SUCCESS STORY

X Censo

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CHALLENGE

PROPOSED
SOLUTION

RESULTS

After 12 years without conducting a census of the Dominican Republic's population, delayed as a result of the COVID-19 pandemic, President Luis Abinader issued Decree 420-22, ordering the National Statistics Office (ONE) to carry out the 10th National Population and Housing Census 2022 (XCNPV), to count every resident of the country. Due to shortcomings in the execution timeline of the data collection, the total coverage of the population, the presentation of results, and the failure to pay census takers nationwide during the last census in 2010, there was significant distrust of the Census among the Dominican population regarding the enumeration process and the presentation of results. In addition, the public's lack of awareness of the National Statistics Office's work and the low regard for the National Census represented an *opportunity gap to focus the communication strategy on fostering understanding, pride, and trust among citizens* to be part of something bigger, with a shared purpose and a positive impact for the country, in what would be a transcendental moment for the nation.

Communication strategy to spread not only the benefits of the census, but also to urge the population to be part of this enormous process. It included: 1. Advertising Campaign: - Creative concept, rationale, production, and spots. - Photo production, retouching, and casting. - Production of originals and adaptations between static and animated formats. 1. Voz Ciudadana: Design and distribution. 2. Development and Execution of Digital Strategy: - Content calendar. - Copy and design of art assets. - Influencer mapping. 1. Development of Strategic Documents: - Key Messages - Talking Points - Press Releases - Q&A - Communiqués/Statements 1. Media Agenda: - Coordination of allies - Activation of allies - Media Tours - Opinion articles 1. Development of a Matrix and Meetings with Key Stakeholders: - Central and local Government / National Congress - Business sector / Associations - Media - Academia 1. Crisis Preparedness: - Risk assessment. - Scenario matrix. 1. Monitoring: - Traditional media monitoring - Digital media monitoring - Social Listening - Monitoring reports - Sounding board

1. Development of Strategic Documents: - Talking Points for the ONE Executive team - Talking Points for the ONE Technology Team - Census Q&A - Census Crisis Q&A - Data Analysis Q&A - Meeting request letters for Corporate Strategic Alliances - Key messages for institutional posts - Census Objective Messages - Census DIECOM Message - Talking Points and Q&A for the DGCP Laptop Purchase Complaint - Letter to the Churches - Letter to Grupo Punta Cana Owners and Residents - Thank-you Letter to Census Strategic Allies - 5 Communiqués - 6 Press Releases 1. Media Agenda: Media Tour: Programs managed and supported by the Newlink Media team: - Uno más Uno - El Gobierno de la Mañana - Hoy Mismo / 2 visits - Grupo Corripio Media Meeting - Diálogo Libre Meeting - Listín Breakfast Media Meeting Public sector meetings: - Ministry of Education - Ministry of Public Health - Ministry of Economy, Planning and Development - Ministry of Housing and Buildings - Dominican Municipal League Private sector meetings: - Grupo Ramos: message distribution among its employees and customers. - Grupo Cap Cana: message distribution among employees, owners, and residents, collaboration on the logistics for a visit to the complex. - Coca-Cola System: internal message distribution. - Cormidom: message distribution, a conversation with journalists, and hydration stations for census staff. 1. Digital Strategy: Social Media Impact: - +13,871,705 people reached. - +45,280,000 IMPRESSIONS - +287,480 social media INTERACTIONS. Social Media Management: - IG, FB, Twitter, YouTube content calendars - Crisis and Census Day content calendars - XCNPV “Sé Parte” Campaign content calendars - 152 Art assets - 103 Adaptations - 5 Animations (3 Animations + 2 Twitter Adaptations) - 103 Adaptations - 6 Reels - Weekly analysis and report of social media metrics @Censosrd - Weekly strategic and content recommendations based on weekly results - Recommendations based on social media monitoring - Recruitment and Training Process carousels - Content design proposals for social media attention-grabbers and Story templates. - Internal contest for ONE: Artwork and mechanics - 6 highlights for Instagram organization and aesthetics - Design and creation of Reels scripts - Reels recording process - Reels editing after review - Uploading Reels to social media @censord during Census days 1. Advertising Campaign: For the Advertising Campaign, aimed at motivating the population to be part of this project, the following were produced: - TV spot - Radio spot - 9 Adaptations for Digital Billboards (Fixed Muppies) - 9 Art Adaptations (1080 X 1080) - 9 Art Adaptations (1080 X 1920) - 6 Art Adaptations for Web Banners (1300 X 150) (720 X 200) (320 X 50) (600 X 150) (860 X 300) and - 2 Additional Adaptations: El Jaya Magazine and Cap Cana Owners Magazine. - Featured column in Factor de Éxito Magazine. - Ad placement in Mercado Magazine. - Census commercial spot at the 2022 World Cup, Dominican Winter Baseball League, and the Norceca RD vs. USA Final