Association and Awareness perception study
description
Transcript of Association and Awareness perception study
Simplified Understanding
A p r i l 2 0 1 4
ASSOCIATION AND AWARENESS PERCEPTION STUDY
Western focus – we eat, breath, sleep and live the west and know the market, the brands and the consumers
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Insights West: A Brief Introduction
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through leading-edge tools, normative databases and senior level expertise.
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Insights West: A Brief Introduction (cont.)
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Our own consumer panel: over 13,000 in BC and AB and growing
Some of Our Tools
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Brand Digital Insights
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in one tool
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Quantitative, reliable measurement of effectiveness of
creative against a normative database
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surveys through use of video captured by
panellists
Employee Satisfaction
Insights Straightforward and
insightful tool for measuring employee satisfaction against
regional and national benchmarks
God
Angels
Heaven
UFOs do exist
Ghosts
Cure for Cancer has been found but is being withheld
Satan
John F. Kennedy assassination
Death of Princess Diana was an assassination
Human being has been cloned
9/11 US government conspiracy
Lottery is rigged
Lunar landings were a hoax
Dinosaurs never existed
36%
28%
30%
19%
16%
16%
21%
10%
10%
8%
8%
6%
6%
3%
58%
53%
52%
52%
48%
38%
37%
34%
29%
29%
25%
20%
10%
4%
Base: British Columbia Adults (n=867)Q. How much do you, personally, believe or disbelieve each of the following conspiracy theories that some people believe?
What People Say and Believe is Quite Amazing…
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Believe completely Believe somewhat
Top 10 Findings
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1) Awareness/Familiarity of IABC is low: only half of business leaders are aware of IABC, and familiarity is even lower.
6) That being said, 53% of marketing decision-makers feel there is some value that IABC brings.
2) However, other more well-known, organizations (BCAMA,CPRS, SME,AIM, etc.) also struggle with the same issues.
7) Decision-makers divided on value of professional communicators overall, and the value of the designation.
3) Overall ratings of IABC among those familiar are about the same as other organizations that struggle with low familiarity.
8) Although perceptions are tough to gauge, IABC is seen to be professional, intelligent, honest and in-touch, but also seen as boring, exclusive, and not too inspiring.
4) Familiarity of the ABC designation among marketing decision-makers is strikingly low-48% never heard of, and a further 27% not at all familiar.
9) When hiring, perception is that IABC membership doesn’t matter.
5) Not surprising, value of designation seen as low as well—only a third as high as CMA/CPA/CGA.
10)All being said, marketing functions are seen to be very important—websites, employee communications, social media and advertising are tops.
Simplified Understanding
DETAILED FINDINGS
Simplified Understanding
Perception and Familiarity
The Vancouver Board of Trade has the highest familiarity of the professional associations.
Professional Association Familiarity
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Base: All respondents (n=200)A1. How aware and familiar are you with each of the following professional organizations?
Never Heard Of
The Vancouver Board of Trade 4%
Your Local Chamber of Commerce 3%
Certified General Accountants of British Columbia (CGA) 4%
Chartered Accountants of Canada (CA) 5%
Chartered Professional Accountants
of Canada (CPA)8%
The Canadian Bar Association (CBA) 6%
Certified Management Accountants
of British Columbia (CMA)12%
Sales & Marketing Executives (SME) 43%
Very familiar Somewhat familiarNot very familiar Not at all familiar
34%
32%
24%
22%
20%
16%
16%
6%
70%
68%
68%
64%
62%
60%
51%
20%
Familiar
Not Familiar
6%
6%
6%
8%
8%
8%
14%
22%
26%
28%
28%
30%
30%
34%
38%
38%
Just over half of business leaders in BC are aware of IABC. However, relatively few are familiar with what the association does.
Professional Association Familiarity (cont.)
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Base: All respondents (n=200)A1. How aware and familiar are you with each of the following professional organizations?
Never Heard Of
BC Chapter of the American Marketing Association (BCAMA) 46%
Young Presidents’ Organization (YPO) 42%
Canadian Public Relations Society(CPRS) 44%
International Association of Business Communicators (IABC) 46%
Entrepreneurs’ Organization (EO) 50%
Association of Integrated Marketers (AIM) 48%
Canadian Business for Social Responsibility (CBSR) 46%
Board of Change 61%
Very familiar Somewhat familiarNot very familiar Not at all familiar
Familiar
Not Familiar
6%
5%
7%
5%
3%
2%
2%
1%
18%
18%
16%
15%
11%
10%
8%
6%
20%
22%
25%
24%
24%
26%
27%
22%
36%
40%
40%
39%
39%
42%
47%
34%
Almost one quarter of those familiar with IABC give the association a good overall rating. However, there is a higher percentage of those familiar who are unable to provide an overall rating.
Overall Perception of Professional Association
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*Small base size, interpret with caution; **Very small base size, interpret with extreme caution. Base: All respondents familiar with brand (n=varies)A2. How would you rate each of these professional associations overall on a scale of 1 to 10 where 1 is poor, and 10 is excellent?
Don’t Know
Top-3-Box
(Excluding Don’t Know)
Certified General Accountants of British Columbia (CGA) 30% 62%
The Vancouver Board of Trade 21% 65%**
Chartered Accountants of Canada (CA) 31% 73%**
Chartered Professional Accountants of Canada (CPA) 35% 72%
Your Local Chamber of Commerce 22% 48%
The Canadian Bar Association (CBA) 37% 57%
Certified Management Accountants of British
Columbia (CMA)31% 58%
Canadian Public Relations Society(CPRS) 41% 59%
International Association of Business Communicators
(IABC)38% 35%**
14%
11%
12%
10%
10%
6%
8%
5%
5%
10%
16%
16%
14%
12%
10%
10%
11%
5%
23%
20%
18%
19%
15%
17%
12%
14%
12%
47%
47%
46%
43%
37%
33%
30%
30%*
22%*
10 – Excellent 9 8
Though only about a quarter of those familiar give IABC a good rating overall, IABC received similar ratings to other communication associations such as the CPRS, BCAMA and AIM.
Overall Perception of Professional Association (cont.)
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*Small base size, interpret with caution; **Very small base size, interpret with extreme caution. Base: All respondents familiar with brand (n=varies)A2. How would you rate each of these professional associations overall on a scale of 1 to 10 where 1 is poor, and 10 is excellent?
Don’t Know
Top-3-Box
(Excluding Don’t Know)
Young Presidents’ Organization (YPO) 43% 51%**
Sales & Marketing Executives (SME) 31% 39%**
BC Chapter of the American Marketing Association
(BCAMA)36% 37%
Entrepreneurs’ Organization (EO) 48% 44%**
Board of Change 59% 37%**
Association of Integrated Marketers (AIM) 46% 16%*
Canadian Business for Social Responsibility (CBSR) 58% 20%**
10 – Excellent 9 8
4%
3%
4%
2%
5%
4%
3%
9%
5%
7%
5%
3%
2%
2%
11%
16%
10%
12%
10%
5%
5%
24%*
24%*
21%*
19%*
18%**
11%*
10%*
There is relatively lower membership with IABC.
Membership in Professional Associations
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Base: All respondents (n=200)A3. Are you currently a paying member of any of the following associations?
Your Local Chamber of Commerce
The Vancouver Board of Trade
Chartered Professional Accountants of Canada (CPA)
Chartered Accountants of Canada (CA)
Canadian Public Relations Society(CPRS)
Certified General Accountants of British Columbia (CGA)
BC Chapter of the American Marketing Association (BCAMA)
International Association of Business Communicators (IABC)
Entrepreneurs’ Organization (EO)
Board of Change
None
20%
8%
4%
2%
2%
2%
2%
1%
<1%
<1%
70%
Yes
And relatively few have participated in an event put on by IABC.
Professional Association Event Participation
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Base: All respondents (n=200)A4. In the past two years, have you participated in any events (conferences, speeches, luncheons, educational or networking events etc.) put on by any of the following associations?
Your Local Chamber of Commerce
The Vancouver Board of Trade
Certified General Accountants of
British Columbia (CGA)
Chartered Professional
Accountants of Canada (CPA)
Chartered Accountants of
Canada (CA)BC Chapter of the
American Marketing Association
(BCAMA)Association of
Integrated Marketers (AIM)Canadian Public
Relations Society(CPRS)
30%
26%
6%
5%
4%
4%
2%
2%
Yes
The Canadian Bar Association (CBA)
Certified Management
Accountants of British Columbia
(CMA)
Entrepreneurs’ Organization (EO)
International Association of
Business Communicators
(IABC)
Sales & Marketing Executives (SME)
Board of Change
Young Presidents’ Organization (YPO)
None
2%
2%
2%
2%
2%
2%
2%
47%
Simplified Understanding
Designation Perception and Familiarity(Among Marketing Decision Makers)
Just over half of marketing decisions makers are aware of the ABC designation. However, less than one in ten are familiar with it.
Professional Designation Familiarity
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Base: Marketing Decision Makers (n=162)B1. How aware and familiar are you with each of the following professional designations?
Never Heard Of
CA – Charted Accountant –
CGA – Certified General Accountant 2%
CPA – Charted Professional Accountant 2%
LL.B. – Bachelor of Laws degree 4%
CMA – Certified Management Accountant 9%
APR – Accredited in Public Relations 40%
ABC – Accredited Business Communicator 48%
Professional Certified Marketer TM 46%
Very familiar Somewhat familiarNot very familiar Not at all familiar
44%
40%
32%
38%
27%
5%
4%
85%
83%
79%
71%
60%
10%
7%
5%
Familiar
Not Familiar
5%
4%
6%
9%
15%
28%
27%
15%
16%
19%
24%
30%
50%
45%
49%
There is less value placed on having an ABC designation than for accounting or law.
Value of Professional Designations
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Don’t Know
CA – Charted Accountant 6%
LL.B. – Bachelor of Laws degree 8%
CGA – Certified General Accountant 7%
CPA – Charted Professional Accountant 7%
CMA – Certified Management Accountant 10%
APR – Accredited in Public Relations 21%
ABC – Accredited Business Communicator 21%
Professional Certified Marketer TM 23%
36%
39%
31%
31%
24%
6%
7%
3%
22%
18%
20%
21%
23%
4%
7%
10%
16%
16%
22%
19%
19%
11%
5%
5%
74%
73%
73%
71%
66%
21%
19%
18%
10 – Very valuable 9 8
Base: Marketing Decision Makers (n=162)B2. How would you rate the value of each of these designations overall?
Over half of decision makers believe it would be valuable to have an association like IABC.
IABC Importance and Value
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Very valuable
Somewhat valuable
Not very valuable
Not at all valuable
Not applicable
19%
34%
9%
7%
32%
Base: Marketing Decision Makers (n=162)B4. Thinking generally, how valuable do you think it is for professional communicators to have an association like the International Association of Business Communicators (IABC) that they can belong to?
Base: Marketing Decision Makers (n=162)B3. Thinking about professional communicators in general, how
important are they to your organization?
Valuable
53%
Not Valuable
16%
Value of IABC
Very important
Somewhat important
Not very important
Not at all important
Not applicable
14%
20%
19%
12%
35%
Important
34%
Not Important
31%
Importance of Professional Communicators
Hiring decision makers are split on whether a professional designation is valuable for a candidate to have.
Hiring Professional Communicators
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Base: Marketing Decision Makers (n=162)B4. Please think about when you hire for individuals that are communicators – whether for an employee from your organization, a contractor or a firm you are hiring that has team members that will be acting as communicators in the work they do for you. How much value do you place on a candidate/firm having the professional designation for communicators – Accredited Business Communicator (ABC)
Don’t Know
Hiring a contractor to work for your organization
17%
Hiring a firm to work as a subcontractor
19%
Hiring someone for yourorganization
18%
Very valuable Somewhat valuableNot very valuable Not at all valuable
13%
11%
14%
43%
42%
41%
Valuable
Not Valuable
24%
22%
25%
40%
40%
41%
Yes1%
No99%
Few have placed an ad with IABC due to low awareness and a lack of need.
IABC Importance and Value
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Base: Marketing Decision Makers (n=162)B5. Have you ever placed an ad with the IABC for a communications/marketing job posting?B5b. Why did you not place an ad with the IABC for a job posting? Please write your response in the box below.
Placed Ad with IABC
Reason for not Placing Ad with IABC
“I needed to find a place where communications people specifically look for jobs. I needed to make sure the right
target audience saw my posting.”
“I was looking to fill a "Communications Manager" position.”
Among those familiar with IABC, intelligent, professional and honest are the top attributes associated with IABC.
Attributes Associated with IABC
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Base: Familiar with IABC (n=58)**Small base size, interpret with caution.B6. Below are a series of contrasting attributes that could be used to describe an organization. For each of the attributes, please choose a dot closer towards the word that you believe best describes IABC. The closer the dot is to the word, the more you believe it describes IABC.
Intelligent Foolish
Professional Unprofessional
Honest Dishonest
In touch Out of touch
Friendly Intimidating
Efficient Inefficient
Down to earth Arrogant
Open Secretive
Fresh Stagnant
Inspiring Uninspiring
Compassionate Uncaring
Inclusive Exclusive
Exciting Boring
12%
9%
5%
12%
7%
9%
9%
10%
10%
7%
7%
10%
12%
38%
31%
34%
38%
40%
40%
40%
41%
41%
48%
48%
48%
60%
17%
24%
21%
10%
14%
10%
10%
14%
10%
7%
7%
7%
9%
70%
69%
66%
62%
61%
60%
60%
59%
58%
52%
52%
52%
40%
Strongly SomewhatSomewhat Strongly
Currently, many decision makers do not find it important to hire communications professionals that are members of IABC.
IABC/Accreditation Importance and Value
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Very important
Somewhat important
Not very important
Not at all important
Not sure
2%
14%
20%
38%
27%
Base: Marketing Decision Makers (n=162)B7. All things considered, how important is it for you to hire communications professionals that are members of the IABC?
Base: Marketing Decision Makers (n=162)B8. When choosing between two communications candidates of similar experience, would professional certification/accreditation
play a role in your final decision?
Value of IABC
Definitely
Probably
Probably not
Definitely not
Not sure
12%
37%
27%
7%
18%
Important
16%
Not Important
58%
Importance of Professional Communicators
Part of Decisio
nProcess
49%
No Part of
DecisionProcess
34%
Nearly a quarter of decision makers say they would be more likely to hire a candidate that is ISO certified in communications.
ISO Certification
23
Base: Marketing Decision Makers (n=162)B9. If a communications professional was ISO certified in communications, would you be more likely, just as likely, or less likely to hire them over a professional who was not ISO certified in communications?
More likely to hire
22%
Just as likely to
hire48%
Less likely to hire
4%
Not sure27%
A strong website is deemed to be the most important marketing communications activity within a company, followed by strong employee communications.
Importance of Marketing Communications
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Base: All respondents (n=200)A5. On a 5 point scale where 5 means “very important” and 1 means “not important at all,” how would you rate the importance of the following marketing communications activities within your company?
Don’t Know
Website 2%
Employee communications 4%
Social media 2%
Advertising 2%
Corporate communications 4%
Email marketing 2%
Issues management 4%
Stakeholder relations 10%
Media relations 4%
Brochures/printed materials 1%
Press releases 4%
Hiring communications professionals
7%
46%
32%
18%
18%
16%
17%
18%
16%
16%
13%
14%
8%
16%
16%
15%
12%
11%
13%
11%
10%
8%
10%
8%
6%
12%
11%
15%
13%
16%
12%
12%
14%
14%
12%
12%
8%
74%
59%
48%
43%
43%
42%
41%
40%
38%
35%
34%
22%
10 – Very important 9 8Not at all important – 1 23
7%
17%
12%
16%
22%
15%
18%
24%
16%
17%
20%
32%
10%
20%
20%
25%
25%
21%
25%
29%
23%
31%
28%
41%
6%
4%
4%
5%
10%
6%
6%
5%
5%
3%
4%
3%
Top Implications/Recommendations
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2) xxx
7) xxx
4) xxx
5) xxx
6) xxx
3) xxx
1) xxx