VMLY&R announced today the 2020 Census Media Vendor Day for the 2020 U.S. Census Paid Media Campaign. The event is designed to be accessible for media outlets that cover a wide range of audiences, demographics, and channels, as well as media outlets that are small businesses, and women- or minority-owned.
2020 Census Media Vendor Day will be held on April 3 in New York City in two sessions. The first session will be held from 9:00 a.m. to 12:00 p.m. and the second from 2:00 p.m. to 5:00 p.m. Both events will be live streamed. The second 2020 Census Media Vendor Day will be held in Puerto Rico on April 5 for the Puerto Rico market. All media vendors interested in providing paid advertising opportunities for the 2020 Census Paid Media Campaign are encouraged to apply.
Mandated by the U.S. Constitution, the decennial census takes place every 10 years. The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries. Responses to the 2020 Census will also inform how more than $675 billion in federal funding is distributed to local communities, including decisions about how public funds are spent on critical public services such as schools, fire and emergency services, and healthcare.
"The U.S. Census Bureau is on a clearly defined mission to drive awareness and motivate people across America to self-respond in the 2020 Census, which will be supported by paid media efforts in a diverse group of channels," said Alex Hughes, VMLY&R Executive Director. "We are excited to have a collaborative process and to partner with key agencies for the upcoming paid media campaign with the launch of the 2020 Census Media Vendor Day."
VMLY&R (formerly Y&R) secured the Integrated Communications Contract (ICC) for the 2020 Census campaign in August of 2016. As the contract's primary agency of record VMLY&R created an integrated team for this project, Team Y&R, which includes PSB, Wavemaker, Carol H. Williams Advertising, Culture ONE World, G+G Advertising, The Kalaimoku Group, TDW+Co., VMLY&R Puerto Rico, Wavemaker Puerto Rico, Reingold, BCW (Burson Cohn & Wolfe), DCG, and Guidehouse.
Team Y&R will be solely responsible for all media planning and buying efforts for the 2020 Census Paid Media Campaign, led and managed by Wavemaker. The campaign will target audiences in English and 12 non-English languages (Spanish, Chinese (Mandarin and Cantonese), Vietnamese, Korean, Russian, Arabic, Tagalog, Polish, French, Haitian Creole, Portuguese, and Japanese). The campaign's goal is to reach every adult in the U.S. and Puerto Rico.
"The 2020 Census Media Vendor Day will allow for all media channels, no matter their location, audience size, or platform, the ability to participate in this RFP process," said Julie Lee, Executive Director of Wavemaker. "We want to ensure media outlets from across the United States are able to submit a proposal. The goal of the 2020 Census is to reach everyone, which we can do through an effective paid advertising campaign."
Six Request for Proposals (RFPs) will be released as part of the campaign. The types of paid media may include but are not limited to:
- TV (traditional, online, streaming)
- Digital Direct/Content (display, video, influencers, gaming)
- Radio (traditional, online, streaming)
- Print Newspaper
- Print Magazine
- Out of Home (transit, billboards, grocery stores)
Media outlets will have from April 3, 2019 to May 17, 2019 to submit proposals into the RFP portal. No late submissions will be accepted beyond the deadline. Media vendors can submit questions regarding the RFP process from April 3 – 12, 2019.
To participate in-person or via live stream, media outlets must register by April 1. Only one person per media outlet will be allowed to attend the event in person. The live stream will be recorded and archived for viewing following the event. Attendance in person is limited to 150 people per session.
To register for 2020 Census Media Vendor Day in New York City, please visit www.2020NYC.eventbrite.com and for 2020 Census Media Vendor Day in Puerto Rico, please visit www.2020PR.eventbrite.com. For information regarding the RFP process visit http://2020.wmglobal.com/.