In early fall of 2019, The Ferraro Group was awarded a contract by the State of Nevada to create and implement a comprehensive public relations and outreach plan to ensure all Nevadans—especially Hard-to-Count (HTC) populations—were included in the 2020 U.S. Census. The objective was to reduce any potential undercount and provide a complete and accurate picture of Nevada’s population, with a specific aim to surpass the 2010 census participation rate of 71%.
With the census being offered online for the first time, our campaign maintained a strong social media presence, which was instrumental in reaching HTC populations. Through the hard work of our team, Nevada not only exceeded the 2010 statewide participation rate but achieved an 82% response rate as of September 1—30 days before the census concluded.
In recognition of this work, The Ferraro Group received a 2020 Pinnacle Award from the Las Vegas Valley Chapter of the Public Relations Society of America (PRSA).
