POR
Number: POR 118-18
Contract
Number: W8484-181045/001/CY
Contract
Value: $18,571.55
Contract
Award Date: February 2, 2019
Delivery
Date: March 29, 2019
Testing Recall of Recruitment
Advertising:
2018 - 2019 Campaign
~ Executive Summary ~
March 2019
Submitted to:
Department of National Defence
Departmental Contact: For more information on this report,
please email: POR-ROP@forces.gc.ca
Ce rapport est aussi disponible en franηais
Submitted by:
Corporate Research Associates
5001-7071 Bayers Road | Halifax NS B3L 2C2
T 902.493.3820 | F
902.493.3879 | W www.cra.ca
Executive Summary
A robust recruitment marketing strategy is an integral
component of fulfilling the priority of maintaining a Canadian Armed Forces (CAF) posture and Defence
readiness. The Directorate of Marketing and Advertising (DMA) has the mandate
of supporting the recruitment strategy of the CAF. The DMA develops and
implements recruitment marketing and advertising initiatives to inform
Canadians about career opportunities available in the CAF, and to support the
Strategic Intake Plan.
Each
year the Canadian Armed Forces must
enroll Regular Force (full-time) and Reserve Force (part-time) members to
fulfill the Strategic Intake Plan. To help meet stated recruiting objectives, the CAF
recruitment campaign for 2018-19
is multi-faceted
consisting of four
advertising campaigns:
Demystify
the CAF and elaborate on the variety of career/job options that are available
(other options than soldier).
Showcase
peace and humanitarian operations and demonstrate that combat is designed to
achieve a peaceful end state.
Expand
on the attributes that make the CAF a people organization and an employer of
choice (discovery, adventure, travel, benefits, paid education, part-time
options).
Showcase
specific priority occupations (using civilian terminology) that offer
Millennials what they want jobs and careers that are team oriented and
provide for intense experiences, excitement, flexibility.
Inform
target audience of educational and training options.
Showcase
basic training as achievable (demystify) and move to promote the physical
fitness and lifestyle aspects of the CAF.
Raise
awareness of CAF employment opportunities among diversity group members (women,
Aboriginal peoples, and visible minorities), skilled trade technicians,
specialists, and professionals (such as Doctors, Social Workers, Legal
Officers).
Drive
recognition that CAF can fit their lifestyles with multiple messages on
opportunities, work-life balance, inclusion, part-time options, and job
stability.
Skew
media-buy to women and over-represent women and visible minorities in all
marketing and advertising products.
Raise
national awareness of the Reserve Force.
Inform
target audiences of local events and employment opportunities.
Raise
awareness of CAF part-time employment opportunities (with voluntary operational
deployments) among diversity group members (women, Aboriginal peoples, and
visible minorities) at locations close to home.
This research
is mandatory, given that the Treasury Board (TB) requires all Government of
Canada advertising campaigns that cost more than one million dollars to be evaluated.
The purpose of the
quantitative research was to assess
recall of and reactions to the advertising campaign. At the highest level, the purpose of the research is to evaluate the
effectiveness of the advertising campaign. More
specifically, the research objectives included:
- Measuring unaided recall of CAF advertising;
- Measuring aided recall of CAF advertising;
- Assessing the level of
understanding of the key messages of the advertising campaign; and
- Gauging the level of awareness of who was
responsible for creating the advertising.
Target
Population
As specified in the Statement
of Work (SOW), Canadians between the ages of 18-34 were the target audience for
the 2018/19 Canadian Armed Forces Recruitment Campaigns. Data was gathered from
a general public panel modelling key demographics of Canadian males and females
within the aforementioned age group. An
online survey of the adult Canadian general public (18-34 years of age) was undertaken
in the winter of 2019. A post-advertising campaign survey (requiring an average
of over 6 minutes to administer) was implemented. The participation rate was 13
percent. The email contact records for the research were drawn from panelists
administered by The Logit Group of Toronto, Ontario. There were a total of 1,018
useable surveys completed.
As
stated in the projects Statement of Work and related communications, this
research activity sought to measure recall and effectiveness of the Recruitment
Advertising Campaign media placement. Campaign placements were in web, social
media, out of home, and television. The findings from this study were to be
used by the Department of National Defence (DND) to
monitor the effectiveness of the media campaign, the efficiency of the media
placement, and provide information to enhance the effectiveness of the recruitment
campaign. Given that
this online survey methodology used a non-probability sample, the data
collected cannot be extrapolated to the Canadian general public adult
population 18-34 years of age.
The survey entailed the
expenditure of $18,571.55 including HST.
Corporate
Research Associates offers this written
consent allowing the Librarian and Archivist of Canada to post, in both
official languages, this Methodological Report.
Political Neutrality Statement and Contact Information
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 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.
Peter MacIntosh
Chief Research Officer & Partner
Corporate Research Associates
pmacintosh@cra.ca
902-493-3832