Memorandum
CITY OF DALLAS
July30, 2010
TO Honorable Mayor and Members of the City Council
suBJECT 2010 Census Final Report of City of Dallas and Mayor’s Complete CountCommittee Efforts and Activities
On Wednesday, August 4, 2010, you will be briefed on the final report of the Cityof Dallas and Dallas Mayor’s Complete Count Committee 2010 Census effortsand activities. The presentation materials are attached for your review.
If you have qu ns or need additional information, please let me know.
iAary k. iifwCity Manager
cc: Deborah A. Watkins, City SecretaryThomas P. Perkins, Jr., City AttorneyCraig D. Kinton, City AuditorC. Victor Lander, Administrative JudgeRyan S. Evans, First Assistant City ManagerA.C. Gonzalez, Assistant City ManagerJill A. Jordan, P.E., Assistant City ManagerForest Turner, Assistant City ManagerJeanne Chipperfield, Chief Financial OfficerFrank Librio, Public Information OfficeHelena Stevens-Thompson, Assistant to the City Manager
“Dallas — Together, we do it better!”
A Complete Count is in Our Hands 1
2010 Census Final ReportCity of Dallas & Dallas Mayor’s Complete Count Committee Efforts and Activities
A Complete Count is in Our Hands 2
Purpose
Provide a final review of 2010 Census awareness efforts
2010 Census Outcome (mail participation)
Final Report Highlights
2010 Census Project Close Out Activities
Final Report Details
Dallas Mayor’s Complete Count Committee (CCC)
City of Dallas City Council
City of Dallas Census Team
A Complete Count is in Our Hands 3
Decennial Census: Then and Now
2000 Census
62% questionnaire mail response rate in Dallas
64% questionnaire mail participation rate in Dallas
50 question “Long Form” included
English language questionnaires only mailed to communities
Questionnaire assistance made available in 17 languages
2010 Census
65% questionnaire mail participation rate in Dallas
Final Census count information will not be released until early 2011 (no later than April 1)
10 question survey shortest Census in history
Dual language questionnaires sent to Census tracts reporting 20% or more primarily Spanish speaking residents.
Questionnaire assistance made available in 59 languages
A Complete Count is in Our Hands 4
Final Report Highlights
Over 234K people reached through outreach activities and events
Over $17K raised to support Dallas CCC effort
Partnered with over 60 local non and for profit agencies and organizations
Partnered with Dallas area churches to host 2 Census Sundays and several community awareness events
A Complete Count is in Our Hands 5
Final Report Highlights (con’t)
Worked with local singing group, ASG, to produce a music video highlighting their original song “It’s In Your Hands”
Hosted and/or supported more than 10 press conferences, many including local, regional and national Census officials
Over 400 Dallas Complete Count Facebook friends and followers
Robo calls resulting in over 130K households successfully reached
A Complete Count is in Our Hands 6
Final Report Highlights (con’t)
Successfully assisted several Dallas HOAs, organizations, and City of Dallas departments complete Census Bureau Partnership Support Fund (PSP) applications resulting in over $35K in funding awarded for Census promotional items
Partnered with over 15 COD departments to promote the 2010 Census to residents and customers
Over 400 COD employees trained during Census awareness/education sessions, new employee orientations, and department staff meetings
A Complete Count is in Our Hands 7
2010 Census Project Close Out Activities
Continued Census Bureau enumeration support
Archiving
Promotional items
Reports and presentations
Newspaper articles and printed materials
Internal and external surveys
Survey sent to CCC members
Survey sent to partnering departments
Best practices report
A Complete Count is in Our Hands 8
Final Report Details
A Complete Count is in Our Hands 9
CCC: Outreach Subcommittee
Community events attended to date
Over 171 outreach efforts and events/meetings attended
Over 234,000 people reached
Additional people reached as they visited City web site
Outreach meeting series
Community and social organizations
Business and professional organizations
Faith based organizations
Local business employee education and awareness
Apartment Association of Greater Dallas
DART
Hotel and Restaurant Associations
A Complete Count is in Our Hands 10
CCC: Outreach Subcommittee (cont)
CCC sponsored events/activities and fostered partnerships focusing on Hard To Count (HTC) populations
CCC Partnership Drives
Dallas Area Census Sundays
Census Block Party & Rally
Hosted the Regional Census Road Tour kick-off
A Complete Count is in Our Hands 11
CCC: Public Relations Subcommittee
2010 Census CCC media campaign consisted of
Billboard messaging
Social networking sites (Facebook & Twitter)
Advertisement targeting HTC populations
DART advertisement and bus wraps
Ad buys in smaller media outlets
Dallas Chinese News, Dallas Weekly, Aldia, Dallas South News, Elite News
Radio interviews and promotions
KKDA Heaven 97 to promote Census Sunday
K104 during MLK Parade
Weekly announcements on 730AM
Partnership with WRR
A Complete Count is in Our Hands 12
Dallas CCC on Facebook and Twitter
A Complete Count is in Our Hands 13
CCC: Resources Subcommittee
Dallas CCC Census Bureau Partnership Support Funds
Funds were secured to purchase promotional items such as clappers, hand sanitizer, hats, fans, and shirts.
Remaining funds were used to print over 11,000 copies of Census awareness documents
Donations were secured for printing, purchase of promotional items and continued awareness efforts in the community
Monetary: $17,645
MetroPCS ($10K)
HPAC: Hispanic Political Action Committee ($1145)
Irving Holdings: Yellow Cab ($5K)
Dallas Breakfast Group ($1K)
Mr. and Mrs. Garrett Boone: The Container Store ($500)
In-Kind
Printing (English/Spanish)
Reilly Echols Printing: 5000 copies
MALDEF: 6000 hand pamphlets
Clear Channel Outdoor: donated the use of 3 electronic billboards
DART: bus scrolling message boards
Coca Cola: beverage products for events
Kentucky Fried Chicken: box meals for events
A Complete Count is in Our Hands 14
CCC: Speakers Subcommittee
A link from COD Census Web page to the Census Team inbox allowed site visitors to request speakers
Speaking engagements averaged 3-4 per week
Over 100 speaking engagements
Over 6800 people reached
A Complete Count is in Our Hands 15
CCC: Partnering with Dallas City Council
CCC Co-Chairs met with Dallas City Councilmembers early in the process
Councilmembers made requests for 2010 Census volunteers/staff to do presentations and man outreach booths at community meetings and events
Councilmember sponsored events/activities in their districts
Census in Schools Informational Assembly (District 2)
Countdown to the 2010 Census Gospel Extravaganza (Districts 4, 5, 7, & 8)
Census Block Party and Community Fair (District 4)
Census in the Streets (District 11)
A Complete Count is in Our Hands 16
CCC: Partnering with Dallas City Council (con’t)
Councilmembers participated in Census Awareness Week (last week of Jan-Mar 2010)
Wore Census lapel pins during council meetings
Posted blog messages and called radio stations
Sent Census awareness emails blasts and incorporated messages into district newsletters
Dallas City Council Census Awareness Day (3/6)
Census Clean Up (District 2)
Census Parade (District 8)
Support of Census Take 10 Initiative
Census in the Streets Walk & Door-to-Door Awareness (District 7)
A Complete Count is in Our Hands 17
Dallas Complete Count Committee PartnersAdministration for Children and Families
Al Dia
Alliance/AFT
Alpha Kappa Alpha (Alpha Xi Omega Chapter)
Alpha Kappa Alpha (Omicron Mu Omega Chapter)
Alpha Kappa Alpha (Upsilon Lambda Omega Chapter)
Alpha Phi Alpha (Alpha Sigma Lambda Chapter)
American Red Cross: Dallas Area Chapter
Born Again House
Boys and Girls Clubs of Greater Dallas
Boy Scout Troop # 986
Casa Buena Apartments
Casa Linda United Methodist Church
Cedar Crest Country Club Estates
Chimney Hill Home Owners Association
Clear Channel
Dallas Area Rapid Transit (DART)Dallas Baptist Association
Dallas County Community College District
Dallas Lighthouse for the Blind
Dallas Friday Group
Dallas ISD
Dallas Market Center
Delta Sigma Theta (Dallas Alumnae Chapter)
Delta Sigma Theta (Metropolitan Dallas Alumnae)
dfwRealtorsDallas Independent School DistrictDOWNTOWN DALLAS
Elite News
Episcopal Church of the Transfiguration
Eva’s House of BBQ
Lita Cruz Productions: Filipino Americans Events and Announcements
Ferguson Road Initiative
Glen Oaks United Methodist Church
Golden Gate Adult Rehabilitation Ministry
Greater Dallas Hispanic Chamber of Commerce
John Wiley Price
LULAC Council 102
Metro Dallas Homeless Alliance
Metro PCS
Metrocare Services
Mexican American Legal Defense and Educational Fund (MALDEF)
NALEO
Neiman Marcus Parade Committee
North Dallas ChamberOaklawn Community Outreach Center
Oak Cliff Presbyterian Church
Paul Quinn College
Richardson Independent School District
Sammons Art Center Texas Municipal League
The Korean Society of Dallas
United States Census Bureau
Upper EUrban League of Greater Dallas
US Veterans Chamber of Commerce
Univision
Visiting Nurses Association
Vollmex Public Relations
Volunteer Center of North Texas
Warren United Methodist Church
Welcome House Inc.
Westmoreland Heights Neighborhood Association
Wynnewood Heights Neighborhood Association
*Numerous HOA, BA, and faith based organizations
A Complete Count is in Our Hands 18
COD Census Team: Citywide Efforts
Provided support to Dallas CCC and Census Bureau
2010 Census COD Web site
Hosted best practices meeting for Metroplex area Complete Count Committee leaders
Managed 2010 Census music video production
Water bill messaging
Robo calls
Over 130,400 successful calls
Sent weekly press releases and announcements
Daily utilization of City Channel (16)
A Complete Count is in Our Hands 19
COD Census Team: Citywide Efforts (con’t)
Sponsored Spring Break Camp Census
Coordinated City Council special recognitions and proclamations
Supported/participated in 2010 Census Take 10 Initiative (April 10th)
Continued assistance to and support of Census Bureau during enumeration efforts (May-August)
A Complete Count is in Our Hands 20
COD Census Team: Citywide EffortsSome of the Web sites with COD
Census site link included
Dallas Convention & Visitors Bureau
Dallas Heritage Village
Downtown Dallas
Ferguson Road Initiative
John Wiley Price
The Merrimam Park/University Manor Neighborhood Assoc.
Old City Park
Sammons Art Center
Stemmons Corridor Business Assoc.
The League of United Latin American Citizens
Kessler Neighborhood United
WRR 101.1 Classical Radio
A Complete Count is in Our Hands 21
COD Census Team: Multi-Departmental Collaboration
Encouraged COD department employees to participate in Census awareness by providing
Awareness/education materials and promotional items to satellite offices/facilities
Assistance with Census Partnership Support Program application submittals
Information and photos for departmental newsletters and mailings
A Complete Count is in Our Hands 22
COD Census Team: Internal Employee Awareness Campaign
Employee 4th Friday activities
Countdown to 2010 Census Good Health Contest
Employee information series
Presentations at new employee orientation, department staff and team meetings
Census information sessions for front line employees
Information and photos published in monthly internal employee publication City Highlights
A Complete Count is in Our Hands 23
COD Department PartnersBudget Management Services City of Dallas WIC ProgramCode Compliance Courts & Detention Services Dallas Fire Rescue Dallas Police Department Dallas Water Utilities Department of Street Services Economic Development Equipment & Building Services Library Services Park and Recreation Business Development & ProcurementPublic Works & Transportation
Strategic Customer Services & Dallas 3-1-1Trinity River
A Complete Count is in Our Hands 24
Events supported by, in partnership with, and/or implemented by the Dallas CCC and COD Census staff
A Complete Count is in Our Hands 25
Dallas Mayor’s Complete Count Committee Partnership Drive Faith based, community, and business organizations were invited to learn more about the 2010 Census efforts and how to partner with the Dallas CCC to raise awareness
A Complete Count is in Our Hands 26
Hispanic Chamber of Greater Dallas Annual Viva Dallas Expo
A Complete Count is in Our Hands 27
Marc Morial Visits Dallas Partnership Press Conference with National Census Advisory Committee Chairman Marc Morial, Vice Chair Deputy Mayor Pro Tem Medrano, and the Visiting Nurses Association with performance by ASG, Anthony and Sarah Garcia, It’s in Your Hands.
A Complete Count is in Our Hands 28
Mayor’s Back to School Fair
A Complete Count is in Our Hands 29
Allan Ross Parade
A Complete Count is in Our Hands 30
Dallas Ride to City Hall
A Complete Count is in Our Hands 31
2009 State Fair of Texas Outreach at the Mexico Soccer Game at Dallas’ Cotton Bowl Stadium and daily outreach during the month long State Fair of Texas
A Complete Count is in Our Hands 32
Medrano Elementary Back Pack Bash Dallas Mayor Tom Leppert, DISD Superintendent Hinojosa, and School Board President Medrano support the 2010 Census message…Safe, Important, and Easy.
A Complete Count is in Our Hands 33
The Brady Senior Center
A Complete Count is in Our Hands 34
Veteran’s Day Parade
Help the Homeless Fun Run/WalkCCC Volunteer
A Complete Count is in Our Hands 35
Dr. Robert Groves’ Visits Dallas Visit to the Brady Center which provides services, recreation, and meals to the elderly population
A Complete Count is in Our Hands 36
2010 Census Road Tour Kickoff The Regional Census Tour Bus makes its first stop in Dallas
A Complete Count is in Our Hands 37
Dallas Community Events
A Complete Count is in Our Hands 38
Dallas Community Events
A Complete Count is in Our Hands 39
Buckner Children’s Christmas Parade Partnership with Dallas Fire Rescue to promote the 2010 Census
A Complete Count is in Our Hands 40
Community Group PresentationsOld Lake Highlands HOA
One Day Dallas Informational Meeting
Turkish Women’s Association
Dallas Mayor’s Revitalization Townhall Meeting
Southwest Center MallNational Night OutHillridge Crime Watch Exline Recreation Center
A Complete Count is in Our Hands 41
Church Community Census Connection Outreach Office Grand Opening CCC Partners with Oak Cliff Presbyterian Church (Pastor Clay Allard) and the Church Community Census Connection (Edna Pemberton) to make Census materials and questionnaire assistance available to the community
A Complete Count is in Our Hands 42
Latino Leadership Meeting Deputy Mayor Pro Tem partnered with NALEO to host a Census Awareness Training for Latino elected officials.
A Complete Count is in Our Hands 43
LULAC Menudo & Chorizo Community Breakfast Deputy Mayor Pro Tem Pauline Medrano, Councilmember Delia Jasso, and CCC Co-Chair Carmen Garcia encouraged community leaders to promote participation in the 2010 Census.
A Complete Count is in Our Hands 44
District 8 Census Awareness Parade & Rally
A Complete Count is in Our Hands 45
District 8 Community Office Census information made available at Councilmember Tennell Atkins’ Community Office
A Complete Count is in Our Hands 46
Latino Bridal Expo
A Complete Count is in Our Hands 47
Partnering with DISD to Promote Census in Schools
A Complete Count is in Our Hands 48
Elite News MLK Parade Local Boy Scout Troop (#986, Mustang District, Circle Ten Council) and Sorority Chapter (Upsilon Lambda Omega Chapter, Alpha Kappa Alpha Sorority, Inc.) partner with CCC by handing out promotional items and employment information to attendees along parade route
A Complete Count is in Our Hands 49
Alpha Kappa Alpha Promotes Census at District 5 Trash Attack Several chapters of Alpha Kappa Alpha Sorority (Upsilon Lambda Omega, Alpha Xi Omega, and Tau Rho Omega) collaborated to host an informational table in partnership with Councilmember Vonciel Jones Hill
A Complete Count is in Our Hands 50
Delta Sigma Theta Census Awareness Block Party Coverage of this event was included in a BET News Census segment
A Complete Count is in Our Hands 51
Census Video Debut The media was invited to view the official Dallas Census Video It’s in Your Hands by Anthony & Sarah Garcia/ASG. Representatives from Visiting Nurses Association continued to partner by sending out additional messages to their 4000 Meals on Wheels recipients. After the press conference, held at Pleasant Oaks Recreation Center, ASG and Deputy Mayor Pro Tem Medrano canvassed the neighborhood to pass out Census information.
A Complete Count is in Our Hands 52
District 11 Census in the Streets Linda Koop, in partnership with Park Central Neighborhood Association, led a group of volunteers through her district to educate the public on the 2010 Census
A Complete Count is in Our Hands 53
DART Employee Census Awareness Day Dallas Area Rapid Transit (DART) is teamed up with the Mayor's Complete Count Census Committee to promote the importance of the Census to DART employees. DART President & Executive Director Gary Thomas, DART Board Chair William Velasco and Census Regional Director Gabriel A. Sanchez joined Deputy Mayor Pro Tem Pauline Medrano for presentations and outreach to local DART patrons
A Complete Count is in Our Hands 54
Charles Rice Elementary School Day of Service Volunteers from Corgan & Associations spend time with the children and promote the 2010 Census
A Complete Count is in Our Hands 55
Census Gospel Extravaganza Councilmembers Atkins, Davis, Hill, and Mayor Pro Tem Caraway provided Census education during a celebration of gospel music in partnership with Pastor Sylvesta Shed and the Glen Oaks United Methodist Church. One of the most memorable performances was given by the Dallas International Street Church Choir, made up of people who were previously or are currently homeless (a hard to count population). Bennie Jones, Wiley Councilmember, and Dr. Louie White, local radio personality and Lincoln High School visual arts teacher, facilitated the program.
A Complete Count is in Our Hands 56
Mayor/Council Special Recognition of Partners and Donors
A Complete Count is in Our Hands 57
2010 Census Mail Back Response Update Meeting A status update and thank you event, hosted by the Local Census Bureau Office staff, was held at the NTCOG. It was attended by Dr. Robert Grove (Director of the Census Bureau), Gabe Sanchez (Census Texas Regional Director), DMPT Pauline Medrano (Dallas City Councilmember), Carla Ranger (Dallas School Board Member and DCCCD representative), and representatives from each city in the North Texas area.
A Complete Count is in Our Hands 58
Internal Awareness Efforts: 4th Friday Count Down to the 2010 Census Dallas Census Team offer 2010 Census information, counting games, and Census trivia to City of Dallas employees
A Complete Count is in Our Hands 59
2010 Census Countdown to Good Health Mayor Pro Tem Dwaine Caraway teamed up with the City of Dallas Census Team, Cigna, City Wellness Center, BEST, and Genghis Grill to promote healthy living and the 2010 Census to City of Dallas employees
During the contest closing ceremony, Renee Wilson (Biggest Loser contestant) spoke to the
participants. The 1st-4th place winners lost a total of 164.25lbs (79.36% body weight) and the winning
team lost 95.6 pounds (9.27% body weight)
A Complete Count is in Our Hands 60
COD Office of Financial Services Promote the Census Census Bureau Partnership Support Funds were used to purchase shirts, pens, water bottles, and planners which will be distributed at community meetings/events
A Complete Count is in Our Hands 61
COD Human Resources Department Support Census Census Bureau Partnership Support Funds were used to purchase shirts, bags made from recycled materials, and water bottles which will be distributed at job fairs and events
A Complete Count is in Our Hands 62
COD Streets Services Promote the Census Census Bureau Partnership Support Funds were used to wrap a cement barrel truck and several pickup truck windows
A Complete Count is in Our Hands 63
COD Convention Center & City Hall Support Census Awareness The Dallas Convention Center ran 2010 Census promotional information on televisions screens throughout center common areas while posters were placed on all bulletin boards in Dallas City Hall
A Complete Count is in Our Hands 64
Appendixes
A Complete Count is in Our Hands 65
Decennial Census: Information Review
Census data is used for legislative purposes
City municipalities use Census totals to redraw council districts
States use Census totals to redraw legislative districts
The population totals from the Census determine apportionment of the 435 House of Representative seats
Census data determines annual federal funding allocations of over $400 Billion to states and cities
$4 Trillion over the next 10 years
Funds used for
Emergency food & shelter
Community Development
Public transportation
Road rehabilitation & construction
Programs for elderly
Head Start programs
A Complete Count is in Our Hands 66
Mail Participation Rate vs. Mail Response Rate
The Mail Participation Rate is the percentage of forms mailed back by households that received them. The Census Bureau developed this new measure in 2010, in part because of the current economy and higher rates of vacant housing. The rate excludes households whose forms were returned to us by the U.S. Postal Service as “undeliverable,” strongly suggesting the house was vacant. Census Enumerators still followed up on all these housing units to ensure everyone was counted.
The Mail Participation Rates will be a higher number than the Mail Response Rate used over the last decade, but is a better measure of actual participation and therefore an easier goal to achieve when residents mail back their forms.
In 2000, the national Mail Response Rate was 67% and the comparable national Mail Participation Rate was 72%
The Mail Response Rate is important to help plan for the important door-to-door workload in which all households that have not returned a census form are visited
A Complete Count is in Our Hands 67
Dallas Mayor’s CCC Information Review
Dallas Mayors Complete Count Committee Goals
Increase the response rate in HTC Census tracts in Dallas
Increase the Census questionnaire Mail Response Rate for Dallas (city) to 70%
Foster partnerships with community groups and corporations to reach all Dallas residents
Secure a commitment of partnership to promote the 2010 Census
Secure donations (both monetary and in-kind)
Establish and maintain a presence in every district to ensure that Census promotion reaches all communities
Work closely with the COD Census Team and local Census Bureau employees
A Complete Count is in Our Hands 68
US Census Bureauwww.2010census.govwww.census.gov
US Census Dallas Regionwww.census.gov/rodal/www/
City of Dallaswww.dallascityhall.comwww.dallascityhall.com/census/www.alcaldiadedallas.com/census/
Its In Your Hands You Tube Videohttp://www.youtube.com/watch?v=_9188KXObeE&feature=channel_page