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Unaided Awareness of Language & Cultural Centers Awareness, Attitudes & Usage Study 2018 Baseline Wave Étude sur la Notoriété de la Marque: L’Alliance Française de Chicago. - 1 Background information Last year’s presentation: ❑ Summarized about 4 years of research: ◆ Student satisfaction surveys. ◆ Focus groups: web site & brochure. ◆ Simmons data: activity profiles for target consumers. ◆ Student engagement survey. ❑ Results: ◆ New, smaller brochure ◆ New, responsive website ◆ Advertising on public transportation (CTA Red Line) ◆ Advertising on the building ◆ Importance of cell phones! - 2 Where we are today: The new responsive AF-Chicago website AF-Chicago 2018 Marketing Program 22-Jan-18 - 3 This year… AA&U Study - measures: ❑ Brand awareness. ❑ Attitudes about the brand. ❑ Usage (patronage). Purpose: ❑ Assess effectiveness of marketing campaign (over time)… ❑ Increase brand awareness? ❑ Improve attitudes & usage? Frequency: ❑ Usually once a year; ❑ More often if there is a major expenditure in marketing. - 4 Survey sample characteristics Our sample composition: ❑ 999 respondents ❑ Residents of “Greater Chicago Metro Area” ◆ Counties immediately surrounding Chicago & Cook County. ◆ Including Lake & Porter in NW Indiana. ◆ Excluding Lake and Gundy in IL. ❑ Roughly even balance of men and women. ❑ Age range: 25-75. ❑ Education: HS Diploma + ❑ Income: $50k+ annual HHI. - 5 Why the large sample? 999 Respondents… ❑ We anticipated that our target group would be small. ❑ Need a large sample to find them in sufficient numbers to obtain reliable descriptive statistics. - 6 Brand Awareness – Notoriété de la Marque • Unaided Brand Awareness • Aided Brand Awareness - 7 Why is “unaided brand awareness” important? Direct correlation with market dominance ❑ “Unaided brand awareness” is the key predictor of market dominance. ❑ The top three brands in almost any category are those that are recalled immediately and spontaneously by the members of the target audience. ◆ “Thinking of laundry detergents, what brands come to mind…?” ◆ “Thinking of pain relievers, what brands come to mind…?” ◆ “Thinking of European luxury automobiles, what brands come to mind…?” ❑ The first brand recalled is almost always the leading brand in the category. - 8 What about “aided brand” awareness? Essential for gaining consideration ❑ High “aided brand awareness” is essential for low-involvement categories. ◆ The target customer may not have “top-of- mind” awareness of brands in the category. ◆ When there is no clear list of “top brands” or obvious choices, the target consumer will search for information. ◆ It is essential that they have at least heard of us when they conduct that search. - 9 The two “awareness” questions… Unaided brand awareness ❑ “Thinking of foreign language and cultural centers in the greater Chicago area, what are the first brands, organizations or institutions that come to mind? ❑ “You can enter the names of up to five organizations.” - 10 The two “awareness” questions… Aided brand awareness ❑ Listed below are some of the foreign language and culture centers in the greater Chicago area. ❑ Please indicate which organizations you are aware of by checking the appropriate box. ❑ By “aware” we mean that you have heard of the organization before now and that you know something about the programs that it offers. - 11 Very low unaided awareness for all foreign language & cultural centers in Chicago Unaided Awareness - First Mention: Language & Cultural Organizations in Chicago Other 19.6 Chicago Museums & Libraries 18.7 Chicago Hist & Cult 13.2 Spanish 11.1 Nat/Eth Cult 6.7 Polish 6.3 Schools 4.9 Generic Ethn 4.1 Religious 3.1 Commercial 2.7 Black Hist & Cult 1.9 Thinking of foreign language and cultural AF-C 1.9 centers in the greater Chicago area, ESL 1.5 Dank Haus 1.5 what are the first brands, organizations ItalCult 1.4 or institutions that come to mind? Goethe 0.5 Generic French 0.4 (First mention) Charitable 0.3 Cervantes 0.1 0.0 5.0 10.0 15.0 20.0 25.0 - 12 After five opportunities, only 3% of the Chicagoland adult population mentions the AF-C. Unaided Awareness - All Mentions: Language & Cultural Organizations in Chicago Other 53.9% Chicago Museums&Libraries 46.5% Spanish 20.0% Chicago Hist & Cult 17.6% Nat/Eth Cult 16.8% Generic Ethn 16.1% Polish 14.5% Schools 8.0% Religious 6.2% Commercial 5.7% Black Hist&Cult 4.9% Thinking of foreign language and cultural ItalCultura 4.9% centers in the greater Chicago area, Dank Haus 3.4% AF-C 3.0% what are the first brands, organizations ESL 2.8% or institutions that come to mind? Generic French 2.3% Goethe 1.2% Cervantes 1.1% (All five possible mentions) Charitable 0.5% 0% 10% 20% 30% 40% 50% 60% - 13 Aided awareness: Language & Culture Organizations Listed ❑ Goethe Institute Chicago ❑ Alliance Française de Chicago ❑ Instituto Cervantes Chicago ❑ Language Loop ❑ Chicago Mandarin Chinese Center ❑ L’École Française ❑ ItalCultura at the Italian ❑ Universidad Nationale Cultural Institute Autonoma de Mexico (UNAM) ❑ International Language Institute* ❑ Say It in Hebrew! ❑ Académie Française* ❑ Elena Chicago ❑ Spanish Language Centers ❑ I am not aware of any of these organizations. *Made-up names - 14 Low “Aided Brand Awareness”… Generic Sounding Names and Organizations with “Chicago” in the Name Lead Aided Awareness: Language & Cultural Organizations in Chicago (n = 999 - multiple responses) % Aware Don't Know Any 58.4% Span Lang Cntrs 16.7% Mandarin Cntr 16.0% Goethe Institute 15.2% Interntl Lang Inst 13.8% Alliance Française 10.6% Instituto Cervantes 8.2% Language Loop 6.6% UNAM 6.3% Listed below are some of the foreign language and cultural centers in the greater Chicago Area. Please L'Ecole Française 6.2% indicate which organizations you are aware of by ItalCultura 5.8% checking the appropriate box. By “aware” we mean Academie Francais 5.8% that you have heard of the organization before and that Hebrew Cntr 5.0% you know something about the programs that it offers. Elena Chicago 4.1% 0% 10% 20% 30% 40% 50% 60% 70% - 15 Conclusions: low involvement, low awareness Unaided brand awareness ❑ Respondents had difficulty recalling any of the foreign language training & cultural center in Chicago. ❑ The AF-C was mentioned first by less than 2% of the adult population. ❑ Even with five opportunities to do so, only 3% of the population in the greater Chicago area mentioned the AF-C. - 16 Conclusions: low involvement, low awareness Aided brand awareness ❑ Nearly 60% didn’t recognize any of the organizations in the list. ❑ Generic sounding names and names that include “Chicago” did the best in the list. ❑ “Aided” brand awareness of the AF-C is about 11%. ❑ …but the “International Language Institute” was selected by nearly 14% of the adult population! ❑ A very “low involvement” category. - 17 Conclusion… A very sleepy category: ❑ None of the top organizations, including the AF-C, are “making any noise” – breaking through to gain attention. ❑ Big opportunity to shake of the category, ❑ But probably an expensive proposition. - 18 Attitudes: How do aware respondents characterize the Alliance Française de Chicago? ❑ Personality Profile ❑ Ratings - 19 Personality attribute checklist How do they see us? ❑ Personality profile checklist Adjectives: is a quick way to get at basic perceptions. • Charming • Challenging • Innovative • Arrogant ❑ Two-step process: • Unique • Boring ◆ Reconfirm awareness of the AF-C • Inspiring • Cold ◆ Ask that respondents • Entertaining • Demanding check all the adjectives • Fun • Tedious that apply. • Professional • Out-of-date ❑ Comparative ratings: • Helpful • Unapproachable ◆ Instituto Cervantes • Thoughtful ◆ Alliance Française de Chicago - 20 AF-C Strengths v. Instituto Cervantes Entertaining, Charming, Challenging, Demanding Personality Attribute Profile (Cervantes: n = 464; AF-C: n = 509) AF-C Cervantes Unique Professional Helpful Entertaining Inspiring Fun Innovative Thoughtful Charming Challenging Demanding Cold Tedious Arrogant Boring Unapproachable Out of Date 0% 10% 20% 30% 40% 50% 60% - 21 Instituto Cervantes Strengths v. AF-C: Professional, Helpful, Inspiring, Innovative Personality Attribute Profile (Cervantes: n = 464; AF-C: n = 509) AF-C Cervantes Unique Professional Helpful Entertaining Inspiring Fun Innovative Thoughtful Charming Challenging Demanding Cold Tedious Arrogant Boring Unapproachable Out of Date 0% 10% 20% 30% 40% 50% 60% - 22 Rating the Alliance Française de Chicago: Our ratings improve with increased visits Rating by Frequency of Visit (n = 162 - Have visited AF-C 1 + times) Total 7.5 +1/month 9.3 1/month 8.0 5-6/year 7.9 3-4/year 7.3 Frequency of Visits to theAlliance Française 1-2/year 7.0 0 1 2 3 4 5 6 7 8 9 10 10-point Ratng Scale - 23 Usage – How does patronage of the AF-C compare with peer organizations? ❑ Frequency of attending events at peer organizations ❑ Frequency of patronizing Chicago’s top cultural organizations - 24 How often do residents of the greater Chicago area visit a language training & cultural center? Question: Organizations: ❑ Instituto Cervantes Chicago “Please indicate how often you ❑ ItalCultura at the Italian have attended events at each Cultural Institute of the following organizations. ❑ Universidad Nacional By events I mean things like: a Autnoma de Mexico lecture, a symposium, a film, a (UNAM) cooking demonstration, a book ❑ L’École Française signing, an art exhibit, a wine tasting or an open-house?” ❑ Goethe Institute Chicago ❑ Alliance Française de Chicago. - 25 Even among “aware” respondents, attendance is rare… Among those aware of foreign language & cultural centers,
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