Special Notice / Hearing: None__
Vote Required: Majority
To: Honorable Board of Supervisors
From: Michael P. Callagy, County Manager
Subject: Agreement with Storefront Political Media for Census 2020 Media Support
RECOMMENDATION:
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Adopt a resolution authorizing an agreement with Storefront Political Media to provide Census 2020 Media support for the term of January 14, 2020 through August 1, 2020 in an amount not to exceed $300,000.
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BACKGROUND:
Every 10 years, the federal government is required to count all people residing in the United States through a national census. The United States Census Bureau has designated April 1, 2020 as National Census Day, the official start date of the 2020 census response period.
Ensuring a complete count of San Mateo County residents is essential for many reasons. The decennial census serves as the cornerstone of our democracy and is written into the United States Constitution. It was included to ensure that everyone is equally represented in our political system and government resources are allocated fairly. Census counts are also used to make important community decisions including where to build homes, parks, schools, and roads and where to offer health, childcare, and transportation services. Businesses rely on census data to determine where to open facilities, what products to develop, and how to market their services.
There are several challenges facing the upcoming census. Census 2020 is at high risk for undercount. Despite declining self-response rates, the Census Bureau will be required to conduct Census 2020 at a lower cost per household than in 2010. There will be fewer local offices, fewer field staff, and the primary strategy for data collection will be via internet.
The Census Bureau has historically faced challenges counting certain households and population groups, regardless of budget and staffing. These groups include recent immigrants, households with limited English pr...
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