Testing
Recall of Recruitment Advertising:
2022-2023
Campaigns
Executive
Summary
Submitted to:
Department of National Defence
For more information on this
report, please email:
Submitted by:
Supplier Name: Narrative
Research Inc.
Supplier Address: 5001-7071
Bayers Road, Halifax, NS B3L 2C2
Contact Phone: 902.493.3820
Contact Fax: 902.493.3879
POR Number: POR 009-22
Contract Number: CW2230133
Contract Value: $35,679.75
(including HST)
Contract Award Date: June 8,
2022
Delivery Date: March 1,
2023
Ce rapport est aussi
disponible en français
Copyright
Testing Recall of Recruitment Advertising: 2022-23
Campaigns
Executive Summary
Prepared for Department of National Defence
Supplier
Name: Narrative Research Inc.
March
1, 2023
This
report presents the methodological details for the August 2022 Campaign
Assessment and the February 2023 Campaign Assessment for the Testing Recall
of Recruitment Advertising: 2022-2023 Campaigns study conducted by Narrative
Research Inc. on behalf of the Department of National Defence (DND). For each
research wave, all respondents were from the Canadian general public aged 18-34. A total of 1,000 respondents were included in
the August 2022 post-campaign survey conducted between August 8 to 17, 2022,
and total of 1,008 respondents were included in the February 2023 pre-campaign survey
conducted between February 6 and February 16, 2023.
Ce
rapport est aussi disponible en français sous le titre: Évaluation du rappel de
la publicité de recrutement : campagnes 2022-23 Rapport de méthodologie
This publication
may be reproduced for non-commercial purposes only. Prior written permission
must be obtained from the Department of National Defence. For more information
on this report, please contact the Department of National Defence at: POR-ROP@forces.gc.ca or at:
60 Moodie Drive
Nepean, Ontario K2H 8G1
Canada
Catalogue Number: D2-411/2023E-PDF
International
Standard Book Number (ISBN): 978-0-660-47877-7
Related publications registration
number: POR 009-22
Catalogue Number
(Final Methodological Report, French): D2-411/2023F-PDF
ISBN (French): 978-0-660-47878-4
© His Majesty the King
in right of Canada, as represented by the Minister of the Department of
National Defence, 2023
Executive
Summary
Background
A robust recruitment marketing strategy is an integral component of
fulfilling the priority of maintaining the Canadian Armed Forces (CAF) and National
Defence readiness. The Assistant Deputy Minister (Public Affairs) (ADM [PA])
supports the recruitment strategy of the CAF. Recruitment marketing and
advertising initiatives are developed to inform Canadians, with a particular
focus on women and visible minorities, 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. Specifically, the CAF’s 2022-2023 Awareness
Campaigns continue to target Canadians aged 18-34, with a goal of increasing
interest and consideration for CAF jobs by focussing attention on the relevancy
of its training, education and career development
programs. To help meet stated recruiting objectives, DND has a multi-pronged
CAF recruitment campaign consisting of an overarching awareness campaign, a
priority occupations campaign, a women-focus campaign, an Indigenous campaign, a
paid education campaign and a Reserve campaign. In 2023, new campaign material
was developed for use for CAF recruitment in 2023. Thus, the most recent February
2023 survey serves as a pre-campaign survey for the new 2023 campaign
materials. Thus, the results presented in this report are referred to as the
August 2022 post-campaign survey (for the 2022 campaign) and the February 2023
pre-campaign survey (for the 2023 campaign).
This research is mandatory, given that the
Treasury Board requires all Government of Canada advertising campaigns that
cost more than one million dollars to be evaluated.
Research Objectives
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:
a
Measuring unaided recall of CAF
advertising;
b
Measuring aided recall of CAF advertising;
c
Assessing the level of
understanding of the key messages of the advertising campaign; and
d
Gauging the awareness level of who was responsible for
commissioning the advertising.
Target Population
As specified in the project’s Statement of Work (SOW),
the target audience of the 2022-2023 Canadian Armed Forces Recruitment
Campaigns was Canadians between the ages of 18 and 34. Data was gathered from a
general public panel modelling key demographics of Canadians within the
aforementioned age group. The August
2022 survey required an average of five minutes to administer, while the February
2023 survey required an average of approximately four minutes to administer.
The participation
rates in each wave were 86.1 percent, and 90.3 percent, respectively. The
contact records for each wave were drawn from a national panel administered by
The Logit Group of Toronto, Ontario. There was a total of 1,000 surveys
completed for the August 2022 post-advertising campaign wave, while 1,008
surveys were completed for the February 2023 pre-wave iteration. The August
2022 post-campaign survey was administered August 8 to 17, 2022, while the February
2023 pre-campaign survey was administered February 6 to 16, 2023.
Methodology and Research Usage
The survey data was collected to measure the recall and reaction to the
2022-2023 Recruitment Advertising Campaigns. As per the standard methodology utilizing the Government of Canada’s Advertising
Campaign Evaluation Tool (ACET), the data collected in the pre-campaign survey conducted in February
2023, prior to campaign ads being run in the media, will serve as a baseline
for the upcoming 2023 post-campaign survey.
Again, as per the
standard ACET methodology, both the surveys collected information related to
recall of the advertisement and its key messages, ad sponsorship, and what, if any, action has
been taken as a result of the ad. Post-campaign data metrics in 2023 will subsequently
be compared by Government of Canada representatives against the February 2023 baseline
findings.
The findings from this study are to be used by the
Department of National Defence to monitor the recall 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.
Expenditure
The survey entailed the expenditure of $35,679.75, including HST.
Consent
Narrative Research offers this written consent
allowing the Library and Archives Canada to post, in both official languages,
this Executive Summary.
Political Neutrality Statement and Contact Information
I hereby certify as a Senior
Officer of Narrative Research that the deliverables fully comply with the
Government of Canada political neutrality requirements outlined in the Policy
on Communications and Federal Identity and the Directive on the Management of
Communications. Specifically, the deliverables do not contain any reference to or
information on electoral voting intentions, political party preferences,
standings with the electorate, or ratings of the performance of a political
party or its leaders.
Peter MacIntosh
Chief Research Officer &
Partner
Narrative Research
pmacintosh@narrativeresearch.ca
902-493-3832