This slide tracks how Canadians assess the government on the service attributes over the past year.
Up until fall 2001, performance on these attributes had been steadily increasing but in the Winter 2002 survey they dropped.
One possible reason for the drop is that September 11th turned attention elsewhere, and there was also a general decline in satisfaction near the end of the last quarter.
However, with the implementation of the last Marketing Plan, and the government’s service and information approach to advertising, Canadians clearly gave higher ratings on the attributes – as much as 14% higher at one point.
Of utmost importance to the branding approach is the government’s ability to meet or exceed the expectations it sets out or commits to in its paid media activities.