VMLY&R announces 2020 Census Media Vendor Day

VMLY&R announced today the 2020 Census Media Vendor Day for the 2020 U.S. Census Paid Media Campaign. The event is designed to be accessible for media outlets that cover a wide range of audiences, demographics, and channels, as well media outlets that are small businesses, and women- or minority-owned.

2020 Census Media Vendor Day will be held on April 3 in New York City in two sessions. The first session will be held from 9:00 a.m. to 12:00 p.m. and the second from 2:00 p.m. to 5:00 p.m. Both events will be live streamed. The second 2020 Census Media Vendor Day will be held in Puerto Rico on April 5 for the Puerto Rico market. All media vendors interested in providing paid advertising opportunities for the 2020 Census Paid Media Campaign are encouraged to apply. Mandated by the U.S. Constitution, the decennial census takes place every 10 years. The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries. Responses to the 2020 Census will also inform how more than $675 billion in federal funding is distributed to local communities, including decisions about how public funds are spent on critical public services such as schools, fire and emergency services, and healthcare.

"The U.S. Census Bureau is on a clearly defined mission to drive awareness and motivate people across America to self-respond in the 2020 Census, which will be supported by paid media efforts in a diverse group of channels," said Alex Hughes, VMLY&R Executive Director. "We are excited to have a collaborative process and to partner with key agencies for the upcoming paid media campaign with the launch of the 2020 Census Media Vendor Day."

VMLY&R (formerly Y&R) secured the Integrated Communications Contract (ICC) for the 2020 Census campaign in August of 2016. As the contract's primary agency of record VMLY&R created an integrated team for this project, Team Y&R, which includes PSB, Wavemaker, Carol H. Williams Advertising, Culture ONE World, G+G Advertising, The Kalaimoku Group, TDW+Co., VMLY&R Puerto Rico, Wavemaker Puerto Rico, Reingold, BCW (Burson Cohn & Wolfe), DCG, and Guidehouse.

Team Y&R will be solely responsible for all media planning and buying efforts for the 2020 Census Paid Media Campaign, led and managed by Wavemaker. The campaign will target audiences in English and 12 non-English languages (Spanish, Chinese (Mandarin and Cantonese), Vietnamese, Korean, Russian, Arabic, Tagalog, Polish, French, Haitian Creole, Portuguese, and Japanese). The campaign's goal is to reach every adult in the U.S. and Puerto Rico.

"The 2020 Census Media Vendor Day will allow for all media channels, no matter their location, audience size, or platform, the ability to participate in this RFP process," said Julie Lee, Executive Director of Wavemaker. "We want to ensure media outlets from across the United States are able to submit a proposal. The goal of the 2020 Census is to reach everyone, which we can do through an effective paid advertising campaign."

Six Request for Proposals (RFPs) will be released as part of the campaign. The types of paid media may include but are not limited to:

 TV (traditional, online, streaming)

 Digital Direct/Content (display, video, influencers, gaming)

 Radio (traditional, online, streaming)

 Print Newspaper

 Print Magazine

 Out of Home (transit, billboards, grocery stores)

Media outlets will have from April 3, 2019 to May 17, 2019 to submit proposals into the RFP portal. No late submissions will be accepted beyond the deadline. Media vendors can submit questions regarding the RFP process from April 3 – 12, 2019.

To participate in-person or via live stream, media outlets must register by April 1. Only one person per media outlet will be allowed to attend the event in person. The live stream will be recorded and archived for viewing following the event. Attendance in person is limited to 150 people per session.

To register for 2020 Census Media Vendor Day in New York City, please visit http://www.2020NYC.eventbrite.com and for 2020 Census Media Vendor Day in Puerto Rico, please visit http://www.2020PR.eventbrite.com. For information regarding the RFP process visit http://2020.wmglobal.com/.

2020 Census Paid Media Campaign

Fact Sheet 2

The objective of this phase is to build immediate awareness and provide educational information. Team Y&R will

use both traditional and non-traditional media channels to reach as many people as possible to increase awareness

of the upcoming 2020 Census and prepare people to respond.

2. Motivation/Participation: March through April 2020

The objective of this phase is to inspire and motivate residents to complete the 2020 Census questionnaire. It will

begin with the launch of the online response website and the first mailing of the paper questionnaires.

3. Reminder/NRFU (Nonresponse Follow Up): May 2020 through TBD

The objective of this phase will be to continue to remind people to respond to the 2020 Census, as well as support

census workers as they go door-to-door to count households that have not yet responded.

PAID MEDIA BUYING PHASES

The 2020 Census Paid Media negotiations will occur in two phases:

1. 2020 Upfront (beginning April 2019) 􀂱 Team Y&R will negotiate multi-platform deals with large broadcast

companies to receive the best pricing, placements, and added value for the campaign. These negotiations will

begin earlier due to the longer lead-time needed to develop integrated programs, and to remain in line with

industry practice for national television negotiations.

2. All Other Media Buying (beginning April 2019) 􀂱 Given the number of potential media vendors, Team Y&R

will begin their outreach efforts to solicit information starting April 3, 2019, Media Vendor Day New York (U.S.

Mainland and April 5, 2019, Media Vendor Day Puerto Rico). Negotiations and commitments for all other media

such as national TV (not included in the upfronts), local TV and radio, magazines, newspaper, Internet, and

outdoor will not be finalized until late 2019/early 2020.

MEDIA VENDOR REQUEST FOR PROPOSAL AND PROCESS

A core component of the 2020 Census ICC is a robust paid media and advertising campaign. As part of this effort, media

vendors will have the opportunity to submit proposals for consideration for the 2020 Census Paid Media Campaign. Team

Y&R will provide six RFPs (television, radio, Out of Home, print magazine, print newspaper, and digital direct/content)

for the 2020 Census Media Vendor Day.

The 2020 Census Media Vendor Day will be held on April 3, 2019 in New York and April 5, 2019 in Puerto Rico,

presenting the opportunity to educate potential vendors about the 2020 Census Paid Media Campaign and answer

questions about the RFP process. Media Vendor Day will be held in-person and live streamed for media vendors; the

event will be recorded and accessible for those unable to attend in person or view the live stream in real-time for the April

3, 2019 Media Vendor Day. Recorded presentations will be available on April 10, 2019.

􀁸 Vendors will have from April 3, 2019 through May 17, 2019 to respond.

􀁸 Q&A - Vendors will have from April 3, 2019 through April 12, 2019 to submit questions regarding the RFP

process.

􀁸 Questions from Q&A response period will be posted on April 19, 2019 at http://2020.wmglobal.com/.

􀁸 No late submissions will be accepted.

􀁸 Local Market Coverage 􀂱 National efforts are designed to cover all the markets. However, specific markets will

be identified to reach the low response populations.

Team Y&R will work to ensure that all media vendors, including small and minority owned businesses, have notice of our

upcoming buy and an opportunity to submit proposals for consideration in the paid media campaign.