Program Plan
Department of Commerce - 2010 Census Advertising Recovery Plan
Updated 05/01/2009
Objectives
Program Purpose
Funds for the 2010 Census Integrated Communications Campaign will primarily be used to increase our direct paid media purchases to increase the effectiveness of our efforts to reach the hardest to count populations, particularly through the local, specific media outlets they use the most. The remaining funds will be used to expand other aspects of the campaign that focus on the hard-to-count populations, such as the Census in Schools program.
Measures
The measures have been revised to enrich the performance metrics for Recovery targets. In some instances, targets will not be available until additional baseline data has been collected.
| Measure | Target/Actual |
|---|
| 2009 | 2010 | 2011 | 2012 |
|---|
[-]
Complete key activities for the combined 2010 Census Communications Campaign | - | - | - | - |
Measure Information
| Frequency : Long-term/Annual | | Direction : No Data Available | | Type : Output | Explanation : For the Awareness Phase, reach 95% of the population at least 5 more times above base target through the paid advertising
For the Motivation Phase, reach 95% of the population at least 11 more times above base target through the paid advertising
For the Support NRFU Phase, reach lowest responding population at least 2 times through paid advertising
| | Unit : No Data Available |
|
Schedule and Milestones
September 2008 Campaign Plan Finalized and Released
May 2009 Enter “upfront” media market (national media)
May 2009 Produce advertisements
June 2009 Census in Schools Print Materials Available (Print/Online)
October 2009 Launch Online Newsroom
December 2009 Final Schedule for Media Purchases
Milestones
| Milestone |
Completion Date |
| For the Awareness Phase, reach 95% of the population at least 5 more times above base target of 10 times through the paid advertising |
09/30/2010 |
| For the Motivation Phase, reach 95% of the population at least 11 more times above base target through the paid advertising |
09/30/2010 |
| For the Support NRFU Phase, reach lowest responding population at least 2 times through paid advertising |
09/30/2010 |
Projects and Activities
The Bureau will use numerous paid media sources such as TV, radio, online, magazines, and outdoor and commuter media to reach individuals from all clusters and ethnic audiences.
Review Process
The Census Bureau Chief Financial Officer’s organization establishes and operates a comprehensive financial management and internal controls program for the agency. The robust accounting structure contains detailed coding that allows obligations and expenditures for all activities and operations to be individually tracked and monitored.
The Census Investment Review Board (CIRB) serves as the senior governance body for major investments. The board consists of senior program executives and is chaired by the Deputy Director. The Senior Advisor for Project Management facilitates the review of new initiatives and ongoing programs to monitor progress in achieving the desired program goals and objectives. The Census Bureau’s major investments must also be presented to the Department of Commerce Investment Review Board, which conducts periodic reviews of the major programs and projects across all agencies and bureaus within the Department.
The Decennial program offices manage the 2010 Census program requirements, schedule and budget. Program management is centralized within the Decennial Management Division (DMD). The 2010 Census program is divided into projects, and a program manager is assigned to each of these projects. The program managers oversee the budgets their assigned projects and work closely with the Census offices that participate in the projects to ensure that funds are being used to meet the project’s requirements, and to address any cost or schedule issues.
Monthly briefings are held with senior officials of the Department of Commerce and Office of Management and Budget (OMB) on the status of the 2010 Decennial Census program. The Monthly Status Report (MSR), which is used as the basis of these briefings, includes information on status and progress of major decennial activities, including all major contracts being managed (including earned value metrics, schedule accomplishments, risks, and issues) as well as obligation and expenditure information.
Decennial management has established comprehensive project and contract management structures for the major Decennial contracts supporting the collection, tabulation, and dissemination of the 2010 Census data. Each contract has a senior Project Manager that leads a Project Management Office (PMO). They work closely with the budget and acquisition staffs in both the Census Bureau and the Department of Commerce to monitor the major contracts. The PMOs monitor the cost, schedule, and technical performance milestones for each system and ensure that financial and contractual controls are in place.. The PMOs conduct regular technical and cost reviews with each contractor that include discussions of actual and projected cost and schedule variances. These reviews enable the Census Bureau to anticipate and address any potential contract cost issues when they first occur. There is also a Program Integration Staff to ensure that all the contractor activities work with each other and with the efforts of government staff.
Cost and Performance Plan
The Census Bureau has established a new Treasury account to track the $1 billion received from the ARRA. We have also established a financial structure, including unique coding that will allow us to separately track obligations and expenditures for each activity funded through ARRA and to aid in the transparency of these expenditures. All financial transactions associated with this funding will be captured and retained in the Census Bureau’s Core Financial System.
The Census Bureau’s ARRA spend plan is being made available to the public on the recovery.gov website. In addition, weekly reports will be completed and posted on the recovery.gov website.
The Census Bureau has reporting requirements established by the Department of Commerce in response to guidelines established by OMB to monitor ARRA funding. The Census Bureau’s Comptroller, according to those established guidelines, will monitor all ARRA funds.
The Acquisitions Program Management staff will also closely monitor work and progress on a daily basis. In addition, a task manager is assigned to each task under the contract. Budget and program staff conduct detailed monthly reviews of obligations compared to the operating plans, and Census Bureau Executive Staff members, including the Director and Deputy Director are briefed regularly. Budget spending reports are also sent monthly to the Department of Commerce.
Monthly briefings are held with senior officials of the Department of Commerce and Office of Management and Budget (OMB) on the status of the 2010 Decennial Census program.
Energy Efficiency Spending Plans
Program Plan Award Types
No Data Available