POR Registration Number: POR 059-16
PWGSC Contract Number: 51019– 152015/001/CY - Quantitative
Contract Award Date: October 24, 2016
Delivery Date: March 31, 2017
Prepared for Parks Canada Agency
30 Victoria Street, Gatineau QC, J8X 0B3
information@pc.gc.ca
1-888-773-8888
Ce rapport est aussi disponible en français.
Parks Canada protects and presents nationally significant examples of Canada's natural and cultural heritage and fosters public understanding, appreciation and enjoyment to ensure the ecological and commemorative integrity of these places for present and future generations.
Parks Canada's advertising campaign has been marketed to an extensive demographic. PCA has undertaken small national advertising campaigns each year over the last few years, prior to summer vacation planning. In December 2016 and throughout 2017 PCA is undertaking a national campaign related to Canada's 150 celebrations in 2017, involving free admissions to Parks Canada locations. The campaign is designed to increase awareness among Canadians, inspire visitation to Parks Canada locations, and increase use of PCA trip planning tools, as well as create positive media engagement and buzz among Canadians.
As the campaign will exceed $1,000,000, public opinion research is required by Treasury Board Secretariat using the Advertising Campaign Evaluation Tool, with additional validating and benchmarking questions following the Advertising Campaign Evaluation Tool instrument. Data collection to evaluate the 2017 Advertising Campaign supports the Government of Canada's goal of effectively gauging Canadians awareness and knowledge of this initiative, and determining the effectiveness of these campaign tools in influencing Canadians' knowledge and participation in commemorative activities. Information gathered from this process provides Parks Canada with concrete data to assist in developing/adjusting future media strategies.
Specifically, the purpose of the quantitative post-testing is to evaluate Parks Canada's 2017 Advertising Campaign and to gauge:
Information obtained through this public opinion research can be extrapolated to the wider population of Canadians and allows Parks Canada to determine the impact of its advertising campaign and provide direction on areas where the campaign can be adjusted to reach a broader Canadian public. The findings provide useful information to improve future campaigns which are better targeted, more informative and better geared to the target population and Canadians at large.
Two bilingual, national online surveys were conducted: one as a baseline, in advance of the campaign, and one following the height of the campaign to measure change in awareness and intent to visit over time, to assess impact of the campaign. The baseline included of 2,098 Canadians 18 years of age or older, while the post campaign sample included 2,007 Canadians, also 18 years of age or older. Each survey instrument included the Advertising Campaign Evaluation Tool questions used by the Government of Canada in all of its advertising evaluation research, along with additional questions testing impact on perceptions and behaviour targeted though the campaign. Each sample included randomly selected respondents from all provinces and territories. In addition to a minimum number of cases to be completed with residents in each region, a minimum number of completed cases was also established for each of the three largest Census Metropolitan Areas (CMAs) in each of the two surveys: Toronto (250), Montreal (250) and Vancouver (125 to 150). Beyond these three CMA's, each sample was also intended to include minimum numbers in the following CMAs: Calgary (75 to 100); Edmonton (75 to 100); Winnipeg (50 to 75); Ottawa-Gatineau (50 to 75); and Halifax (50).
Each survey sample relied on Ekos' Probit panel, which is assembled using a random digit dial process for sampling from a blended land-line cell-phone frame, and provides full coverage of Canadians with telephone access. The distribution of the recruitment process is meant to mirror the actual population in Canada (as defined by Statistics Canada). As such, our more than 85,000 member panel can be considered representative of the general public in Canada (meaning that the incidence of a given target population within our panel very closely resembles the public at large) and margins of error can be applied.
In each survey a subset of 310 to 359 panel members were sampled from among those who typically prefer to be reached by telephone. These panelists were contacted by telephone and the survey was described to them. They were subsequently asked if they would be willing to provide their email address to receive a copy of the invitation to the survey with unique link to the secure survey website, given that participation in this particular survey must be conducted online. 112 of these panel members are included among the 2,098 who completed the baseline survey, and 142 completed the survey online among the 2,007 completing the post-campaign survey.
Supplier Name: EKOS Research Associates
PWGSC Contract Number: 51019– 152015/001/CY – Quantitative
Contract Award Date: October 24, 2016
Contract Value: $42,860 (taxes included)
I hereby certify as Senior Officer of EKOS Research Associates Inc. 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 by: Susan Galley (Vice President)