The Canada Border Services Agency commissioned Phoenix SPI to conduct qualitative research to obtain feedback on potential NEXUS advertising concepts and new NEXUS promotional products. The target audience was frequent travellers aged 18 to 64 who travelled to the United States by air and highway at least eight times during the past year. Four focus groups were conducted on May 28-29, with two groups in each of Montreal (French) and Vancouver (English). One group in each city was conducted with people who travelled to the U.S. by highway, and the other with people who travelled by air. In Vancouver, the air travellers group included people who also travelled to the U.S. by water during the previous two years.
This research was qualitative in nature, not quantitative. As such, the results provide an indication of participants' views about the issues explored, but cannot be generalized to the full population of adult Canadians who are frequent cross-border travellers.
Three advertising concepts were shown to participants (order rotated across the groups). The Tri-modal photos concept emerged as the clear, albeit not unanimous favourite among the three print ad concepts presented to participants. It was chosen by a majority of participants (though not a majority in each group) and more than twice as often as the runner-up (Tortoise and Hare). Moreover, this concept was the only one preferred by members of both audiences (i.e. air and land travellers). The Tortoise and Hare concept was a distant second in terms of overall preference and was preferred almost exclusively by air travellers in Montreal. The Tri-modal silhouettes concept was a close third and was preferred exclusively by air travellers in Vancouver. Taken together, preference for the Tri-modal concept in general (i.e. one or the other adaptation of this concept) outweighed support for the Tortoise and Hare concept by a considerable margin.
The Tri-modal photos concept was also the concept that a majority of participants said would be most effective in terms of raising awareness among Canadian travellers of the NEXUS program, and motivating them to visit the website or phone the toll-free number to learn more about NEXUS or apply for the program.
Asked why they preferred the Tri-modal photos concept, participants who favoured it tended to compare it to the Tortoise and Hare concept. They focused on the link between the pictures and the text, as well as the text in the body of the ad. While the pictures were not as attention-grabbing or captivating as the one in the Tortoise and Hare concept, they were described as working well with the text and complementing it better than was the case for the Tortoise and Hare concept. In addition, the text in the body of the ad was widely regarded to be superior to the text in the Tortoise and Hare concepts.
Certain strengths identified by participants were common to all three concepts reviewed. For example, nearly all participants liked both headlines and taglines, and relatively few expressed a clear preference for one version over the other. Other perceived common strengths identified by participants included the bolding of the toll-free number and NEXUS website address, the NEXUS logo, and the tagline below the NEXUS logo (i.e. 'Save time at the border'). While not identified specifically as strengths, all the ads tended to be viewed as clear and easy to understand, as well as appropriate in tone.
Two perceived weaknesses were routinely identified by participants with respect to each of the concepts: the perceived lack of emphasis on the joint nature of NEXUS (at least a few participants in every group said that the ads do not make it sufficiently clear that NEXUS is a joint Canada/U.S. program), and the lack of reference in the text to fact that NEXUS applies in both directions. While more a criticism of NEXUS itself than of the ads per se, a number of participants did not like the fact that on-line inscriptions are payable in U.S. dollars only (this undermined the joint nature of the program and it made it seem like NEXUS is led by the U.S.).
Overall reaction to the information brochure and the flyer was positive, while reaction tothe business card was mixed. The flyer received the most uniformly-positive reception and was seen to include the type of information such a document should contain. It was viewed as more motivational than the brochure, though the latter tended to be seen as more informational than motivational in purpose. While the information brochure was more likely to be criticized than the flyer, criticism focused on information seen to be missing (i.e. additional information participants wanted) not on lack of clarity in terms of the current content. The brochure also raised some concerns or apprehensions among participants. Reaction to the business card was mixed, but primarily because it was not seen as a stand-alone promotional item. Participants viewed it more favourably in conjunction with (or even as part of) the other two documents.
The research findings provide the Canada Border Services Agency with clear direction regarding the most effective advertising concept (and how it could be improved), as well as how to improve current promotional items in order to better serve the public. Whilepreference for the Tri-modal photos concept was not unanimous, it was relatively widespread. Moreover, it was the only concept preferred by members of both audiences and the only one that tested well across a range of areas (e.g. content, format, link between text and graphics). As well, suggestions for improving this concept involved relatively small content and format changes (e.g. changing the pictures, increasing font size, centering the NEXUS logo), as opposed to revisions to the creative concept itself. By comparison, the changes required to improve the Tortoise and Hare concept would involve revisiting the basic concept, which clearly did not resonate with many participants.
Overall preference for the Tri-modal concept in general suggests that CBSA could also use the Tri-modal silhouettes concept to advertise the NEXUS program. While there was a broader preference for the photos version, the main reasons for this preference had to do with the use of real pictures and the size of the top banner and headline, both features that can be easily changed. In short, CBSA has a certain amount of leeway in terms of which concept it can use to advertise the NEXUS program. However, should CBSA proceed with the photos version for the NEXUS ads, it should seriously consider placing the NEXUS logo in the middle of the page (as is the case in the silhouettes version). There was widespread agreement that this is a better location for the logo. Moreover, in the absence of text clearly identifying NEXUS as a joint program, this is the only element that suggests that this is the case. Consideration should also be given to replacing some or all of the photos in the Tri-modal photos concept.
When it comes to the promotional material, the main issue for participants is access to more information about the program. There were numerous, very specific requests for information that participants felt could or should be added to the information brochure. In addition, CBSA might consider combining the flyer and information brochure into one document, or at least adding some motivational/marketing language to the information brochure, including on its cover, to increase the degree to which it motivates people to consider the program (as opposed to simply informing them about the program).
More Information:
To obtain more information on this study, please email por-rop@cbsa-asfc.gc.ca.