The Vox Populi on Canada’s Municipal Brands

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How citizens of Toronto, Vancouver, Calgary & Montreal view their city and its government

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The Vox Populi on Canada’s Municipal Brands

  1. 1. The Vox Populi onCanada’s Municipal Brands How citizens of Toronto, Vancouver, Calgary & Montreal view their city and its government
  2. 2. A brand is a collection ofperceptions in people’s minds What the citizens think is the reality of our municipal brands
  3. 3. We surveyed a representativesample of 1611 people. Roughly400 each in Toronto, Vancouver,Montreal and Calgary We asked them what they thought of the city in which they live The survey was conducted on-line with members of the Angus Reid Forum panel, July 12, 2012
  4. 4. Municipal Brand Image
  5. 5. Satisfaction with QOL in their City % very or extremely satisfied Very Extremely50%45% 6%40%35% 7%30%25% 2% 1%20% 41%15% 33%10% 24% 22%5%0% Toronto Calgary Vancouver Montreal
  6. 6. Municipal Brand attributes that drive perceptions of greater QOL 5 minutes We determined how much each people’s ratings of their city on each of these attributes explain their overall rating on their city government, using Shapley Value regression.. R2 is .33. The larger the phrase, the more important it is
  7. 7. “On the Rise” % say it describes their city100% 90%90%80% 70%70% 60%60%50% 41%40%30%20%10% 0% Toronto Calgary Vancouver Montreal
  8. 8. “Embraces Sustainability” % say it describes their city100%90%80% 72%70%60% 58% 49%50% 45%40%30%20%10% 0% Toronto Calgary Vancouver Montreal embraces sustainability
  9. 9. “Embraces Innovation” % say it describes their city100%90%80% 73%70% 65% 61%60% 50%50%40%30%20%10% 0% Toronto Calgary Vancouver Montreal
  10. 10. “On Top of Infrastructure Needs” % say it describes their city100%90%80%70%60%50% 42% 41%40% 35%30% 27%20%10% 0% Toronto Calgary Vancouver Montreal
  11. 11. Municipal Government Image
  12. 12. Municipal Government rating % saying doing a “good job”100%90%80%70% 62%60%50% 42%40%30% 29% 22%20%10% 0% Toronto Calgary Vancouver Montreal
  13. 13. Relative importance of Municipal Brand attributes in driving perceptions of government doing a good/bad job We determined how much each people’s ratings of their city on each of these attributes explain their overall rating on their city government, using Shapley Value regression. R2 is .64. The larger the phrase, the more important it is.
  14. 14. “Enhancing Your QOL” % municipal govt. doing a “good job”100%90%80%70% 60%60%50% 45%40% 32% 30%30%20%10% 0% Toronto Calgary Vancouver Montreal
  15. 15. “Responding to Citizen’s Needs” % municipal govt. doing a “good job”100%90%80%70%60% 57%50%40% 39% 31% 29%30%20%10% 0% Toronto Calgary Vancouver Montreal
  16. 16. “Being Accountable” % municipal govt. doing a “good job”100%90%80%70%60%50% 49%40% 34%30% 26% 23%20%10% 0% Toronto Calgary Vancouver Montreal
  17. 17. “Giving Citizens Their Say” % municipal govt. doing a “good job”100%90%80%70%60% 56%50% 41% 38%40% 33%30%20%10% 0% Toronto Calgary Vancouver Montreal
  18. 18. Mayoral Image
  19. 19. Relative importance of Mayoral Image attributes in driving perceptions of government doing a good/bad job We determined how much each people’s ratings of their city on each of these attributes explain their overall rating on their city government, using Shapley Value regression. R2 is .43. The larger the phrase, the more important it is
  20. 20. “Inefficient”Percent who say it describes their Mayor100%90%80%70%60% 56%50% 40%40%30% 27%20% 10%10% 0% Toronto Calgary Vancouver Montreal
  21. 21. “Intelligent”Percent who say it describes their Mayor100%90%80% 74%70%60%50% 45%40%30%20% 12% 15%10% 0% Toronto Calgary Vancouver Montreal
  22. 22. “In touch”Percent who say it describes their Mayor100%90%80%70%60% 49%50%40%30% 25%20% 13%10% 6% 0% Toronto Calgary Vancouver Montreal
  23. 23. Calgary’s Mayoral Brand Image The larger the word, the more people say it describes Rob Ford, Mayor of Toronto
  24. 24. Vancouver’s Mayoral Brand Image The larger the word, the more people say it describes Rob Ford, Mayor of Toronto
  25. 25. Montreal’s Mayoral Brand Image The larger the word, the more people say it describes Rob Ford, Mayor of Toronto
  26. 26. Toronto’s Mayoral Brand Image The larger the word, the more people say it describes Rob Ford, Mayor of Toronto
  27. 27. Comments
  28. 28. Toronto’s brand has a significantproblem, amongst its citizens Innovation and sustainability are important, and Toronto has poor marks on both
  29. 29. Toronto’s government and,especially its Mayor, are lagging farbehind Calgary and Vancouver People want government that interacts with them openly, and improves their QOL
  30. 30. Toronto needs to become an… Innovation City
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