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U.S. Census
Reaching America's Hardest-to-Count Communities
Every census depends on one simple objective: ensuring everyone is counted. Yet some of the nation's most important communities are also among the most difficult to reach. In New Mexico, vast rural geography, limited broadband access, and the presence of 23 Tribal Nations created unique challenges during the final weeks of the 2020 Census, when response rates remained below established goals. Accurate census participation directly affects political representation and the distribution of billions of dollars in federal funding.
Working with the New Mexico Department of Finance and Administration and the U.S. Census Bureau, Agenda developed a mobile-first communications campaign designed to reach historically undercounted populations. The engagement combined geographic analysis, precision audience targeting, culturally informed messaging, and proprietary digital engagement technology to connect with residents across rural communities and Tribal lands. By prioritizing mobile connectivity over traditional broadband-dependent outreach, the campaign reached audiences that conventional digital communications couldn’t or didn’t.
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Agenda’s approach and engagement demonstrated that effective public outreach begins with understanding how people actually receive information – not how institutions expect them to. By adapting strategy to local conditions and community needs, Agenda helped support a more inclusive census while illustrating how thoughtful communications can improve participation in programs that shape communities for years to come.
Other missions.
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Capabilities
Advancing objectives requires a dynamic skillset that includes planning, market research, target audience analysis, opposition analytics, digital and traditional deployment strategies, key messaging, creative multimedia assets, deployment strategy, and rapid refinement. This comprehensive approach drives everything we do at Agenda.
Missions
From government and defense to energy and civil society, we leverage integrated communications to help clients navigate complex challenges. Explore our featured projects to see how we help clients achieve their objectives and maximize their impact.