2021-2022 / 2022-2023 Jobs & Skills Advertising
Campaign Evaluation (Advertising Campaign Evaluation Tool - ACET)
Executive Summary
Prepared for:
Employment and Social
Development Canada
For more information
on this report, please email:
nc-por-rop-gd@hrsdc-rhdcc.gc.ca
Submitted by:
Supplier Name: Narrative Research
POR Registration
Number: POR
044-21
Contract Number: G9292-229716/001/CY
Contract Value (Qualitative and Quantitative): $178,769.67 (including HST)
Contract Award Date: December 8, 2021
Delivery Date: December 27, 2022
Ce rapport est aussi disponible en français
2021-2022 /
2022-2023 Jobs & Skills Advertising Campaign Evaluation – Executive Summary
(Advertising Campaign Evaluation Tool - ACET)
This public opinion research report presents the
quantitative research methodology used to evaluate the Jobs & Skills
campaign. The research was conducted using the Government of Canada’s Advertising
Campaign Evaluation Tool (ACET) and, as required, was conducted before and
after the ad campaign ran in the media.
It is available
upon request in multiple formats (large print, Braille, MP3, audio CD, e-text
CD, DAISY, or Accessible PDF), by contacting 1 800 O-Canada (1-800-622-6232).
By teletypewriter (TTY), call 1-800-926-9105.
© His Majesty
the King in Right of Canada, 2023
For information
regarding reproduction rights: droitdauteur.copyright@HRSDC-RHDCC.gc.ca
PDF
Cat. No.: Em16-25/2022E-PDF
ISBN: 978-0-660-42789-8
Aussi disponible en français sous le
titre : Évaluation de la campagne de publicité Emplois et compétences
2021-2022 / 2022-2023 - Sommaire (Outil d'évaluation des campagnes
publicitaires - OECP)
Ce document est
offert sur demande en médias substituts (gros caractères, braille, MP3, audio
sur DC, fichiers de texte sur DC, DAISY, ou PDF accessible) en composant le 1
800 O-Canada (1-800-622-6232). Si vous utilisez un téléscripteur (ATS),
composez le 1-800-926-9105.
© Sa Majesté le
Roi du Chef du Canada, 2023
Pour des
renseignements sur les droits de reproduction : droitdauteur.copyright@HRSDC-RHDCC.gc.ca
PDF
Nº de cat. :
Em16-25/2022F-PDF
ISBN : 978-0-660-42790-4
Contract Number: G9292-229716/001/CY
POR Registration Number: POR-044-21
Contract Award Date: 2021-12-08
Contracted Cost (Qualitative
and Quantitative): $178,769.67
(tax included)
Note: Qualitative research presented under separate cover
Following
the launch of Employment and Social Development Canada’s (ESDC) Essential
Services Jobs during COVID-19/Job Bank national advertising campaign in
2020-2021, 1.42 million Canadians remained unemployed as of September 2021. The COVID-19 pandemic has had and continues to have many
effects on the labour market. Many sectors and industries are still seeking
employees, and residents continue to seek jobs. In addition, with the changing
nature of work, it is more and more obvious that Canadians have
to continue learning and gain new professional skills to access today’s
labour market, facilitate a transition to a new career, or improve their
current career. This advertising campaign, with a budget of $2.5
million, was a two-phase campaign that spanned over two fiscal years.
Phase 1 of the campaign focused on
promoting jobs to help job seekers and unemployed Canadians find work
opportunities, during the pandemic and beyond. Additionally, this campaign
aimed to support employers by encouraging them to publish job offers and review
job-related resources available on the Job Bank search platform. Campaign
targets included job seekers, both employed and unemployed, 18 to 64 years old,
and employers in senior leadership and hiring positions, aged 35 to 64 years
old.
Phase 2 of the campaign took place
September to November 2022and focused on the importance of skills development
and continuing education. This phase informed Canadians of the various programs
available to help them gain the skills they need to prepare for today’s labour
market and the financial support that is available. Campaign targets for this
phase included: Canadian youth 18 to 24 years old, who are starting to work for
the first time or looking to improve their current career; and adults 35 to 54
years old looking to change or improve their career.
Evaluating advertising campaigns that have a
media buy of over $1 million is a requirement within the Government of Canada’s
Policy on Communications and Federal Identity.
This report details the methodological
considerations pertaining to the quantitative component of this study, which
included baseline and post-campaign surveys to evaluate the campaign. Qualitative research was also undertaken to pre-test the creatives for
this campaign, results of that component of the research are presented under a
separate cover labelled “2022-2023 Jobs & Skills (Phase 2) Advertising
Campaign Creative Testing.”
The purpose of the quantitative research is to evaluate the Jobs
& Skills advertising campaign using the Government of Canada’s
Advertising Campaign Evaluation Tool (ACET), and as required, is conducted
before and after the advertising campaign runs in the media. Post-campaign data
metrics are measured against the baseline data. Results will provide ESDC with
data that assists in developing/adjusting future media strategies. In addition,
results from the post-campaign provide for future campaigns, valuable trend
information for the Department.
The specific
research objectives were to:
·
Gauge general awareness of the topic of the campaign (baseline);
·
Gauge the effectiveness of the campaign;
·
Measure awareness and knowledge of the campaign and ESDC programs; and
·
Detect if the campaign was effective in promoting the call to action.
To fulfill these objectives, an online survey
was undertaken in January 2022 to set a baseline for the campaign prior to its
launch and because the campaign ran in two phases, there were two post-campaign
surveys conducted. The phase 1 post-advertising campaign online survey was
undertaken in February/March 2022, and the phase 2 post-advertising online
survey was administered in November 2022. The baseline survey required an
average of 9 minutes to administer, and the post-advertising campaign surveys
required approximately the same amount of time to administer.
The participation
rates in each wave were 23.1 percent, 23.1 percent, and 45.5 percent,
respectively. The email contact records for each wave were drawn from a
national panel administered by The Logit Group of Toronto, Ontario. There was a
total of 2,015 (1,853 job seekers; 162 employers) surveys completed for the
baseline wave, while there was a total of 1,030 (850 job seekers; 180
employers) surveys completed for the phase 1 post-advertising campaign wave,
and a total of 1,003 (phase 2 audience) surveys completed for the phase 2
post-advertising campaign data collection wave.
The baseline
survey was administered from January 6 to January 12, 2022, while the phase 1
post-advertising campaign survey was administered from February 24 to March 8,
2022, and the phase 2 post-advertising campaign survey was administered from
November 15 to 24, 2022.
The survey data was collected to gauge the
effectiveness of ESDC’s Jobs & Skills
advertising campaign. The
surveys explored whether the target segments encountered the recent ad
campaign, whether on television, through Facebook or other social
media, or through some other medium. As per the standard ACET methodology,
the baseline survey
was conducted prior to ads being run in the media, and asked questions
regarding the recall of Government of Canada advertising in general and more
specifically on the upcoming campaign topic. Campaign specific attitudinal and
behavioral questions were also posed.
Again, as per the standard ACET
methodology, the post-campaign surveys collected information related to recall
of the advertisement and its key messages, ad sponsorship, and what, if any,
action has been taken as
a result of seeing the
ad campaign. Post-campaign data metrics would subsequently be compared by
Government of Canada representatives against the baseline findings.
Information obtained through this public opinion research would allow ESDC to
determine the impact of its advertising campaign and provide direction
on areas where campaigns could be adjusted. The findings are aimed to provide
useful information to improve future campaigns.
Given that
this online survey methodology entailed a
non-probability sampling, the data collected cannot be extrapolated to a
broader target population.
The quantitative surveys entailed the
expenditure of $125,210.50 including tax. This survey was part of a larger research
contract that also included qualitative research. The total contract value of
the combined qualitative (online focus groups) and quantitative research (three
online surveys) components was $178,769.67, including tax.
Narrative Research offers this written consent
allowing Library and Archives Canada to post, in both official languages, this
Methodological Report.
Political
Neutrality Statement and Contact Information
I hereby certify as
a Senior Officer of Narrative Research that the deliverables fully comply with
the Government of Canada political neutrality requirements outlined in the
Policy on Communications and Federal Identity and the Directive on the
Management of Communications. Specifically, the deliverables do not contain any
reference to or information on electoral voting intentions, political party
preferences, standings with the electorate, or ratings of the performance of a
political party or its leaders.
Peter MacIntosh
Chief Research
Officer & Partner
Narrative Research
pmacintosh@narrativeresearch.ca
902-493-3832