to count (for example, highly concentrated urban- Phase 4. Nonresponse Follow-up ized areas),or have significant populations whose 04/26/90-06/06/90 primary language is other than English.The flyer will contain messages in English, Spanish, Chi- During this time period, we will alert the public nese, Vietnamese, and Korean. It will also con- that census interviewers will be in their neighbor- tain 800 numbers for assistance in these and hood.We hope to promote cooperation with the other non-English languages. 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK PROMOTING THE COUNT 13 4. Religious Organizations Project (All Phases) 7. Congressional Outreach (All Phases) The 535 members of Congress represent an The objective of this project is to tap into the extremely important communications network. outreach capabilities of religious organizations. They have contact with thousands of community We will provide promotional messages for use leaders, members of the media, and individual by religious organizations during the census pro- constituents each month. Thus, the objective of cess. In addition, religious organizations in those Congressional outreach is to gain their assis- areas we expect to be difficult to enumerate will tance in educating their constituents about the be included as part of the Census Awareness census through communications channels avail- and Products Program(CAPP)and asked to become able to them. The Census Bureau will provide more involved. press kits,sample newspaper columns,speeches, and other media material for House members 5. Census Awareness and Products Program (All and Senators to use. Phases) 8. Mail Reminder Cards (Phase 2) On March 30, 1990, postcards will be mailed to This program is designed for those areas and all households to remind residents to fill in the populations we expect to have difficulty count- questionnaire and mail it back. ing. Broadly speaking,the goals of the CAPP are to: 9. Tribal and Alaska Native Village Liaison Pro- gram (All Phases) Recognizing the unique situations and condi- (a) Identify those areas and populations that tions encountered in the enumeration of Ameri- will be difficult to count. can Indian and Alaska Native communities, the Census Bureau has invited each American Indian (b) Identify organizations and individuals that tribal government and Alaska Native village to have access to, credibility with, and knowl- designate a liaison to work with the Census edge of those populations. Bureau in achieving an accurate count. The Cen- sus Bureau will provide resource materials and training workshops designed to provide the liai- (c) Work through those organizations and indi- son with the materials and information neces- viduals to encourage participation in the sary for the liaison to assist in promoting census census. awareness in the tribal and/or village communi- ties. Organizations will be asked to distribute census awareness and recruitment materials among their 10. Urban Update/Leave constituents, make presentations on the census, The Census Bureau will identify large public and provide free space for taking the census housing complexes across the Nation, hire resi- employment test and as places where the public dents of those complexes to conduct outreach can get help in answering the census questions. efforts prior to delivery of the questionnaire,and then to hand deliver the questionnaire and pro- vide Motivational Insert (Phase 2) vide assistance in completing it, as appropriate. 11. National Services Program Each census questionnaire package will contain This program involves participation in annual a motivational insert that documents reasons for conferences and other meetings of national minor- answering the census. Our goal is to provide ity organizations to distribute census informa- motivational information to the respondent at a tion, conduct workshops, and meet with local critical time—when the envelope containing the chapter leadership about the importance of a questionnaire is opened. complete count. 14 PROMOTING THE COUNT 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK Chapter IV. How the Census Counts A. Collecting the Data as appropriate.This operation is called the Advance Post Office Check (APOC). Enumerators will visit The data collection, compilation, and tabulation the addresses to verify the information reported processes consist of many varied, complex, and by the post office and update the address list interrelated operations. This section provides a accordingly. This operation is called APOC Rec- broad description of the major operations. onciliation. The list is checked once again by the post office before the census forms are deliv- The 1990 data collection process can be divided ered. This operation is called the Casing/Time- into three major phases: of Delivery (TOD) postal check. 1988 Prelist June 1988to December 1988 1. Compiling and updating address lists APOC February and May 1989 (January 1988—March 1990) APOC ReconciliationJune to September 1989 el Casing/TOD 2. Collecting the data postal checks March 1990 (March 1990—September 1990) Mailout March 1990 3. Processing the data 2. Also in 1988,we purchased computerized address (April 1990—September 1993) lists for urbanized areas from mailing list ven- dors. These lists are called Tape Address Regis- B. Compiling and Updating Address Lists ter(TAR) areas.We will assign each address to a census geographic block using computers. The We will enumerate most of the country using a post office will check the address list in an APOC. mail-out/mail-back census; this is called the mail Then census enumerators will visit every address census. To conduct a mail census, we must have a to verify the completeness and accuracy of the list of the mailing addresses before Census Day for lists and update them accordingly; this opera- all housing units in the mail census area. tion is called Precanvass.The Casing/TOD postal check also will be conducted in TAR areas. We will use two basic methods to develop the APOC September 1988 precensus address lists: Precanvass May and June 1989 Casing/TOD 1. In 1988,we will develop lists of addresses("1988 postal check March 1990 prelist") in rural and suburban areas where the Mailout March 1990 physical location description is the same as the The housing unit counts will be compiled for the address used by the post office to deliver mail. TAR and 1988 prelist areas and sent to the local Many of the housing units in these areas have house number street name addresses, such as officials for review. Local officials are requested to review these counts against the estimate of "101 Main Street."In developing the list of addresses, housing units produced from local records such census enumerators list the mailing address of as utility hook-ups, each housing unit and the number of the census y p , property where tax records, and so geographic block where it is located,in an address forth to identify areas where there is a discrep- re register and ancy with the census housing unit counts. This g put a spot on a map to show its operation is called the precensus local review. location. Local officials will have 45 days to complete their Once the list is compiled, the post office checks review and report discrepant areas to the local the list and reports any missing residential addresses, Census Bureau office. Census enumerators will duplicate addresses,and addresses that are unde- recanvass these areas and update the address liverable. It also corrects the mailing addresses list as appropriate. 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK HOW THE CENSUS COUNTS 15 Mailout of precensus local 3. We will use the list/enumerate method(formerly review counts November 1989 called conventional or door-to-door enumera- Local officials report tion) in very remote and sparsely settled areas; results of review December 1989 most American Indian reservations and Alaska Precensus local review Native villages will be enumerated by this method. recanvass January 1990 In these areas, the post office will deliver unad- dressed mailing pieces(Advance Census Reports) and the forms will be picked up by census In 1989, we will conduct a prelist in rural areas enumerators. Starting on March 26, 1990, the where the mailing address usually does not describe enumerators will canvass the areas and list the the physical location of the housing unit and address of each housing unit and spot it on a housing units have mailing addresses with postal map.As they canvass the area,the enumerators box and rural route numbers, for example, "Box will visit each housing unit and pick up the 22, Route 3." As in the 1988 Prelist, census completed census questionnaire. If there is no enumerators will list the mailing addresses in an completed questionnaire, the enumerator will address register and spot the location of each conduct an interview during the visit and corn- housing unit on a map. These areas are not plete a questionnaire for the housing unit. We included in the precensus local review. will enumerate about 6 to 7 million housing units, mainly in the West, Northeast, and Alaska 1989 Prelist October and November 1989 by the list/enumerate method. C. Field Collection Activities Approximately 4-5 weeks after the question- naires are delivered, Census Bureau enumera- Questionnaires are to be delivered to all housing tors will visit each household in the mail-out/mail- units in March 1990. We will instruct households to back and update/leave/mail-back areas that did complete the questionnaires as of April 1 and not return a questionnaire to obtain the informa- return them by mail or hold for enumerators to pick tion by personal or telephone interview. This up in conventional collection areas (see below). nonresponse follow-up activity will last 5 to 6 weeks. We will use three basic data collection methods to Questionnaires will be computer or clerically take the census: edited for content and coverage at one of approx- imately 480 local Census offices or at one of the 1. We will use the mail-out/mail-back method in seven processing offices. The Census Bureau cities, towns, suburban areas, and rural areas will conduct telephone and field follow-ups to where we expect to have good mailing addresses. repair questionnaires that are not adequately These are the TAR and 1988 prelist areas. The filled out or questionnaires on which there may be a question regarding who should be included. U.S. Postal Service will deliver the question- naires to housing units on March 23, 1990 and The questionnaires will then be photographed we ask respondents to return them by mail. We by a microfilm camera.The microfilmed responses will enumerate about 88 million housing units by will be converted to computer readable form. the mail-out/mail-back method. After these activities are completed,we will corn- pute local housing unit counts and send these to 2. We will use the update/leave/mail-back method the highest elected local officials for postcensus mainly in rural areas where the postal addresses local review. Local officials will have 15 days to do not describe the physical locations of the review the counts and report any problems to housing units. These are the 1989 prelist areas. the Census Bureau. After recanvassing the dis- Enumerators will canvass the areas and visit the crepant areas,the local census offices will close. housing units during the month of March 1990. Data collection, editing, and entering responses They will deliver a census questionnaire at each into the computer occur concurrently. housing unit and ask the respondent to return their form by mail.The enumerators will also add D. Processing the Census and Producing Counts and any housing unit that is not on the list and leave Tabulations a questionnaire at each one. We will enumerate about 11 million housing units, mainly in the Local census offices openMarch 1989—November South,by the update/leave method.This method 1990 will also be used in some large urban public Update/leave March 1990 housing projects. Postal delivery of census questionnaire March 1990 16 HOW THE CENSUS COUNTS 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK List/enumerate March 1990 • $2.6 billion for the 10-year program, over $1 Nonresponse follow up April—June 1990 billion in 1990 alone. Edit and edit follow up March—July 1990 • Recruit and test 1.6 million people. "Were You Counted?" June 1990 Data capture March—October 1990 • Will hire about 470,000 people; about 300,000 Mailout of postcensus working at census peak. local review counts August and September • 480 field offices, 13 Regional Census Centers, 7 1990 Processing Offices. Postcensus local review recanvass September 1990 • Over 100 million questionnaire packages printed. Local census offices close August—October 1990 • Expect over 70 million mail returns within 3 weeks of Census Day. E. Size and Scope of the 1990 Census • Using 600 minicomputers in 469 temporary offices; • 250 million people, 106 million housing units. must set up, use, and dismantle in 1 Year. 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK HOW THE CENSUS COUNTS 17 Appendix A. Committee Formation Press Release FOR IMMEDIATE RELEASE MAYOR or TRIBAL CHAIRMAN (or other title) (Name) APPOINTS (Number) RESIDENTS TO SERVE ON 1990 CENSUS COMPLETE COUNT COMMITTEE FOR (Community or Tribe Name) In an effort to encourage everyone to be counted in the 1990 census, Mayor or Tribal Chairman (or other title) (Name) has appointed a special Complete Count Committee made up of (Number) residents (or members). Chairperson(or co-chairpersons)of the committee is(are) (Name) and (Name) .(Identify each in a sentence here.) "The success of the 1990 census count in (Community or Tribe Name) is vitally important," Mayor or Tribal Chairman (Name) said. "Not only does our community's political representation in the U.S. Congress and in the State legislature rest on census population totals, but large amounts of Federal and State funds are returned to (Community or Tribe Name) each year based on census statistics. If everyone is not counted, it means our community may be shortchanged and we will not receive our fair share of these funds." Mayor or Tribal Chairman (or other title) (Name) said the Complete Count Committee will undertake an intensive public education campaign to inform all residents about the importance of cooperating with the census. Census questionnaires will be delivered to each household on Friday, March 23, 1990. Householders are requested to answer the census questions and mail them back in the enclosed preaddressed envelopes by Sunday, April 1. If a preaddressed envelope is not provided, householders are asked to complete the questionnaire and hold it until a census worker visits to pick it up. (Name or names) , chairperson(s) of the committee, said their members will be making speeches on behalf of the census before community organizations, distributing census flyers and posters to residents and groups, and generally endorsing public cooperation with the census at every opportunity. Members of the Complete Count Committee represent a broad cross section of the community, (Chair- person(s) said. Others appointed to serve on the committee are: (List names and affiliations of all members.) The committee will remain active until (Date) . Monthly (or other frequency) meetings will be held to plan the committee's activities. Temporary offices for the committee have been established in (Location or address) . Community organizations and individuals interested in cooperating with the committee are invited to contact (Name of contact) at (Telephone number) . 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK COMMITTEE FORMATION PRESS RELEASE 19 Appendix B. Telephone Contacts REGIONAL CENSUS CENTERS STATES SERVICED BY REGION Mr. Arthur G.Dukakis Connecticut Regional Director Maine Bureau of the Census Massachusetts Fourth Floor New York-PT. 441 Stuart Street New Hampshire Boston, MA 02116-5000 Rhode Island (617) 421-1421 Vermont Ms. Sheila H. Grimm New York-PT. Regional Director Puerto Rico Bureau of the Census Virgin Islands Regional Census Center 16th Floor 221 W. 41st Street New York, NY 10036-7294 (202) 997-1990 Ms. LaVerne Vines Collins Delaware Regional Director Maryland Bureau of the Census New Jersey Third Floor Pennsylvania 441 North 5th Street Philadelphia, PA 19123-4090 (215) 597-1990 Mr. Dwight Dean Michigan Regional Director Ohio Bureau of the Census West Virginia Suite 200 27300 W. 11 Mile Road Southfield, MI 48034-2244 (313) 354-1990 Mr. Stanley D. Moore Illinois Regional Director Indiana Bureau of the Census Wisconsin Suite 5501 2255 Enterprise Drive Westchester, IL 60153-5800 (312) 531-1990 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK TELEPHONE CONTACTS 21 REGIONAL CENSUS CENTERS—Con. STATES SERVICED BY REGION—Con. Mr. Marvin L. Postma Arkansas Regional Director Iowa Bureau of the Census Kansas 10332 N.W. Prairie View Road Minnesota Box 901390 Missouri Kansas City, MO 64191-1390 Oklahoma (816) 891-7470 Mr. Leo C. Schilling Alaska Regional Director Hawaii Bureau of the Census Idaho Suite 500 Montana 101 Stewart Street Oregon Seattle, WA 98101-1098 Washington (206) 728-5500 Nevada Mr. William F. Hill District of Columbia Regional Director Kentucky Bureau of the Census North Carolina 3410 Saint Vardell Lane South Carolina Charlotte, NC 28217-1371 Tennessee (704) 521-4400 Virginia Mr. James F. Holmes Alabama Regional Director Florida Bureau of the Census Georgia Regional Census Center Third Floor 1375 Peachtree Street, N.E. Atlanta, GA 30309-3112 (404) 347-5443 Mr. John E. Bell Louisiana Regional Director Mississippi Bureau of the Census Texas Suite 210 6303 Harry Hines Boulevard Dallas, TX7 75235-5228 (214) 767-7488 Mr. William F. Adams Arizona Regional Director Colorado Bureau of the Census Nebraska 6900 W. Jefferson Avenue New Mexico Lakewood, CA 80235-2307 North Dakota (303) 969-7750 South Dakota Utah Wyoming 22 TELEPHONE CONTACTS 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK REGIONAL CENSUS CENTERS—Con. STATES SERVICED BY REGION—Con. Mr. John Reeder California Regional Director Bureau of the Census The Valley Corporate Park, Building #1 16300 Roscoe Boulevard Van Nuys, CA 91406-1215 (818) 983-6511 Mr. John Reeder California Regional Director Bureau of the Census 400 2nd Street San Francisco, CA 94107-1400 (415) 243-8904 U S GOVERNMENT PRINTING OFFICE. 1989--228-655 1990 CENSUS GOVERNMENTS PROMOTION HANDBOOK TELEPHONE CONTACTS 23