Conclusions
Newspaper Print Concept
The current image used in the newspaper print concepts detracts substantially from the overall message and call-to-action for a number of reasons, but most importantly, participants view it as being contradictory to a message that there are many varied careers available which do not include combat roles. In addition, women in the focus groups indicated they didn’t feel the ad addressed them, since there were no women in the image.
“VISIT FORCES.CA” is clearly the most effective headline to communicate the call-to-action and entice readers to visit the website. While “Meet with Us” provides a more inviting tone and is more social in nature (which appealed to more of the female participants), it does not communicate the call-to-action nearly as clearly as “Visit Forces.ca”;
“More is more.” The use of bullet points to communicate the career benefits was a key feature which motivated participants to visit the website. Participants are more motivated to seek further information when they see more information on the specific benefits of a career with the Forces. Specifically, participants need to see 100 full- and part-time careers, paid education, opportunities to travel, and competitive salary and benefits. Reference to the availability of a variety of both full- and part-time careers is not readily apparent, but it is considered important and relevant information by many participants.
“Making a Difference” makes a difference. “Want to make a difference?”, or “Choose to make a difference” are strong phrases which have a significant impact in drawing attention and motivating participants to take action (i.e. seek more information).
Use of the tagline “Fight with the Canadian Forces”, and particularly the word “Fight”
discourages participants from wanting to seek more information about a career in the Forces. This is particularly true among participants who are “on the edge” and may consider one of the many non-combat type careers with the Forces. Participants clearly felt that the use of “Fight” sends a contradictory message that on the one hand there are more than 100 full- and part-time careers (presumably many of which do not involve combat), and then having to “fight”, which many participants consider distasteful.
Radio Concept
The two different concepts each appeal to different types of people; however, despite being considered as too long by some, Announcer appeals more to individuals who did not appear to be aware of the variety of careers available. Testimonial appeals more to
“adventure-seekers” and those who need a career to be more challenging and out of the ordinary.
15
Both concepts clearly communicate the call-to-action to visit the website.
Navy Centennial TV Concept
The TV concept slides, as presented, have relatively strong impact emotionally and resonated well; however, the message and call-to-action were not clear.
Navy Centennial Print Ad Concept
While visually appealing, most participants did not understand either the message, or the call-to-action.
Summary of Objectives
The table below presents each of the objectives as well as an overall assessment, based on this research, as to whether or not the ad has met the communications objectives.
Objective Newspaper Print Radio Navy Centennial
“Visit Forces.ca”
“Meet with
Us” “Let’s Talk Announcer Testimonial TV Print
Clear sponsor and objectives
Strong Somewhat Weak Strong Strong Somewhat Weak
Captures
attention Somewhat Somewhat Somewhat Strong Strong Strong Weak
Realistic and
credible Strong Strong Weak Strong Strong Strong Strong
Well
produced Somewhat Somewhat Somewhat n/a2 n/a n/a Somewhat
Encourages target audience to seek information about CF
Strong Somewhat Weak Strong Strong Somewhat Weak
2 We cannot assess quality of production since the ads were not presented in final or close to final format.
16
Recommendations
Based on this research, and taking into account the limitations imposed, we recommend pursuing the following course of action with regard to these advertising concepts:
Newspaper Print Ad
Select a different image for the ad, preferably one which signifies challenge without explicitly showing combat or hardship. This is especially important to attract individuals for the Reserves who are looking for part-time, non-combat oriented careers.
Use “Visit Forces.ca” as the main headline. It communicates the call-to-action most effectively.
Communicate the career benefits on the print ad, even at the risk of having a lot of copy.
Incorporate the concept of “making a difference”, using either “Want to make a difference?”, or “Choose to make a difference”.
Eliminate the tagline “Fight with the Canadian Forces”. It serves as a key detractor from the call-to-action, especially among prospective recruits to the Reserves and/or those seeking part-time or non-combat related careers.
Radio Ad
While the two concepts appear to be equally effective, we hypothesize based on this research that “Announcer” is more effective at attracting those individuals who do not necessarily fit into the adventure-seeker profile. Given the objective of attracting individuals to seek careers particularly for the Reserves, “Announcer” is more explicit in communicating the career benefits. “Announcer” is also consistent with the recommended approach above. We therefore recommend proceeding with at least the “Announcer” concept. That being said, airing both ads would effectively target both (hypothetical) segments if budgets permit.
Navy Centennial Television and Print Ads
Proceed to develop the Navy centennial concept in terms of tone; however, we urge that the key messaging be reconsidered and clarified, i.e. the messaging of the ad should be simplified to be either a celebration of the Navy Centennial, OR navy recruitment. The research shows that there is substantial confusion in attempting both messages in the same ad.
17
Appendix 1
Recruiting Screeners English version
French version
Respondent Name:
______________________________________________________________
Home #:
Business #:
Group #:
Recruiter:
RECRUIT 11 PER GROUP
GROUP 1 GROUP 2 GROUP 3 GROUP 4 GROUP
555 GROUP 6
Thursday Thursday Monday Monday Thurs
Thurs
March 11 March 11 March 8 March 8 March 4
March 4
5:30 PM 7:30 PM 5:30 PM 7:30 PM 5:30 PM
7:30 PM
18-24 25-34 18-24 25-34 18-24
25-34
St. John’s St. John’s Quebec City Quebec City Calgary
Calgary
Hello, my name is _________ from Research House Inc., we are calling today to invite participants to attend a focus group discussion on: (see above dates). Your participation in the research is completely voluntary and your decision to participate or not will not affect any dealings you may have with Research House Inc. All information collected, used and/or disclosed will be used for research purposes only and administered as per the requirements of the Privacy Act.
The session will last a maximum of 2 hours. May we have your permission to ask you or someone else in your household some further question to see if you/they fit in our study?
INDICATE: Female 1 – 5/11 PER GROUP
Male 2 – 6/11 PER GROUP CRITERIA SUMMARY
Canadian citizens, 18-34 years of age
Open to the possibility of a full or part-time career in the Canadian Forces or Reserves
Currently seeking full or part-time employment
Mix of ethnic background where possible
Exclusions:
Marketing Research, advertising, public relations, media, Canadian Forces, Department of National Defence
1. First of all, are you a Canadian citizen?
Yes ( )
No ( ) TERMINATE
2. Are you or is anyone in your household currently employed or has ever been employed in any of the following types of industries…?
Marketing/Market Research...1 Public relations...2 Advertising...3 Media (TV, Radio, Newspaper)...4 Canadian Forces...5 Department of National Defence...6 IF YES TO ANY OF THE ABOVE, THANK AND TERMINATE
3. We have been asked to group participants by age. So that we may do this accurately, may I have your exact age please. _________. WRITE IN
Under 18 years TERMINATE
18-24 years GROUPS 1,3,5
25-34 years GROUPS 2,4,6
35 + years TERMINATE
4. Are you currently seeking full or part-time employment??
Full Time ( ) Part Time ( )
No ( ) TERMINATE
5. Could you please tell me what is the last level of education that you have completed?
Some High School only...…( )
Completed High School... ( ) Some College/University... ( ) Completed College…………...…...( )
Complete University……….( )
This project is about the Canadian Forces and Reserves, and because of that, I want to ask you some questions about your general opinions about the Forces as an institution, and as a potential career option for you.
6. Which of the following best describes your opinion about the value or the necessity of the Canadian Forces and Reserves as an institution for Canada? READ ALL CHOICES
( ) The Forces are a necessary and valuable thing for Canada MINIMUM OF 7/11 ( ) Any money spent on the Forces for Canada is a waste. TERMINATE
( ) Something between: My opinion about the Forces and the reserves is somewhere between those two statements.
( ) Don’t Know TERMINATE
7. How open would you say you are to the idea of a full or part-time career with the Canadian Forces or Reserves READ LIST…
( ) I would never consider a full or part-time career the Canadian Forces or Reserves under any circumstances
TERMINATE
( ) I would be open to the possibility and may consider a full-or part-time career with the Canadian Forces or Reserves
( ) I would definitely consider joining the Canadian Forces or Reserves 8.. What is your ethnic background? DO NOT READ.
Aboriginal………. 1
Anglo-Saxon……… 2
European ……… 3
Latin American ………4
Asian ……… 5
Arab ……….. 6
African / Carribean………..7
South Asian……….. 8
Other________________________ 9
ENSURE A MIX OF ETHNICITIES AMONG THE GROUPS WHERE POSSIBLE
9. Have you ever attended a focus group or a one-to-one discussion for which you have received a sum of money, here or elsewhere?
Yes 1
No 2 ---> (SKIP TO Q.13)
IF YES ASK:
10. When did you last attend one of these discussions?
____________________________________________________
(TERMINATE IF IN THE PAST 6 MONTHS)
11. How many focus groups or one-to-one discussions have you attended in the past 5 years?
_____________
(SPECIFY)
IF MORE THAN 5 – TERMINATE
12. Would you please tell me the topics discussed?
________________________________________________________________
IF CANADIAN FORCES OR RECRUITING FOR NATIONAL DEFENCE – TERMINATE
13. Have you been invited to attend another of these group discussions or interviews in the near future?
Yes...1 - TERMINATE No...2
14. Participants will be asked to read some printed materials during the discussion. Is there any reason why you could not participate?
Yes...1 - TERMINATE No...2
NOTE: TERMINATE IF RESPONDENT OFFERS ANY REASON SUCH AS SIGHT OR HEARING PROBLEM, A WRITTEN OR VERBAL LANGUAGE PROBLEM, A CONCERN WITH NOT BEING ABLE TO COMMUNICATE EFFECTIVELY.
IMPORTANT:
The session is 2 hours in length, and we are asking that all participants arrive an additional 15 minutes prior to the start time of the session. Are you able to be at the research facility 10-15 minutes prior to the session time?
Yes...1
No...2 – TERMINATE
All participants in this study are asked to bring to the group PICTURE IDENTIFICATION. If you do not bring your personal identification then you will not be able to participate in the session and you will not receive the incentive fee. Are you going to bring along your ID?
Yes 1
No 2-TERMINATE
The group discussion will last approximately two hours and we offer each participant a $70.00 cash gift as a token of our appreciation. I should also tell you that the groups will be audio and video - taped for research purposes and members of the research team will be observing the discussion from an adjoining room. Everything you say will be kept confidential, and you will be asked to provide written consent for your participation.
[ ] CHECK TO INDICATE YOU HAVE READ THE STATEMENT TO THE RESPONDENT.
I would like to invite you to a group discussion on:
RECRUIT 11 PER GROUP
GROUP 1 GROUP 2 GROUP 3 GROUP 4 GROUP 5
GROUP 6
Thursday Thursday Monday Monday Thurs
Thurs
March 11 March 11 March 8 March 8 March 4
March 4
5:30 PM 7:30 PM 5:30 PM 7:30 PM 5:30 PM
7:30 PM
18-24 25-34 18-24 25-34 18-24
25-34
St. John’s St. John’s Quebec City Quebec City Calgary Calgary
LENGTH OF GROUP: 2 hours INCENTIVE: $70.00
LOCATIONS:
March 4th Calgary
E-Style Studios 1011 1st Street SW Suite 520
403.685.2239 March 8th Québec City Léger Marketing 580 Grande-Allée Est Suite 580
418.522.7467 Fax:522.7977 March 11th St. John’s NF
Market Quest Research 5 Job Street
4th Floor 709.753.5172 Fax: 738.5288
16715 – DND Nom du répondant:
______________________________________________________________
No de téléphone
résidentiel:________________________________________________________
No de téléphone d’affaires:
________________________________________________________
Groupe no:
_____________________________________________________________________
Recruteur:
_____________________________________________________________________
RECRUTEZ 11 PAR GROUPE
GROUPE 3 GROUPE 4
Lundi Lundi
8 mars 8 mars
17h30 19h30
18 à 24 25 à 34
Ville de Québec Ville de Québec
Bonjour/Bonsoir, mon nom est _________ de Research House Inc. Nous téléphonons aujourd’hui pour inviter des participants à prendre part à un groupe de discussion lundi, le 8 mars prochain. Votre participation à cette recherche est entièrement volontaire et votre décision d’y participer ou non n’affectera en rien les interactions que vous pourriez avoir avec Research House Inc. Toute information recueillie, utilisée et/ou dévoilée sera utilisée qu’à des fins de recherche seulement et sera traitée conformément aux exigences de la Loi sur la protection des renseignements personnels. La session durera un maximum de 2 heures. Est-ce que vous nous permettez de poser, à vous ou à quelqu'un d'autre de votre foyer, quelques questions additionnelles afin de déterminer si vous/eux correspondez au profil que nous recherchons pour notre étude?
SOMMAIRE DES CRITÈRES
Citoyens canadiens, âgés de 18 à 34 ans
Ouvert à la possibilité d'une carrière à temps plein ou à temps partiel dans les Forces canadiennes ou les Réserves
Actuellement à la recherche d'un emploi à temps plein ou à temps partiel
Une répartition d'origine ethnique où cela est possible
Exclusions:
Étude de marché, publicité, relations publiques, médias, Forces canadiennes, Ministère de la Défense nationale
INDIQUEZ: Femme 1 – 5/11 PAR GROUPE Homme 2 – 6/11 PAR GROUPE 1. Tout d'abord, êtes-vous un citoyen canadien?
Oui ( )
Non ( ) TERMINEZ
2. Est-ce que vous ou un membre de votre foyer travaillez actuellement ou avez déjà travaillé dans l’un des domaines suivants...
Marketing/Étude de marché...1 Relations publiques...2 Publicité...3 Médias (TV, radio, journaux)...4 Forces canadiennes...5 Ministère de la Défense nationale...6 SI OUI À L’UN CI-DESSUS, REMERCIEZ ET TERMINEZ
3. On nous demande de regrouper les participants par âge. Afin que nous puissions le faire de façon efficace, puis-je avoir votre âge exact s.v.p. _______INSCRIRE
Moins de 18 ans TERMINEZ
18 à 24 ans GROUPE 3
25 à 34 ans GROUPE 4
35 + ans TERMINEZ
4. Êtes-vous actuellement à la recherche d'un emploi à temps plein ou à temps partiel?
Temps plein ( ) Temps partiel ( )
Non ( ) TERMINEZ
5. Pourriez-vous me dire quel est le dernier niveau de scolarité que vous avez terminé ? Secondaire en partie seulement... ( )
Secondaire terminé... ( ) CEGEP/Université en partie... ( )
CEGEP complété…………...…... ( ) Université complétée ………... ( )
Ce projet est sur les Forces canadiennes et les Réserves et pour cela, je veux vous poser quelques questions sur votre opinion générale sur les Forces en tant qu'institution et comme option de carrière potentielle pour vous.
6. Lequel des énoncés suivants décrit le mieux votre opinion sur la valeur ou la nécessité des Forces canadiennes et des Réserves en tant qu'institution pour le Canada LIRE TOUS LES CHOIX
( ) Les Forces sont une chose utile et indispensable pour le Canada MINIMUM DE 7/11 ( ) Tout argent dépensé pour les Forces pour le Canada est un gaspillage. TERMINEZ ( ) Quelque chose entre: Mon opinion sur les Forces et les Réserves se situe quelque part entre ces deux énoncés.
( ) Ne sait pas TERMINEZ
7. À quel point diriez-vous être ouvert à l'idée d'une carrière à temps plein ou à temps partiel avec les Forces canadiennes ou les Réserves? LISEZ LA LISTE…
( ) Je n'envisagerais jamais une carrière à temps plein ou à temps partiel avec les Forces canadiennes ou les Réserves, sous aucune circonstance.
TERMINEZ
( ) Je serais ouvert à la possibilité et pourrais envisager une carrière à temps plein ou à temps partiel avec les Forces canadiennes ou les Réserves.
( ) J'envisagerais certainement m'enrôler dans les Forces canadiennes ou les Réserves.
8.. Quelle est votre origine ethnique? NE PAS LIRE.
Autochtone………... 1
Africaine / Antillaise…………... 7 Asiatique du Sud……….... 8 Autre________________________ 9
ASSUREZ UNE RÉPARTITION D'APPARTENANCE ETHNIQUE PARMI LES GROUPES OÙ CELA EST POSSIBLE
9. Avez-vous déjà participé à un groupe de discussion ou un entretien face à face où l’on vous a remis une somme d’argent, ici ou ailleurs?
Oui 1
Non 2 ---> (PASSEZ À LA Q.13)
SI OUI, DEMANDEZ:
10. À quand remonte la dernière fois que vous avez participé à une de ces discussions?
___________________________________________________________
TERMINEZ SI AU COURS DES 6 DERNIERS MOIS
11. À combien de groupes ou d’entretiens face à face avez-vous participé au cours des 5 dernières années?
_____________
(PRÉCISEZ)
SI PLUS DE 5 – TERMINEZ
12. Pourriez-vous me dire quels ont été les sujets de discussion?
__________________________________________________________________________
SI LES FORCES CANADIENNES OU RECRUTEMENT POUR LA DÉFENSE NATIONALE – TERMINEZ
13. Avez-vous été invité à participer, dans un avenir rapproché, à un autre de ces groupes de discussion ou d’entretiens face à face?
Oui... 1 – TERMINEZ Non... 2
14. Les participants seront invités à lire des documents imprimés au cours de la discussion.
Y a-t-il une raison quelconque pour laquelle vous ne pourriez pas participer?
Oui...1 – TERMINEZ Non... 2
NOTE : TERMINEZ SI LE RÉPONDANT MENTIONNE UN PROBLÈME VISUEL OU AUDITIF, UN PROBLÈME À ÉCRIRE OU S’EXPRIMER, UNE INQUIÉTUDE À NE PAS POUVOIR COMMUNIQUER EFFICACEMENT.
IMPORTANT:
La session a une durée de 2 heures et nous demandons que tous les participants arrivent un 10 à 15 minutes additionnelles avant le début de la session. Est-il possible pour vous d’être présent à la salle de recherche 10 à 15 minutes avant le début de la session?
Oui...1 Non...2 – TERMINER
On demande à tous les participants à cette étude d’apporter une PIÈCE D’IDENTIFICATION AVEC PHOTO. Si vous n’apportez pas une pièce d’identification avec photo, vous ne pourrez pas participer à la session et ne recevrez pas la rémunération en argent comptant. Allez-vous pouvoir apporter votre pièce d’identification?
Oui...1 Non...2 – TERMINER
Le groupe de discussion durera environ deux heures et nous offrons un cadeau de 70 $ comptant à chacun des participants en guise de remerciement. Je dois aussi vous dire que les groupes seront enregistrés et filmés à des fins de recherche et que des membres de l’équipe de recherche suivront la discussion dans une salle attenante. Tout ce que vous direz demeurera confidentiel et on vous demandera de fournir un consentement écrit pour votre participation.
[ ] COCHEZ POUR INDIQUER QUE VOUS AVEZ LU L’ÉNONCÉ AU RÉPONDANT.
J'aimerais vous inviter à un groupe de discussion : RECRUTEZ 11 PAR GROUPE
GROUPE 3 GROUPE 4
Lundi Lundi
8 mars 8 mars
17 h 30 19 h 30
18 à 24 25 à 34
Ville de Québec Ville de Québec
DURÉE DU GROUPE : 2 heures INCITATIF : 70 $
EMPLACEMENT : 8 mars
Ville de Québec Léger Marketing 580, Grande-Allée Est Bureau 580
(418) 522-7467
Télécopieur : 522-7977
Appendix 2 Moderator’s Guides
English version
French version
Department of National Defence
Reserve Recruiting Advertising Creative Pretest Moderator’s Guide
1. INTRODUCTION AND WARM-UP(10 minutes)
Welcome participants
Description of focus groups
Specialized facilities (videotaping, one-way mirror and observers, etc.)
Anonymity / Confidentiality
No right or wrong answer – different opinions are what counts
Independence of moderator
Objectives of the focus group – interested in their reactions to advertising for the Canadian Forces
Roundtable introduction (first name only, neighborhood (rural/urban), career aspirations.)
Warm-up discussion – small-talk and chat about a generic topic such as the Olympics
2. PRINT ADS – LOCAL NEWSPAPER (40 minutes)
Note: The order of presentation of the ads will be rotated between groups to minimize any order or learning biases in reacting to the ads.
Moderator instructions to group: I’m going to show you a range of ideas for an advertisement which will most likely appear in different newspapers across the country. There are two different ads, each of which has two versions. I’m going to show you an ad, and for each one I’d like you to jot down some notes on the handout in front of you.
Now, have a look at the ad for a few seconds, and write down the answers to the questions on your handout.
Allow 1 minute for participants to complete handout, then open discussion on
Allow 1 minute for participants to complete handout, then open discussion on