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HomeMy WebLinkAbout2000-02-22 - AGENDA REPORTS - CENSUS 2000 UPDATE (2)NEW BUSINESS DATE: SUBJECT: DEPARTMENT: AGENDA REPORT City Manager Approval Item to be presented February 22, 2000 Jill Fosselman CITY OF SANTA CLARITA CENSUS 2000 MARKETING AND OUTREACH PROGRAM UPDATE Planning & Building Services RECOMMENDED ACTION City Council to accept report for information only. BACKGROUND In July of 1998 and at the request of the Council, a Complete Count Committee was created as a partnership between staff, elected officials, and community leaders to educate the community on the importance of the census and to promote 100% participation in the Census 2000 survey. Accurate census data is critical to the community since the population count is used to determine the City's annual share of federal, state and grant funding. The City of Santa Clarita receives an estimated $115.37 per person annually in combined federal and state funding. Based on the State Department of Finance's 1998 estimated population count for Santa Clarita of 143,836, the City currently receives over $16.6 million annually. At an estimated 2000 population figure of 150,000, the City will receive upwards of $170 million over the next decade. Census data and funding will be used to plan for the growing needs of the community including new schools, transit services, construction and maintenance of parks and park facilities, as well as redistricting to ensure fair representation in government. The Complete Count Committee developed a marketing and promotion plan to focus the City's outreach efforts and target populations that were undercounted in the 1990 Census. To guide in the development and implementation of the plan and provide specified direction and assistance, three subcommittees were formed from the Complete Count Committee and include the Latino Subcommittee, Education Subcommittee, and Business Subcommittee. The Council appropriated a total of $70,000 for the promotion and marketing campaign during the fiscal year 1999-2000 budget and midyear budget processes. In addition to the City's contributed funding, the City received a $1,000 in-kind grant RECEIVED Agenda for promotional materials from the US Census Bureau this past October. The City is currently in the process of applying for additional in-kind support, as well as working with community groups to apply for supplemental in-kind funding from the US Census Bureau. In-kind funding is available from the US Census Bureau for any promotional or outreach project (with the exception of advertisement purchases) up to $2,499 per applicant. The City has applied to receive state funding that was allocated to the County of Los Angeles for Census 2000 outreach activities. Based on the City's anticipated share of the calculated statewide undercount, Santa Clarita is eligible to receive $9,996. State funding will be used to augment the City's activities in targeted undercounted communities. Elements of the marketing and promotion plan, accomplishments to date and upcoming activities are identified in the attached plan. ALTERNATIVE ACTION Redirect staff to include other aspects of marketing and outreach to educate and promote the Census. Additional funding may be necessary for supplemental activities in addition to the plan identified above. FISCAL IMPACT During the fiscal year 1999 — 2000 budget year, $50,000 was appropriated for this project to Planing & Building Services, Administration Division Professional Services account (3110-8110). Based on the financial cost estimate of the necessary funding to implement the marketing and promotion strategy outlined above, an additional $20,000 was appropriated in the fiscal year 1999 — 2000 midyear budget for a total project amount of $70,000. Based on the State Department of Finance's 1998 estimated population for Santa Clarita of 143,836, the City's per capita cost for the project is $0.49. ATTACHMENTS Census 2000 Promotion and Marketing Plan Copies of four City of Santa Clarita Census 2000 advertisements Questionnaire Assistance Center Listing Valencia/North Park HOA Newsletter article s:\jfosse1\census\updtar.doc City of Santa Clarita Census 2000 Promotion and Marketing Plan Elements of the marketing and promotion plan, accomplishments to date and upcoming activities are identified below. I. General Marketing. A local theme was developed to help residents understand the census message and connect the Census with its importance to the community. Long Advertising, a local design company, was contracted with to design the theme, logo, and all advertisement and marketing materials. A. Activities and Accomplishments: >> Developed the Santa Clarita "Down for the Count" promotional theme. >> Developed "Down for the Count" advertisements (1/4, 1/2, 3/4 and full page standard designs). Developed a "Down for the Count" promotional poster, flyer, door hanger and banner. >> Created a Census web page on the City's website that provides information on the Census, dates and locations for upcoming Census community activities, locations for Questionnaire Assistance Centers, and a link to the US Census website. >> Designed and distributed boxing glove key chains which incorporated the "Down for the Count" promotional theme. B. Current and Upcoming Activities: >> Placement of approximately 40 local ads from late February through early April in La Opinion, La Voz Latina, The Signal, Our Times, The Daily News, and Santa Clarita Magazine. Distribution of posters to community centers, club houses, clinics, stores, recreational facilities, schools, and libraries, during February and March. Placement of flyers in local transit buses during February and March. Distribution of "Are You Down for the Count SC" door hangers in March. Distribution of flyers to schools and neighborhoods in March. Hang street banners throughout the community on paseo overpasses, at Central Park, at the Community Center, and at the new library site. II. Direct Community Outreach. To enhance the effectiveness of the advertising campaign, staff sought out community involvement and developed outreach activities that support the Census message and will encourage residents to complete their forms. A. Activities and Accomplishments: Provided an information booth at City Hall's Open House and solicited volunteers for Census activities. Created a City hotline (255-4363) to call for updated information, Questionnaire Assistance Center locations, and community events (hotline will be included on all advertisements, posters, flyers and on the website). Photographs were used of local residents in all promotional material to help create a connection with the community. >> Census articles were submitted for the February, March, and April newsletters for the Chamber of Commerce, Crown Management, and the Management Company. B. Current and Upcoming Activities: Identification of Questionnaire Assistance Centers throughout the community (open March 8, 2000 through April 12, 2000). >> Joint City/Santa Clarita Census Office information booths and flyer distribution at Central Park Grand Opening, Jan Heidt Metrolink Station Grand Opening, and Cowboy Poetry and Music Festival. >> Public Service Announcements. Creation of a 30 second video spot to be aired on local cable channels. Host informal Assistance Centers at religious organizations throughout the community on March 12 and 26 (locations to be determined, and will include census form completion assistance, food, and promotional giveaways). III. Focused Outreach in Populations Undercounted in the 1990 Census. Census data determined that the populations that were most undercounted in Santa Clarita in the 1990 Census were youth under the age of 18 and ethnic minorities. To address the undercount in the 2000 Census, elements in the first two components of the marketing plan were refined to focus on targeting these populations. A. Activities and Accomplishments: >> Conducted multiple presentations at Latino -focused community events. >> Worked with the school districts to utilize Census educational materials and classroom instruction aids. Translation of promotional material into Spanish, including ads, posters, flyers, and door hangers to use in Latino media and neighborhoods. >> Identified four locations for Questionnaire Assistance Centers in Newhall for residents to go for language assistance with completing the form. B. Current and Upcoming Activities: Utilization of religious organizations (announcements during services) to educate and provide informal form completion assistance. Assistance Centers will be open on March 12 and 26 (locations emphasized in Newhall and Canyon Country, and will include census form completion assistance, food, and promotional giveaways). Purchase time on Spanish cable channel to run MALDEF Census video. Flyer and door hanger distribution to identified residential and commercial pockets. Identify at least one additional Questionnaire Assistance Center in Saugus and two additional in Canyon Country to meet the needs of the Latino populations in these communities. Your FA AMLY9 Your COMMUNITY And FUTURE GENERATIONS Are DEPENDING ON YOU! Long -Term! Wide -Ranging! FBI Important! The Census only comes around once every 10 years, Col yet Census information determines where schools are built, plans new bus routes, ensures representation in government, and allocates federal, state and grant money for our community. These funds pay for local services like Construction and Maintenance of Public Parks and Facilities, Head Start, Community Centers, Health Clinics, and Job Training programs among many others. So please do your part and fill out your Census form when it arrives. WN - TH Everybody Counts! Everybody Matters! Regardless of documentation or age, include the NT?whole family. You don't have to be an adult or a citizen to stand up, be counted and make a difference. Your Privacy Is Protected! By law, The U.S. Census Bureau cannot share your information with any other government agencies including the IRS, immigration, child support recovery, and law enforcement. Census Day -April i, 2000 Your Census form should arrive by mail in mid-March. If you have questions or need help, please visit our website at www.santa- clarita.com or call the City Census Hotline at (661) 255-4363. City Of �Santa Cla 5 ` Census 2000 7.6225 X 8 OUR TIMES QUARTER PAGE 2/1/00 Your FAMILY9 Your COMMUNITY And FUTURE URE GENERATIONS Are DEPENDING ON YOU! Long -Term! Wide -Ranging, Important! The Census only comes around once every 10 years, yet Census information determines where schools are built, plans new bus routes, ensures 0cc IP BOXING DOWN COUNT9 representation in government, and allocates federal, state and grant money for our community. These funds pay for local services like Construction and Maintenance of Public Parks and Facilities, Head Start, Community Centers, Health Clinics, and Job Training programs among many others. So please do your part and fill out your Census form when it arrives. Everybody Counts! Everybody Matters! Regardless of documentation or age, include the whole family. You don't have to be an adult or a citizen to stand up, be counted and make a difference. Your Privacy Is Protected! By law, The U.S. Census Bureau cannot share your information with any other government agencies including the IRS, immigration, child support recovery, and law enforcement. Census Day -April 1, 2000 Your Census form should arrive by mail in mid- March. If you have questions or need help, please visit our website at www.santa-clarita.com or call the City Census Hotline at (661) 255-4363. Your FAMILY, Your COMMUNITY And FUTURE GENERATIONS Are DEPENDING ON YOU I Long -Term! Wide -Ranging! Important! The Census only comes around once every 10 years, yet Census information determines where schools are built, plans new bus routes, ensures representation in government, and allocates federal, state and grant money for our community. These funds pay for local services like Construction and Maintenance of Public Parks and Facilities, Head Start, Community Centers, Health Clinics, and Job Training programs among many others. So please do your part and fill out your Census form when it arrives. biku FOR THE COUNT09 Everybody Counts! Everybody Matters! Regardless of documentation or age, include the whole family. You don't have to be an adult or a citizen to stand up, be counted and make a difference. 111 Your Privacy Is Protected! By law, The U.S. Census Bureau cannot share your information with any other government agencies including the IRS, immigration, child support recovery, and law enforcement. Census Day -April 1, 2000 Your Census form should arrive by mail in mid- March. If you have questions or need help, please visit our website at www.santa-clarita.com or call the City Census Hotline at (661) 255-4363. Cla Ciry Of Santa 4j.87 a Census 2000 4.875 X 6.25 SIGNAL QUARTER PG AD :217/00] City of Santa Clarita Census 2000 Questionnaire Assistance Centers Questionnaire Assistance Centers (QAC) are open from March 8, 2000 to April 12, 2000. Each QAC location will be open during the specified dates and times during this period. For more information, please call the City's Census hotline at (661) 255- 4363. Newhall Family Resource Center Open Wednesdays, beginning March 8, 2000 Hours: 8:00 a.m. to 2:00 p.m. 24607 North Walnut Street, Newhall CA 91321 (661) 291-1777 Santa Clarita Community Center Open Tuesdays and Thursdays, beginning March 9, 2000 Hours: 5:00 p.m. to 7:00 p.m. 24406 San Fernando Road, Santa Clarita CA 91321 (661) 284-1476 Our Lady of Perpetual Help Open Sundays, beginning March 12, 2000 Hours: 9:00 a.m. to 12:00 p.m., and 4:30 p.m. to 6:30 p.m. 23233 Lyons Avenue, Santa Clarita CA 91321 (661) 259-2276 LA County -Santa Clarita Valley Service Center Open Monday through Friday, beginning March 8, 2000 Hours: 8:00 a.m. to 4:00 p.m. 24271 San Fernando Road, Santa Clarita CA 91321 (661) 254-0072 Revision date: February 10, 2000 PRESIDENT'S MESSAGE Dear Friends: In late November, several homeowners asked me why con- struction had stopped on Chesebrough Park. They also expressed to me their concern that because the park's path- way to NorthPark School was not finished, students were not able to use the existing paseo bridge across busy McBean Parkway to walk to school. I looked into the matter and found that the temporary permit to build that facility issued by the County of Los Angeles to Newhall Land and Farming Co. had expired. Because of this, work on the park had been suspended until the proposed Development Agreement between the County and NLF was approved by the Board Of Supervisors, which was expected to occur in mid-January. Further complicating matters was the fact that the separate Joint Use Agreement for Chesebrough Park between the Saugus Union School District and the County still had not been executed either. (NorthPark Elementary wishes its students to be able to use the eastern half of the facility during recess.) In early December, your HOA Board contacted the County and NLF regarding these issues. We stressed the importance of the prompt completion of the park to our community, and urged that work on the bridge immediately resume in the interests of safety. In response, the County issued a permit to allow the completion of the bridge even though the Development Agreement had not yet been signed. And NLF obligingly altered its construction schedule so as to con, plete this physical link between the NorthPark communities ahead of the park. You may have noticed that work on the bridge resumed in mid-December, and it should be open for homeowners' use by Valentine's Day. With the completion of this span an egress to the northern corners of the intersec- tion of Sunset Hills Drive and McBean Parkway will be opened which will allow students to walk to school on the existing sidewalks without having to cross the busy thor- oughfare. The Development Agreement was indeed approved by the Board of Supervisors on January 18th and work on all of the park has now resumed.As for the Joint Use Agreement, it has been negotiated by the School and the County and is on the Board of Supervisors' Calendar for approval on February 8th. If all goes as expected. Chesebrough Park will be open in time for the new school year. Stay tuned. Wes Avery — President, NorthPark HOA SANTA CLARITA CEAs ARE YOU DOWN FOR Census 2000: Now You Can Help Make It a Success Census 2000 will be the informationcorner- stonefor the next century. Billionsof dollars of federal, state and local funds will be spent on thousands of projects across our nation. How and where that money is spent depends on the census numbers. For example, deci- sions about education, health care, job train- ing and business are based on information about children, the elderly, theunemployed or underemployed.: Moreover, the develop- ment of public transportation: systems and traffic control are based on where people work and live. Census 2000 is your chance to make sure that the new century begins with an accurate and completepictureofyour community, - How People Use the Census Government officials aren't the only ones who will be using Census 2000 data come 2001. People from many walks of life use cen- sus data to advocate for causes, research mar kets, target advertising, locate pools of skilled workers, prevent diseases, even rescue disas- ter victims. Senior citizen groups often draw on statistics from the census to support their desire for community centers. Census statis- tics help determine where to build more roads. (add lanes, install stoplights or lower speed limits, too) and hospitals (orfree. health clinics) and childcare centers. They also help identify which communities need more federal help farjob. training. Head Start, or the Women, Infants and. Children.. (WIC) Program, which provides dairy and other nutritional supplements to new and nursing mothers and their children. In Any Language or Ethnicity: The Census Is Important t Census numbers are used to distribute funds t for: many programs, including those that ben- t efit language minorities.Therefore, it is essen- 1 tial that people whose primary language is. not English take part in the census. because 10 the information that comes from their partic- ipation alerts local and national officials to their special needs. I Race is key to; implementing a number of fed- Fo eral programs and it is critical for the basic C research behind numerous policy decisions. State require these data to. meet legislative redistricting requirements. Also,: they are To needed to monitor compliance. with the Voting Rights Act by local jurisdictions. Race. th data are required by federal.: programs that promote equal employment opportunity and si us 2000, THE COUNT? to assess racial disparities in health and eavi� ronmental risks. The Census Bureau has included a question on race since the first census in 1790. .Each respondent decides his or her racial identity. For the first time ever, people with mixed racial heritage may select more than one racial category. The groups shown in the census race question can be collapsed into the. minimum race categories needed by the. federal government"White,""Black orAPrican American," "American Indian and Alaska Native," "Asian," and "Native Hawaiian and Other Pacific Islander." People who mark the American Indian or Alaska Native category are asked to provide the name of their prin- cipal or enrolled tribe. People who select the "Other Pacific Islander," or "Some other race are asked to write-in their specific race. Your Privacy is Protected Fen of government reprisal, prosecution, and. deportation are some reasons given by individ. uals who shy away from answering the census. But not only is the census important, it u also safe -The Census Bureau is strongly committed. to.. confidentiality. By law, the Census Bureau is prohibited from sharing the information on individuals with any person or organization,. including the Internal Revenue Service, the. Federal Bureau of Investigations, the Department of Health and Human Services and the Immigration and Naturalization Service. All Census Bureau employees must take an oath not to divulge respondents data, violation of which can result in a $5,000 fine and. up to five years in jail. Time is of the Essence Compared with 1990, there is a significant mprovement in the estimated time required o complete both the short and long forms. n 1990, it was estimated to take 14 minutes o complete the short form and 43 minutes o complete the long form. For Census 2000, t will only take about 10 minutes to com. plete the short form and 38 minutes for the ng form. Additional Helpful nformation r more information about the City of Santa larita's Census 2000 program, please call. 661)2554363 or visit us on the web at www.santa-clarita.com. learn more about the 2000 Census and th e U.S. Census Bureau activities, please call e Santa Clarita Census Office at 661)257-5020 or visit the U.S. Census web. teat www.census.gov. ­u,nraeu uy Inc oanta uanta Census promotion and outreach program