Objective

The County of Ventura knew that local participation in the 2020 Census would be essential to secure funding to support our community’s needs. But with so many local, statewide and national organizations putting out information regarding the census, there was starting to be more confusion than support. And the coronavirus pandemic only added to the chaos.

With these challenges in mind, the County asked Mustang to help create a unified campaign that would clarify confusion and reach traditionally hard-to-count populations within the community.

Campaign

In partnership with the #wecountcommittee — a countywide collective of organizations working together to get the word out about the census with the support of funding from Ventura County Community Foundation — Mustang and the County of Ventura launched a campaign that included:

  • 100+ print ads
  • 6 billboards
  • 31 bus shelter ads
  • 22 in-store posters/signs
  • 4 videos
  • Social media ads/content
  • Postcards
  • Window clings
  • Posters
  • E-blasts

Mustang handled all copywriting, design, media planning, media placement and outreach for the campaign. All messaging focused on the concept that “we all count,” and the campaign included several multilingual components.

Results

As a result of our efforts, the County of Ventura’s census response rate earned it a spot in the top 5% nationwide. The campaign generated a total of 55,513,852 impressions and more than 25,000 clicks to the County’s census website.

And that’s not all — we also helped the County design its new logo!

"Mustang Marketing has been a dedicated partner in our efforts to communicate with our County. From their support in developing the Census 2020 media plan to designing our new logo to their recent support in designing flyers and print ads related to the County’s COVID-19 communications efforts, we’ve been pleased with their ability to turn around high-quality work under tight deadlines. We look forward to a continued partnership and are glad we can count on Mustang when additional support is needed.”

– Ashley Bautista, Public Information Officer, County of Ventura

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