A number of evaluation methods have been used to track implementation and impact of the Plan.
Communication Canada is continuing to monitor the public environment with the Listening to Canadians tracking survey. The scope of this survey enables the government to more accurately guage public opinion in every region of Canada.
In addition, they have begun producing monthly “Enquiry Reports” which tallies calls to 1 800 O-Canada and visits to the Canada Site. It also includes demographic breakdowns and in-depth profiles for each department.
A standardized post-campaign survey was developed. This instrument will now be used across government for major campaigns to ensure consistency with respect to how the government monitors its initiatives.
In cooperation with Treasury Board and lead by Communication Canada, further research will be done on the Canada wordmark and on the four service attributes.
The use of evaluative tools such as these supports objective-setting and improve the monitoring of paid media activities. In their absence, all that can be measured is effort, as opposed to results.