Client: Nevada Secretary of State's office (Carson City, NV)
Agency: The Ferraro Group (Reno, NV)
Campaign: Nevada Census 2010
Duration: mid-December 2009–April 2010
Budget: $100,000 (PR portion)
Because census participation determines federal funding for many state programs, Nevada secretary of state Ross Miller “felt obligated” to run a campaign promoting participation. The Ferraro Group won a competitive pitch for the business.
“In 1990 we had the fifth-lowest response rate,” he says. “In 2000 we improved more than any jurisdiction in the country. ...