2005 real choice marketing campaign wave #2: awareness study presented by crowell advertising june...
TRANSCRIPT
2005 Real Choice Marketing CampaignWave #2: Awareness Study
Presented by Crowell Advertising
June 2005
2
Overview
• Telephone survey conducted by Survey USA.
• 500 people surveyed.
• Main purpose was to gauge changes in awareness for Ucare and 211 services after the first flight of advertising and PR.
4
Wave #2: Survey Respondents by Age
183
157160
140
145
150
155
160
165
170
175
180
185
18-34
35-49
50+
5
Wave #2 Survey Respondents by Work Status
46.0%
10.0%
14.0%
13.0%
5.0%
6.0%
4.0%
Employed full-time
Employed part-time
Retired
Homemaker
Not working right now
Student
Other
6
Do you have an aging, ill, disabled, or mentally ill adult family member or friend who you care for on a regular basis?
37.1%
62.9%
4.0%
80.0%
17.0%
Yes No Not Sure
Wave 1
Wave 2
7
Have you ever heard of, or seen advertising for Ucare?
3.7%
96.3%
17.0%
73.0%
10.0%
Yes No Not Sure
Wave 1
Wave 2
8
What services does Ucare provide?
7.4%
11.1%
0.0%
0.0%
11.00%
21.00%
50.00%
1.00%
8.00%81.5%
Hospice Care
Home Health Care
Access to Information RegardingCaregiving
Nursing Home
Do not know
Wave 1
Wave 2
9
Have you ever conducted research for available services related to an aging, ill, disabled, or mentally ill adult family member or friend?
46.4%
53.6%
3.0%
81.0%
15.0%
Yes No Not Sure
Wave 1
Wave 2
10
What resources did you use for your research (select all that apply)?
0.01
5.0%
2.0%
0.0%
1.0%
30.0%
8.0%
34.0%18.0%Yellow Pages
Someone You Know
Internet
Physician
Clergy
211 Information and Referral Help Line
Television
Newspaper
Someplace Else
11
Would you say the information you received was:
7.0%
37.0%
54.0%
2.0%
Very helpful
Somewhat helpful
Not very helpful
Not at all
12
In the future, if you had to find information on how to care for an aging, ill, disabled, or mentally ill adult family member or friend where would you look for information?
2.0%
4.0%
2.0%
22.0%
25.0%
10.0%
29.0%
3.0%
2.0%Television
Newspaper
Internet
Yellow Pages
Someone You Know
Physician
Clergyperson
211
Someplace Else
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211: Number of Calls as a Result of TV or Radio
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
April May June
Percentage of Calls
15
211: Increased Calls by County
0
2
4
6
8
10
12
14
16
April May
CaregivingInquiries byCounty
• Counties experiencing significant increase in caregiving inquiries
– Carbon
– Davis
– Duschesne
– Kane
– Morgan
– Salt Lake
– Wasatch
– Weber
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Summary of Research
• Awareness for Ucare increased
– 17% recalled seeing the ads
– Most importantly 50% increase in understanding of what Ucare is
73.5% decrease in “don’t know” what Ucare is
• The nutty thing about 211
– Using 211 as a resource only rose 4% 211 calls has “skyrocketed”
7,000 caregiver related calls to-date to 211