Case Study: San Diego Association of Governments (SANDAG) achieves a more representative transportation survey with Cook + Schmid

San Diego Association of Governments quadruples Spanish-speaking responses with Cook + Schmid

The San Diego Association of Governments (SANDAG) faced the challenge of low participation rates for its Decennial Household Transportation Survey, particularly among low-income and Hispanic residents due to language barriers and distrust. Cook + Schmid was engaged to implement a strategic communications plan to overcome these obstacles and gather critical travel data.

Cook + Schmid executed a solution involving targeted outreach, recruitment of community ambassadors, and door-to-door engagement in Spanish-speaking neighborhoods using focus group-tested materials. The campaign by Cook + Schmid exceeded all goals, quadrupling the response rate from Spanish-speaking households and securing completed surveys from over 6,000 households and 12,000 individuals, providing a robust and representative dataset.

San Diego Association of Governments (sandag)