International Experience Canada: Branding Testing Report

Contract number: B8815-170509/001/CY
POR Registration Number: POR 099-16
Contract date: 2017-01-26
Report date: March 22, 2017
Prepared for: Immigration, Refugees and Citizenship Canada
Prepared by: Environics Research

Ce rapport est aussi disponible en français.

For more information on this report: por-rop@cic.gc.ca

Table of Contents

• Executive summary
  • Background and objectives
  • Methodology
  • Cost of research
  • Key findings
  • Political neutrality statement and contact information

Executive summary

Background and objectives

International Experience Canada (IEC) offers Canadian youth a unique opportunity to gain valuable work experience while travelling abroad and offers international youth a unique opportunity to gain valuable work experience while travelling in Canada.

The purpose of this research was to test the branding concepts in advance of their official launch to ensure that the concepts were appropriate for the target audiences. The information gained through this public opinion research will be shared throughout the Department to assist it when developing communications products and strategies.

The objectives of the research were to measure the following:

• The degree to which the branding concepts resonated with viewers; and
• The feelings of the viewers, as a result of viewing the advertising.

Methodology

Two online panel surveys were conducted. The first was with a sample of 1,004 adult Canadians between the ages of 18 and 35 and an additional 500 surveys with international youth between the ages of 18 and 30 or 18 and 35, depending on the country surveyed.  Respondents reflected a mix of:

• Gender
• Age
• Region
• In Canada, a mix of Canadian-born citizens and newcomers as well as members and non-members of the Indigenous community.

Respondents for this survey were selected from among those who have registered to participate in online surveys. The results of such surveys cannot be described as statistically projectable to the target population. Because the sample is based on those who initially self-selected for participation in the panel, no estimates of sampling error can be calculated.

Cost of research

The contract value of this research (including both surveys) was $39,917.25 (HST included).

Key findings

Name preference

• In general, International Experience Canada (IEC) is the preferred name. This is consistent within Canada. gO Canada is preferred in some countries, including the UK, Germany and New Zealand.
• IEC resonates most strongly in describing the program and prompting respondents to want to learn more about the program.

Tagline preference

• The findings about tagline preference are mixed. Respondents in Canada, New Zealand, and Japan prefer “Connecting you to a world of opportunities”, meanwhile, respondents from the remaining countries generally prefer “Adventure. Experience. Inspire.”
• Moreover, while not named as a most preferred tagline, “Broadening your horizons…” is most likely to capture the attention of Canadians, UK residents, and those in New Zealand.
• Lastly, while there is no clear preference across countries of taglines to prompt youth to want to learn about the program, “Connecting you to a world of opportunities” is consistently highly rated on this measure in Canada.

Concept preference

• The results reveal that concept B consistently tests most strongly among residents across all countries. It is regularly given the highest ratings on appeal, capturing attention, prompting youth across all countries to want to learn more about, as well as participate in, the program. Few respondents provide comments on how to improve concept B; if they do, it generally relates to the amount of white space used.
• Concept A was the second preferred concept across all measures tested. Comments on improvements suggest that the colours would be an area to improve upon the concept.
• Concept C was the least favourite among all residents. Verbatim comments suggest that the colours and overall look and feel of the materials are not widely appealing.

Political neutrality statement and contact information

I hereby certify as a Senior Officer of Environics Research 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 contain any reference to electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leader.

Megan Tam
Vice President, Public Affairs, Environics Research Group
megan.tam@environics.ca
613-699-8905

Supplier name: Environics Research Group
PWGSC contract number: B8815-170509/001/CY
Original contract date: 2017-01-26