Association and Awareness Perception Study Insights
Insights West is a full-service market research company dedicated to providing insights-driven research solutions using leading-edge tools and expertise. With a focus on the Western market, they offer a range of services including consumer panel studies, national and international research projects, and innovative tools for brand analysis and employee satisfaction measurement. Their strong industry expertise spans various sectors, making them a valuable partner for businesses seeking in-depth market insights and analysis.
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Presentation Transcript
ASSOCIATION AND AWARENESS PERCEPTION STUDY Simplified Understanding A p r i l 2 0 1 4
Insights West: A Brief Introduction Progressive, full-service market research company offering insights-driven research solutions and interpretative analysis through leading-edge tools, normative databases and senior level expertise. Western focus we eat, breath, sleep and live the west and know the market, the brands and the consumers Senior level team credibility in the market, broad range and depth of research expertise and specific experience 2
Insights West: A Brief Introduction (cont.) Our own consumer panel: over 13,000 in BC and AB and growing Strong Partnerships: allows us to conduct national and international studies easily Tools and normative databases: proven approaches and context for your results Size: small enough to be nimble, flexible and innovative but big enough to handle large, complex projects Technology enabled: mobile engaged panel and expertise with social media, digital and online Great value: lower costs for very high calibre work Strong industry expertise: across a variety of sectors 3
Some of Our Tools Brand Digital Insights Brand reputation, ad tracking and digital reputation together in one tool Video Insights Adds qualitative insights to online surveys through use of video captured by panellists Creative Test Insights Quantitative, reliable measurement of effectiveness of creative against a normative database Employee Satisfaction Insights Straightforward and insightful tool for measuring employee satisfaction against regional and national benchmarks 4
What People Say and Believe is Quite Amazing 36% 58% God 28% 53% Angels 30% 52% Heaven 19% 52% UFOs do exist 16% 48% Ghosts 16% 38% Cure for Cancer has been found but is being withheld 21% 37% Satan 10% 34% John F. Kennedy assassination 10% 29% Death of Princess Diana was an assassination 8% 29% Human being has been cloned 8% 25% 9/11 US government conspiracy 6% 20% Lottery is rigged 6% 10% Lunar landings were a hoax 3% 4% Dinosaurs never existed Believe completely Believe somewhat 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? 5
Top 10 Findings 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. 10)All being said, marketing functions are seen to be very important websites, employee communications, social media and advertising are tops. 5) Not surprising, value of designation seen as low as well only a third as high as CMA/CPA/CGA. 6
DETAILED FINDINGS Simplified Understanding
Perception and Familiarity Simplified Understanding
The Vancouver Board of Trade has the highest familiarity of the professional associations. Professional Association Familiarity Never Heard Of Not Familiar Familiar 26% 6% 34% 70% The Vancouver Board of Trade 4% Your Local Chamber of Commerce 28% 6% 32% 68% 3% Certified General Accountants of British Columbia (CGA) 28% 6% 24% 68% 4% Chartered Accountants of Canada (CA) 30% 8% 22% 64% 5% Chartered Professional Accountants of Canada (CPA) 30% 8% 20% 62% 8% The Canadian Bar Association (CBA) 34% 8% 16% 60% 6% Certified Management Accountants of British Columbia (CMA) 12% 38% 14% 16% 51% Sales & Marketing Executives (SME) 43% 38% 22% 6% 20% Not very familiar Not at all familiar Very familiar Somewhat familiar Base: All respondents (n=200) A1. How aware and familiar are you with each of the following professional organizations? 9
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.) Never Heard Of Not Familiar Familiar BC Chapter of the American Marketing Association (BCAMA) 36% 20% 6% 18% 46% Young Presidents Organization (YPO) 40% 22% 5% 18% 42% Canadian Public Relations Society(CPRS) 40% 25% 7% 16% 44% International Association of Business Communicators (IABC) 39% 24% 5% 15% 46% Entrepreneurs Organization (EO) 39% 24% 3% 11% 50% Association of Integrated Marketers (AIM) 42% 26% 2% 10% 48% Canadian Business for Social Responsibility (CBSR) 46% 47% 27% 2% 8% Board of Change 61% 34% 22% 1% 6% Not very familiar Not at all familiar Very familiar Somewhat familiar Base: All respondents (n=200) A1. How aware and familiar are you with each of the following professional organizations? 10
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 Top-3-Box (Excluding Don t Know) Don t Know Certified General Accountants of British Columbia (CGA) 30% 62% 14% 10% 23% 47% The Vancouver Board of Trade 21% 65%** 11% 16% 20% 47% Chartered Accountants of Canada 31% 73%** 12% 16% 18% 46% (CA) Chartered Professional Accountants 35% 72% 10% 14% 19% 43% of Canada (CPA) Your Local Chamber of Commerce 22% 48% 10% 12% 15% 37% The Canadian Bar Association (CBA) 37% 57% 6% 10% 17% 33% Certified Management Accountants of British Columbia (CMA) Canadian Public Relations 31% 58% 8% 10% 12% 30% 41% 59% 5% 11% 14% 30%* Society(CPRS) International Association of Business Communicators (IABC) 38% 35%** 5% 5% 12% 22%* 10 Excellent 9 8 *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? 11
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.) Top-3-Box (Excluding Don t Know) Don t Know Young Presidents Organization 4% 9% 11% 24%* 43% 51%** (YPO) Sales & Marketing Executives (SME) 3% 5% 16% 24%* 31% 39%** BC Chapter of the American Marketing Association (BCAMA) 4% 7% 10% 21%* 36% 37% Entrepreneurs Organization (EO) 2% 5% 12% 19%* 48% 44%** Board of Change 5% 3% 10% 18%** 59% 37%** Association of Integrated Marketers 46% 16%* 4% 2% 5% 11%* (AIM) Canadian Business for Social Responsibility (CBSR) 58% 20%** 3% 2% 5% 10%* 10 Excellent 9 8 *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? 12
There is relatively lower membership with IABC. Membership in Professional Associations Your Local Chamber of Commerce 20% The Vancouver Board of Trade 8% Chartered Professional Accountants of Canada 4% (CPA) Chartered Accountants of Canada (CA) 2% Canadian Public Relations Society(CPRS) 2% Certified General Accountants of British 2% Columbia (CGA) BC Chapter of the American Marketing Association (BCAMA) International Association of Business Communicators (IABC) 2% 1% Entrepreneurs Organization (EO) <1% Board of Change <1% None 70% Yes Base: All respondents (n=200) A3. Are you currently a paying member of any of the following associations? 13
And relatively few have participated in an event put on by IABC. Professional Association Event Participation Your Local Chamber of Commerce The Canadian Bar Association (CBA) 30% 2% Certified Management Accountants of British Columbia (CMA) The Vancouver Board of 26% 2% Trade Certified General Accountants of British Columbia (CGA) Chartered Professional Accountants of Canada Entrepreneurs Organization (EO) 6% 2% International Association of Business Communicators (IABC) 5% 2% (CPA) Sales & Marketing Executives (SME) Chartered Accountants of Canada (CA) BC Chapter of the American Marketing Association (BCAMA) Association of Integrated Marketers 4% 2% Board of Change 4% 2% Young Presidents Organization (YPO) 2% 2% (AIM) Canadian Public Relations Society(CPRS) None 2% 47% Yes 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? 14
Designation Perception and Familiarity (Among Marketing Decision Makers) Simplified Understanding
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 Never Heard Of Not Familiar Familiar 15% 5% 44% 85% CA Charted Accountant CGA Certified General Accountant 16% 4% 40% 83% 2% CPA Charted Professional Accountant 19% 6% 32% 79% 2% LL.B. Bachelor of Laws degree 24% 9% 38% 71% 4% CMA Certified Management Accountant 30% 15% 27% 60% 9% APR Accredited in Public Relations 50% 28% 5% 10% 40% ABC Accredited Business Communicator 48% 45% 27% 4% 7% Professional Certified Marketer TM 46% 49% 5% Not very familiar Not at all familiar Very familiar Somewhat familiar Base: Marketing Decision Makers (n=162) B1. How aware and familiar are you with each of the following professional designations? 16
There is less value placed on having an ABC designation than for accounting or law. Value of Professional Designations Don t Know 36% 22% 16% 74% CA Charted Accountant 6% LL.B. Bachelor of Laws degree 39% 18% 16% 73% 8% CGA Certified General Accountant 31% 20% 22% 73% 7% CPA Charted Professional 31% 21% 19% 71% 7% Accountant CMA Certified Management 24% 23% 19% 66% 10% Accountant APR Accredited in Public Relations 6% 4% 11% 21% 21% ABC Accredited Business Communicator 21% 7% 7% 5% 19% Professional Certified Marketer TM 23% 3% 10% 5% 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? 17
Over half of decision makers believe it would be valuable to have an association like IABC. IABC Importance and Value Value of IABC Importance of Professional Communicators Very valuable Very important 19% 14% Valuable 53% Important 34% Somewhat valuable Somewhat important 34% 20% Not very valuable Not very important 9% 19% Not Valuable 16% Not Important 31% Not at all valuable Not at all important 7% 12% Not applicable Not applicable 32% 35% 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? 18
Hiring decision makers are split on whether a professional designation is valuable for a candidate to have. Hiring Professional Communicators Don t Know Not Valuable Valuable Hiring a contractor to work for your organization 40% 24% 13% 43% 17% Hiring a firm to work as a subcontractor 40% 22% 11% 42% 19% Hiring someone for your organization 41% 25% 14% 41% 18% Not very valuable Not at all valuable Very valuable Somewhat valuable 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) 19
Few have placed an ad with IABC due to low awareness and a lack of need. IABC Importance and Value Placed 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. Yes 1% I was looking to fill a "Communications Manager" position. No 99% Reason for not Placing Ad with IABC 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. 20
Among those familiar with IABC, intelligent, professional and honest are the top attributes associated with IABC. Attributes Associated with IABC 70% 17% 12% 38% Intelligent Foolish 69% 24% 9% 31% Professional Unprofessional 66% 21% 5% 34% Honest Dishonest 62% 10% 12% 38% In touch Out of touch 61% 14% 7% 40% Friendly Intimidating 60% 10% 9% 40% Efficient Inefficient 60% 10% 9% 40% Down to earth Arrogant 59% 14% 10% 41% Open Secretive 58% 10% 10% 41% Fresh Stagnant 52% 7% 7% 48% Inspiring Uninspiring 52% 7% 7% 48% Compassionate Uncaring 52% 7% 10% 48% Inclusive Exclusive 40% 9% 12% 60% Exciting Boring Somewhat Strongly Strongly Somewhat 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. 21
Currently, many decision makers do not find it important to hire communications professionals that are members of IABC. IABC/Accreditation Importance and Value Value of IABC Importance of Professional Communicators Very important 2% 12% Definitely Part of Decision Process 49% Important 16% Somewhat important Probably 14% 37% Not very important Probably not 20% 27% No Part of Decision Process 34% Not Important 58% Not at all important Definitely not 38% 7% Not sure Not sure 27% 18% Base: Marketing Decision Makers (n=162) 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? B8. When choosing between two communications candidates of similar experience, would professional certification/accreditation play a role in your final decision? 22
Nearly a quarter of decision makers say they would be more likely to hire a candidate that is ISO certified in communications. ISO Certification Not sure 27% Less likely to hire 4% More likely to hire 22% Just as likely to hire 48% 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? 23
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 Don t Know 2% 10% 74% Website 7% 46% 16% 12% 20% 59% Employee communications 4% 17% 32% 16% 11% 20% 48% Social media 2% 6% 12% 18% 15% 15% 25% 43% Advertising 2% 4% 5% 16% 18% 12% 13% 25% 43% Corporate communications 4% 22% 16% 11% 16% 21% 42% Email marketing 2% 4% 15% 17% 13% 12% 25% 41% Issues management 4% 5% 18% 18% 11% 12% 29% 40% Stakeholder relations 10% 3% 24% 16% 10% 14% 23% 38% Media relations 4% 5% 16% 16% 8% 14% 31% Brochures/printed materials 35% 1% 10% 4% 17% 13% 10% 12% Press releases 4% 28% 34% 6% 20% 14% 8% 12% Hiring communications professionals 7% 41% 22% 6% 3% 32% 8% 6% 8% 3 2 Not at all important 1 10 Very important 9 8 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? 24
Top Implications/Recommendations 1) xxx 2) xxx 3) xxx 4) xxx 5) xxx 6) xxx 7) xxx 25
