NEW MEXICO RIO ARRIBA COUNTY – 2020 CENSUS

“We need someone to help get things moving.”

PROBLEM:

Geographically, Rio Arriba is a large county covering 5,896 square miles. With a single primary population center, the vast majority of the county’s residents live rurally and without reliable internet connectivity. The population relies heavily on government-subsidized programs which are determined by census data. As a county, we need to increase the number of residents submitting census data. How do we reach residents to complete their census?

SOLUTION:

Assess the Situation: Discuss the breadth of issues with engaged committee members. Intuitively listen to understand the challenges and barriers they’ve experienced over a period of several months; Spinning in circles, no traction, minimal success.

Define the Goal: Meet people where they are. People travel from the rural to the population center to do their household shopping on the weekend.

METHOD:

Create a series of incentivized events to draw people in to complete their census on the spot. Design eye-catching messaging to reach people through local media outlets and incoming travel ways. Engage local businesses by purchasing gift cards to be given as incentives.

OUTCOME:

• Held 7 in-person events over 3 consecutive weekends

• Increased household participation by 1000

• Partnered with County Health services signed up 700 families for benefits

• The county response rate increased significantly

• County will not lose subsidized services that it heavily relies upon