United States Census Bureau

-  Increase participation among non-respondent businesses following initial outreach. 
-  Reach decision-makers across key business verticals most likely to miss participation deadlines. 
-  Deploy a cost-effective, data-driven media strategy optimized in real time. 
-  Leverage digital, social, and out-of-home channels to reach business owners where they work and travel. 
-  Support Economic Census events and partnerships through targeted media activation. 

-  Declining response rates among small and mid-sized businesses post-pandemic. 
-  Need to drive engagement among highly specific audiences (owners, payroll managers, finance leads). 
-  Limited awareness of the Economic Census among newer business owners. 
-  Tight turnaround to launch mid-cycle reinforcement before the close of the reporting window. 
-  Coordination across multiple geographies, languages, and verticals. 

Sensis designed and executed a multi-channel paid media campaign targeting four major markets, New York City, Los Angeles, Miami, and Houston, and five critical business verticals: restaurants, real estate, healthcare, construction, and convenience retail. 

Our approach combined: 
-  Digital display and retargeting via premium business publications such as Crain’s New York Business, LA Business Journal, and Houston Chronicle. 
-  LinkedIn paid social targeting business owners and payroll decision-makers. 
-  Search advertising capturing high-intent queries like “do I have to fill out the Economic Census.” 
-  Out-of-home (OOH) placements, including the Times Square digital billboard, Denver International Airport digital screens, and mobile billboard units at key industry events (APA Payroll Congress and National Restaurant Association Show). 

Sensis conducted weekly performance monitoring and optimizations, adjusting budgets mid-flight to maximize reach and response among underrepresented industries and regions.