United States Census Bureau

Sensis helped the U.S. Census Bureau (USCB) move beyond the 2020 Census to reimagine its digital presence and strengthen public understanding of its year-round work. We developed an enterprise-level digital brand and omni-channel strategy that unified communications across all directorates and platforms. 

- Reestablish the U.S. Census Bureau’s identity beyond the decennial count. 
- Build an enterprise-level digital and social media strategy for ongoing engagement. 
- Create cohesive, audience-centered messaging across all directorates. 
- Increase awareness of USCB programs, data tools, and public value between censuses. 
- Develop governance and processes to ensure brand consistency and rapid response. 

- Limited public awareness of USCB’s continuous mission outside the 2020 Census. 
- Fragmented digital and social media presence across directorates. 
- Need for real-time responsiveness during data releases and public conversations. 
- Balancing brand unification with the unique identities of sub-programs and initiatives. 
- Ensuring alignment among multiple stakeholders and communication offices. 

Sensis conducted a comprehensive digital brand audit, stakeholder interviews, and audience persona development to inform a refreshed omnichannel strategy. We analyzed content, brand perception, and audience engagement to identify opportunities to clarify USCB’s year-round relevance. Our team streamlined content governance, enhanced visual and messaging cohesion, and deployed proactive social listening systems to monitor misinformation and public sentiment. 

We also developed new workflows to enable the rapid production and approval of digital assets, allowing USCB to respond in real-time to data releases and media events. Through collaboration with internal directorates, we established editorial calendars, partnership frameworks, and performance metrics to sustain long-term communication effectiveness. 

-  15% year-over-year organic growth in social media followers across major USCB channels. 
-  50+ rapid-response graphics produced and published in under 24 hours for the Apportionment release. 
-  Unified brand standards implemented across 7 directorates, increasing content cohesion by 40% based on internal audit metrics. 
-  30% reduction in content review cycle time through new “quick-turn” approval processes.