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Improving Economic Census Response Through Communication, Coordination, And Outreach
Robert Marske
Economic Planning & Coordination Division
May 15, 2009
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The Economic Census • Years ending in 2 and 7• Private, non-farm activity • Forms to businesses with paid employees• Administrative records for non-employers
• Response is mandatory• Individual responses are confidential
• Supports public policy, benchmarking• Supports business marketing, investment
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The Problem:Steady Decline in Response Since 1992
Small business response dropped . . . • from 92 percent in 1992• to 87 percent in 1997• to 82 percent in 2002
. . . and businesses in 2007 were wary of Government requests, and identity theft, and . . .
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Response Promotion Initiatives
Message on envelopeToll-free number Business HelpSiteLarge companies:
Advance information Account managers Early mailoutImproved electronic reporting software Multiple remailsLetters from top legal official
Awareness campaign: –What’s in it for ME (my business)?
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Targeted “Sweet 16”
Many Businesses, Low ‘02 Response
•Auto repair•Construction•Convenience stores•Dental•Insurance•Landscape •Laundry / cleaning•Legal services•Machine shops •Medical
•Printing•Real estate•Restaurants•Trucking•Wholesale
•“Small Business”•Payroll providers•US Chamber of Commerce•Business Economists
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business.census.gov
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Media/Associations Page
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E-Blasts-- widely used-- inspired people to take action;
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E-Blasts-- widely used-- inspired people to take action;
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Industry “Hot Reports” Find data for your industry
Compare your business
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• Oct ’07 - Mail Large Companies, 800K small firms• Dec 12 ’07 – Mail remainder of 4.7 MM mailout • Feb 12 ’08 - Forms due• April 1 ’08 - First form followup• May 1 ’08 - Second form followup• June 1 ’08 - Third form followup
Collection and Followup Activity
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
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• Oct ’07 - Mail Large Companies, 800K small firms• Dec 12 ’07 – Mail remainder of 4.7 MM mailout • Feb 12 ’08 - Forms due• April 1 ’08 - First form followup• May 1 ’08 - Second form followup• June 1 ’08 - Third form followup• July ’08 - Phone reminders to 150,000 businesses• August ’08 - Legal letters to 400,000 small busineses
Collection and Followup Activity
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2002 - 2007 Total Check-In Rate Difference as of 11/7/08
-4.0
-2.0
0.0
2.0
4.0
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Scheduled2007
Close-OutOct 15
2007 Response Below 2002
Phone calls,Legal Letters
2002 - 2007 Total Check-In Rate Difference as of 11/7/08
-4.0
-2.0
0.0
2.0
4.0
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Scheduled2007
Close-OutOct 15
2007 Response Below 2002
Legal LettersMailed
2002 - 2007 Total Check-In Rate Difference as of 11/7/08
-4.0
-2.0
0.0
2.0
4.0
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Scheduled2007
Close-OutOct 15
2007 Response Below 2002
Legal Letters;Reminder Calls
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“Legal” Letters Got Attention
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“Legal” Letters Got Response
• “OK, here’s your form”
• “I never got a form”
• “OK, you have my attention ... now what?”
[but . . . we had only one chance to “get it right” ]
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Response Exceeds TargetsSteady Decline Since 1992
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Communicating Benefits Helped . . . some
* Small companies– “Sweet 16” -- 2% better response/shallower decline
Observations
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Being Company Centric Improved Response
* Large companies– Advance Information -- 13% better response
with verified address – Earlier mailout -- two month time advantage – Account Managers – E-reporting -- critically important
Observations
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Next Steps: Ongoing Awareness to Bridge the Gap to 2102