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MARK 5055

Managing Advertising and Communications

AVIVA Street to School initiative with Railway Children

Michael Narayan

Prashant Patel

Rajdeep Sarkar

Ritvars Radvilavics

Tanya Arora

Khaled Albutain

Module Leader: Mr. David Hudson


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Contents

Page No.

1. Situation Analysis 31.1 200 year old brand to disappear 3

1.2 Restructuring means job losses 3

1.3 That was then, this is now 41.4 You are the big picture 4

1.5 Street to School 41.6 Railway Children 5

1.7 Objective of the campaign 61.8 Competitors 6

1.9 A hard hitting campaign 6

2. Visual Board 73. Objectives 8

3.1 Justification 9

4. Target Audience 105. Creative Strategy & Execution

5.1 Creative Strategy 13

5.2 Campaign Message 13

5.3 The Creative 135.4 Creative Justification 14

6. Marketing Communication Mix 157. Evaluation

7.1 Evaluating the methodology 187.2.1 Stage 1: Pre-Testing 196.2.2 Stage 2: Rolling Evaluation 20

6.2.3 Stage 3: Post Campaign Evaluation 21

8. References 229. Appendices 2410.Contact Reports 29


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Situation Analysis

Established in 1797, Norwich Union was a company that started by offering insurance

against the risk of fire. (BBC News, 2008) Norwich Union grew over the years and extended

its services to motor, home, life as well as health insurance. Along with these insurance

services, the company also provides services in savings and investments and draws outpension and retirement plans for its customers. It has come a long way since its inception in

1797, Norwich Union, currently recognized as Aviva, is currently the market leader inproviding life and pension products all across Europe

1.1 A bit of history

After dominating the European market for almost 200 years, Norwich Union was

badly hit in the year 2008 because of the global economic crisis. Most analystsbelieve that the issue was the current credit crisis in the sub-prime mortgage business,which was initiated in the United States where the banks gave high-risk loans to

people with poor credit histories. This consequently overlapped in United Kingdom

market and resulted into the credit crisis.

Norwich Union being one of the major financial institutions was hit increasingly hard,mainly because of the slump in commercial property prices. "Trading conditions have

been tight and it's taking longer to sell properties at an acceptable price," quoted aNorwich Union spokesman. He further added, "The shortage of credit has reduced the

number of buyers and property assets are taking longer to sell. (BBC News, 2009)

1.1.1 200 year old brand to disappear

In 2000, Norwich Union merged with CGU plc (Commercial Union and General

Accident) to form CGNU plc, and was rebranded as Aviva in 2002. ( BBC News,

2008) Hence in most countries outside the United Kingdom Norwich Union was

already known as Aviva. Being a huge global company, the firm had over 60% of the

groups business outside the United Kingdom. (BBC News, 2008) During the crisis

period, there was a formal statement made by the company that the old brand,

Norwich Union, has to be dropped for customer perception to change. The

management believed that with a single identity known as Aviva, the brand couldfinally recover and compete in international markets.

1.1.2 Restructuring meant job lossesHowever as a result of restructuring, Norwich Union had to cut 1,800 jobs from theeconomic downturn in 2010. (BBC News, 2008) Cities such as Glasgow, Leeds,

Sheffield, Liverpool, Birmingham, Bristol and Southampton were affected and thiscaused an alarming rise in unemployment figures.


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1.1.2 That was then, this is now

From the point of restructuring, till today, Aviva has now managed to generate amassive portfolio in terms of work force and also its customers all across the globe.

Thus, with the backing of this portfolio they have invested their time and resources

into many charitable ventures like education, financial illiteracy and helping inimproving life trauma of people, keeping the spirit of Avivas corporate vision of

'prosperity and peace of mind'. (Aviva, 2011) The central focus of Avivas charitable

venture has been children and it thereby formed partnership with leading charitable

organizations to meet the living needs of children who have run and are homeless and

are currently dwelling on the streets. (Aviva, 2011) This led to the launch of the Street

to School program in 2009.

1.2 The Street to School Initiative

Street to School is Avivas international corporate responsibility programme, whichraises awareness of this global issue and provides support for children living and

working on the streets in order to get them back into training or education. (Aviva,2010)

This campaign has been formed as an extension campaign to supporting The

Consortium for Street Children programme (CSC) whose vision is to have a world

in which the rights of street-involved children are realized (Streetchildren, 2011)

Therefore as Aviva is a huge donor to the campaign, it has formed its own United

Kingdom corporate project called You are the big picture.

Aviva recognizes that every child living or working on the streets has the right to

fulfill their potential. Together, we'll champion the needs of street children andencourage them back into school or training programmes. (Aviva Street to Schools

mission statement)

So far, Street to School, as part of its five year commitment has partnered with

Railway Children as part of its UK charity organization to help children under the ageof sixteen who are currently homeless and are living on the streets. (Aviva, 2010)

Both the organizations have combined to make a difference in the future of the

younger generation.

1.3 You are the big pictureThe big picture campaign was initiated as a part of the Street to School program for

the charity organization Save the Children. An interesting theme was taken forwardwhere people were asked to donate their pictures in the cause to show their support

and for every successful picture donated, Aviva donated 1 to the Save the childrencharity to move the children from the streets to the schools.

The Big Picture was mainly viral campaign that used the channel of social media to

build awareness of Avivas street to school program. A dedicated website where


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people could upload their images, a facebook community page and running viralvideos on YouTube were some of the activities that were run during the campaign.

The purpose of the campaign was their commitment towards putting customers at theheart of the business. (Aviva, 2010) This was also a strategy Aviva used to create

traffic on other online resources in order to increase traffic back on to their own Aviva

website.

1.4 Railway Children

Aviva's Street to School programme is also working in partnership with Railway

Children to get children living on UK streets back into everyday life. RailwayChildren exists to help vulnerable children in grave circumstances. The objective of

the initiative is to provide relief to children and young people who are in conditionsof need, hardship or distress and in particular to those living on the streets.

(Railwaychildren, 2011)

Railway Children, a charitable organization was launched in 1995, with a purpose to

provide relief to children and young people who are in conditions of need, hardship or

distress and especially for those who have run away from their homes and arecurrently living on the streets where they suffer abuse and exploitation.

They work on a 3 step agenda:

1. Meeting the immediate needs of children on the street: This represents thecrucial early intervention where Railway Children tried to reach out to the

children of the street before an abuser can. To provide them with basicamenities such as food, shelter and protection from harm.

2. Shifting Perception in local context: Building relationships with localcommunities in order to encourage them to signpost children to The RailwayChildren so that aid can come immediately. The objective of the programme

is to raise awareness in communities, to make children who are living alonemore visible, and to help people see that they are children in need of care and

protection, not commodities.

3. Holding Government responsible: Using evidence gathered during work atStep One and Step Two, academic research and strong relationships with the

important governmental individuals and departments, the purpose is to thus to

influence government support for street children by changing the policy

landscape in their favour.

With more than a decade of work, Railway Children have managed to secure over 26

organizational partners with 117 projects worldwide. Last years effort managed to

help approximately 27,756 street children around the world.

Concurrently Railway Children aspires to create a safer, brighter future for our

children and we believe that to achieve this we must educate the communities by

lobbying the government for sustained change.


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1.5 Objective of the Campaign

Even though Big Picture was a success, Aviva has a long way to go in establishing

themselves as a corporate socially responsible company. The Figure in Appendices 1below gives a clear indication of the area where Aviva is lacking as a company. The

general perception of Aviva being socially responsible amongst individuals is at a

very low scale. (Appendices 1)

Hence, one of the immediate objective which has been identified, is to raise

awareness about Avivas contribution to social welfare by bringing alive the real life

picture of the 100,000 children who run away every year and often end up on the

streets which lead to misery and hardships at this young and tender age..

Therefore the Street to School project should be aiming to maximize their presence

in the market through which we could gain more support. This will show the

customers of Aviva, that they are being socially responsible for future generations.

1.6 Competitors

What we know so far is that many of Avivas direct competitors are also focusing on

charities, however research indicates that although Aviva are a successful brand and

company they fall short when it comes to being socially responsible. Companies such

as Direct Line, who are owned by the Royal Bank of Scotland, are seen as a more

socially responsible company. Therefore we need to ensure that Aviva can also

maintain the same standard as their competitor.

1.7 A hard hitting campaign

Adapting the right tone and image is very important for every brand; the campaign

should focus on capturing the target audience and getting them emotionally involved.The entire look and feel of the campaign should be based on the awareness of Aviva

Street to school initiative. The visuals should be self explanatory, attention grabbing,and genuinely innovative which would make the audience sit up and notice. The

channel choice also holds a key importance for the campaign as the message has to be

conveyed in the right manner.


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1.8 Visual Board

The visual board is a depiction of our creative proposition which is to showcase how Aviva is

trying to foster in the growth of the new generation by providing education and shelter to

homeless children in collaboration with the Railway Children. Moreover it also displays our

target audience, social grade ABC1 aged between 25-64, young couples as well as retired

professionals. The visual board has been divided in two parts. The left hand side of the boardillustrates gruesome images of children who are exposed to drugs, alcohol and crime, the

vulnerability that they face by living on the streets, away from homely protection. Theseimages are portrayed against a dark background representing the evils of society hampering

the growth of the homeless child. Instead of books and toys, they learn to pick up weapons atan earlier age and are involved in illegal activities to sustain their livelihood. On the other

side, the positive aspects of a childs life are shown with a brighter shade. Education buildsthe growth of the next generation. The effect of a good education enables in the development

and welfare of a child and helps him/her to achieve and pursue his goals and dreams. Pictorialrepresentation has been displayed with little children involved in educational as well as co

curricular activities. A happy family, an enjoyable childhood and a good education will build

the future of the next generation. Aviva and the Railway Children aims at returning thenormal life back to the homeless children and thereby invest in the growth of the next

generation. (Appendices 4)


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Objectives

The core issue that Aviva face, as identified in the situation analysis, is that people have very

little awareness that Aviva is working with the Railway Children or have any association with

charitable organizations. Therefore the main overall objectives derived for this campaign are:

y Educate and raise awareness of the collaboration with the Railway Children by usingvarious media communication channels to eventually influence people, our target

audience who will spread the messages by word-of-mouth

y To achieve virtuous circle of support thus raising Avivas and their charity partner theRailway Childrens corporate profiles for the Street to School program.

The Campaign success could be achieved by the help of current strong brand attitudeelements such as:

o Trust Achieving the success of the Street-to-School campaign..o Good reputation Aviva is the company that has never let down its customers

for more than 200 years despite the name change.o Innovativeness Currently there is nobody else who has pioneered the field of

social responsibility and Aviva will be the first among others.

o Consistently high quality Avivas high quality products can bring highquality support for children.

y Improve on Avivas social responsibility brand element the figure in appendices (2)illustrates Aviva has been scored considerably low by their consumers, showing an

opportunity for significant improvement.

To achieve the overall aim of the street-to-school campaign, the creative strategy will need to

implement and convey the overall objectives stated above. Also by utilizing the DAGMAR

advertising model (Colley, 1961) this will enable the team to observe and assess the result ofthe creative campaign by breaking down the objectives. The crucial element of the modelconsists of the four stages the customer will pass before considering the service:

y Awareness - To inform and aware 90% of Aviva's target audience about the Street-to-school campaign.

y Comprehension - To educate 70% of the target audience what the campaign is allabout and how it can benefit both Aviva's street to school program and Railway

children involved.

y Conviction - To encourage and convince 60% of the target audience to believe thatAviva is a socially responsible company.

y Action - Turn conviction into action and get 25% of the target audience to go to thewebsite and know more about the project


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2.1 Justification

y Awareness the primary objective is to inform and create awareness among the targetaudience. The Aviva customers will not be able to associate Aviva as socially

responsible, if the basic element awareness is not communicated effectively or if

they are not influenced by the campaign at all.

y Comprehension - the aim is to help the target audience understand the communicationand overall campaign message that will help achieve the overall objectives as well as

achieve the remaining elements of the model. Understanding of the communications

will give the customers a wider scope of the brand and the involvement that Aviva

have outside of their core products. Customers who fully comprehend the campaign

and nature of the cause are more likely to visit the Aviva website and get involved.

y Conviction this will be a vital element as we will need to convince the targetaudience that we are a socially responsible company this will increase the brand

attitude towards Aviva for being socially responsible.

y Action by directing potential and existing customers to the website will increase brand value further. Also it will give customers a deeper insight into Railway

Children and how Aviva is currently contributing to the welfare of homeless children.

The increase in traffic will also encourage customers to know more about Avivas

products and services.


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Target Audience

Street to School is a corporate social responsibility project targeting Avivas existing and

potential customers. The project is aimed at increasing the awareness of the brand

strategically and not merely to improve sales. This would expand the limitation of the

targeted audience. An important aspect that been taken under consideration is the kind offinancial services that Aviva provides, which are:

y Insurance.o Caro Homeo Lifeo Health

y Business insurance.y Saving and investments.y Pensions and retirement.

The target audience of Aviva Street to School campaign is identified based on Avivas totalspend on advertisement in 2009. Aviva used all kinds of media to deliver its messages,

whether it is for any brand campaign or product promotions. The Appendices 4 show the

media channels that are also an indicative of the kind of that audience that were targeted:

Tracking the media channels that Aviva has used in the past and other indicators mentioned

below led to the definition of the primary target audience - ABC1 people age 25-65+.

The three main indicators will justify the above proposal:

1. Avivas spend on press shows that the Daily Telegraph and Daily Mail are the twokey publications that have been used. These two newspapers are used significantly byABC1 people between the age group of 25-65+. (NMA, 2010).

2. According to Mintel (2009), the home insurance report shows that the main audiencesthat were targeted for the products were ABC1 group with an age limit over 25 years

old.

3. In the Norwich Union IPA award report presentation, the media budget was measuredaccording to the target segment of ABC1 group and how they will be able to deliver

the communication message in every part of United Kingdom which gives a clear

picture how Aviva has continuously laid emphasis on the social grade of ABC1 as its

target audience.


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According to Mosaic (2003), the customer classification in the United Kingdom contains 61types of consumers divided into eleven groups. There are specific groups and types that could

be targeted by each kind of media. Based on this and considering the social grade ABC1people, identified as the primary audience of Aviva the media channels have been categorised

as below with the actual demographics:

Possible audience targeted by TV 39%

y Group B types 12 and 13o Married couples, middle age, scattered across the UK, living in small

mortgage houses, reasonably well paid, live beyond their means.

y Group F types 36, 37, 38 and 39o 11.18% of UK household, the largest household community, middle age

families, skilled working class and reasonable income.

y Groups G all typeso 5.78% of UK household, young couples/married, potential growth, well

educated, living out of large cities.

y Groups H all typeso 5.91% of UK household, middle income and secured career, living in modern

areas near to city centre.

y Groups I all typeso 8.67% of UK household, owners occupiers houses, fair income, old, south

west ofEngland, modern living, financially careful savers.

Possible audience targeted by door drops 20%

y Group B type 12o Married or couples, middle income, families and children secondary school,

concern about retirement.

Possible audiences targeted by press 17%

y Group J all typeso Wealthy old people, professional couples, good houses, travels abroad,

discerning, no children, well educated.

y Group K all typeso Old people, small communities, farmers, agro-tourism, churchgoers,

authenticity, working long hours, cars significant.


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Possible audiences targeted by Internet 13%

y Group A apart from A5o Middle age, high income and high net worth, professional occupations, luxury

housing, successful, high level of career.

y Group B all typeso Young couples, well-educated, modern houses, good income, corporate

careers, good potential and future, low unemployment.

y Group C types 19-20o Middle age and young professionals, families and children, service and white

jobs, well-educated, liberal views.

y Group J all typeso Wealthy old people, professional couples, good houses, travels abroad,

discerning, no children, well educated

y Group K all typeso Old people, small communities, farmers, agro-tourism, churchgoers,

authenticity, working long hours, cars significant.

Possible audiences targeted by direct mail 5%

y Group B type 13o Married couples, living in small mortgage houses in southwest England,

reasonably well paid, live beyond their means

y Group D type 27o Pakistani, Cypriot & other origins, Victorian and Edwardian houses in inner

London, reasonable income, plentiful job opportunities.


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Creative Strategy and Execution

As mentioned in the objectives, the sole purpose of the creative campaign is to increase

awareness about Avivas commitment towards Street to School initiative. It should aim at

achieving consumers attention towards the profile of Avivas Social responsibility

commitment. The focus is to engage people with the Avivas Street to School initiative.

Campaign Strategy

The campaign is designed using the Resonance Strategy. (Pickton, 2000) It is an

attempt to gain awareness by not only evoking emotionally sentiments but also to

inspire the target audience. The emphasis lies in delivering a strong message using

viable media and marketing communication channels that will feature emotional

seeking themes. The creative proposition is to highlight Avivas efforts to bring back

homeless children into a normal healthy atmosphere where they can receive education

and be privileged like all the other children across the globe.

Campaign Message

The creative message is simple and direct Its time to change the DARKside At

Aviva we believe in investing in the Next Generation. The message was evaluated

keeping in mind how Aviva as a brand is trying to bring an end to the dark future of

homeless children by reaching out to them and providing them with shelter and

education. Thus Aviva is promising a better future for the street children who are the

future of the next generation. The visual of the creative illustrates the appeals of

empathy, compassion and persuasiveness.

The Creative

A poster has been created to give an idea of the visual treatment and the message that

needs to be communicated in the campaign. (Appendix 1) The visual has been divided

into two equal sections. On one side a collage has been showcased of children who

are run-away or homeless, dwelling on streets, and thus without the presence of a

protected environment, they are susceptible into taking drugs and getting involved in

crimes. On the other side, there is an illustration of the ambition that every normal

child has that one day he dreams of becoming a doctor, or an engineer or a sportsmanor maybe even an actor among many others. An education along with proper care and

development of a child will fulfill his/her dreams. The pictures have been

appropriately chosen according to situations that a child will land up in on the streets

after running away from houses in U.K. The insight was gained after a careful study

of the real life stories and written testimonials from both the Aviva and Railway

Children websites. Both the logos of Aviva and Railway Children have been

displayed so that the audience is aware of the initiator of the project.


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The aim is to reach out to the specific target audience, social grade ABC1 group, and

convey this singular communication message using appropriate media channels. The

theme has to remain consistent in all the channels.

Creative Justification

As mentioned earlier the images used in the creative have been depiction of actual

case studies from the websites. The creative treatment being dichotomous in nature

has been displayed in two shades, the darker shade portraying the evils of living on

the street whereas the brighter tone demonstrate the ambitions and dreams of children

through the medium of education. With factual and informative copy in the press

advertisements and testimonial case studies being displayed in the radio and

television, the entire campaign will have an emotional chord which will touch the

human heart.


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Marketing Communications Mix/Media Proposals

Keeping our main objective of increasing awareness of Avivas Street to school program

in collaboration with Railways children and our target audience in mind, the following are

the media channels that will be used to communicate our creative message:

1. PressVisually the creative of the press ad will be an adaptation of the poster.

(Appendix 1) Apart from the primary message of Its time to turn over the

dark page At Aviva we believe in investing for the next generation, body

copy in the press advertisement will highlight the street to school program of

Aviva and the contribution it is making towards Railway Children. A line in

fine print should mention - To know more, please visit us at

http://www.aviva.com/corporate-responsibility/street-to-school/. This will

encourage people to get into website for more information. The website

information should be consistent in all the media channels, be it direct mailers

or on social network where links can be posted or via a voice over (VO) in

television and radio.Using data from the earlier expenditure made on press advertisements in the

year 2009, it has been observed that 67% of the expenditure is on National

Dailies where the top publication is The Telegraph. (Ebiquity, 2010) The pressadvertisements can be displayed in the Daily Telegraph and The Daily Mail.

There should be a regular insertion over the weekends when most our targetaudience are spending leisure time at home to browse through the newspaper.

Over the week one or two insertion should suffice.

2. TelevisionTelevision has the highest reach of our target audience. The communication

message that Aviva is investing in the next generation and a promise to bring

an end to the dark pages will be brought alive in the television medium using

actual case study sample of children who now have a better life because of

Avivas contribution towards Street to school program. This will not only give

a direct message of Avivas CSR activity but also bring about the emotional

aspect n the stories. The TVC can also act as a viral where the message can be

spread through the medium of youtube.

Thinkbox reports that ABC1 adults, our main target audience watch television

at an average of 3.62 hours per day. The top 3 stations that have been invested

in the past for TVC spots are Multi Channel, ITV and Channel 4. (Ebiquity,

2010). Hence our TVC spots should be placed in programs like the reality

show Big Brother which is viewed on Channel 4 and is popular entertainmentfor young couples, one of our main target audience as mentioned in the earlierchapter through Mosaic case study. Four spots per episode should create

appropriate visibility.

3. RadioInstead of radio spots and jingles, radio can be used to conduct talk shows on

the street to school initiative. Run away children who are now leading normal


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lives can participate in this show narrating their stories. The employees of bothRailway Children and Aviva can also be part of the show discussing the

problems of runaway children and how the company has taken onus uponitself to protect them. A half an hour programme can run once every week,

ideally on a weekend afternoon when people are spending time at home.

Though the proportional of regular radio listeners has been decreasing over the

years, BBC, the public service broadcasting still has the highest share of radiolisteners over the other commercial channels. (Mintel, 2010) It has also been

surveyed in the same report that ads and their frequency remain a big turn-off

for listeners. Hence a national program on BBC focusing on Avivas street to

school initiative can be a success instead of investing in radio spots and

jingles.

4. Public Relations (PR)Public Relation is one of the most important media that needs to be

implemented for the communication to take forward. Awareness being the

primary objective a lot of hype needs to be created around Avivas street to

school program. Editorials of newspapers can be used as the platform where

the story behind every run away child can be written and the role Aviva has

played in providing him/her shelter. Press releases have to be written for every

little achievement Aviva makes on this street to school project when the

campaign is running.

Similar to the coverage of press advertisements, press releases and editorials

should feature in The Daily Telegraph and The Daily Mail to reach out to our

proposed target audience.

5. Outdoor:Outdoor advertising will act as a reminder medium when the campaign is

running on television, print and radio. Billboards and posters can be put up atcongested areas around London and other neighbouring towns and cities in

United Kingdom. Visibility in terms of number of billboards can be small innumber but the location of these sites should be of key importance. Subways,

train stations, bus stations and commercial areas can be the primary location

for setting up digital billboards showcasing the message.

Outdoor spend has been a minor 4% of the entire advertising media

expenditure of Aviva which clearly shows that Aviva as a company does not

believe in investing a lot of money in this media. (Ebiquity, 2009) Keeping

this strategy in mind, the billboard expenditure should be restricted only at

crowded locations and not bombarding all across the country.

6. Direct MailersWith the Mosaic details of our target audience Direct Mailers can be send out

to every existing customer. These mailers will contain information on theproject and will have the same theme as the posters and press ads. It will be a

feel good mailer which has a more personalized content where the companymentions that it not only is proud to look after its customer but also believe in


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doing something good for the society. The campaign theme remainsconsistent.

Past results show that the highest advertising spends for home insurance aremade on direct mailers. (Mintel, 2010) Direct mail communication is found to

be the most productive marketing approach to target existing customers.

7. Social NetworkThere is already presence of the earlier Big Picture campaign proposed by Aviva forits Save the Children charity as a community page. Hence a suggestion of another

community page can lead to confusion between the people. Thus we recommendAviva to put up a profile in facebooks own application called Causes. (Facebook,

2010)There are about 24,364,580 active users of this application. Along with the new

profile page, a small web advertisement can be incorporated on the right hand side

using the same creative idea and a click on it will lead the browser to the main

website.

Aviva Website

The result of our communication strategy should drive people to visit the website to

seek for more information. At the street to school webpage, to make the site more

interactive in nature, public forums and blogs should be created as a section, where

consumers can give their views and opinions on this project. Hence we not only make

them aware of Avivas CSR project but also involve them personally ask for their

suggestions and opinions on how to carry this project forward. The application of this

user generated media can be instrumental in spreading word of mouth

communication. At a survey carried out by Intelliseek, it was observed that word of

mouth communication has a reputation as the most trusted and reliable form ofadvertising. (Blackshaw and Nazarro, 2004)


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Evaluating the campaign

The purpose of this Aviva Street-to-School campaign evaluation is to concentrate on the

development and progression of implementation more so than the impact of the campaign.

Therefore the following evaluation objectives have been derived:

y To analyze whether the campaign conveys the intended message.y To verify that the proposed campaign fits the brand and values of Aviva and Railway

Children.

y Closely examine the progression of the campaign concentrating on views andperception of the potential target audience with relation to the campaign creatives.

y Analyse and recognise the effectiveness and receptiveness of the campaign once it isunderway and decide whether any amendments need to be made to the campaign.

y Recognise any problems or limitations early to ensure an effective campaign.y Recognising significant mistakes to learn from for improvements in future campaigns.

The objectives stated illustrate the following measures will be assessed during the campaignfrom start to finish:

y Emotional Impacty Understanding and appreciation of the message indentedy Recall of communicationy Recognition of the brand through the campaigny Involvement of campaign and brand of Aviva and Railway Children with target

audience

y Persuasiveness of campaigny

Traffic to the website after exposure of campaign

6.1 Evaluation Methodology

Different means of measuring whether the campaign objectives have been met can be

established when determining the effectiveness of the campaign. If an objective has not been

successfully attained a preparation for a new plan will be devised or current plans will be

amended. For example a long term objective (1 year plus), a pre-evaluation can be

implemented after 6 months to determine if the objectives are going to be delivered, this will

give us a full perspective on the customers perception and behavior towards the campaign.

For the Aviva Street-to-School campaign, the team has proposed a complete evaluation plan,for a thorough campaign, a pre-testing, rolling evaluation and post-campaign evaluation will

all need to be considered. However, the evaluation plan constructed may need to be alteredin the real world as the campaign currently does not consider limitations such as budget and

time. The method proposed in this section is how we would intend to monitor our campaign.

An illustration in Appendices 5 of how the evaluation plan will look and how it will bebroken down is shown below.


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6.2.1 Stage 1: Pre-Testi g

Fort communications to run effecti el we need to implement systematic testing before

t e campaign is launched.(Marketfocus, 2011)The indication in diagram 2 illustrates two

types oftesting that are to be proposed before launch:

y1. Qualititati e Research - the moti e behind using this method as it will allow us togain an insightinto ourtarget audience (whatthey understand and knowledge they

already have) before the campaign is launched. We will use this toolto also analyze

the attitudes, behavior, motivations, and values and generally gain a greater depth

research into our potential customers and to implement a strong communication mi

and creative strategy and amend the proposed plan if necessary. Techni ues to collate

this data will be implemented through by utilizing in-depth one-to-one interviews and

focus groups.

y 2. Test Marketi g the motive behind using this techni ue in correlation toqualititative research, it will allow us to establish and determine how the potential

target audience are likely to reactto the campaign or certain components ofthe

campaign, also their views and perception ofthe communications and how the

campaign and communication channels may need to be amended or further enhanced

according to the needs and views ofthe potential customers. Testing the audience will

also determine who the loyal customers already are and ifthey recognize the brand.

Diagram 2: Pre- Testi g plan proposal and justi ication

The research will consider components of the

creativestrategy and communication plan such

as the communication message, the channels

intentded to convey the messagesand the

design of the campaign creatives.

Qualititative Research

This will give us sufficient

understanding of what the

customers will be looking for in the

campaign enabling us to luanch an

effective campaign .

Exposing certain elements of the campaign to

the intended audiencesuchas the

communication, the channelsand how effectivethe message is towards that selected group.

The webs ite to support the campaign will be

tested to aselection of of theaudience, for ease

of use, visibility, information and effectivness.

Test Marketing

This will give us an insight and

understanding on the potentialcustomers and how they will

respond to the campaign. It will

ensure a smooth launch testing key

components of the proposed

communication and the proposed

channels .


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6.2.2 Stage 2: Rolling E aluation

This section ofthe evaluation plan occurs once the campaign is underway. Stage 2 considers

the campaign effectiveness and whether amendments need to be made to the campaign plan

(e.g. communication, creative, channels etc) based on the target audience response. The

following indicate the purpose of stage 2 ofthe evaluation as mentioned earlier:

y Monitoring the effectiveness ofthe campaign, analyzing ifthe campaign has deliveredsuccessfully and making a positive impactto the intended audience.

y Observe and amend any components ofthe communication planand creative strategyif at any pointthe campaign is not running effectively as intended in the plan.

The intention ofthe rolling evaluation will be to regularly observe the progressions ofthe

campaign once itis launched and underway and how the target audience respond to thecampaign, the core messages/images what affectit has on them, whetheritis awareness,

finding out furtherinformation on the website, inquiring aboutthe Railway Children and

directing traffic to the website. The regular monitoring will enable us to observe the

effectiveness ofthe campaign to make adjustmentto the communication plan if necessary.

The illustration below shows the methods adopted for stage 2 ofthe evaluation.

Diagram 3 Rolling E aluation and justi ication

To observe whether the campaign is meetingthe campaign objectivesstated ealrier. If the

objectvesare not being met, whatadjustments need to be made.

To identify if the campaign ishavinga

positive impact diverting traffic to thewebsite.

Qualitative Research

Questionnaires and surveys to

institute how effective the

campaign has been on the intended

audience.

Analyseand track the number of clicks of the

banners which will direct theend user to the

landing page of the campaign website this will

indicatehow well theaudiencehave respondedto the campign

Observe the number of unique viewers to the

websiteafter the campaign ,allowing us to

monitor awareness.

Tracking

This will allow us to monitor the

performance of the campaign, how

well the creative strategy has been

implemented and if the target

audience are responding to the

campaign in a positive manner.


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6.2.3 Stage 3: Post- Campaign E aluation

The final stage which takes place afterthe campaign has delivered and finished, the focal

element atthis stage will be to determine the effectiveness and understand the views and

perception ofthe campaign on the indented audience. This will give us clearindication on

whatto do next, ifthe perception ofthe campaign conveys a negative response or awareness

is not raised, immediate solutions to rectify the issues will need to be implemented.

The proposed evaluation at stage three will focus on a few methods assembled in stage 2 and

further enhanced with thejustification.

This post campaign analysis will provide us with sufficientinformation determining whether

the campaign has been successful and achieved its intended campaign objectives. The data

collated in allthree sections ofthe evaluation will enable us to improve our knowledge ofthe

target audience and what views, opinions and perceptions they share allowing us to improve

on current and future campaigns.

This will give usan understanding ofhow the

target audience determine the messages put

acrossand provide us with viewsand opinions

beh ind theanswersgiven by theaudience

enabling us to conclude if the campaign has

been asuccess or not.

To establish whether the core objectives of the

campaign havebeen met successfully.

Qualititaive Research

The overall campaign effectivness

and awarenss raised will be

identified through qualititative

research techniques such as

Interviews, focus groups and

quesstionnaires.

To establish whether the campaign message

hasbeen spread across the target audiencethroughall the channels identified. How thecampaign has influenced viewsand perception

of theaudience, is it enough for theaudience

to takeaction and makea contribution?

Effectivess of Campaign

Much of the data collated from

stage 2 will allow us to determine

the overall effectivess of the

campaign such as online campaign

tracking. Survey's, questionnainres

and brand product recognition test

will enable us to evaluate whether

the intended message has been

conveyed.


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References

1. BBC NEWS (2008) Norwich Union brand to disappear, Bbc news Website,Available from http://news.bbc.co.uk/1/hi/business/7373319.stm, Accessed

21/11/2010

2. BBC NEWS (2009) Norwich Union locks in investors, Bbc news Website,Available from http://news.bbc.co.uk/1/hi/business/7845090.stm, Accessed21/11/2010

3. BBC NEWS (2008) Aviva to cut 1,800 insurance jobs, Bbc news Website,Available from http://news.bbc.co.uk/1/hi/business/7439589.stm, , Accessed21/11/2010

4. Aviva Community (2011) As a responsible business, Aviva is committed to helpaddress challenges facing people and society, Aviva Website, Available from

http://www.aviva.com/corporate-responsibility/community/), Accessed 01/12/2010

5. Aviva Street to School (2011) Street to School, Aviva Website, Available fromhttp://www.aviva.com/corporate-responsibility/street-to-school/ , Accessed

01/12/2010

6. Aviva (2010) Street to School, Aviva Website, Available fromhttp://www.aviva.com/library/pdfs/media/Aviva_Street_to_School_summary_04Oct1

0.pdf , Accessed 01/12/2010

7. Street Children (2010) About Us, Streetchildren Website , Available fromhttp://www.streetchildren.org.uk/content.asp?pageID=39, Accessed 17/12/2010

8. Aviva (2010) You are the Big Picture, Aviva Website, Available fromhttp://www.aviva.com/library/pdfs/media/Aviva_You_are_the_Big_Picture_summary

_04Oct10.pdf, Accessed 10/12/2011.

9. Railway Children (2011) Welcome to Railway Children, Website, Available fromhttp://www.railwaychildren.org.uk/, Accessed 25/11/2010.

10.Colley , R. (2011) DAGMAR - Defining Advertising Goals for Measured AdvertisingResults, Drypen Website, Available from http://drypen.in/advertising/dagmar-defining-

advertising-goals-for-measured-advertising-results.html, Accessed 10/01/2010

11.AVIVA (2010). Total Spend on Media. Available from:https://vle.dmu.ac.uk/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=/web

apps/blackboard/execute/launcher%3Ftype%3DCourse%26id%3D_371810_1%26url

%3D. Accessed on [20/12/2010]. Ebiquity Plc


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12.NMAUK (2010). The Daily Telegraph: Demographic Profile. Available from:http://www.nmauk.co.uk/nma/do/live/factsAndFigures?newspaperID=11#demographi

c. Accessed on [18/12/2010]13.NMAUK (2010). The Daily Mail: Demographic Information.

http://www.nmauk.co.uk/nma/do/live/factsAndFigures?newspaperID=10#demographi

c. Accessed on [18/12/2010]

14.Mintel (2009). Home Insurance UK: social classes.http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/i

d=479934/display/id=395499/displaytables/id=395499/display/id=496618#figure59 .

Accessed on[13/12/2010]

15.Mawdsle, C. (1998). How Norwich Union went under the radar of financial servicesadvertising. Available from:

https://vle.dmu.ac.uk/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=/web

apps/blackboard/execute/launcher%3Ftype%3DCourse%26id%3D_371810_1%26url

%3D. Accessed on [10/12/2010]

16.Mosaic (2003). The Consumer Classification for the UK, Mosaic United Kingdom,Experian Lt

17.Pickton, D.(2000) Advertising and Public Relations, United Kingdom, De MontfortUniversity

18.Multi Focus(2011) Pre and Post Campaign Analysis, Website, Available fromhttp://www.multifocus.com.br/en/prepost.php, Accessed 10/01/2010

19.Ebiquity (2010); Press Aviva 01 January 2009 to 31 December 2009. Source:Ebiquity

20.Ebiquity (2010); TVAviva01 January 2009 to 31 December 2009. Source: Ebiquity21.Ebiquity (2010); OutdoorAviva01 January 2009 to 31 December 2009. Source:

Ebiquity

22.Mintel (2010); Home Insurance - UK - October 2010 Brand Communication andPromotionSource: Mintel

23.Mintel (20

10): Radio: A digital roadblock ahead?, Source: Mintel

24.Thinkbox (2008) Audiences Feb 2008Source: BARB/InfoSys TV, Network25.Facebook (2011); Causes Source: Facebook, available on

http://www.facebook.com/causes

26.Blackshaw P. and Nazarro M. (2004) Consumer-Generated Media (CGM) 101Word-of-Mouth in the Age of the Web-Fortified Consumer, Source: Intelliseek


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Appendices

1)

2)

Awareness

Comprehension

Conviction

Action


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3)

4)

Type of Media Usage Percentage Total Cost

TV 39% 21,052,519

Door Drops 20% 2,397,358

Press 17% 9,203,669

Internet 13% 2,094,515

DirectMail 5%

Outdoor 4%

Radio 1%

[Ebiquity Plc (2010)]

Awareness

To inform and aware 90% of Aviva's target audience about the Street-to-school

campaign.

Comprehens

ion

To educate 70% of the target audience what the campaign is all about and how itcan benefit both Aviva's street to school program and Railway children involved.

Conviction

To encourage and convince 60% of the target audience to believe that Aviva is a socially

responsible company.

Action

Turn conviction into action and get 25% of the target audience to go to the website and

know more about the project


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5)

Stage 1:

Pre-Testing

Stage 2:

Rolling

Evaluation

Stage 3:

Post-Campaign

Evaluation

Stage 1:

Pre-Testing

Evaluating the creative

strategybefore

implementing

Stage 2:

Rolling Evaluation

The two methods to

evaluate the campaign once

underway.

1 : Tracking effectiveness of

campaign.

2: Recognise ifany changes

need tobe made.

Stage 3:

Post-Campaign

Evaluation

The two methods to evaluate

the campaign after campaign

has come toan end.

1: Effectiveness of campaign.

2: Better understandingandanalysis of target audience

established.

turn it in final version

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