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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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.