POR #035-10
Prepared for: Human Resources and Skills Development Canada
December 2010
Contract Number: G9178-100001/005/CY
Contract Award Date: 2010-09-13
Report Delivery Date: 2011-02-14
nc-por-rop-gd@hrsdc-rhdcc.gc.ca
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The Government of Canada launched the Apprenticeship Incentive Grant (AIG) in 2007 to encourage young Canadians to register and carry on in an apprenticeship program by providing a one-time $2,000 grant to second and third year apprentices. In 2009, in order to further encourage apprentices to complete the program, the Government of Canada initiated an Apprenticeship Completion Grant (ACG) to eligible apprentices after they fully completed their apprenticeship program and became certified in a Red Seal Trade program. In 2009-2010, Human Resources and Skills Development Canada (HRSDC) commissioned an awareness campaign aimed at promoting both the AIG and ACG. In order to build on this success, HRSDC has commissioned a continuation of this campaign in the coming months. The 2010-11 campaign objectives include:
In accordance with a tenet of the Government of Canada’s Communications Policy, public opinion research must be implemented in the development of all advertising initiatives that have a planned media expenditure of more than $1,000,000, to measure the effectiveness of the ads. Qualitative research is required in advance of HRSDC’s awareness campaign to test effectiveness of the advertising concepts. The advertising campaign in question will directly support the Government of Canada’s efforts designed to help Canadian workers through incentives to increase enrolment in and completion of apprenticeships.
In order to accurately test the creative concepts for the Apprenticeship Grants Advertising Campaign, a two-phased qualitative study was required. Phase one included a total of six (6) in-person groups with both registered apprentices and those who recently completed their training to assess reactions to two proposed campaign concepts each including radio, Internet, and poster applications. The second phase of this study included six (6) Netfocus groups (group discussions conducted online, with teleconference capabilities) with the same target audience, and served to assess reactions to revised creative concepts for the print component of the campaign.
This report presents the key findings from the two phases of the creative testing conducted by Corporate Research Associates Inc. on behalf of HRSDC. Following is a description of the study methodology, an executive summary of key points, a series of conclusions and directional items, as well as the detailed findings of focus group discussions for each phase of the study.
During the first phase of the study, a total of six (6) traditional focus groups were conducted with apprentices 18 to 35 years old who were either nearing completion of training in a Red Seal trade, newly completed (within the past two years), or currently training in a Red Seal trade. At least three trades were represented in each focus group. Overall, two (2) English groups were conducted in Ottawa (October 7th) and Calgary (October 6th), while two (2) French groups were conducted in Trois-Rivières (October 12th). For each group, a total of 10 individuals were recruited, with an overall participation of 47 participants across the six groups. Group discussions each lasted two (2) hours and were held during the evening. Participants each received a monetary incentive of $100 in appreciation for their time and input.
Corporate Research Associates used the services of four local subcontractors who had previous experience with this audience to conduct recruitment. Due to the nature of the audience under study, a variety of recruitment methods were used including random calling and referrals. Local trade organizations, colleges that offered apprenticeship training, and private companies were contacted to gain support and access to current apprentices and recent graduates.
During Phase One, focus groups in Ottawa were delayed due to issues with recruitment. Below includes a detailed list of the types of contacts that were made in this market; please note, this list is not exhaustive.
In addition to those organizations, all participants from past trade related studies in the Ottawa region were contacted (including no-shows) for leads.
The second phase of the study consisted of six (6) Netfocus™ groups with apprentices 18 to 35 years old who are either currently in training in a Red Seal trade, or have completed their training within the past two years. At least three trades were represented in each group discussion. Groups were broken down by geographic areas, including one group in each of Western provinces (Alberta and British Columbia), Prairies (Manitoba and Saskatchewan), Ontario, and Atlantic Canada (Nova Scotia, New Brunswick, Prince Edward Island, and Newfoundland and Labrador). In addition, two French groups were conducted with Quebec residents from the target audience. All discussions were conducted in English with the exception of the Quebec Netfocus groups which were held in French. Group discussion lasted an average of one hour and fifteen minutes and participants each received a monetary incentive of $75 in appreciation for their time and input. In total, six (6) individuals were recruited in each group, with an overall participation of 30 participants across groups. Group discussions were held November 16th and 17th, 2010.
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.
This certification is to be submitted with the final report submitted to the Project Authority.
I hereby certify as a Senior Officer of Corporate Research Associates that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. 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, CMRP
Executive Vice President, CRA
Corporate Research Associates Inc.
Contract Number: G9178-100001/005/CY
Contract Date: 2010-09-13
Human Resources and Skills Development Canada (HRSDC) commissioned Corporate Research Associates Inc. (CRA) to conduct qualitative research with apprentices in a Red Seal trade who are currently training or have achieved their trade designation within the past two years. The study aimed to test the effectiveness of a number of advertising concepts being proposed.
During the first phase of the study a total of six focus groups were conducted. Specifically, two English groups were conducted in Halifax (NS) and Ottawa (ON) while two French groups were held in Trois-Rivières (QC). Discussions were scheduled between October 6th and 12th, 2010. Following a debrief of results, final campaign modifications were made and subsequently, six Netfocus™ groups were conducted to include one English group in each of four broad geographic areas, namely Western provinces, Prairies, Ontario, and Atlantic provinces, as well as two French groups with residents of Quebec. Discussions were held on November 16th and 17th, 2010.
Findings from the Apprenticeship Grants Creative Testing show that to be relevant to apprentices, advertisements must present a career in the trade as a serious and exciting endeavor, focusing on the pride as an incentive to join, more so than for financial reasons. That said, clearly showing the grant amount and clearly identifying the target audience is instrumental in grabbing apprentices’ attention, and enticing them to pay attention to the remainder of the advertisement. Care must however be taken in alluding to the grant disbursement schedule, to avoid misperception of a one-time lump sum.
Establishing relevance is key to a successful campaign. Indeed, results clearly show that portraying real-life tradespeople who enjoy their work and are proud of their accomplishments enhances a campaign’s impact and grabs attention. Showing gender, ethnicity, and trade diversity is appealing and deemed aligned with what is expected in government advertisements. That said, care must be taken to show a work environment that closely reflects commercial settings and professional tradespeople.
Given the mixed levels of awareness of the Red Seal designation, and the minimal knowledge of the diversity of designated trades, there is merit in establishing the scope of the program one way or another. This could be achieved by listing examples of designated trades, including those that are less traditionally-associated with the program, or simply mentioning the number of eligible trades, with an invitation to further check if a person’s trade is included.
As radio is perhaps one of the most important media recalled by apprentices, there is merit in ensuring that the campaign’s radio commercial clearly states the intended message and target audience at the beginning, features a realistic scenario, and makes careful use of background sounds to avoid detracting attention from the spoken message. Likewise, Internet banner ads must be straight to the point and immediately present key messages to grab attention. As this type of advertisement tends to be mistrusted by apprentices, given the perceived predominance of online scams and sales pitches, there is merit in showing the Government of Canada logo throughout the ad. As for the Zoom poster, given the appeal of print applications among apprentices, and that posters are an important source of advertising recall for this audience, care must be taken to simplify the message, layout, and delivery while being visually appealing and relevant.
During the first phase of the study, two campaigns were tested, each including a radio, an Internet, and a Zoom poster application. The ‘Names’ campaign was preferred for its seriousness, close relevance to the trades, and clear messaging. By contrast, the ‘Rising Stars’ campaign received mixed reactions, with negative opinions relating to its spoof of embracing a career in a trade, and the lack of clear messaging, while it was praised for its originality and energy. The ‘Names’ campaign was deemed most relevant to apprentices who recently finished their training and who intend to start a business, while the ‘Rising Stars’ campaign was viewed as targeting younger individuals who are considering entering the trades.
During the second phase of the study, three versions of a poster for the apprenticeship grants were tested, including the ‘Tool’ poster which was part of the campaign launched earlier this year, and the ‘Black Background’ and ‘White Background’ posters, both designed based on feedback received during the first phase of the study. Overall, the ‘Tool’ poster’s message and headline were deemed unclear and the target audience was viewed at a glance as construction-related tradespeople. Its masculine look also lacked appeal with female apprentices. By contrast, the ‘Black Background’ poster’s original approach, effective illustration of diversity of trades, gender, and ethnicity, and clear messaging were praised, though the choice of colours and the facial expression and stance of tradespeople illustrated imparted a somber, negative tone to the poster. Of all three posters, the ‘White Background’ poster was preferred across locations and deemed most relevant and engaging. Its simplicity, clarity of messaging and target audience, as well as its concise and straight forward headlines, were well liked. That said, suggestions were made to include better contrasts in colours and show ethnic diversity to increase appeal.
Finally, there is little appeal for a social media contest for which apprentices could post an entry explaining what they achieved with the apprenticeship grants or describing an accomplishment as a tradesperson they are most proud of.
The following conclusions are drawn from the detailed analysis of the study’s findings.
Awareness and understanding of the Apprenticeship Grants varies across provinces and is lowest in Quebec.
Consistent with findings from previous research with apprentices, there are varied levels of awareness and knowledge of Apprenticeship Grants nationwide among apprentices. While English-speaking participants outside of Quebec are most likely to have heard of the Apprenticeship Grants and be familiar with at least some of its characteristics, Quebec participants’ awareness and knowledge remains minimal.
Likewise, the Red Seal designation is fairly well known outside of Quebec, as a program allowing eligible tradespeople to transfer their skills nationwide, allowing them to work in any of the provinces across Canada. In Quebec, awareness of this program is minimal. Despite varying levels of awareness regarding the program itself, most apprentices are unaware of the diversity of trades that hold a Red Seal designation, regardless of where they reside.
The ‘Names’ campaign is deemed most relevant and best at communicating the intended message, though improvements are suggested for greater appeal.
Of all three concepts tested, the one referred to as ‘Names’ campaign was deemed most relevant overall, as it showed real-life tradespeople who appeared to be enjoying what they were doing. Apprentices relate well to seeing illustrations of tradespeople in context.
While the overall look of the campaign was often described as safe, traditional, serious, and to some extent, bland and boring, it did not seem to bother most participants and it was seen as best aligned to the government’s image. Furthermore, the layout’s clean lines and uncluttered look helped effectively highlight important components of the messaging. The focus on the grant amount of $4,000 was deemed best at attracting attention and enticing apprentices to further seek information regarding the grants. That said, placing too much importance on this element appears to wrongly suggest that the financial incentive is more important than personal appeal in choosing a trade. Other elements lacking in clarity include the lack of sufficient details regarding the grant disbursement schedule, as well as the implication that the grants are intended to help start a business or purchase tools for the trade.
There is also a lack of clarity with respect to the target audience. While the text implies the grants are for apprentices, the visuals and the headlines present tradespeople who are starting a business, therefore assuming they have already obtained their certification.
The radio advertisements were viewed as lively and upbeat, though the background sounds were not readily identified as a hair salon or a mechanics’ shop. Additionally, the scenario was deemed unrealistic and impersonal. Many believed that the message lacked clarity and focus at the beginning of the radio commercial, with the risk of losing apprentices’ attention who did not readily identify themselves in these advertisements. The Internet banner ad was criticized for its lack of clarity in illustrating a tradesperson (narrow focus does not allow seeing the environment), for not showing the Government of Canada logo throughout to increase credibility, as well as for not clearly stating the grants’ amount and target audience at the very beginning. The Zoom posters were praised for suggesting a diversity of trades, though visuals were not deemed realistic. Indeed, the dress code and environment of the two trades shown were not aligned with real life situations. That said, participants liked the gender and ethnic balance, though some felt it was too politically-correct to reflect reality.
The ‘Rising Stars’ campaign addresses a younger audience, elicits some message confusion, and does not convey the seriousness and pride associated with becoming a tradesperson.
Mixed reactions were offered with respect to this campaign, with some liking its originality, warmth, and dynamism, while others criticised its lack of seriousness in portraying a career in the trades. Additionally, the print advertisement was deemed better at featuring trade diversity and the scope of trades eligible under the Red Seal program. On the other hand, the message was viewed as confusing, with some even questioning whether there was an actual reality show while a few others wondered if taking part in a competition was essential in having a chance to receive the grants. Most of all, the tone of the ad campaign was deemed frivolous, clearly making fun of a career in the trade. For some, the radio ad was lively and upbeat, while for others its music and voices were an irritant. Overall, focus group participants thought that the use of an illustration does not convey the seriousness of the topic and lacks personal relevance to apprentices.
The target audience for this campaign was deemed to be younger individuals who are considering a career in the trades. Indeed, participants believed that high school students may be interested by this approach more so than those already training to achieve their certification.
There is minimal interest for a government-sponsored social media contest about apprenticeship.
Use of social media networks is limited among apprentices who took part in this study, with the exception of Facebook which was occasionally mentioned by respondents. As such, it is not surprising to note participants’ lack of interest in the idea of a social media contest sponsored by the Government of Canada and aimed at apprentices. Appeal was even minimal when presented with two specific scenarios, one that implied a contest whereby apprentices would submit an entry explaining what they had or would achieve with the Apprenticeship grants, while the other contest involved apprentices showing their greatest accomplishment in their trade. An important financial reward was the only form of recognition that may entice apprentices to take part in such a competition.
Advertisements with humour and personal relevance are deemed most impactful, especially when appearing on radio, transit, or posters.
It was widely believed that the use of respectful humour is best at grabbing attention in an advertisement, though it does little in motivating action. By contrast, a topic of personal interest or relevance immediately reaches apprentices, and at times motivates them to act. Of all media, it was believed that radio and transit posters (bus shelters, signs inside buses and subway stations) are the most recalled forms of advertisements among apprentices.
Regardless of creative concept, effectively communicating the grant amount and the diversity of Red Seal trades is deemed essential, as is establishing personal relevance through the headline and the ad content.
Questions were raised with respect to the eligibility for the Apprenticeship grants, specifically as it specifies that it is ‘up to’ $4,000. Likewise, participants felt there was merit in establishing the diversity of trades designated Red Seal, as the scope of the program is clearly unknown. Both of these components were deemed essential in fostering greater interest for the ads. Concern was also expressed with the use of the expression ‘if you can qualify’, suggesting the program’s limitation. Additionally, apprentices need to recognize themselves in the text, specifically the headline, as well as in the photographs, in order to be compelled by the advertisement.
The ‘Tool’ poster is least compelling and least effective at communicating the intended message.
Of the three posters, the ‘Tool’ poster was least preferred and compelling. On the positive side, it was deemed colourful, crisp, and contrasting which made it somewhat visually attractive, though for some, it lacked visual interest. The format and information was viewed as concise and complete, while being straightforward. That said, the target audience is fairly narrow given the lack of clear identification in the headline, the ad’s masculine look, and the single illustration of a tool only common to construction-related or traditional trades. The message was unclear, and confusion was further created by the play-on-words in the headline. Furthermore, there was a sense that the grant amount, one of the most attractive features of this campaign, was lost from a messaging perspective. At a glance, some felt it looked like an advertisement selling screwdrivers.
The ‘White Background’ poster had the greatest appeal and relevance with the target audience and was best at communicating the intended message.
This poster was most preferred for its simplicity, clear messaging, and accurate portrayal of trades. More specifically, the white background and contrasting colours helped place attention on the headline which featured key elements of the message ($4,000 in grants for apprentices), as well as on the illustrations which accurately featured tradespeople in a realistic manner. Overall, this ad shows trade and gender diversity, though it lacks an ethnic component. The inclusion of real-life photographs showing proud and active tradespeople clearly held appeal. On a negative side, some felt the overall approach was bland, boring, and visually unappealing, as it reflects the types of advertisement traditionally used by public sector organizations.
The ‘Black Background’ poster clearly communicated the availability of grants for apprentices, though its sombre tone lacks some personal appeal.
This poster held mixed appeal, with some liking the original approach, the bold and contrasting colours, the diversity of trade, gender, and ethnicity shown, and the pride and confidence that tradespeople illustrated exuded. Furthermore, the tradespeople illustrated showed a more realistic portrayal of the trades. That said, the colours chosen (black and dark blue) instilled a somber, dark tone, further emphasized by the serious look and stance of the tradespeople illustrated. The headline treatment was at times criticized; specifically the fading out of the $4,000 and the division around the illustration made it somewhat unclear and reduced its impact.
The following recommendations are drawn from the conclusions of this study and are offered for the client’s consideration.
1. Care must be taken in better aligning the campaign’s design and message with the primary target audience.
Regardless of the creative approach chosen, care must be taken to better align the campaign’s design and message with the primary target audience. (I.e.: Is it potential apprentices, apprentices, or those who have completed their apprenticeship?). This must be evident in all parts of an advertisement, from the headline to the text or scenario, and also including the illustrations.
2. In Quebec, further efforts should be considered to educate the target audience on the grants available and on the Red Seal designation.
In Quebec, the minimal awareness regarding the Apprenticeship grants and the Red Seal designation must be carefully considered in advertisements. Results also suggest that the diversity of Red Seal designated trades must be more clearly communicated in advertising materials, to entice a greater number of apprentices to seek information on eligibility. This is evident in all markets, not just in Quebec.
3. A number of visual elements should be considered to ensure communications materials are relevant to the target audience.
Regardless of concepts, a number of elements are clearly needed to ensure advertisements are relevant to apprentices in designated trades. More specifically, the use of photographs is preferred over sketches in print advertisements to increase appeal and relevance. Furthermore, attention must be paid to portraying realism, and showing tradespeople in realistic work environments. Showing diversity in the types of trades eligible, in gender, and in ethnicity is important. Showing or speaking of multiple trades on one advertisement should also be considered to illustrate trade diversity. Additionally, tradespeople featured must show pride in what they do.
The headline must clearly define the intended message ($4,000 grants for apprentices), to draw attention to the rest of the information included in the advertisements. As an example, the ‘Rising Stars’ campaign’s headline could be reworked to something like, ‘$4,000 in grants for Apprentices of the trades’. From a visual appeal’s perspective, vibrant, warm, and contrasting colours would enhance the visual appeal, as long as they don’t detract from the text. Finally, there is merit in enlarging the size of the URL for added visibility, and ensuring the Government of Canada logo is prominently displayed throughout the Internet banner ads.
4. The message must be clarified in terms of content, program eligibility, and communication.
The grant amount/eligibility must be clarified. Use of ‘up to’ should be considered everywhere the dollar amount is shown to avoid confusion. Furthermore, the grant disbursement schedule should be alluded to or better clarified directly in the advertisement so as not to create false expectations. Additionally, consideration should be given to changing the expression ‘to see if you qualify’ for a more positive/less restrictive wording. This could include ‘to see if you are eligible’ or ‘to see how you could qualify’.
When considering radio, care should be taken to keep the background noise simple and clear, so as not to detract from the messaging. The background noise in the ‘Names’ campaign could be further refined, especially as it relates to the salon ad and consideration should be given to the copy to ensure that the tradespersons do not appear uninterested.
This section presents the findings from the first phase of the study, during which creative concepts for two creative campaigns were tested in traditional focus group discussions.
Awareness and understanding of the Apprenticeship Grants varies across provinces and is lowest in Quebec.
Participants in focus group discussions were first asked to share what they know regarding any grants available to apprentices in Canada. In Calgary and Ottawa, participants were generally familiar with some grants, including the Apprenticeship Incentive Grant, and a good number of them had actually taken advantage of such financial support. Very few had received the entire grant amounts, but rather they had reached the first or second milestone. Of note, participants generally associated grants with provincial governments, as well as the federal government.
It is important to note that awareness of Apprenticeship Grants was largely attributed to information being shared by College teachers, tradesperson peers, employers, union representatives or through on-campus communications (primarily posters).
In Trois-Rivières, awareness of any grants specific to apprentices was minimal, with very few even aware of the Apprenticeship Incentive Grant. Many participants, however, expressed some knowledge of financial support provided by a provincial department named Emploi-Québec, which consistently was described as covering tuition fees for selected trade programs.
Familiarity of the Red Seal designation appeared to be fairly strong in English-speaking locations, though it was nearly nonexistent in Trois-Rivières. Indeed, in Calgary and Ottawa, participants were generally aware of the Red Seal program, although they consistently mentioned that they were unaware of the wide array of trades that are eligible for this designation. Most participants understood that the designation enables a tradesperson to gain knowledge and certification required to work freely in any province across Canada. The Red Seal designation was considered both appealing and something worthwhile in attaining.
In Trois-Rivières, participants were generally unfamiliar with the term ‘Red Seal designated trade’ (métiers Sceau Rouge), and most were unsure how it applied to them. Just a few participants were aware that the designation allowed tradespeople to work anywhere in Canada, and it was believed that this designation is most relevant to construction-related trades.
Participants were presented with two distinct creative approaches (referred to as ‘Names’ and ‘Rising Stars’), which included one recorded radio commercial, one Internet banner ad presented in Flash format, and one or two Zoom ads/posters). Following the presentation of each campaign, participants completed a brief individual exercise that was followed by a group discussion regarding the said campaign. The following sections outline key reactions to each campaign.
The ‘Names’ campaign is deemed most relevant and best at communicating the intended message, though improvements are suggested for greater appeal.
This campaign elicited mixed reactions. Overall, it was considered traditional, serious, and ‘safe’. For some, it was felt to be boring, but for others, it highlighted the seriousness of the program and was better aligned with the sponsor. The overall look was considered to be more traditionally associated with government messages, featuring ‘real-life’ persons and experiences, a clean and simple visual treatment, and a politically-correct creative approach, all things that are viewed as both uninteresting, yet simultaneously trustworthy. That said, participants generally appreciated the relevance of the campaign in showing real life applications.
“It uses real people and doesn’t make a joke of the trades. It also shows and talks about a little more information.” (Ottawa)
“The campaign is much more practical and you can actually see how the money could benefit you.” (Ottawa)
The message, however, was deemed unclear to some and inconsistent across groups. Although participants generally recognized that the campaign effectively communicated that there are grants available, the dollar amount of the grants and who they are intended for was at times misinterpreted. For some, the campaign (particularly the headline on the posters) implied the availability of a single $4,000 grant and apprentices considered this to be both misleading and inaccurate. This is especially the case of those who had already applied for the Apprenticeship grants, who were aware of the tiered approach to distributing funds. For others, it implied that to obtain the $4,000, one must be certified, or have already completed their apprenticeship.
« [Ils disent] qu’il est possible d’avoir des subventions pour des métiers Sceau Rouge mais qu’il faut s’informer. » (Trois-Rivières) They say that it is possible to receive grants for Red Seal trades but that you have to get more information.
Placing a great emphasis on the grant amount was discussed as well, with most participants finding it most compelling and drawing their attention and interest in reading the remainder of the ads. That said, many disliked the implied message that the trades themselves are not a reason good enough to embrace such a career, but rather that a financial incentive is required to convince people to become an apprentice.
“There is too much talk about the $4,000. It is not about that. That is just a bonus. You have to find a career that you are happy with.” (Ottawa)
“It is focusing directly on the $4,000; you can earn that money, more so than focusing on a career choice.” (Ottawa)
On a more positive side, a few believed that the campaign suggested the importance of obtaining a diploma to successfully embark on a trade career. Yet, in a few instances, participants believed that the purpose for the grant was to set up a business or buy tools and equipment necessary after graduation. To some, it was unclear whether the grants were only available for that sole purpose or could be spent freely by the recipients.
“With money earned from incentive grants, you can buy tools or set up a business in your trade.” (Ottawa)
« Ils donnent de l’argent pour se partir en affaire ou bien s’acheter des outils. » (Trois-Rivières) They provide money to start a business or to buy tools.
“Names” Concept 1
SFX:Loud machine shop noises.
Male announcer:This is Kim
SFX:Shop noise continues.
Male announcer:Kim doesn’t have time to talk. She’s busy completing her apprenticeship to earn $4000 in grants.
SFX:Shop noise calms down for a moment
Kim: It’ll pay for my tools!
SFX: Shop noise returns
Male announcer:What will you do with your grants? If you apprentice in a Red Seal trade, apply at servicecanada.gc.ca/apprenticeship or call 1 800 O-Canada. A message from the Government of Canada.
“Names” Concept 2
SFX: Loud salon noises, especially a hair dryer,
Male announcer: This is Jamie
SFX: Salon noise continues.
Male announcer: Jamie’d like to tell you everything he’s doing with his $4000 in apprenticeship grants, but he’s too busy learning his trade.
SFX: Hair dryer noise subsides.
Jamie: It helped me set up my shop!
SFX: Hair dryer starts back up.
Male announcer: What will you do with your grants? If you apprentice in a Red Seal trade, apply at servicecanada.gc.ca/apprenticeship or call 1 800 O-Canada. A message from the Government of Canada.
Others were critical of the fact that the campaign implied that the amount of the grant provided would adequately fund setting up a business.
“This is misleading in lots of ways. You’re not getting $4,000 in one lump sum to set up a business. And realistically, all the $1,000 is going to do is help to pay off debt. Let’s face it, you’re broke when you are apprenticing.” (Calgary)
The target audience for this campaign was clearly considered to be individuals who are already working in a trade, or are near completing their trade training. There was some confusion however with respect to the intended audience, as many concurred that setting up a business was only realistic following graduation and the apprenticeship portion of the training. Indeed, the visual and the copy did not align in that respect. It was not considered to be a campaign that focused on attracting individuals to consider a trade, nor was it deemed more suited to a certain age group.
Among French-speaking participants, the headline suggested a very limited audience, namely that grants are available only to those who have already finished training for a trade and are contemplating setting up a business. Although it was recognized that further copy did specify that it included those in training, there was some confusion in relation to the intended target audience.
The radio ads for the campaign also received a mixed response, suggesting they would be only moderately effective in grabbing listeners’ attention.
From an appeal’s perspective, some criticized the excessive noise in the background, and found it distracting and confusing. In the ‘Hairstylist’ radio ad, participants were often unable to identify what the noise was representing and thus were not able to correctly imagine what setting was being portrayed. Some considered the background noises more reflective of a mechanic’s shop than a hair salon. Likewise, a few participants in Trois-Rivières found the commercial unclear as it did not include sufficient cues to identify that it refers to a hair salon. Indeed, the background noises are unclear and nothing in the scenario clearly states that fact.
« Le message n’est pas clair. Monter son salon; son salon de quoi? » (Trois-Rivières) The message is unclear. Set up your salon; what kind of salon?
“The background noise sounds like a vacuum. But my first impression on the message is that I want to check out more and see if I am eligible.” (Calgary)
From a scenario’s perspective, across both radio ads, the concepts were criticized for being impersonal given the storyline. In particular, there was a sense that the actors in these scenarios were not interested in speaking to the audience, as they were ‘too busy’ with their business. Additionally, the scenario was deemed unrealistic by a number of participants, as it does not reflect the types of words and topics used by apprentices in everyday conversations.
“The people on the radio sound like airheads and not people I would like to emulate.” (Ottawa)
Nonetheless, a few participants believed that this creative was much more lively and realistic than that for the ‘Rising Stars’ campaign. This was particularly the case as it presents tradespeople as seriously embracing their career for their love of the trade rather than financial incentives.
“Realistic. The radio ad was clear and straight to the point. This seems serious which is important in my career.” (Ottawa)
“It stands out more. It is straight to the point and shows actual people to relate to. They are happy and it’s not a competition. It is about having fun every day when you love a career.” (Ottawa)
“This is realistic. It drew me in enough to want to look into where it could take me. Displaying what amount is up for the taking makes me think about things I could do with the money while I become educated and better my future.” (Calgary)
Text description of Figure 1: Web Banner – “Names” Concept
From a content perspective, the $4,000 was considered a key point of interest that effectively grabbed their attention. That said, a couple of participants in Trois-Rivières suggested that the radio commercial wasn’t clearly identifying the target audiences (apprentices) as it focused on those who have achieved their certification, while at the same time not providing sufficient information regarding the Red Seal program.
« L’annonce radio manque d’information : c’est quoi un Sceau Rouge? Elle ne mentionne pas non plus clairement à qui ça s’adresse. » (Trois-Rivières) The radio ad lacks information: what is Red Seal? It doesn’t mention who they are speaking to.
Many French and English speaking participants also mentioned that the fact that the ad did not make mention of the target audience or the trades early on in the scenario would result in a lack of attention and appeal on their part. This was deemed most critical, as for most, it takes just a few seconds to assess whether a radio commercial is of relevance to them prior to shifting their attention elsewhere.
The Internet banner ad was received with indifference across groups. The initial focus was deemed too narrow, showing only one trade and the visuals shown were not believed to effectively portray the intended trade. A further criticism of this banner ad was that it implied the grant was solely for the purchase of tools.
Participants were surprised not to find the website address and telephone number on these ads, and a good number of participants questioned if the ad was intended be a live link that they could click on to go to a site for more information. Although this format is quite common on the Internet, these participants believed that additional information and directive would be warranted. A number of participants interested by the topic mentioned a greater interest to call for information rather than going online.
Across locations, some participants reported that they tend to avoid any type of online ads given that in their experience, banner ads are often associated with contests or junk mail. As for its content, the phrase ‘Get up to $4,000 in apprenticeship grants for Red Seal trades’ was deemed most impactful in grabbing attention, and some felt it would be more effective to include that message at both the beginning and end of the banner to secure and hold viewers’ attention.
This concept included two executions of a print advertisement that could be used concurrently. These ads received mixed responses across participants. Showing more than one trade was appreciated and deemed important to illustrate the diversity of trades targeted by the grants. That being said, the images chosen were not perceived to adequately portray the real-life environment of a hairstylist (wearing an apron, the customer not facing the mirror), while the mechanic wasn’t viewed as realistic as her environment / appearance was deemed to be too clean and she did not wear the more traditional overalls. In addition, her shop was deemed to clean to be realistic, and the colourful containers in the background were more reflective of the types of things found in a home garage rather than a true automotive shop.
On the other hand, the images were deemed to be all-inclusive and respectful, though to some, they did not reflect reality and were found to be too politically-correct. When asked what would make the imagery more impactful, participants consistently suggested realistic imagery that more clearly identifies the intended setting (auto mechanic: more dirt, car on hoist, red tool box, coworkers in the background; Hair stylist, focused on client, more background visuals).
Text description of Figure 2: Zoom Ad “Names” Concept (Alex)
Text description of Figure 3: Zoom Ad “Names” Concept (Chris)
“This is a little too politically correct. You’ve got the black male hairdresser and the female mechanic. You should be showing something that is more in line with who really is working in the field.” (Calgary)
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Finally, most participants preferred the use of real people in these advertisements (rather than illustrations).
“It caught my attention due to the fact that you decided to use actual people rather than cartoon characters.” (Ottawa)
Participants were also asked their opinion of possible ad placement, given that these print executions would appear in gender specific washrooms. Though a number of participants did not believe reactions would be different to any of these ads based on the viewers’ gender, others however felt otherwise. A couple of hairdressers indicated they would not relate to the barber, while male mechanics would be attracted to and relate to the female mechanic ad. That said, some participants felt the male ad would not be appropriate if posted over a urinal.
The ‘Rising Stars’ campaign addresses a younger audience, elicits some message confusion, and does not convey the seriousness and pride associated with becoming a tradesperson.
This campaign elicited mixed reactions among participants. For some, it was a welcomed tongue-in-cheek approach to promoting a serious government program. These participants liked the lively and upbeat approach, and they believed the overall visual treatment was warm and attractive. Regardless of overall opinions, most concurred that it grabbed attention because of its approach.
“…colourful, exciting sounding and caught my attention much more than the [other].” (Ottawa)
In contrast, others considered the conceptual approach confusing and too juvenile (i.e. speaking to people much younger than them) to be personally relevant and some felt the reality show alignment was an irritant. Some confusion was evident in Calgary, where participants felt it portrayed an actual contest. In Ottawa and Trois-Rivières, participants considered it as a spoof and potentially making fun of the trades, though they generally did not appreciate the negative impact it may have on positioning the trades as a career choice. It warrants mention that there was some confusion in that participants were not necessarily sure if there was a competition required to get the grants.
There were mixed feelings regarding the intended message of the campaign and its target audience, although participants generally concurred that the message was that financial support is available to those training to become a tradesperson. Yet for some, the campaign aimed at enticing youth to pursue a trade in order to receive the grant.
“It is trying to recruit new apprentices and people into the trades.” (Ottawa)
A number of participants in Calgary (in their late 20s) considered the campaign’s style to be one focused on youth, and not people their age.
“Maybe this would be attractive to high school students, or those just out of high school. I’m not at all interested in reality shows. They irritate me. I wouldn’t take notice of this if I heard it – I’d just switch stations. ” (Calgary)
Others believed that the intent is to motivate trades people to obtain their certification.
“It says you can earn $4,000 after completing your apprenticeship.” (Ottawa)
Yet others believed that the advertisements are meant to motivate those currently in a trade program to excel in order to receive the grants. This was primarily resulting from perceptions surrounding the term ‘hopeful apprentices’ (apprentis prometteurs). Indeed, this expression was often associated with a desire to be the best, to excel in a trade, to outperform other apprentices. This sentiment was particularly evident for those who also made a link to the campaign theme whereby reality shows generally looked for a ‘winner’ or for participants to shine and stand out amongst each other.
« [Ça dit] d’être des étoiles montantes; les meilleurs de notre métier. » (Trois-Rivières) It says to be rising stars; the best in our trades.
Most participants, however, believed that the campaign does not focus enough on apprenticeship grants, which makes the intended message somewhat unclear. In addition, they would have liked a greater emphasis on the eligibility and the application process relative to the grants.
“I find the campaign doesn’t explain enough information on the grants.” (Ottawa)
“This doesn’t focus on the topic til the end. You could easily miss what it’s about. ” (Calgary)
On the positive side, a couple of participants in Ottawa mentioned that this concept is better than the ‘Names’ concept at identifying when an apprentice can expect to receive the grants.
“They tell you when you will receive the grant; it is after completing your trade.” (Ottawa)
That said, many participants believe that the advertisements does not include sufficient information regarding the Red Seal program, specifically as it relates to the trades included under this program.
« Ça manque de détail, à savoir quels métiers font parti du Sceau Rouge. » (Trois-Rivières) It lacks details regarding what trades are included under the Red Seal program.
The target audience was considered to be distinctly different from the ‘Names’ campaign. While some in Trois-Rivières viewed the campaign as targeting those currently training to become an apprentice, most other participants felt the audience was primarily focused on a younger or high school aged audience (the ‘pop culture’ generation) and particularly those who have not yet chosen a trade or who may be contemplating a trade. This was primarily due to the campaign’s theme of a reality show. Apprentices were not considered to be the primary target audience for this campaign.
« Ça encourage les jeunes à apprendre un métier. » (Trois-Rivières) It motivates youth to learn a trade.
A couple of participants in Trois-Rivières were under the impression that the campaign targeted trades people and apprentices that strive for excellence.
« Cette campagne est plus pour les jeunes et ça s’adresse aussi à ceux qui veulent se dépasser. » (Trois-Rivières) This campaign is for younger people as well as those who want to go beyond what they can do.
The radio advertisement was viewed as lively, energetic and attention-grabbing by some, though others believed it did not have enough ‘punch’ to retain their interest. The upbeat music and voice were generally well liked, although considered a turnoff or irritant to some. Likewise, the theme of a reality show wasn’t appealing to many participants.
“This is cheezy enough to remember. It’s flashy and seems more exciting. This is for people that aren’t already in a trade.” (Calgary)
“… I usually tune out if [a radio ad] sounds like a new reality show.” (Ottawa)
“Canada’s Rising stars of the trades”
Music: Upbeat, jazzy, reality-show like
Male announcer: This week, on CANADA’S RISING STARS OF THE TRADES: Marco and Kate try their hand at risotto…
SFX: Pot boiling over
Male announcer: Kyla drills her homebuilding skills!
SFX:Drill whine
Male announcer: And Kevin makes sparks fly!
SFX: Zapping sound.
Male announcer: When they complete their training, they could all get up to $4000 in apprenticeship grants for Red Seal trades! Visit servicecanada.gc.ca/apprenticeship or call 1 800 O-Canada to
make it your reality!
Music stops.
Announcer says seriously: A message from the Government of Canada.
“This is very colourful. It’s dramatic, entertaining and exciting. The theme music was very compelling and you want to find out what they’re saying.” (Calgary)
Indeed, it was believed that though the overall approach may be fun and lively, it portrays the trades as a frivolous career choice.
“The radio ad makes the trades sound fun, which a lot of people need to hear. But [the radio ad] is also not serious, which trades are.” (Ottawa)
Some participants felt the radio ad caused confusion in that it clearly implies a reality show up front, with the actual message only clarified at the end. They were concerned that listeners would get lost in the early part of the ad (and its lack of association with the trades) and miss the intended message.
Text description of Figure 4: Web Banner “Reality Show” concept
Participants appreciated the use of multiple trades in this ad. As well, featuring a group of individuals in the background of the Internet banner ad and the Zoom ad suggested that a diversity of trades could apply for the apprenticeship grant and that the grant would be available to many individuals. That said, a couple of participants in Trois-Rivières mentioned that the campaign theme, coupled with the visual showing a large group of people, suggested a high degree of competition to receive the grant. The implied low success rate in receiving a grant may therefore discourage some apprentice to take the time and invest the efforts required to apply for it.
Text description of Figure 5: Zoom Ad “Reality Show” Concept
Participants liked the bold use of colour, however, once again, they would like to see a contact number or website for follow-up. In addition, it was felt the government logo should be shown throughout to ensure credibility.
Of note, some words appeared problematic. In particular, ‘Rising Stars of the Trades’ was confusing to some, ‘hopeful’ implied a chance to win or competition, and ‘complete’ implied that the grant is only available upon completion.
A few participants felt the banner ad could effectively have a tradesperson transitioning from one trade to another (visually) to grab attention.
Across groups participants liked the use of bold colour and non-traditional imagery in the poster. Showing both a male and female in non-traditional trades was appreciated. However, participants expressed a number of constructive criticisms of this concept.
To begin, the headline ‘Canada’s Rising Stars of the Trades’ was deemed confusing and unclear. To some, it implied the up and coming (namely not those already in a trade), while for others it suggested a competition or reality show. This was further reinforced with the body copy mentioning ‘hopeful’ apprentices, and with a visual that implied a dual or competition given the aggressive stance. Interestingly, the word ‘complete’ was misread by some as ‘compete’ in the body copy.
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While some liked the use of drawings rather than real photos for its distinctive approach, most felt using a phrase ‘It’s not a reality show, It’s Reality’ demands use of realistic imagery and real photos. Furthermore, the stance of the characters and the way they held their respective tools, implied a dual or competition to some.
“I don’t like the cartoon aspect; I prefer when it is with real people.” (Ottawa)
There is minimal interest for a government-sponsored social media contest about apprenticeship.
Participants were asked to identify the types of social networks they used on the Internet in a regular fashion. For the most part, Facebook has the greatest appeal among participants across locations, though this tool is primarily used to share personal information with friends and relatives. That said, a number of participants mentioned having ‘befriended’ businesses owned by people they personally knew as a way to show support, or organizations and media that focused on a topic of personal interest. As an example, one participant in Ottawa mentioned that a selected organization and radio station are part of his Facebook friends, to support his band. In Calgary, a number of participants reported to have joined groups or organizations related to sports teams or hobbies (e.g. NHL teams, NASCAR).
Many also reported using YouTube to have a look at funny videos they may have heard of through word of mouth, or simply for personal entertainment. This site is however used only for entertainment purposes, rather than for learning or sharing purposes. Participants also noted watching entries rather than posting videos of their own.
Other social networks, including Twitter, blogs, and LinkedIn were seldom referred to. Additionally, participants were not familiar with or active in online communities.
No one across locations reported having taken part in an online contest where an entry consisted of posting a comment, photo or video and allowing users to review others’ postings and vote for the best submission for a chance to win. In fact, this type of contest held little appeal among participants. This is in part due to the many sales initiatives presented in the form of a contest they come across every time they surf the Internet, as well as the great number of disreputable firms offering such games online. There is clearly a lack of trust on the part of participants in this type of advertisement, and most perceived such action to be a waste of time.
“Who has the time to do that?!” (Calgary)
Participants were asked to imagine that the Government of Canada launched an online contest where apprentices could share their opinions and experiences about apprenticeship on a dedicated website for others to see. Winning entries would be selected by a combination of general online votes (friends, family, participants, etc.) and by a group of professionals in the trades and teachers. This contest held little appeal across location, as participants could not envision a reason for being interested in others’ experiences nor did they believe that the price associated with the contest would warrant their efforts. A significant financial reward was deemed the only possible incentive to them taking part in this type of contest. Recognition from family, friends or peers was not deemed a strong incentive to participation, nor was being featured in trade magazine articles, on the Government of Canada website or in a future ad campaign.
The fact that the Government of Canada would sponsor such an endeavor did not appear to bother participants and most concurred that it wouldn’t necessarily impact the Government’s image one way or another.
Despite these reactions, participants were presented with two specific ideas for an online social media contest, for their consideration. Each scenario, as described below, was presented one at a time.
Scenario A: For this contest, individuals would submit a video they created or a photo they took that shows their personal experience of how the Apprenticeship grants helped them achieve something (if they have already received the grants) or would help them achieve something (if they have not received the grants yet).
This scenario held little appeal as participants did not foresee any personal benefit from reviewing others’ postings. Indeed, many questioned what they would actually learn from finding out what apprentices had done with their grant. The effort required to submit an entry was deemed too substantial for the return on investment. Some participants also believed that the postings may not always be accurate, as many people use this type of financial support for their daily living expenses rather than for the purpose of advancing in their trade.
Scenario B: For this contest, individuals would submit a video they created or a photo they took that showcases the accomplishment they are most proud of as part of their trade, not necessarily as a result of receiving any grant. There would be different themes or categories under which a submission could fall, including: 1) most innovative; 2) most likely to withstand a hurricane; 3) most environmentally conscious; 4) wackiest; 5) yummiest; and 6) most glamourous.
This scenario was more appealing to participants in general than the first one, though most could not foresee spending the time, money and energy coming up with a video entry of their accomplishments nor did they believe that a photograph could effectively depict their achievement. One participant in Ottawa also questioned the validity of photographs submitted, as they can easily be modified or tampered with to illustrate a situation better than the reality. As for submitting a written description of a project, it was deemed that reading others’ written descriptions of their accomplishments would be boring. Of note, in Calgary, a few participants questioned if it was a good idea to have tradespeople focusing on creating (or staging) the wackiest or most innovative idea. Some felt this could cause disruptions or distractions on a worksite, as a tradesperson set up a scenario for the contest. In addition, some questioned if such efforts would be contrary to proper work safe actions and thus could be potentially problematic.
“I could maybe see some guys doing goofy things on the site to take part in this (if there was money involved). This could really come back to bite them (the federal government).” (Calgary)
To a few participants, the established themes, as listed in the description above, were interesting and creative, and they saw merit in profiling outstanding behaviours in a trade. Most, however, believed that the themes as presented were confusing and too abstract. Suggestions were often made to align entry categories by trade, as most participants would be inspired to see what others in their trade had achieved, rather than peruse everyone’s postings. Those who expressed some interest in looking at posts mentioned they may use this tool as inspiration for their own work.
The discussion began with a brief review of what grants are available to apprentices according to participants. Consistent with results of the focus group discussions in the first phase of the study, participants outside of Quebec were generally aware of the Apprenticeship Incentive Grant, with many having already received some of the financial assistance available under this program. Most of these participants had heard of the grants at school, either by a teacher’s reference or during a government-sponsored presentation on Employment Insurance. A few had recalled seeing posters on campus. It was generally believed that the Government of Canada sponsored this grant.
In Quebec, however, participants were once again generally unaware of grants specific to apprentices. A few were however aware of financial assistance provided by Emploi-Québec, which consisted of trade program tuition being covered by the Government of Quebec. A few participants had already taken advantage of this program.
As for awareness of the Red Seal designation, discussions held in this phase of the study were quite consistent with those from the first phase. Indeed, in English-speaking groups, participants were generally aware that the Red Seal designation was offered in selected trades and provided tradespeople the ability to work anywhere in Canada. That said, the extent of the designated trades was generally unknown. By contrast, awareness of the Red Seal program among French-speaking participants was minimal.
Advertisements with humour and personal relevance are deemed most impactful, especially when appearing on radio, transit, or posters.
Participants were asked to briefly comment on the type of advertisements that elicited reactions on their part and motivated them to take action. For the most part, humour grabs attention, while personal relevance creates interest and triggers action. Indeed humour is viewed as a good way to attract and retain consumers’ attention, though its role in driving action is deemed very limited.
By contrast, an advertisement that speaks to a consumer’s personal experience, interest, or belief was deemed most effective at engaging the target audience. A number of participants clearly recalled such advertisements including Mothers Against Drunk Driving television advertisements, or advertisements highlighting the problem of homelessness, or safe driving messages. Similarly, participants mentioned ads that stand out as distinctly different, and are particularly memorable by the characters show. Cell phone ads were consistently named as being visually memorable and using animals, etc. to grab attention.
When asked what source of advertising they paid most attention to, participants consistently named radio commercials and public transit posters (bus shelters, posters inside vehicles, and subway signs). These two medium were consistently mentioned across groups and appeared to be most effective at reaching the target audience. Many also suggested paying attention to posters at school and in other public places such as movie theatres, washrooms, libraries, bars, etc.
By contrast, participants indicated they generally do not pay attention to advertisements on the Internet, in print publications, or on television. In a few instances, participants did not even own a television. A number of other media were mentioned by one or two participants overall, including arena boards during hockey games, signs on shopping carts at a large department store, Internet banners, and outdoor billboards. Of note, mobile advertising was generally not mentioned unaided and when prompted, participants reported that they did not look for, notice or welcome advertising on such mediums as Facebook or on their cell phones.
Regardless of creative concept, effectively communicating the grant amount and the diversity of Red Seal trades is deemed essential, as is establishing personal relevance through the headline and the ad content.
The primary purpose of the research was to assess reactions to three poster concepts being considered. A number of comments shared during the discussions pertained to all three concepts tested, and are shared in this section.
A number of participants questioned the grant amount advertised, as the expression “up to” often implies a much more limited financial support than that which is mentioned in the advertisement. Indeed, when looking at the amount, those who were unfamiliar with the grant perceived it to be a lump sum of $4,000. By contrast, apprentices who had successfully applied for this grant were of the opinion that the advertisements were somewhat misleading since the grant was provided in three specific lump sums. Nonetheless, all participants are weary of the words “up to”, as it often implies the full amount is rarely achievable or that significant conditions apply to access the complete financial package.
« Le message nous mentionne surtout le 4 000 $ mais la plupart du temps, le « jusqu’à » s’atteins rarement alors pour moi c’est comme un piège à ours. » (Quebec) The message is the $4,000 but most times, the term ‘up to’ is rarely achievable so for me it is like a bear’s trap.
“$4,000 is compelling, attractive and catches attention.” (Atlantic)
Across groups, participants consistently acknowledged that establishing personal relevance is essential in them taking notice of a poster, either through copy or imagery. Having clarity in headlines, whereby they can easily identify what the poster is about, is considered paramount. Indeed, it was believed that the headline should name the target audience (apprentices or trades people), as well as clearly define the intended message ($4,000 in grants).
“Something catches my eye if it relates to me. If it’s something I think is important. Show me a student like me – show me real people.” (Atlantic)
Participants liked that the body copy mentioned Red Seal trade as it clearly stated the intended audience and was relevant to those who knew they were training in a designated trade. That said, the limited awareness of the Red Seal designation across locations prompted many participants to highlight the merit in referencing how many Red Seal trades actually exist or to name all or a few examples of applicable trades. Indeed, they did recognize the limited space in a one page advertisement to encompass all applicable trades. As a result, a number of participants suggested listing examples of Red Seal trades by including a few well-known and common trades, but also by mentioning less traditional ones. Further, other participants suggested including the number of eligible trades rather than including a detailed listing, eliciting interest and prompting the target audience to find out more with respect to trade eligibility.
“It is unclear what it means to be qualified or Red Seal.” (Western)
Of note, a number of participants mentioned that having a unilingual poster would be more impactful in areas of the country that are not bilingual. It was felt that this would allow greater prominence to be given to the headline and the body copy, while providing more space for important facts on the number of types of trades that are applicable.
“I know that there are areas where this needs to be in both languages, but could they have English only in communities where there isn’t French? It seems to me to make more sense, and makes for a better, less busy poster.” (Atlantic)
In addition, there was some concern with the use of the term ‘you could qualify’, as it suggested a complex selection process, and that it may not be worth their while to apply for the grants. Indeed, this phrasing implies a more stringent selection process than it may be in reality. This was deemed most important by those who have already received the grants, as they believed the application process is quite easy.
The ‘Tool’ poster is least compelling and least effective at communicating the intended message.
This poster was released in the 2010 Campaign and was presented for discussion. Overall, it elicited mixed reactions among participants across groups, though very few chose it as the most compelling of all three posters tested.
Text description of Figure 6: Zoom Ad “Screwdriver” Concept
On the positive side, the design was deemed colourful, attractive and crisp, with enough contrast to stand out. These attributes made it attention-getting. Furthermore, the text was deemed concise, informative, and straight-forward.
A number of negative attributes were mentioned across groups. The greatest criticism was its lack of clear messaging and unclear target audience. Further, this poster was criticized for being masculine in appearance, offering little appeal to a female audience, especially among those in trades outside of the construction industry.
A few participants also noted its lack of visual interest, despite some level of contrast. Indeed, the presence of a tool rather than an action shot featuring real people was deemed static and therefore less visually interesting.
« L’affiche manque de punch, de couleur. L’œil n’est pas attiré et il n’y a pas d’effet « wow ». Elle serais passée inaperçue. » (Quebec) The poster lacks punch and colours. The eye is not attracted by the poster and there is no ‘wow’ factor. It would have gone unnoticed.
As noted above, the overall message of the poster did not strongly come across at first glance. This was deemed essential by most participants, given that they often spend just a few seconds glancing at print advertisements and only spend more time reading through based on personal relevance and interest. This break in communication may be due to the headline not clearly identifying the message and the target audience, as well as to the limited imagery associated with the visual of a screwdriver. Indeed, across groups participants felt the poster did not place appropriate prominence on the grant ($4,000) and on the target audience (apprentices), and thus the message could potentially be lost.
“The tool on the page is not the most valuable. I think it should be a picture of your brain. The screw driver will not help out a chef.” (Western)
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Furthermore, the headline for this concept caused confusion for some and a few felt the ad implied that the grant was primarily for tools. The play on words was clearly lost on many participants. At the same time, many believed that the lack of such clarity combined with the visual could make the poster easily confused as an ad selling screwdrivers or construction-related tools. Likewise, some felt the seriousness of the topic was lost with this concept.
Because of the narrow visual focus and the masculine tone of this poster, most participants were under the impression that the target audience would be narrower than for the two other concepts. Indeed, those outside the ‘standard’ construction-related and more well known trades (plumbing, carpentry, electrician), felt the poster lacked relevance to them personally. In addition, some felt that it did not clearly represent a diversity of trades, further limiting the poster’s overall relevance. Indeed, it was felt that showing only a screwdriver eliminated relevance to all other trades and significantly narrowed the focus of the campaign. More so, it was felt that the image was stereotypical to traditional trades (particularly those in construction or related industries). Suggestions on how this poster could be improved generally focused on showing multiple tools (representing a greater diversity of trades) and increased clarity in the headline. One participant suggested profiling ‘hands’ as the tools most relevant to the trades, an idea that was quickly endorsed by others in the discussion.
“This would be better if it included a multi-tool, or a number of different tools that different tradespeople can relate to.” (Atlantic)
“The one tool that all trade people have in common is our hands, not a screwdriver. Maybe showing hands here would have worked better.” (Western)
« Je penserais que cette subvention n'est accordé qu’à la construction elle ne m'interpelle pas du tout. » (Quebec) I think this grant is offered only to construction trades and this poster would not speak to me at all.
When contemplating being posted in a male’s washroom (above a urinal), male participants generally considered the concept to be humorous and likely to grab attention and elicit discussion among their peers. No one took exception to the concept or considered it insulting. That said, there was consensus among female participants that the poster did not have the same impact and appeal across genders, as it would likely have little appeal to a female audience.
The ‘White Background’ poster had the greatest appeal and relevance with the target audience and was best at communicating the intended message.
Overall, this poster was positively received across groups. For the most part, it was the poster deemed most personally relevant and compelling of all three designs tested.
Text description of Figure 7: Zoom Ad “People” Concept
Although the design was criticized for being somewhat visually unappealing, bland and boring, participants appreciated the fact that it showed diversity in trades and real-life imagery. As a result, it was felt that this poster appealed to a wider audience. Furthermore, seeing tradespeople in their work environment, actually looking like they are enjoying what they do, was most reflective of what participants expect of a career in a trade.
« Le montant est très bien mis en évidence et cette affiche est plus claire et on voit quand même les gens dans leur milieu de travail. » (Quebec) The grant amount is highlighted and this poster is clearer and we see tradespeople in their work environment.
A number of participants on the other hand found that the white background allowed the poster’s content to stand out, placing a greater emphasis on the illustration and on the important information found in the headline.
« … le fond blanc ça rend les corps de métier plus voyant je trouve, le 4 000 $ en orange et en grosse lettre, le bleu gras de subvention. » (Quebec)
To enhance this concept, participants consistently suggested that more colour should be considered and that some contrast (background shading or border) is required to ensure that the poster does not go unnoticed on a wall / bulletin board. As well, it was felt that the visuals could be more impactful, showing a good diversity of tradespersons, gender, ethnicity and backgrounds.
“This looks like other posters you see at schools. It needs some colour to stand out. Right now, the white would just blend into the wall and you’d likely miss it.” (Atlantic)
Although participants appreciated seeing real-life pictures of tradespersons interacting with their work, it was felt that the visuals could be enhanced to be more impactful. While showing the tools of each respective trade was deemed important and impactful, a few suggested that even greater diversity could be represented by using visuals that showed a tradesperson wearing a hardhat, as it represented a wide range of trades. Participants appreciated the smiling face of the chef, although it was felt the photo could better represent the trade. One participant mentioned that the chef in this concept looked more like a junior kitchen employee rather than a professionally trained chef. Similarly, participants would like to see some type of interaction with the chef’s tools of the trade.
The message communicated by this poster was clearly understood by almost all participants as being the availability of financial assistance in the form or a grant offered to selected apprentices or those training in a Red Seal trade. To some, the poster also implied that to be eligible for the grant, applicants would have to complete their training.
« Le message démontre que si on fait un DEP (Diplôme d’études professionnel) qui es classé métier Sceau Rouge, on peut recevoir jusqu’à 4 000 $. » (Quebec) It says that if we complete a DEP in a Red Seal trade, we can receive up to $4,000.
The headline for this concept was considered the best of all the concepts, as it clearly articulated what the poster’s intent was. Furthermore, the focus being on the grant’s amount and the target audience (apprentices) helped draw attention and enticed many participants to read the remainder of the advertisement.
“The $4,000 really catches my eye first....it makes me want to read the rest.” (Western)
“Showing the words ‘in grants’ under the $4,000 leaves nothing for guessing!” (Atlantic)
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The target audience is deemed broader than for the ‘Tools’ poster, and includes apprentices who are currently enjoying work in a Red Seal trade, as well as those considering learning a trade. Many participants recognized themselves in this advertisement as it portrays tradespeople in their work environment.
« …l’affiche touche tout le monde autant les homes que les femmes, autant en travaillant dans la restauration qu’en usine. » (Quebec) This poster reaches everyone; men or women, as well as those who work in restaurants and those who work in factories.
The ‘Black Background’ poster was deemed as clearly communicating the availability of grants for apprentices, though its somber tone lacks some personal appeal.
Mixed opinions were offered regarding this poster and overall, it was deemed not as engaging as the ‘White Background’ poster for most participants.
Text description of Figure 8: Zoom Ad “People B” Concept
The use of unique colours was generally appreciated, though many believed that black and blue are cold, dreary, and sombre colours that imparted some kind of negative emotion. This was further reinforced by the seriousness of the tradespeople illustrated, with the exception of the chef who is smiling. The visual also implied that working in a trade is not necessarily a happy experience, which is far from participants’ own experience.
“It looks evil and dark. I’m not sure if it’s trying to be funny or not, suggesting ‘you should become one of us.” (Western)
“This speaks to tradespeople. It looks real, except that the welder looks a little too much like a ghost buster in this ad. Those guys don’t look like they enjoy what they do.” (Atlantic)
On the positive side, the image shows diversity in terms of gender, trade and ethnicity. Additionally, tradespeople depicted were generally seen as realistic based on the choice and state of the work clothes, the tools, and people’s general look. The only exception to that is with respect to the welder’s hat, which was difficult to recognize by some of those who were not in this trade. This may be due to the lack of contrast between the head piece and the background colour, making identification even harder.
Those who liked this poster reported that they see themselves in the tradespeople illustrated, as they look proud and dynamic, and represented a diversity of trades and ethnic background.
« L'affiche fond noir définitivement est la plus attrayante, on a l'impression que les gens sur l'affiche sont fiers, confiants, l'impact visuel est fort et il y a une variété de métier et d’ethnicité… » (Quebec) The black background poster is definitely the most attractive. We get the impression that people featured are proud, confident and there is a strong visual impact, and a variety of trades and ethnicity shown.
Although the diversity of trades illustrated was positively viewed, it was believed at times that selecting less traditionally known Red Seal trades may help communicate the wide variety of trades for which the grants are available. The poster’s limited relevance to the target audience was further emphasized by the tradespeople illustrated not being shown “in action”, actually performing their work. Indeed, tradespeople seem to relate more to images showing someone in a work environment, than to images that require the viewer to envision or imagine such activity.
Similar to comments made regarding the ‘White Background’ poster, participants clearly understood that this concept articulates that there are grants available to those pursuing an apprenticeship.
| Strengths | Weaknesses |
|---|---|
|
|
« …il y a un appui financier gouvernemental aux étudiants et globalement on a l'impression que les gens émergent de la noirceur, donc ils ont trouvé la lumière pour les aider financer leur rêve. » (Quebec) There is financial support from the government for students. Globally, we get the impression that these people are coming out of the dark as if they have found the light to finance their dreams.
Regarding the headline, there is a general consensus that prominently featuring the dollar amount ($4,000) attracts attention and motivates the viewer to look further down the poster. That said, mixed opinions were offered with respect to the “fading out” look; some like the novel and unique approach for the added interest, while others saw it as distracting and detracting from the amount shown.
“The message is again offering $4,000 but they need to say all of the $4,000 not half. It is like they want to keep some of the money.” (Western)
The use of blue letters on a black background lacked contrast, resulting in the dollar amount not standing out as much as it could. Furthermore, breaking up the headline above and below the image lessened the impact of the full message, “$4,000 in grants for apprentices”, and did not provide sufficient context around the dollar amount itself.
The primary target audience for this campaign was considered to be those currently working towards completion of an apprenticeship, with a secondary audience identified as those who are contemplating a trade. There was generally no confusion regarding who this poster was intended for.
September 23, 2010
NAME:TEL. # (H):
TEL. # (C):
GROUP: 1 2 3 4 5 6
Calgary , AB (ENGLISH)
Date: Wednesday October 6, 2010
Time: Group 1 - 5:30pm – Apprentices
Group 2 - 7:30pm – Apprentices
Location: Qualitative Coordination
Suite 120, 707 10th Avenue SW
(403) 229-3500
Ottawa, ON (ENGLISH)
Date: Thursday October 7, 2010
Time: Group 3 - 5:30pm – Apprentices
Group 4 - 7:30pm – Apprentices
Location: Opinion Search
160 Elgin St., Suite 1800
(613) 230-9109
Trois-Rivières, QC (FRENCH)
Date: Tuesday October 12, 2010
Time: Group 5 - 5:30pm – Apprentices
Group 6 - 7:30pm – Apprentices
Location: Delta Trois-Rivières
1620 Notre-Dame
(819) 372-5976
FOR GEN POP CALLING / REFERRALS:
Hello, my name is ____ and I am with Corporate Research Associates Inc., a public opinion and market research firm and I am calling on behalf of the Government of Canada. We are recruiting for a series of group discussions with individuals, who are currently registered or have recently completed an apprenticeship program in a skilled trade. Participation in this research is completely voluntary and your feedback will remain anonymous. May I ask you a few quick questions at this time to see if you qualify to participate in this study? Thank you.
FOR THOSE WHO HAVE CALLED 1-800 NUMBER OR EMAILED AND PROVIDED NAME / NUMBER:
Good afternoon/evening. Can I please speak with (insert name on list). My name is _________and I work with Corporate Research Associates Inc., a public opinion and market research firm. I understand you may be interested in participating in a study we are conducting on behalf of the Government of Canada. As you may recall, the study includes group discussions with people who are currently enrolled in, or have recently graduated from, a trade program. May I ask you a few questions to see if you qualify to attend? Thank you.
Gender (By Observation)
1. Are you currently registered in or have you recently completed a trade-related program? More specifically, are you…?
2. Into which of the following age groups do you fall? Are you….?
3. Can you please state which trade you are currently enrolled in an apprenticeship in? ________________________________ (Check list of Red Seal Trades / Trade Quotas)
Quota – Q3:
Continue ONLY if program is a Red Seal Trade in the respondent’s province (see list at the end of the screener). Otherwise – thank and terminate.
In each group, require a minimum of 3 trades represented for those either currently enrolled in an Apprenticeship program or are a recent graduate.
4. When did you receive your journeyperson certification (commonly known as a Certification of Qualification)?
5. From what program did you recently graduate?
(Record) ____________ See List of Red Seal Trades /Trade Quotas
Quota – Q5:
Continue ONLY if program is a Red Seal Trade in the respondent’s province (see list at the end of the screener). Otherwise – thank and terminate.
In each group, require a minimum of 3 trades represented for those either currently enrolled in an Apprenticeship program or are a recent graduate.
6. Have you ever attended a group discussion for which you received a sum of money?
7. When was the last time you attended a group discussion?
8. How many groups have you attended in the past 10 years? __ MAX of 3 groups
IF THEY HAVE BEEN TO A GROUP IN THE PAST 6 MONTHS; THANK & TERMINATE, IF THEY HAVE BEEN TO 3 OR MORE GROUPS IN THE PAST 10 YEARS; THANK & TERMINATE
I would like to invite you to participate in the focus group we are conducting at ___ PM on . As you may know, focus groups are used as research tools to gather information on a particular subject matter, in this case advertisements and promotional materials. The discussion will consist of 8 to 10 people and will be very informal. This group will last approximately 2 hours. Refreshments will be served and you will receive $100 as a thank you for your time. Would you be interested in attending?
The discussion will take place in a focus group room that is equipped with a one-way mirror allowing individuals to observe the discussion. The purpose is to ensure individuals working on this project are able to hear your thoughts and opinions without disturbing the group discussion. Would this be a problem for you?
The discussion in which you will be participating may be audio and video recorded for internal reference only. Please be assured your comments and responses are strictly anonymous in accordance with Canada’s privacy legislation. Are you comfortable with the discussion being audio taped and videotaped?
Participants are sometimes asked to read materials, or write out responses. Would it be possible for you to take part in these activities in English [FRENCH] on your own?
Since participants in focus groups are asked to express their thoughts and opinions freely in an informal setting with others, we’d like to know how comfortable you are with such an exercise? Would you say you are…?
We ask everyone who is participating in the focus group to bring along a piece of I.D., picture if possible. As these are 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. In the event you are unable to attend, please call_____ (collect) at ________as soon as possible in order that a replacement may be found.
Please also arrive 15 minutes prior to the starting time. The discussion begins promptly at [TIME]. Anyone arriving after [TIME] will not be able to take part in the discussion and you will not receive the incentive. Please bring with you reading glasses or anything else that you need to read with.
November 1, 2010
NAME: ________________________________
TEL. # (H): ________________________________
TEL. # (C): ________________________________
GROUP: 1 2 3 4 5 6
Group 1
Current Apprentices / Completed Apprentices
Location: Atlantic Canada - English
Date & Time: November 16 @ 6pm AST
Group 2
Current Apprentices / Completed Apprenticeship
Location: Ontario - English
Date & Time: November 16 @ 6:30pm EST (7 :30pm AST)
Group 3
Current Apprentices / Completed Apprenticeship
Location: Prairies - English
Date & Time: November 16 @ 6pm MST / 7pm CST (9pm AST)
Group 4
Current Apprentices / Completed Apprenticeship
Location: Quebec - French
Date & Time: November 17 @ 6pm EST
Group 5
Current Apprentices / Completed Apprenticeship
Location: Quebec - French
Date & Time: November 17 @ 7:30pm EST
Group 6
Current Apprentices / Completed Apprenticeship
Location: Alberta - English
Date & Time: November 17 @ 6pm PST (9pm EST)
FOR GEN POP CALLING / REFERRALS:
Hello, my name is ____ and I am with Corporate Research Associates Inc., a public opinion and market research firm and I am calling on behalf of the Government of Canada. We are recruiting for a series of group discussions with individuals, who are currently registered or have recently completed an apprenticeship program in a skilled trade. Participation in this research is completely voluntary and your feedback will remain anonymous. May I ask you a few quick questions at this time to see if you qualify to participate in this study? Thank you.
FOR THOSE WHO HAVE CALLED 1-800 NUMBER OR EMAILED AND PROVIDED NAME / NUMBER:
Good afternoon/evening. Can I please speak with (insert name on list). My name is _________and I work with Corporate Research Associates Inc., a public opinion and market research firm. I understand you may be interested in participating in a study we are conducting on behalf of the Government of Canada. As you may recall, the study includes group discussions with people who are currently enrolled in, or have recently graduated from, a trade program. Participation in this research is completely voluntary and your feedback will remain anonymous. May I ask you a few questions to see if you qualify to attend? Thank you.
Gender (By Observation)
1. Are you currently registered in or have you recently completed a trade-related program? More specifically, are you…?
2. Into which of the following age groups do you fall? Are you….?
3. Can you please state which trade you are currently enrolled in an apprenticeship in? _____ (Check list of Red Seal Trades / Trade Quotas)
Quota – Q3:
Continue ONLY if program is a Red Seal Trade in the respondent’s province (see list at the end of the screener). Otherwise – thank and terminate.
In each group, require a minimum of 3 trades represented for those either currently enrolled in an Apprenticeship program or are a recent graduate.
4. When did you receive your journeyperson certification (commonly known as a Certification of Qualification)?
5. From what program did you recently graduate?
(Record) ___ See List of Red Seal Trades /Trade Quotas
Quota – Q5:
Continue ONLY if program is a Red Seal Trade in the respondent’s province (see list at the end of the screener). Otherwise – thank and terminate.
In each group, require a minimum of 3 trades represented for those either currently enrolled in an Apprenticeship program or are a recent graduate.
6. Do you currently have Internet access at your home?
7. And do you have a high-speed or dial-up Internet connection?
8. How comfortable are you with using a computer. Are you…
9. Which of the following online activities do you regularly do:
10. Which internet browser do you use?
11. Do you have the ability to download software applications on your work or home computer?
Note to Recruiter: Participants MUST be able to download software applications on the computer they will be using during the interview.
12. Have you ever attended a group discussion for which you received a sum of money?
13. When was the last time you attended a group discussion?
14. How many groups have you attended in the past 10 years? __ MAX of 3
IF THEY HAVE BEEN TO A GROUP IN THE PAST 6 MONTHS; THANK & TERMINATE, IF THEY HAVE BEEN TO 3 OR MORE GROUPS IN THE PAST 10 YEARS; THANK & TERMINATE
I would like to invite you to participate in a small group discussion that will be conducted over the telephone and online at _______(time) on ______________(date) – see schedule above. This conference call will be used to gather your thoughts and opinions on advertisements and promotion materials. You would simply log on to a secure website from your computer and simultaneously take part in a verbal discussion by phone in the comfort of your home to join the discussion.
The discussion will consist of 4 to 6 individuals and will be very informal. This discussion will last a maximum of 1 hour and you will receive $75 as a thank you for participating in the discussion. Would you be interested in participating?
To confirm, what time zone are you in? _____ ENSURE PARTICIPANTS TIME ZONE MATCHES SCHEDULE
The discussion in which you will be participating will be audio recorded for research purposes only. Please be assured your comments and responses are strictly confidential. Are you comfortable with the discussion being audio taped?
There may also be observers who will listen to the discussion, for research purposes only. They will not be given the last names of any participants. Are you comfortable with having observers?
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. In the event you are unable to attend, please call_____ (collect) at ________as soon as possible in order that a replacement may be found.
Could we have an email address where we can send you the detailed conference call instructions for logging in to the group? Record email address (and verify):
We will send you the instructions at least 2 days in advance of the group. When joining the discussion, please call in 15 minutes before the beginning of the conference call. If you arrive late, we will not be able to include you in the discussion, and will not provide you with the incentive.
As mentioned, we will be pleased to provide everyone who participates in the discussion with a $75 cheque, in appreciation of your time, after the group discussion. Could I have the mailing address where you would like the cheque mailed?
Mailing address: ________
City: ___________
Province / State: _______ Postal Code: _____
And please confirm the spelling of your name: ______
ATTENTION RECRUITERS
Confirming – DAY BEFORE GROUP
To begin, I’d like to better understand what, if anything, you know about apprenticeship grants in general.
As I mentioned at the beginning of the discussion, I would like to get your thoughts on advertising campaigns currently being developed for Apprenticeship grants. Each campaign includes three different parts: radio, Internet banner ads, and posters that might appear in public washrooms on school campuses, high traffic locations, and in restrooms in restaurants and clubs.
I’m going to share two different campaigns with you, each campaign one at a time. As I share it with you, I’d like you to hold your thoughts until we’ve gone through the campaign in its entirety. We’ll be chatting about your impressions in a few moments. Keep in mind these campaigns are concepts only – they are just ideas for your consideration, not final ads. The radio that you will be hearing today is not recorded using professional talent like the final recording will be.
Moderator presents each campaign in its entirety – rotate campaign order to prevent order bias. For all campaigns moderator presents in the following order: radio, web, and print
Distribute copies to each participant after being presented
EXERCISE #1: Before we discuss this campaign together, I would like you to complete a short individual exercise.
I will give you a few minutes to complete this exercise.
We’ll come back to your exercise sheet later. Let’s all talk about each component of the campaign:
RADIO: (MODERATOR TO PLAY AGAIN - Note that professional talent will be used in final version)
INTERNET BANNER AD:
POSTER:
Looking at all three components of this campaign, together...
MESSAGE/TARGET/CALL TO ACTION:
REPEAT FOR THE SECOND CAMPAIGN
EXERCISE #2: Imagine that only one of these campaigns was further developed by Government of Canada. I’d like you to tell me which of the two campaigns you think is strongest – by that I mean which one would best grab your attention and encourage you to get more information on the grants. On your exercise sheet jot down which campaign you think should be further developed and why. (If someone asks if they could mix them up – moderator to tell them to suggest what they think would be strongest...)
GENERAL DISCUSSION:
EXERCISE #3: For the last part of our discussion, I would like to talk a little bit about your use of and interest in social networks, namely those applications that allow you to share information (comments, photos or videos, etc.), belong to / join communities/ networks and forums on the Internet. Think Facebook, YouTube, Twitter, blogs, and so on. On the exercise sheet, I’d like you to take a moment and check which type of social networks you take part in. Please check all that apply. There are blank spaces for you to add additional social networking sites that you use.
Imagine for a moment that the Government of Canada launched an online contest, where apprentices could share their opinions and experiences about apprenticeship on a dedicated website for others to see. Winning entries would be selected by a combination of general online votes (friends, family, participants, etc) and by a group of professionals in the trades and teachers (IF ASKED: 50/50 decision).
I would like to briefly show you two preliminary ideas for a contest of this type and get your initial feedback. Let’s look at each of them one at a time.
Moderator reads one description and discuss prior to moving on to second scenario – Rotate Presentation Order by Group
SCENARIO A: For this contest, individuals would submit a video they created or a photo they took that shows their personal experience of how the Apprenticeship grants helped them achieve something (if they have already received the grants) or would help them achieve something (if they have not received the grants yet).
SCENARIO B: For this contest, individuals would submit a video they created or a photo they took that showcases the accomplishment they are most proud of as part of their trade, not necessarily as a result of receiving any grant. There would be different themes or categories under which a submission could fall, including:
Let’s look at the second idea. Repeat probes
Once both scenarios have been discussed:
As I mentioned earlier, the contest would involve users voting on the various postings – which means that you could access other people’s submissions, as well as cast your vote for the best posting.
EXERCISE #4: Finally, to conclude our discussion today, I would like to get your advice on what the federal government could do to more effectively communicate the availability of apprenticeship grants to people like yourself. I would like you to jot down any advice you might have. I will give you a few moments.
That concludes our questions. On behalf of the Government of Canada, thanks for your time and input.
Message: ___________
First Impressions: ___________
I would remember these ads.
These ads speak to me personally.
These ads make me want to find out more information on the grants.
Message: ___________
First Impressions: ___________
I would remember these ads.
These ads speak to me personally.
These ads make me want to find out more information on the grants.
Choice: ___________
Why? ___________
| Social Media | Check all that apply |
|---|---|
| YouTube | |
| Blogs | |
| Linked In |
To begin, I’d like to better understand what, if anything, you know about apprenticeship grants in general.
Before we look at the creative ideas, let’s briefly talk about advertising...
For the remainder of our discussion, I would like to get your thoughts on three different posters being developed for the Apprenticeship grants. These posters might appear in public washrooms on school campuses, high traffic locations (such as construction sites), and in restrooms in restaurants and clubs.
We will review each poster one at a time. As I share it with you, I’d like you to hold your thoughts until after you complete a brief individual exercise. We’ll be chatting about your impressions in a few moments. Keep in mind these posters are concepts only – they are just ideas for your consideration, not final ads.
Moderator presents each poster one at a time
Rotate presentation order to prevent order bias
AFTER EACH POSTER IS SHOWN:
Before we chat about this poster, I want you to send me a chat message. This time, jot down two things:
Now I’d like to get your personal thoughts on a few things before we chat about it. I want you to take a moment and complete a few questions for me. (Moderator to open poll)
1. This poster would grab my attention.
2. This poster speaks to me personally.
3. I would go online or call to find out more information on these grants after seeing this.
4. What score would you give this poster overall? (Using a 5 star scale, 5 stars would mean it’s a great campaign, while 1 star would mean not that good).
GENERAL DISCUSSION (Moderator to show poster on screen)
Impressions / Message / Relevance
Appeal / Images / Copy
Attention / Target
Call to Action
REPEAT FOR EACH OF THREE POSTERS
Imagine that only one of these posters was further developed by the Government of Canada. I’d like you to tell me which of the three posters you think is strongest – by that I mean which one would best grab your attention and encourage you to get more information on the grants.
Moderator shows three posters on screen – labelled – as visual aid
Send me a chat message and let me know which poster you think should be further developed and WHY. (If someone asks if they could mix them up – moderator to tell them to suggest what they think would be strongest...)
Text description of Figure 9: Zoom Ad “Names” Concept (Alex)
Text description of Figure 10: Zoom Ad “Names” Concept (Chris)
Text description of Figure 11: Web Banner – “Names” Concept
Text description of Figure 12: HRSDC AG RADIO – “Names” Concept
Text description of Figure 13: HRSDC AG RADIO – “Names” Concept 2
Text description of Figure 14: Zoom Ad “Reality Show” Concept
Text description of Figure 15: Web Banner “Reality Show” concept
Text description of Figure 16: HRSDC AG RADIO “Canada’s Rising Stars of The Trades”
Text description of Figure 17: Netfocus Presentation 1
Text description of Figure 18: Netfocus Presentation 2
Text description of Figure 19: Netfocus Presentation 3
