Challenge:
Responsible for $10 million national campaign across all 50 states over the course of five years. Included detailed multi-state research and travel in each region, recruiting over 150 partners to build and produce creative and event plans. Included a $2.5 million advertising campaign.
Solution:
– Managed all aspects of engaging with the Native Hawaiian Pacific Islander (NHPI) community across all 50 states.
– Managed all creative budgets, storyboards, bids and quote for talent and production teams to engage with the the NHPI community.
– Built and executed a ‘bottom up’ media approach for the NHPI and Hawaiian market. Leveraged paid media budget of $2.3M that ran in all 50 states to include digital, print and broadcast.
– Developed and implemented earned, shared and owned media campaign targeting the NHPI community in all 50 states. Managed media relations and press conferences. Recruited all media influencers.
– Tested Census perceptions, engagement tactics, and creative design with the NHPI community.
Accomplishments:
– Comprised the team that created the campaign slogan: “Shape your future: 2020 Census.”
– Devised and executed a 50-state NHPI event sponsorship and outreach plan over the course of 12 months.
– Built Partnership coalition by recruiting national outreach volunteers to assist Census outreach at no cost. Identified, recruited and trained over 105 NHPI partner organizations.
– Recruited a Hawaiian ambassador for the Statistics in Schools (SIS) program in Hawaii and all NHPI communities. The SIS program brings school subjects to life using real-world Census Bureau statistics to create materials for use year after year for K-12 students.
– Traveled over 50 times over 3.5 years for account management and campaign execution.