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Alzheimer’s
Society on
brand
research
Juliette Coopey
Alzheimer’s Society
Overview of
presentation
1. Background on Alzheimer’s
Society and brand activity
2. Our research proce...
CONTEXT AND
BACKGROUND
Who are we and why did we
decide to rebrand?
3
About
dementia and
Alzheimer’s
Society
 There are 850,000 people in the UK with dementia, by 2021 it
will be over one mil...
Alzheimer’s Society5
Alzheimer’s Society
The new brand
Brand campaign
Dementia Awareness
Week
DRTV ad
Other FR activity
Fix Dementia Care
campa...
Alzheimer’s Society
Campaign
THE RESEARCH
How did we get the
answers?
8
Alzheimer’s Society
What are the questions we wanted to answer?
9
Who is most likely to know
us? Has the rebrand
changed t...
Alzheimer’s Society
Methodology summary
 10-15 minute quantitative questionnaire, asked online
 Balance of age and gende...
Alzheimer’s Society
Same groups wave on wave
Brand Tracking Wave 2 Report
11
This gives us confidence that performance cha...
Alzheimer’s Society
After completing the initial ‘blind’ brand questions, all
respondents were shown the creative
12
Alzheimer’s Society
Other
activity
during
period
measured
Alzheimer’s Society
A quick refresh on the key metrics
14
Key metric Explanation Base
Spontaneous
Awareness
% of people wh...
Alzheimer’s Society
Process to where we are now
15
Benchmarking
1
Working with key
stakeholders to identify
which measures...
BRAND
RECOGNITION
16
What improvements has
the new brand brought?
Alzheimer’s Society
Growing
awareness
Brand research
17
Our semi prompted
awareness has seen small
growth, but we have see...
Alzheimer’s Society
Semi-prompted awareness for dementia charity competitors over time
18 Please can you name the first de...
BRAND IMAGE
AND
UNDERSTANDING
19
How have people’s
perceptions and
understanding of our
brand changed?
Alzheimer’s Society20
Brand image
has improved
post rebrand
Across the board we have
seen strong improvements
with our ima...
Alzheimer’s Society
DEMENTIA
AWARENESS AND
ENGAGEMENT
How is dementia seen
now? Is it understood,
feared, or less intimida...
Alzheimer’s Society
Alzheimer’s Society
Stronger
opinions across
demographics
Opinions across the
board appear to be
stron...
Some key findings from second wave
 Spontaneous awareness movements were small, but prompted brand awareness has gone up
...
Some learnings – for others with little experience…
 Don’t be daunted
 You only need to know what you need to know
 Tak...
THANK YOU
25
Juliette.coopey@alzheimers.org.uk
CharityComms
Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to chec...
Brand Breakfast
4 October 2017
Brand evaluation
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Brand insight and evaluation pre and post-rebrand | Brand evaluation | Brand Breakfast | 4 October 2017

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Juliette Coopey, head of brand marketing, Alzheimer’s Society

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Brand insight and evaluation pre and post-rebrand | Brand evaluation | Brand Breakfast | 4 October 2017

  1. 1. Alzheimer’s Society on brand research Juliette Coopey
  2. 2. Alzheimer’s Society Overview of presentation 1. Background on Alzheimer’s Society and brand activity 2. Our research process 3. Brand image and understanding 4. Dementia awareness and engagement 5. Some learnings
  3. 3. CONTEXT AND BACKGROUND Who are we and why did we decide to rebrand? 3
  4. 4. About dementia and Alzheimer’s Society  There are 850,000 people in the UK with dementia, by 2021 it will be over one million, by 2051 over two million.  Dementia costs the UK economy £26.3billion a year – that’s enough to pay every household energy bill in the country for a year.  It is the most feared health condition by people over 50.  People affected by dementia often do no get the care and support they need.  Many struggle to be part of their own communities. Alzheimer’s Society is the UK’s leading dementia charity. We provide information and support, improve care, fund research, and create lasting change for people affected by dementia 4
  5. 5. Alzheimer’s Society5
  6. 6. Alzheimer’s Society The new brand Brand campaign Dementia Awareness Week DRTV ad Other FR activity Fix Dementia Care campaign Summer events season 6
  7. 7. Alzheimer’s Society Campaign
  8. 8. THE RESEARCH How did we get the answers? 8
  9. 9. Alzheimer’s Society What are the questions we wanted to answer? 9 Who is most likely to know us? Has the rebrand changed this? Are attitudes towards dementia shifting over time? Is dementia feared or becoming less intimidating? How do we benchmark against other charities? Who are the key competitors? Has this changed? What attributes are we most strongly associated with? Have we improved on these? Do people understand how they can individually make a difference? How effective was the television campaign? Was it attributed to us?
  10. 10. Alzheimer’s Society Methodology summary  10-15 minute quantitative questionnaire, asked online  Balance of age and gender  Participants had to support charities on at least an occasional basis  Respondents sourced from consumer panels  Responses quality checked based on survey completion length, quality ‘screener’ questions and responses to open text questions  Same sampling method and weighting used from wave 1 to ensure continuity Brand research 10 1,000 people from across the UK* to measure their understanding of, and engagement with, the Alzheimer’s Society and key competitors
  11. 11. Alzheimer’s Society Same groups wave on wave Brand Tracking Wave 2 Report 11 This gives us confidence that performance changes are not due to shifts in the survey audience * Data shown as a percentage of the total sample
  12. 12. Alzheimer’s Society After completing the initial ‘blind’ brand questions, all respondents were shown the creative 12
  13. 13. Alzheimer’s Society Other activity during period measured
  14. 14. Alzheimer’s Society A quick refresh on the key metrics 14 Key metric Explanation Base Spontaneous Awareness % of people who name a charity spontaneously (i.e. without a list) Everyone Semi-prompted awareness % of people who name a charity spontaneously within a specific category (e.g. dementia charities) Everyone Aided Awareness % of people aware of a charity when shown their logo Everyone Positive Buzz % of people who have heard something positive about the charity in the last 3 months Of charities aware Familiarity % aware of a charity that can express an opinion about it Of charities aware Advantage % of people saying the charity is one of the best charities (of those they are familiar) Of charities aware Promoters % of people rating 9 or 10 on a scale of 0 to 10 for likelihood to recommend a charity to others Of charities currently donating to How to read ‘vs. peers’ data Pale blue box The range of scores across all competitors for this question Dark blue line The mean average score for this metric across all competitors Lighter blue line The score for the Alzheimer’s Society for this metric
  15. 15. Alzheimer’s Society Process to where we are now 15 Benchmarking 1 Working with key stakeholders to identify which measures we want to impact going forwards KPI setting 2 In-depth review of the impact of our rebrand vs. previous brand Rebrand deep dive 3 In-depth review of the longevity of campaign and other brand activity FR & brand deep dive 4 Measuring the performance of the old brand, to assess where we are pre-rebrand
  16. 16. BRAND RECOGNITION 16 What improvements has the new brand brought?
  17. 17. Alzheimer’s Society Growing awareness Brand research 17 Our semi prompted awareness has seen small growth, but we have seen an uplift in brand recognition using the new logo. Building and maintaining momentum over time will be the key measure of success.
  18. 18. Alzheimer’s Society Semi-prompted awareness for dementia charity competitors over time 18 Please can you name the first dementia charities, voluntary organizations or pressure groups that come to mind? Our semi-prompted awareness has edged upwards
  19. 19. BRAND IMAGE AND UNDERSTANDING 19 How have people’s perceptions and understanding of our brand changed?
  20. 20. Alzheimer’s Society20 Brand image has improved post rebrand Across the board we have seen strong improvements with our image, particularly around being ‘bold’ and ‘passionate’. Inspiring action remains one of the hardest things to achieve, but movement here is also upwards
  21. 21. Alzheimer’s Society DEMENTIA AWARENESS AND ENGAGEMENT How is dementia seen now? Is it understood, feared, or less intimidating? 21
  22. 22. Alzheimer’s Society Alzheimer’s Society Stronger opinions across demographics Opinions across the board appear to be stronger and more consistent across all demographics There was a notable uplift in opinion and understanding in the under 45s 22
  23. 23. Some key findings from second wave  Spontaneous awareness movements were small, but prompted brand awareness has gone up  The rebrand has successfully helped Alzheimer’s Society reach out to a younger audience – awareness amongst 16-29 year olds has seen the biggest increase  The campaign clearly conveyed the need to ‘come together’ to defeat dementia. However, our research also informed areas to strengthen in future work  Beyond the campaign, post-rebrand Alzheimer’s Society is more likely to be seen as ‘passionate’ and ‘bold’  Support for ‘dementia’ charities and engagement with dementia as a whole has also increased. Again, young people see the greatest change – only 39% now say they have ‘no particular interest’ in dementia, vs. 54% in January 23
  24. 24. Some learnings – for others with little experience…  Don’t be daunted  You only need to know what you need to know  Take it back to your purpose  Be clear on your budget  Set realistic KPIs  Don’t be disappointed  Research is not about a pat on the head  It is a long term process 24
  25. 25. THANK YOU 25 Juliette.coopey@alzheimers.org.uk
  26. 26. CharityComms Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  27. 27. Brand Breakfast 4 October 2017 Brand evaluation

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