Business Recovery Response Plan Ad
Campaign Testing: Final Report
Submitted to:
Department of Finance
For more information on this report, please email:
Ce rapport
est aussi disponible en français.
Submitted by:
Supplier
Name: Narrative Research
Supplier
Address: Suite 5001-7071 Bayers
Road, Halifax NS B3L 2C2
Contact
Phone: 902.493.3820
Contact
Fax: 902.493.3879
POR
Number: 101-21
Contract
Number: 60074-211568/001/CY
Contract
Value: $107,499.16
Contract
Award Date: January 14, 2022
Delivery
Date: March 14, 2022
Business
Recovery Response Plan Ad Campaign Testing
Final Report
Prepared for
Finance Canada
Supplier Name: Narrative Research
March, 2022
This public opinion research report presents the
results of online focus groups conducted by Narrative Research on behalf of
Finance Canada. The main objective of this research was to evaluate Finance
Canada’s COVID-19 Economic Recovery Plan advertising campaign concept to see
if it is attention-grabbing, memorable, clearly understood and raises
interest. A total of 6 focus groups were conducted on January 27, 2022
including one group with business people in the personal care industry, and
one group with businesspeople in the tourism and hospitality industry, in
each of three regions: Atlantic/Ontario, Prairies/West, and Quebec.
Cette publication est aussi disponible en français
sous le titre :
Test de la campagne publicitaire du Plan
d’intervention pour la relance des entreprises
This publication may be reproduced for
non-commercial purposes only. Prior written permission must be obtained from por-rop@fin.gc.ca.
Catalogue Number:
978-0-660-42771-3
International
Standard Book Number (ISBN):
978-0-660-42770-6
Related publications
(registration number: POR-101-21):
Catalogue Number 978-0-660-42773-7 (Final report,
French)
ISBN 978-0-660-42772-0
© Her Majesty the Queen in Right of Canada, 2022
Table of Contents
Appendix A: Recruitment Screener
Executive Summary
Narrative Research Inc.
Contract Number: 60074-211568/001/CY
POR Registration Number: 101-21
Contract Award Date: January 14, 2022
Contracted Cost: $107,499.16
Background
The Department of
Finance has implemented an umbrella advertising campaign to support the
Government of Canada’s response plan to help small and medium businesses
recover from the financial burdens the COVID-19 pandemic has brought upon them.
Ultimately, the campaign aims to continue to inform Canadians and increase
awareness and take-up of key initiatives and programs for businesses within the
Government of Canada’s COVID-19 Economic Recovery Plan. As the pandemic
situation evolves, there is a continued need to inform Canadians of the efforts
put in place by the Government of Canada to sustain the economy, including what
resources and support are available to them. As such, as the programs evolve,
it is important to assess the awareness of programs and services as they are
introduced.
This research has
two components: a qualitative creative testing followed by a quantitative
campaign evaluation. The qualitative creative campaign testing aimed to examine
reactions to a proposed advertising concept. The overall objective of this
testing was to ensure that the advertising materials resonate with the target
audience and meets its overall communications objectives prior to launch. The
quantitative research component utilized the Government of Canada’s Advertising
Campaign Evaluation Tool (ACET) to evaluate the campaign before and after it is
run in the media. Results from the quantitative ACET study are presented under
separate cover. This report provides an overview of the findings from the
qualitative creative testing, along with corresponding conclusions and
recommendations to direct the final development of campaign creative.
Research Methodology
A total of six
focus groups were conducted on January 27, 2022 with small and medium-sized
business owners or managers in the personal care and the tourism and
hospitality sectors. One online focus group was conducted with each sector in
each of three regions: Atlantic/Ontario, Prairies/West, and Quebec. In total,
nine people were recruited for each session, to ensure at least six
participated. From 54 recruited individuals, 49 took part across all sessions.
Each group discussion lasted about 90 minutes and participants received a cash
incentive of $200 in appreciation of their time.
Qualitative
discussions are intended as moderator-directed, informal, non-threatening
discussions with participants whose characteristics, habits and attitudes are
considered relevant to the topic of discussion.
They are used in marketing research as a means of developing insight and
direction, rather than collecting quantitatively precise data or absolute
measures. As such, results are directional only and cannot be projected to the
overall population under study.
Political Neutrality Certificate
I hereby certify as a representative of
Narrative Research that the deliverables fully comply with the Government of
Canada political neutrality requirements outlined in the Directive on the
Management of Communications. Specifically, the deliverables do not include
information on electoral voting intentions, political party preferences,
standings with the electorate, or ratings of the performance of a political
party or its leaders.
Signed
Margaret Brigley, CEO & Partner | Narrative Research
Date: March 14, 2022
Key Findings and Conclusions
The following summarizes the key findings and conclusions from the focus
groups on the Business Recovery Response Plan Ad Campaign Testing.
Across audiences
and locations, there was low recall of any advertisements relating to financial
support programs for businesses.
Prior to sharing creative concepts, participants were asked what, if any, advertising campaigns they have seen or heard concerning COVID-19 financial support programs for businesses.
Results show that there was low recall of any advertisements relating to financial support programs for businesses, though participants were certainly aware of the various programs offered throughout the pandemic. Information on such programs was primarily obtained through the news, word-of-mouth, or through other professionals (e.g., bankers / accountants / business associations) rather than through media channels.
The proposed campaign was well received and considered generally clear at
communicating the availability of assistance programs.
Participants were presented with one advertising campaign concept that
included three distinct components (namely a 15-second radio ad, a 30-second
video, and four social media advertisements).
Overall, the campaign received mixed reactions,
though mostly positive. Overall, the campaign was well received by participants
in the Tourism/Hospitality sector, but not received as well by participants in
the personal care sector due to perceived relevance. Those in Tourism and
Hospitality could relate to the imagery and messaging, whereas those in
Personal Care, particularly those working in home-based businesses and without
employees (i.e. single person businesses) did not feel
that the programs or proposed advertising was targeted at them. Not relating to
‘bricks and mortar’ establishments shown in the imagery, many of these
participants felt excluded. That said, negative reactions were most evident
among English-speaking participants, and most notably among freelancers/those
operating sole proprietorship businesses and those operating businesses out of
their homes.
The advertising concept was deemed
credible by nearly all participants due to the visible affiliation with the
Government of Canada. Additionally, the messaging of the ad concept was clearly
understood by most, as well as the call-to-action in visiting the website to
learn more about the economic recovery programs. The call-to-action was
particularly evident in the social media posts (due to them being seen as a single
click to access more information).
While the positive and uplifting
tone of the concept was appreciated, some felt it was ‘too happy’ and did not
demonstrate empathy towards business owners who are experiencing severe
consequences from the pandemic.
The use of animation received a mixed reaction. While some felt that ‘cartoons’ were too impersonal, making light of a trying time, others appreciated its light approach and the diversity shown. Differences were especially noted across sectors, with personal care sector participants being far more critical of the use of animation. For them, the use of real people would better reflect who could benefit from the programs and services, as well as allow them to better see themselves in the campaign. Most notably, ‘personal touch’ business (massage, physio, etc.) felt that small businesses were not included in the programs offered, particularly if they had few employees or worked out of their home. Conversely, Tourism/Hospitality participants were more inclined to describe the campaign’s visuals as calming, attractive and showing diversity. These participants also felt the music in the advertisement was soft and hopeful. They felt the visuals represented a wide range of individuals and businesses that could qualify.
The concept was felt to portray a clear message that the Government is offering support programs for small businesses. Very few, if any, raised problematic or confusing aspects of the advertisement messaging. A few acknowledged it is unrealistic to target every business but using different imagery could make better clarify the message regarding who qualifies. Participants in both the hospitality/tourism and personal care sectors stated it would be ideal to see specific sectors mentioned and visualized – such as hotel, restaurants, massage therapy – rather than broad categories.
Many participants felt they would remember and seek out the link Canada.ca/coronavirus to learn more information about the recovery programs. A few suggested more specific links to highlight the various economic recovery programs being offered for different businesses.
Introduction
Context
The Department of
Finance has implemented an umbrella advertising campaign to support the
Government of Canada’s response plan to help small and medium businesses
recover from the financial burdens the COVID-19 pandemic has brought upon them.
Ultimately, the campaign aims to continue to inform Canadians and increase
awareness and take-up of key initiatives and programs for businesses within the
Government of Canada’s COVID-19 Economic Recovery Plan.
An evaluation of
the initial campaign ran in spring 2020 and the results indicated that:
·
A total of 35% of respondents said COVID-19 has caused a significant
drop in revenue for their business.
·
Two-thirds (65%) said that their business had not applied to any of
the Government supports that targeted businesses.
·
19% applied to CEWS (Canada Emergency Wage Subsidy), and 11% applied to
CEBA (Canada Emergency Business Account).
·
When it came to primary sources of information, 34% got their
information from the news, 28% from the GoC website,
9% from their tax advisor or accountant and 6% from GoC
social media (13% don’t know/not sure).
·
On average, 57% of respondents had seen a GoC
ad within the three weeks before taking the survey.
·
Television (69%), Internet website (28%) and radio (22%) were the top
three media channels where respondents saw GoC ads
regarding COVID-19.
Results showed a
relatively high level of awareness and recall of the messages communicated by
the Department of Finance, including in relation to specific programs.
·
67% Canada Emergency Wage Subsidy (CEWS)
·
64% Canada Emergency Business Account (CEBA)
As the pandemic
situation evolves, there is a continued need to inform Canadians of the efforts
put in place by the Government of Canada to sustain the economy, including what
resources and support are available to them. As such, as the programs evolve,
it is important to assess the awareness of programs and services as they are
introduced. As such, this iteration of research addressed both the Government
of Canada’s requirements for measuring ad recall (via ACET) and awareness of
the new programs being introduced. The next advertising campaign began rolling
out in January 2022 with a major presence in market in the month of February
2022. Media tactics included social media ads, web banner ads, radio ads
(including on Spotify), print ads in newspapers, and TV ads.
This research has
two components: a qualitative creative testing and by a quantitative campaign
evaluation. The qualitative creative campaign testing aimed to examine
reactions to a proposed advertising concept. The overall objective of this
testing was to ensure that the advertising materials resonate with the target
audience and meets its overall communications objectives prior to launch. The quantitative
research component utilized the Government of Canada’s Advertising Campaign
Evaluation Tool (ACET) to evaluate the campaign before and after it is run in
the media. Specifically, there was one baseline survey conducted prior to the
initial launch of the campaign, and subsequently, there will be a post-campaign
evaluation survey, after each phase of the campaign. The quantitative ACET
research phase (baseline and Phase I post-campaign) will be contracted under
the current proposed contract. Results
from the quantitative ACET study are presented under separate cover. This
report provides an overview of the findings from the qualitative creative
testing, along with corresponding conclusions and recommendations, to direct
final development of campaign creative.
Objectives
The qualitative
creative campaign testing aimed to examine reactions to a proposed advertising
concept. The overall objective of this testing is to ensure that the
advertising materials resonate with the target audience and meets its overall
communications objectives. More specifically, the research was conducted to finalize
and refine the creative materials that was used for the advertising campaign,
including:
·
Understanding the main message of the
materials
·
Ensuring the tone is appropriate
·
Confirming the language is clear and
easy to understand
·
The materials convey the programs
intended for the target audiences
Research Methodology
Target Audience
The target audience included members of the Canadian business
community who own or manage a small or medium sized business that have been
impacted by the pandemic, specifically those in the tourism, personal care and
hospitality sectors.
Research Approach
Six online focus
groups were conducted on January 27, 2022. More specifically, one session was
conducted with business owners and managers of small or medium-sized
enterprises (1-99 employees) in each of two sectors: personal care; and tourism
and hospitality industry. One focus group was conducted with each sector in
each of three regions: Atlantic/Ontario, Prairies/West, and Quebec. While the
discussions in Quebec were held in French, other focus groups were conducted in
English. Each session lasted approximately 90 minutes and participants were
offered a financial incentive of $200 in appreciation for their time.
In total, nine
people were recruited for each session, to ensure at least six participated.
From 54 recruited individuals, 49 took part across all sessions. Each focus
group included a mix of locations within region, including rural and urban
representation. Participants were recruited per the recruitment specifications for
the Government of Canada. Recruitment was conducted through qualitative panels
stored on Canadian servers, with follow up calls to confirm the details
provided and to ensure quotas were met. In addition, social media was used to
supplement recruitment efforts.
Context of Qualitative Research
Qualitative
discussions are intended as moderator-directed, informal, non-threatening
discussions with participants whose characteristics, habits and attitudes are
considered relevant to the topic of discussion.
The primary benefits of individual or group qualitative discussions are
that they allow for in-depth probing with qualifying participants on
behavioural habits, usage patterns, perceptions and attitudes related to the
subject matter. This type of discussion allows for flexibility in exploring
other areas that may be pertinent to the investigation. Qualitative research
allows for more complete understanding of the segment in that the thoughts or
feelings are expressed in the participants’ “own language” and at their “own
levels of passion.” Qualitative techniques are used in marketing research as a
means of developing insight and direction, rather than collecting
quantitatively precise data or absolute measures. As such, results are
directional only and cannot be projected to the overall population under study.
Research Findings
The following
provides a detailed account of focus group discussions.
Advertising
Recall
Across audiences
and locations, there was low recall of any advertisements relating to financial
support programs for businesses.
Prior to sharing creative concepts, participants were asked what, if any, advertising campaigns they have seen or heard concerning COVID-19 financial support programs for businesses.
Results show that there was low recall of any advertisements relating to financial support programs for businesses. Information on such programs was primarily obtained through the news, word-of-mouth, or through other professionals (e.g., bankers / accountants / business associations).
Participants were more likely to see ads about the government offering help to businesses on television and radio, compared to social media. The message that was recalled from these ads was that the government is creating programs or will create programs in the near future to help businesses that were affected financially by the pandemic. Some participants heard about these programs from colleagues, others heard about them on the news.
“I similarly remember ads talking about having certain criteria to qualify for it [a program].”
“Surtout pendant la première vague de la COVID, vers la fin. Surtout dans Internet. Je recherchais des informations et j’ai vu que le gouvernement a lancé un programme de subvention pour les entreprises et les travailleurs autonomes comme quoi il y a des programmes de subvention.” (Especially during the first wave of COVID, towards the end. Especially on the Internet. I was looking for information and I saw that the government has launched a subsidy program for businesses and the self-employed that there are subsidy programs.)
Concept Testing
The campaign was well received and considered generally clear at
communicating the availability of assistance programs.
Participants were presented with one advertising campaign concept that
included three distinct components (namely a 15-second radio ad, a 30-second
video, and four social media advertisements).
Overall Reactions
The following provides overall reactions to the campaign as a whole:
Initial
Reactions to the Campaign
This campaign received mixed
reactions, though mostly positive. Overall, the campaign was well received by
participants in the Tourism/Hospitality sector, but not received as well by
participants in the personal care sector. That said, negative reactions were
most evident among English-speaking participants, and most notably among
freelancers/those operating sole proprietorship businesses and those operating
businesses out of their homes.
“It’s really encouraging for small business owners.”
« Il y a une continuité. Avec la radio on dit qu’il y a des programmes d’aide ciblés; dans la vidéo on comprend les secteurs; et avec les médias sociaux on en apprend plus. Ce n’est pas trois fois le même message mais ça se développe. Il y a une cohérence. » (There is continuity. The radio ad says that there are targeted aid programs; in the video we understand the sectors; and with the social media, we learn more. It's not the same message but it is building. There is consistency.)
There was felt to be diversity of
types of people shown in the campaign, which was appreciated, though many
commented that the diversity of businesses shown was not comprehensive, and
that there should be greater visibility of different kinds of businesses.
Message
Credibility and Clarity
The campaign’s message is clearly
communicated and is considered credible and trusted, as well as being
communicated in a positive tone. The advertising concept was deemed credible by
nearly all participants due to the visible affiliation with the Government of
Canada. Additionally, the messaging of the ad concept was clearly understood by
most. The ad concept portrayed a clear message that the Government is offering
support programs for small businesses. That said, those in personal care
professions felt that the target was not clear, or that they were excluded from
the messaging, due to mention of ‘retail’ and ‘restaurants’ in the content.
“I liked the TV ad, but it could be more clear who the programs are for – if they are focused on business they should say that. I heard retail and restaurant and tuned out – it isn’t really for me.”
The tone was felt to be positive.
While some felt that the words such as “recovery”, “program”, “subsidy”, “hire
new workers”, “increase your employee’s wages or hours”, and “benefits”
contributed to establishing a sense of hope, a few personal care participants
in Ontario felt that the use of the word “recovery” suggested the Government is
out of touch since participants felt their businesses were, at the time of the
groups being conducted, very far away from recovery. These participants
suggested updating the wording to use more empathetic word choices such as
“Lets work together” or “We recognize the struggles”. Similarly, a small number
of participants felt that the campaign, featuring “cheery” music, was overly
positive if targeted at businesses who are suffering. By contrast, others felt
that the happy tone led to a sense of optimism and support.
“La couleur est très calmant, pas agressive, c’est doux ça passe bien. Le fait d’avoir des animations colorées et inclusive est bien. J’accepte et je me sens plus pris en charge et que le gouvernement tente de m’aider. Et aussi un peu le ton d’espoir surtout avec les noms de programmes – relance, embauche.” (The color is very calming, not aggressive, it's soft it goes well. Having colorful and inclusive animations is good. I accept and I feel more taken care of and that the government is trying to help me. And also, a bit of a hopeful tone especially with the names of programs – relaunch, hiring.)
Call
to Action
The call to action was well
understood, though deemed weak in some instances. While the campaign’s call to
action (visiting the website to learn more about the economic recovery
programs) was very clear to participants, it was not considered compelling to
sole proprietorship operators or home-based businesses who were mostly
represented in the personal care sector. While the visuals represent a wide
range of individuals and businesses, it failed to be seen as inclusive to some
types of businesses (e.g., home-based; small sole proprietorship) or more
specific sectors (e.g., hotels, restaurants, massage therapists, travel
agencies). Some of these participants suggested using words like ‘freelancer’,
‘entrepreneur’ should be used to make it applicable to them.
Some of those who had previously
applied or looked into government support programs and found that they were not
eligible were somewhat less likely to indicate that they would visit the
website to find out more, without reassurance that the program itself was new
or eligibility had changed. That said, even among these individuals, there were
some who indicated they would still check out the website to see if they might
qualify, reinforcing that there is a clear call to action with this campaign.
The following provides an overview
of the reactions to each of the campaign components:
Radio/Video
After seeing a selection of
campaign materials (namely a 15-second radio ad and a 30-second video),
participants were asked to describe what the campaign was trying to
communicate.
Clarity
of Messaging/Campaign Intent
Participants perceived the message
of the campaign as an invitation to take part in the government’s programs that
offer help to businesses that were affected by the pandemic. Participants felt
that the message was clear, though some felt that the messaging misses numbers and facts that could encourage business
owners to participate in programs by showing directly what they could gain.
Participants understood a supportive and helpful message from both the video
and radio ads, and understood the message to be that if they needed help, the
government would try to help them. Across groups, the campaign was well
received by participants in the Tourism/Hospitality sector, but not received as
well by participants in the personal care sector.
Despite a positive message
received, across groups, participants expressed that the campaign didn’t offer
any new or surprising information, though many said it was a good reminder to
continually check for new programs.
When asked if anything was
confusing or unclear, participants felt that the message from both the radio
and video were clear and concise. The
imagery was perceived positively while there were mixed opinions about the pace
and the quantity of information presented. Many participants expressed that the
campaign covered everything, while others felt that it was overwhelming and
difficult to follow. They also felt that the radio ad was less confusing
compared to the video because they had to focus only on audio. Moreover,
participants expressed that the government tagging at the end of the video
makes the campaign credible.
“I think the main message is that there is support and the different areas they are offering help.”
“The radio ad was very fast, I don’t recall it as clearly as the commercial.”
“L’information passe très vite et on est bourré d’info par les gouvernements. Ça a attiré mon attention mais ce n’est pas mémorable parce que l’information passe trop vite.” (The information is presented too quickly and we are swamped with information from governments. It grabbed my attention but it is not memorable because the information goes by too quickly.)
Relevance/Appeal
Participants felt that the concept
was speaking primarily to small businesses that were impacted by the pandemic,
and many participants felt that the message of the campaign was addressed to
them. They expressed that the video and radio ads speak to business owners that
were affected by the pandemic. Although some participants felt that the
campaign speaks broadly to all industries, those in personal care, particularly
small and home-based businesses didn’t feel the concept was relevant to them.
When seeing the different
components of the campaign participants generally felt there was a positive
tone communicated. The tone used in video and radio ads was described as
reassuring, calming, and providing a positive outlook on the future.
“I think this ad speaks to small businesses and is directly related to restaurants, salons, tourism.”
“I like the softness of the colors used…It’s easier to look at.”
“Dans la publicité vidéo, on voit différents magasins ou commerces et des gens et oui, on peut dire que c’est pour tout le monde, monsieur et madame tout le monde, commerce ou public.” (We see different stores in the ads and people so we can say that this is targeting everyone, businesses or the general public.)
There were mixed opinions about
using animation to showcase the state of businesses during COVID. Some
participants thought it was negative, that the campaign needed real people to
better demonstrate the situation of business owners, while others expressed
that the animation was positive, surprising and grabs attention.
Call
to Action
After seeing the campaign,
participants felt that they would be likely to search and collect more
information either by visiting the government’s website on the ads or by using
Google to search for specific programs. That said, the call to action was felt
to be somewhat weak for not providing a compelling enough reason to visit the
website, notably that nothing was felt to be new or surprising. This was
notably the case with businesspeople who were not successful when applying for support
or recovery programs offered since the beginning of the pandemic, who felt that
they would not be eligible for programs now either.
“I would go and try to find more information – looking at the website shown in the ad.”
“Would check the site if there are any updates.”
“It should SAY that something has changed. Say it is new or there’s no reason to go look.”
Suggestions
for Improvement
After discussions about the video
and radio content, participants were asked for any suggestions on how these
elements could be improved. Participants suggested that asking a question that
business owners can relate to can make the campaign more engaging. They also
had comments about the images, where they wanted it to be clearer that
businesses shown in the concepts were affected by COVID, for example changing
the “closed” sign to “closed due to COVID”. Others suggested that showing real business
owners testifying about how the pandemic affected them would make the campaign
more serious, relatable and effective. Participants also suggested that the
radio ad could be longer so it would seem less busy and clearer. Terms
"let’s work together" and "we recognize the struggles" were
introduced by participants to make the campaign more personable and human.
“I would change the “recovery” one for someone applying for a job.”
“I think the first letter could be bolded in the programs. Since acronyms are commonly searched.”
“If we have more human in ads instead of graphics.”
Social Media
Participants also evaluated a
series of proposed social media posts and were asked for their reactions.
Clarity
of Messaging / Campaign Intent
The message of this campaign was
very clear for participants, with many indicating that it invited them to apply
for government programs. Participants particularly noticed the word “apply”
which encouraged them to click the link and search for more information on the
website. Participants appreciated the amount of information shown in each post,
especially the facts and numbers it presented.
“Liked these more. Messaging is more clear. Highlighting the individual sectors or areas a bit more.”
“Feels like it’s showing us more detail. Really drawn to the fact that each post says ‘apply’.”
Another aspect that resonated with
participants was the perceived personalization, whereby individual programs
were showcased, causing participants to feel relevance. That said, the term
“hardest hit” was felt to be too vague, causing some to question the program’s
relevance to them.
That said, some participants felt
that the imagery was not relatable, and called for use of real people to
underscore a serious tone.
When asked if anything was
confusing or unclear, participants expressed that the social media posts are
clearer at have more information than the video. They also expressed that the
posts make it easier for them to search for more information, since it contains
a link to the program. Social media posts were perceived short, catchy, and
straightforward.
“The ads clearly show there is more than one program available.”
“Social media is the most eye catching as everyone uses social media, and the ads look updated.”
There was some lack of alignment
between the imagery and the messaging, particularly for the gym situation,
which was felt to show a worker at a place of business, which seemed at odds
with the idea of a ‘lockdown’.
Relevance
/ Appeal
Participants were asked who the
campaign was speaking to, and the concept was generally felt to be speaking to
local small business owners. Participants indicated that the social media posts
were talking to them, particularly given that each post targeted a different
industry. That said, some smaller businesses, particularly in personal care,
did not feel included in the posts.
“General business owner. Targeting local businesses – small private guy.”
The tone of the campaign was
perceived to be welcoming, friendly and fun, though some also described them as
boring and dull due to the muted colours. Indeed, there were mixed opinions
about the colors used. Some participants felt that the colors made the posts
look calm, others expressed that it was not attractive and even depressing
because of the static format and the dull colours. To some, the campaign lacked
a strong component (a “hook”) that would make the posts memorable.
“Overall positive reaction, fairly easy to understand and speaks directly to business owners.”
“The lighter background is more appealing.”
“This feels more targeted to me since its telling me to apply.”
“C’est pour les travailleurs en cas de confinement; ceux qui ont des problèmes d’embauche; les entreprises qui sont touchés comme nous la coiffure. Ça s’adresse à moi dans mon domaine mais pas pour moi parce que je n’ai pas été trop touché par la pandémie.” (It is for workers that were in confinement; those with hiring problems; companies that are affected like us hairdressers. It's for me in my field but not for me because I haven't been too affected by the pandemic.)
Call
to Action
The campaign’s purpose was felt to
be encouraging participants to search for information directly from the
government’s website. Participants indicated that they felt more likely to take
action after seeing the posts, especially given that the link is easily
accessible. Many understood the advertisement’s purpose to be inviting them to
visit the link Canada.ca/coronavirus to learn more information about the
recovery programs.
“It’s an easy way to access the website, compared to the radio or TV because there is a direct link.”
“C’est plus clair, précis et ciblé; j’en apprend beaucoup plus mais je ne suis pas concernée par les quatre publicités. Ça me donnerait envie d’aller cliquer sur le canada.ca mais comme je suis déjà au courant des programmes je n’irais pas.” (It is clearer, more precise and more focused; I learn a lot more but I'm not affected by the four ads. It would make me want to go click on the canada.ca but as I am already aware of the programs I would not go.)
Suggestions
for Improvement
After reviewing the social media
posts, participants offered suggestions for how they could be improved. To
start, some suggested that it could be more memorable and relatable if the
posts showed real Canadians’ experience with the pandemic. Another suggestion
included to show a broad range of possible programs across a larger series of
posts, or to showcase that the program highlighted is just one of however many
programs actually exist. When looking at the content, participants want to more
easily notice the link, suggesting that it could be bolder. Participants also
suggested that each link should be a direct link to the program it’s referring
to. Others suggested statements to grab people, such as “Learn More”, “Apply
Now”, or “See if you qualify”. Finally, there were suggestions for the posts to
pose a question to draw in the viewer, and to include a phone number to contact
for more information.
Conclusions and Direction
Overall, the different ads were perceived positively, and the message was
clear although some updates could be made by Finance Canada based on the
research findings:
Provide a stronger and more compelling call to action by clearly
identifying the reasons to visit the website or seek more information (e.g.,
find out if you are eligible).
If relevant, consider mentioning that information on new programs or
expanded benefits are available online, to elicit the interest of experienced
program applicants and those who believe they already know what programs and
benefits are available. Further, to make the ads more compelling, consider
including testimonies in TV and radio ads to make business owners more
confident and interested to look for information about government’s programs.
Although listing a full range of applicable industries is likely not
possible, a tagline that elicits interest such as “find out if these new
programs might apply to you” may cause some to research the applicability of
the program.
Include more numbers and facts to the social media posts that show how
much business owners can gain from applying to programs.
Clearly identify the reasons to visit the website or seek more
information (e.g., find out if you are eligible). If relevant, consider
mentioning that information on new programs or expanded benefits are available
online, to elicit the interest of experienced program applicants and those who
believe they already know what programs and benefits are available. If
highlighting a single program in a social media post, consider showing that it
is just one of many other programs available, again to elicit interest and
drive traffic to explore programs. In addition, make the radio and TV ads less busy to make it easier for
businesspeople to understand the overall message of the campaign especially
that businesspeople usually aren’t fully concentrated when they watch TV or
listen to the radio.
Consider better aligning the text and the visual.
This is recommended specifically in terms of the type of business and the
program eligibility (for example, showing a worker at home for the Worker
Lockdown Benefit program).
Give preference to calm and soothing, yet bright colours, to convey a
positive, reassuring and hopeful tone throughout the various components of any
campaign.
While a tricky balance to strike, it is important to show a message or
feeling of hope, while also demonstrating the seriousness of the topic, and
empathy for businesses that may be suffering from COVID-related stresses. A
calm, reassuring and supportive tone worked well.
Appendix A: Recruitment Screener
Finance Canada: Business Recovery Response Plan Ad
Campaign Study Screener – FINAL
Name:________________________________________________________________________
Daytime phone:
_____________ Evening
phone:________________ Cell: ________________ Email:
_______________________________________________________________________
Organization:
_______________________________
Position: _________________________
Audience:
____________________________________________________________________
Section 1: Schedule & Specifications
NETFOCUS GROUP SCHEDULE
|
Group |
AST |
EST |
Participant
Time |
Audience |
Language |
Moderator |
|
|---|---|---|---|---|---|---|---|
|
Thur. Jan. 27 |
1 |
10:00AM |
9:00AM |
9:00AM |
QC: Tourism/Hospitality |
FR |
CP |
|
2 |
9:00AM |
8:00AM |
9:00AM/ 8:00AM |
AC/ON:
Tourism/Hospitality |
EN |
MB |
|
|
3 |
11:00AM |
10:00AM |
11:00AM/ 10:00AM |
AC/ON:
Personal Care |
EN |
MB |
|
|
4 |
12:00PM |
11:00AM |
11:00AM |
QC:
Personal Care |
FR |
CP |
|
|
5 |
1:00PM |
12:00PM |
11:00AM/ 10:00AM/ 9:00AM |
Prairies/BC:
Tourism/Hospitality |
EN |
MC |
|
|
6 |
3:00PM |
2:00PM |
1:00PM/ 12PM/ 11:00AM |
Prairies/BC:
Personal Care |
EN |
MC |
Specification Summary
·
Six (6) online focus groups in total.
·
Four (4) English groups; two groups in each of the
following markets:
o West/Prairies (MB; SK; AB; BC)
o Ontario/Atlantic
Canada (NL; NB; NS; PE
& ON)
·
Two (2) French groups in the following market:
o
Quebec
·
In each market, one group with
respondents working in the Personal Care sector; and one group with
respondents working in the Tourism & Hospitality sector
·
Mix of locations in each group. Aim for mix of
rural/urban in each group
·
Incentive: $200
per participant
·
Access to desktop, laptop,
or computer tablet. No smartphone use permitted.
·
Nine (9) recruited per group
·
Group discussion lasts up to 90 minutes
RECRUITER NOTE - WHEN
TERMINATING AN INTERVIEW, SAY: “Thank you very much for your cooperation. We
are unable to invite you to participate because we have enough participants who
have a similar profile to yours.”
RECRUITER NOTE: If a
respondent wishes to verify the validity of the study, please contact:
Narrative Research:
888-414-1336; focusgroups@narrativeresearch.ca
NOTE THAT THROUGHOUT THE
SCREENER, INSTRUCTIONS APPEAR BELOW EACH QUESTION
Section
G: General Introduction
Hello, my name is _______________ and I am calling on behalf of
Narrative Research, a national market research company. Let me assure you that we are not trying to
sell you anything. As part of a research project that we are conducting on
behalf of the Government of Canada, we are looking for business owners or
managers in the [GROUPS 1, 2, 5: tourism and hospitality industry] and [ GROUPS 3, 4, 6: personal care
sector] to take part in a small online group discussion on January 27th during the daytime.
Those who qualify and take part in the focus group will receive a $200 financial
incentive. Is this something you might
be interested in?
Yes...................................................... 1
No....................................................... 2 THANK & TERMINATE
Do you prefer to
continue in English or French? / Préférez-vous continuer en français ou
anglais?
RECRUITER NOTE - FOR ENGLISH GROUPS, IF PARTICIPANT WOULD PREFER TO
CONTINUE IN FRENCH, PLEASE RESPOND WITH: « Malheureusement, nous recherchons
des gens qui parlent anglais pour participer à ces groupes de discussion. »
« Nous vous remercions de votre intérêt. » OR « Désirez-vous que l’on communique avec
vous à nouveau afin de vous inviter à participer à un groupe de discussion en
français? »
The purpose of this group discussion is to hear people’s views on
communications materials currently being developed. Participation in this
research is voluntary and completely anonymous and confidential. No attempt
will be made to sell you anything or change your point of view. The format of
the focus group is an informal online small group discussion led by a
professional moderator. May I ask you a few quick questions to see if you have
the profile we are looking for? This should take about 6 or 7 minutes.
Yes...................................................... 1
No....................................................... 2
INSTRUCTIONS: If no, thank & terminate
Section
B: Business Profiling Questions
Are you the owner or
manager of a business in the tourism and hospitality industry or in the
personal care sector?
Yes, personal care............................. 1
Yes, tourism and hospitality.............. 2
No....................................................... 3
B1 INSTRUCTIONS: If no, thank & terminate
Is your business involved
in any of the following sector?
Hair care and esthetic services............................... 1
Hair replacement and scalp treatment services.... 2
Massage services.................................................... 3
Diet counselling services........................................ 4
Ear piercing services............................................... 5
Accommodations.................................................... 6
Food and beverage................................................. 7
Hospitality............................................................... 8
Tourism................................................................... 9
Fitness and recreation sports centre...................... 10
Other (Specify: _____)............................................ 99
None of the above.................................................. 96
B2 INSTRUCTIONS: If NONE (code 96), Thank & Terminate; If Codes 1-5,
consider for Personal Care groups. If
Codes 6-10, consider for Tourism & Hospitality groups. Max 2 per groups for
code 10. If OTHER (code 99), put on hold and verify with the supervisor to see
if the sector applies. Aim for a mix of sectors in each group.
How many employees work
for your business in total (for all locations)? [NOTE TO RECRUITERS; IF
FRANCHISE, RECORD THE FNUMBER OF EMPLOYEES FOR THE FRANCHISE]
Between 1 and 10................................................... 1
Between 11 and 50................................................. 2
Between 51 and 100............................................... 3
More than 100........................................................ 4
B3 INSTRUCTIONS: If “More than 100” (Code 4), thank
& terminate. Aim to recruit a mix in each group
In which community or
province is your primary work location?
RECORD:
________________________________
B4 INSTRUCTIONS: Recruit mix of locations in each group; aim for a
rural/urban mix
What is the name of your
company? Note that this information will be kept confidential and will only be
used to ensure we do not include more than one individual from the same
organization.
RECORD:
_________________________
B5 INSTRUCTIONS: Only one individual per organization across all groups
Section
P: Profiling Questions
The next questions will ensure that we have different profiles of
participants taking part in the focus group, in addition to having diverse business
profiles.
Into which age group are you?
Less than 18....................................... 1
18-29.................................................. 2
30-39.................................................. 3
40-49.................................................. 4
50-59.................................................. 5
60-65.................................................. 6
More than 65 years old..................... 7
P1 INSTRUCTIONS: If LESS THAN 18 or MORE THAN 65, thank & terminate;
Aim for a mix in each group
Are you…?
Male................................................... 1
Female............................................... 2
Gender diverse.................................. 3
P2 INSTRUCTIONS: Recruit mix in each group
What is the highest level of education that you
have completed?
Some high school only....................... 1
Completed high school...................... 2
Some college/university.................... 3
Completed college/university........... 4
Post-graduate studies........................ 5
Prefer not to answer.......................... 8
To make sure that we speak to a diversity of
people, could you tell me what is your ethnic background?
Caucasian................................................................................................................ 1
Chinese................................................................................................................... 2
South Asian (i.e. East Indian, Pakistani, etc)........................................................... 3
Black....................................................................................................................... 4
Filipino.................................................................................................................... 5
Latin American........................................................................................................ 6
Southeast Asian (i.e. Vietnamese, etc)................................................................... 7
Arab........................................................................................................................ 8
West Asian (i.e. Iranian, Afghan, etc)..................................................................... 9
Korean..................................................................................................................... 10
Japanese................................................................................................................. 11
Indigenous people (First Nations, Métis, or Inuit).................................................. 12
Other (please specify)_________________........................................................... 13
Prefer not to say..................................................................................................... 14
P3 INSTRUCTIONS: Code all that apply. Aim for a mix.
Section N : Netfocus Questions
The discussion groups for this project will be conducted over the phone
and online simultaneously and will require the use of a laptop, desktop
computer or computer tablet to login to a website and a telephone line
(landline or cell phone, separate from your computer) to join a conference call
for the duration of the focus group session. Note that you can use a smart
phone to join the conference call but not to login on the web meeting, as the
screen size is too small to see the material that will be shared with
participants.
Do you have access to a
laptop, desktop computer or a large computer tablet with high-speed Internet to
take part in this focus group? Note that you cannot login to the web platform
using a smartphone.
Yes........................................................................... 1
No............................................................................ 2
NF1 INSTRUCTIONS: If no, thank & terminate
Once you are online for
the session you will also be required to join a separate telephone conference
call to be connected to the discussion with the rest of the group. You will
need to use a telephone line and NOT your computer audio. Will you have
access to a dedicated telephone (either landline or cellular) located near your
computer to join the conference call?
Note that you will not incur long-distance charges.
Yes ..................................................... 1
No....................................................... 2
NF2 INSTRUCTIONS: If no, thank & terminate
Yes ..................................................... 1
No....................................................... 2
NF3 INSTRUCTIONS: If no, thank & terminate
INSTRUCTIONS FOR NF1-NF3 THANK & TERMINATE: Based on your responses,
we are unable to invite you to take part in this online focus group, as you do
not meet the technical requirements. We thank you for your interest in this
research.
Section R: Previous Focus Group Experience Questions
I just have a few more questions about your past participation in market
research…
Have you ever attended a group discussion or
interview for which you received a sum of money?
Yes...................................................... 1
CONTINUE – Max 5 per group
No ...................................................... 2
Go To SECTION
I: Invitation
When was the last time you attended a group
discussion or interview?
How many groups or interviews have you attended
in the past 5 years?
What was the subject(s) of the focus group(s) or
interview?
AIM TO RECRUIT SOME PARTICIPANTS WHO HAVE NOT:
·
been to 5 or more groups in the past 5 years
·
attended a focus group in the past six months.
Section I: Invitation
Based on your responses so far, we would like to invite you to
participate in a small group discussion that will be conducted simultaneously
over the telephone and online at <INSERT
TIME> on <INSERT DATE>.
The session will bring together 6 to 9 business owners or managers and it will
last between 90 minutes and 2 hours. The discussion will be about communications materials currently being
considered by the Government of Canada and you will receive $200 in
appreciation for your time. To take part, you would simply log on to a secure
website from your computer and at the same time join in a group discussion on
the phone via conference call.
Are you available and interested in taking part
in this focus group?
Yes...................................................... 1
No ...................................................... 2
I1 INSTRUCTIONS: If NO, thank & terminate
The discussion in which you will be participating
will be audio recorded for research purposes only. Be assured that your
comments and responses are strictly confidential and that your name will not be
included in the research report. Are you comfortable with the discussion being
audio recorded?
Yes...................................................... 1
No ...................................................... 2
I2 INSTRUCTIONS: If NO, thank & terminate
There may also be employees from the Government
of Canada and the marking firm they are working with, who will be listening in
on the discussion. They will not be given the last names of participants or the
name of the company they work for. Are you comfortable with having observers?
Yes...................................................... 1
No ...................................................... 2
I3 INSTRUCTIONS: If NO, thank & terminate
The group discussion will be held [GROUPS 2, 3, 5, 6: in English] [GROUPS 1 & 4: in
French]. Participants may also be asked to read text, write
responses and/or review images during the session. Are you able to take part in these activities
[GROUPS 2, 3, 5, 6: in English] [GROUPS 1 & 4: in French] on your
own, without assistance?
Yes...................................................... 1
No....................................................... 2
I am unsure........................................ 8
I4 INSTRUCTIONS: If NO or UNSURE, thank & terminate
Could we please confirm the email address where we can send you the
detailed instructions for logging in to the group?
Record email address (and verify): ________________________________________________.
We will send you the instructions by email at least 1 day in advance of
the group. The group discussion will begin promptly at <TIME> and will last
between 90 minutes and 2 hours. Please log in 15 minutes in advance to
ensure that the session is not delayed.
If you arrive late, we will not be able to include you in the discussion
and you will not receive the financial incentive.
As mentioned, we will be pleased to provide everyone who participates
with $200, provided by e-Transfer or cheque, as you’d prefer. It takes approximately 3 business days to
receive an incentive by e-Transfer or approximately 2-3 weeks following your participation to receive an incentive
by cheque.
Would you prefer to receive your incentive by
e-Transfer or cheque?
e-Transfer.......................................... 1
Cheque............................................... 2
I5 INSTRUCTIONS: If E-TRANSFER, continue to I6; If CHEQUE, skip to I7
Could you please confirm the e-mail address where
you would like the e-transfer sent after the focus groups, as well as the
proper spelling of your name? note that the e-transfer password will be
provided to you via email following the group.
RECORD EMAIL ADDRESS: ________________________
RECORD FIRST NAME: ___________________________
RECORD LAST NAME: ____________________________
Could I have the mailing address where you would
like the cheque mailed after the focus groups, as well as the proper spelling
of your name?
Mailing address:______________________________________________________________
City:
_______________________________________________________________________
Province: ____________________________________Postal Code:
_____________________
First name: ___________________ Last name:
_____________________________________
As these are very small groups and with even one person missing, the
overall success of the group may be affected, I would ask that once you have
decided to attend that you make every effort to do so. If you are unable to take part in the study,
please call_____ (collect) at ________, or email __________ as soon as possible
so a replacement may be found. Please do not arrange for your own
replacement.
So that we can call you to remind you about the
focus group or contact you should there be any last-minute changes, can you
please confirm your name and contact information for me?
First Name: ____________________________________________
Last Name: ____________________________________________
Email: ________________________________________________
Cell Phone: ____________________________________________
Home Phone: __________________________________________
Work Phone: ___________________________________________
I8 INSTRUCTIONS: Insert information already collected, for confirmation.
If the respondent refuses to give his/her first or last name or phone number please assure them that this information will be kept
strictly confidential in accordance with the privacy law and that it is used
strictly to contact them to confirm their attendance and to inform them of any
changes to the focus group. If they still refuse THANK & TERMINATE.
Thank you for your interest in our study. We look forward to hearing your thoughts and
opinions!
Attention
Recruiters
·
Recruit 9 respondents per group
·
CHECK QUOTAS
·
Ensure participant has a good speaking (overall
responses) ability-If in doubt, DO NOT INVITE
·
Do not put names on profile sheet unless you have
a firm commitment.
·
Repeat the date, time
and verify email before hanging up.
Confirming – DAY
BEFORE GROUP
a
Confirm in person with the participant the day
prior to the group– do not leave a message unless necessary
b
Confirm all key qualifying questions
c
Confirm date and time
d
Confirm they have received the login instructions
and completed the diagnostic test
Government of Canada’s Business Recovery Response
Plan Advertising Campaign Testing
Moderator’s Guide – FINAL
Study
Goals (Confidential – Not read to participants)
Finalize and refine the creative materials that
will be used for the advertising campaign, including:
- Understanding
the main message of the materials
- Ensuring the
tone is appropriate
- Confirming the language is clear and
easy to understand
- The materials convey the programs
intended for the target audiences
Introduction – 10 minutes
·
[SLIDE 1] Welcome: Introduce
Narrative Research as an independent marketing research company; introduce self
and function of a moderator
·
Topic & Sponsor: Today I’d like to
explore your thoughts on advertising that is currently being considered by the
Government of Canada
·
Length: Discussion will last about 1.5 hours
·
[SLIDE 2] Process: Netfocus group (discussion by phone; material
shown on the computer screen); all opinions are important; no right/wrong
answers; need to understand agreement/disagreement; talk one at a time
·
Logistics: Session recording;
government employees as observers (not taking part in discussions)
·
Confidentiality: Individual comments are
confidential; no names in report; voluntary participation; ask participants to
keep content of discussion in confidence
·
[SLIDE 3] Platform Tools: raise hand, agree/disagree function; rejoining the conference call if
necessary (practice use of raising hand agree / disagree buttons). Written chat
for participants.
·
[SLIDE 4]
Participant Introduction: Sector
you work in; in which city/community; how long have you been working in that
sector
General
Discussion – 10 minutes
[SLIDE
5] Before
we look at the ideas for an advertising campaign…
·
I would like to know if, in the last couple of
years, you remember having seen or heard any advertisements about government
support or incentive programs for businesses and workers related to COVID-19?
o
If so, what do you remember about those ads?
Probe for recall of program or incentive name, ad message and what caught their
attention
o
Where have you seen or heard those?
Creative
Testing – Video and Radio – 30 minutes
[SLIDE
6-7] As
I mentioned earlier, I’d like to show you communication materials that could be
used by the Government of Canada for an advertising campaign being considered.
This campaign includes one video that could be seen on television or
online, one radio commercial, and a series of social media posts.
We’ll evaluate the video and radio components first, then turn to the social
media.
[SLIDES 8-10] Hold your thoughts
as I show you the ads. Once I am done, I will ask for your individual opinion
before we discuss the concept as a group. Please pay attention to both the
message and how it is communicated, as we will be discussing and
focusing on those aspects. Let’s start with the video and the radio commercial.
PLAY VIDEO AND RADIO TWICE AND REPLAY
DURING THE DISCUSSION AS NEEDED.
AFTER THE
PRESENTATION OF THE CONCEPT: Before we talk about this idea, take a moment to
answer, each on your own, the questions you see on the screen. Think about the
two aspects of the campaign as a whole when answering
the questions – video and radio. Keep in mind, I can see your responses, but
other participants will not.
Indicate on a 1-10 scale the extent to which the statement
aligns with what you think (where 1 means “not at all” and 10 means
“absolutely”):
[POLL
1 – ATTENTION] These ads grab my attention.
[POLL
2 - MEMORABILITY] I would remember these ads.
[POLL
3 - CLARITY] It’s clear to me what these ads are saying.
[POLL 4 – MOTIVATIONAL] I am interested in finding out
more about government programs after seeing these ads.
AFTER THE EXERCISE: Now let’s talk
about your reactions together…
Overall
Reactions:
·
What one or two words come to mind after seeing
and hearing these?
·
How would you describe this campaign to a friend;
what would you say about these ads?
·
What, if anything, grabs your attention? Why?
Intent/Message/Credibility:
What is this campaign trying to communicate? What
does it suggest about government programs? Are the video and radio
communicating the same thing? If no, how are they different?
Do you believe what they say? Why/why not?
Is anything surprising? Have you learned
anything?
How would you describe the tone?
Clarity/Appropriateness:
·
Is anything unclear, confusing
or problematic?
Relevance/Appeal:
·
Who are these speaking to: you, or someone
different? IF NOT THEM: Why not you?
·
What would it take for you to feel (even) more compelled
by this message? Probe for message/tone
Design
·
What do you think of the imagery, the settings
and situations shown?
·
In terms of design, are there elements from each
of the pieces shown (video; radio) that work well or doesn’t work? Which ones
and why? REVIEW EACH COMPONENT ONE AT A TIME; PLAY VIDEO AND/OR RADIO AGAIN
IF NEEDED
Intended
Call-to-Action/Memorability:
·
What, if anything, would you do after seeing
these ads?
o
What (else) is it asking people to do?
·
Where would you go for more information about
these programs?
·
To what extent is this memorable or not?
·
What would make this idea stronger?
Creative
Testing – Social Media – 20 minutes
Now let’s turn to the social media ads. MODERATOR
TO SHOW EACH OF THE POSTS INDIVIDUALLY, THEN SHOW A COLLAGE OF ALL SIX
Before we talk about these ads, take a moment to
answer, each on your own, the questions you see on the screen. Think about tall
of the social media posts as a whole when answering
the questions. Keep in mind, I can see your responses, but other participants
will not.
Indicate on a 1-10 scale the extent to which the
statement aligns with what you think (where 1 means “not at all” and 10 means
“absolutely”):
[POLL
5 – ATTENTION] These posts grab my attention.
[POLL
6 - MEMORABILITY] I would remember these posts.
[POLL
7 - CLARITY] It’s clear to me what these posts are saying.
[POLL 8 – MOTIVATIONAL] I am interested in finding out
more about government programs after seeing these posts.
AFTER THE EXERCISE: Now let’s talk
about your reactions together…
Intent/Message/Credibility:
·
What message do these posts convey? How does it
compare to that of the video and radio ads?
·
What, if anything, grabs your attention across
these posts? Why?
·
Is anything surprising? Have you learned
anything?
Clarity/Appropriateness:
·
Is anything unclear, confusing
or problematic?
Relevance/Appeal:
·
Who is this speaking to – the same people as for
the video and radio ads, or different?
·
How would you describe the tone?
Design
·
What do you think of the imagery, the settings
and situations shown?
·
In terms of design, are there elements from each
of the posts that work well or don’t work? Which ones and why? REVIEW EACH
POST
Intended
Call-to-Action/Memorability:
·
What, if anything, would you do after seeing
these posts?
o
What (else) is it asking people to do?
·
Do you feel compelled by the posts? Would you
click on any? Why, why not?To
what extent is this memorable or not?
Creative
Testing – Final Thoughts – 10 minutes
Now that we’ve seen all components of the
campaign - the video, radio and social media, I’d like
to take a few minutes to discuss the campaign as a whole. MODERATOR TO SHOW
COLLAGE OF ALL CAMPAIGN COMPONENTS
·
What would it take for you to feel (even) more
compelled by this campaign? Probe for message and tone
·
What would make these ads stronger?
·
Any final suggestions on how the Government could
inform businesspeople like you about these programs?
Thanks
& Closure:
[SLIDE
22] That’s
all my questions; thank you for taking part in our discussion. We will follow
up with you regarding the incentive. Note that once finalized, the study report
for this project will be available to the public through a government agency
called Library and Archives Canada.
