By Lori Martin, Vollmer HoustonRecently, Vollmer completed its contract with the City of Houston and its Houston Counts / Census 2010 campaign. It was a whirlwind adventure to parts of Houston I’ve never seen or even heard of – big thank you to our wonderful partners, Glenda Joe, Sylvia Cavazos, Erica Fowler and Jerry Wood, who know these neighborhoods like the backs of their hands.
According to studies, Houston’s 2000 census count showed a large undercount, costing the local area governments a total loss of $234 million. We know that cities and corporations depend on Census data to establish access to healthcare, jobs, education and more. Securing a complete count for 2010 was imperative for our city, or we’d risk losing even more. As a native Houstonian and fairly new mom I was ecstatic to be able to help this team make a difference for generations to come.
Throughout the campaign, we complemented the Census Bureau’s overall outreach by developing localized messaging and “trans-creating” the messages into other languages. Vollmer’s messaging was used on t-shirts, stickers, bus cards, taxi cab ads, flyers, buttons, ads, editorial coverage and pamphlets which were distributed during the census campaign.
The big win for us came in June when we helped the City of Houston surpass the 2000 Houston response rate up to 67 percent (64 percent in 2000). Three percent may not sound like a lot, but that little three percent increase represents 66,000 people and access to an additional $1 billion during the next 10 years. $1 billion!!
For those of you wondering, how did we do it? Check out this video!
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