Brand Tracking for Export Development Canada
The Issue
To support its re-positioning and branding strategy, Export Development
Canada launched a series of advertising campaigns that incorporated
a mix of media, including a return to television. EDC's decision
to go with television advertising, coupled with support in magazines,
newspapers, direct mail and Internet banner ads, signaled a change
in the direction of its communications efforts.
Understandably, EDC wished to measure the impact of its presence
on television and in other media. EDC needed to measure brand awareness
and presence, brand image and personality, brand performance and
credibility and brand loyalty and commitment.
Given EDC's goal of increasing its customer counts, it was important
to understand the level of awareness and understanding of EDC's
role and its relevance to exporters. Understanding exporters' perceptions
of EDC will permit better targeting of communications efforts.
The Solution
We worked with EDC to develop a research program that monitored
EDC's brand equity and health among exporters as well as tracking
ad awareness and impact.
Working closely with the EDC marketing team, Phase 5 developed
a set of measures that could be used on an ongoing basis to map
brand equity. These included customized measures for awareness,
understanding, commitment and loyalty.
Phase 5 also developed a set of measures to track brand image and
personality. The first time the study was conducted, we did pre
and post campaign research. A second study the following year included
only non-customers - the key target audience for the ad campaign
and was conducted post-campaign for the 'Success or Not' campaign.
The Results
We helped EDC understand exporters' perceptions of EDC and enabled
them to understand where their communications efforts should be
concentrated.
Our research helped EDC understand the levels of campaign recall
as well as the relative influence of each media source (e.g. Direct
Contact, Television, Magazines and Newspapers). To assess the value
of a return to TV advertising, our research demonstrated that the
relative influence of the television ads increased between the first
and second ad campaigns.
Interestingly, the new 'Success or Not' campaign seemingly made
contributions to audience understanding of EDC services, an important
finding given EDC's goal of increasing understanding of its role
among exporters. Awareness of EDC remained high between the campaigns
and it was determined that advertising was seemingly effective in
raising awareness of the organization.
Going Forward
We do more than simply provide you with the results of the research,
we take the extra step of identifying the strategies that will take
you forward. In addition to helping EDC understand how they are
perceived by exporters, we helped them understand the the effectiveness
and impact of its communications initiatives in light of their communications
objectives. This provided EDC with greater insight as they developed
future media mix strategies for subsequent campaigns
To learn more about our brand tracking research, contact Andreas
Noe at (613) 241-7555, ext. 106 or through email.
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