Güd Marketing

Michigan Census logo, "Be Counted"
Campaign:
The Census Is for Everyone
2020 Census Education Campaign, Michigan
Client:
The state of Michigan Census Team, part of the Michigan Department of Technology, Management & Budget (DTMB)
Project Goals:
Education
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Innovative Tactic: Virtual Events

The pivot from in-person events to live video townhalls.

Güd Marketing was asked to lead the 2020 census communication and marketing effort for the state of Michigan. Communications goals were to create a sense of urgency and dispel myths associated with filling out the census, with a special emphasis on hard-to-count audience groups including minorities, those living in multifamily housing, immigrants and those with limited English skills.
However, due to the rapidly changing situations resulting from COVID-19, the agency had to quickly transform planned live events into online events—which were very successful. Güd Marketing's successful switch allowed state elected officials, local leaders and trusted community members to still share vital information about the 2020 census via the video town halls broadcast live via social media in Detroit, Macomb County, Flint, Bay City, Lansing, Jackson, Dearborn, Alpena and Marquette.
Services Performed
Research
Planning
Messaging
Creative
Social Media
Media Buying
Digital
Web
Public Relations
Content Marketing
Both the video townhalls and Spanish and Arabic language round tables were highly successful.

Results.

Nearly 600 stories

across every media market in Michigan

476M estimated reach

For earned media coverage

71.3% of MI households

self-responded to the 2020 census

Let’s do some good together.

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