Tracking Study
Executive Summary
August 2013
EXECUTIVE SUMMARY
Background, Research Objective and Methodology
In July 2011, Hudson Howells was engaged by the Local Government Association of South Australia (LGA) to undertake a brand and segmentation study. This tracking study follows on from that comprehensive study and focuses on unprompted and
prompted awareness of local government and the perceptions that the community has of Local Government, State Government and Federal Government.
The 2011 research findings provided the basis for the development of a social advocacy campaign which was developed and implemented by the LGA. The objective of this campaign was to create community awareness of Local Government (raise its profile) and position the Local Government brand favourably in the hearts and minds of the
community.
This report compares the 2013 research findings with the 2011 benchmark awareness levels and perceptions (attitudes) of the Local Government brand and assesses the effectiveness of the social advocacy campaign.
In line with the 2011 survey, one questionnaire was developed for the entire survey (refer to Appendix 1). The survey sample was randomly drawn from metropolitan and country South Australia as follows:
> Metropolitan South Australia = 400 respondents.
> Country South Australia = 100 respondents.
The survey was conducted by telephone using a current electronic database of residential telephone numbers. Each interview was undertaken with an adult in the household whose birthday was closest to the interview date.
The Research Findings Summarised
The following section provides an overall summary of the key study findings:
By far the most significant change for top of mind awareness is Council which increased from 13% to 36%. This is followed by Service Organisation which was nominated by 9% of the respondents and Charity also nominated by 9%.
When asked which other organisations that provide services to the local
community came to mind, 12% of respondents nominated Council (up from 8% in the 2011 survey) while 8% of total respondents nominated Charity (e.g. Red Cross, Salvation Army) and 7% nominated Service Organisation (e.g. Lions, Rotary).
The total mentions for Council more than doubled from 21% in the 2011 survey to 47% in the 2013 survey (increase of 26%).
The respondents who did not nominate ‘Council’ in either of the two previous questions (first to mind or others) were then asked if they consider their local Council is an organisation that provides services to the local community. The majority (83%) of this sample answered ‘yes’ they do with 5% being 'not sure'.
This is consistent with the 2011 survey.
The gender results show a slight female bias (55%) which is consistent with the 2011 survey.
Just over a quarter of all respondents (28%) are in the 18 to 39 years age range which is higher than the 2011 survey (17%). This was offset by the 50 to 59 years age range which is 15% compared to 25% in the 2011 survey.
Just over a third of all respondents (38%) claim to be in the retired category up from 28% in the 2011 survey.
A quarter of all respondents (25%) have an annual household income between
$20,000 and $40,000 which is consistent with the 2011 survey (24%).
Conclusions
It is clear from the survey findings that the objective of raising awareness of Local Government has been successfully achieved as evidenced by a significant change for top of mind awareness which increased from 13% to 36% with the total mentions (overall unprompted awareness) for Local Government more than doubling from 21% in the 2011 survey to 47% in the 2013 survey, an increase of 26%.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Council Service Organisation (Lions, Rotary, etc)
Charity such as Red Cross or Salvation
Army
Library (not specified 2011)
Q2 Top of Mind Awareness
2011 Total 2013 Total
The following table highlights the positive and negative attributes associated with each level of government by percentage statement association. This table has been sorted by 'Local Council' and also includes the State Government and Federal Government brands.
2013 Statement
Local Council
State Government
Federal Government
Conveniently located offices 85.80 25.00 13.20
Expect to be around for a long time 82.80 70.80 74.40
Cares about your local community 81.80 13.80 7.00
Keeps you informed about what it is doing 74.80 25.80 22.60 Provides a voice for your community 73.80 18.60 7.60
Cares about environment 73.80 40.40 37.80
Has a lot of room for improvement 73.40 85.60 85.60
Is clear & concise when it communicates with you 67.40 24.60 19.20
Is helpful if you have a problem 60.20 19.20 9.60
Excellent customer service 59.60 11.40 6.60
Uses fines for revenue raising 55.80 80.60 44.00
Appears to waste money 54.20 74.00 80.80
Will help you out in an emergency 52.20 31.80 13.60 Hasn't changed much over the last 10 years 50.60 48.20 40.80 Uses technology to make it easier 50.40 39.20 34.40
Has social conscience 50.00 24.00 18.80
Seems to manage its business well 48.80 13.00 8.80 Could turn to in difficult times 48.00 22.40 13.40
Forward thinking 46.20 26.00 23.80
Tailors services to your specific needs 46.00 12.40 8.40
Treats you as an individual 45.80 11.20 9.00
Offers lots of ways to do business 43.60 20.20 13.40
Is honest & trustworthy 42.60 15.80 12.00
Has a clear idea where it is headed 42.40 16.00 12.60
Fixes problems quickly 40.20 6.20 4.20
Manages finances well 39.20 11.40 8.20
Involves you in its decision making 38.60 13.40 8.40 Consistently delivers on its promises 37.00 9.20 6.20
Offers good value for money 34.40 11.00 7.60
Don't know much about it 30.20 42.00 47.60
Hard to deal with 29.60 41.20 44.80
Will admit it has made a mistake 27.00 16.00 13.40
A much more favourable community perception of Local Government has been achieved with major improvements (5% or more) in the following areas (note excellent customer service which almost doubled from 33% to 60% agreement):
Conveniently located offices - 86% agreement up from 69% agreement.
Expect to be around for a long time - 83% agreement up from 73%
agreement.
Keeps you informed about what it is doing - 75% agreement up from 70%
agreement.
Cares about environment - 74% agreement up from 63% agreement
Is clear and concise when it communicates with you - 67% agreement up from 50% agreement.
Is helpful if you have a problem - 60% agreement up from 48% agreement.
Excellent customer service - 60% agreement up from 33% agreement.
One area of concern is also noted 'Has a lot of room for improvement - 73% agreement up from 60% agreement'.
There are also three statements that are poorly associated with Local Government although all three statements show a marked improvement over the 2011 survey:
Will admit it has made a mistake - 27% agreement up from 15%
agreement.
Offers good value for money - 34% agreement up from 20% agreement.
Consistently delivers on its promises - 37% agreement up from 21%
agreement.
The following table highlights a series of attitudinal statements related to Local Government and the extent of agreement by the survey respondents for the 2011 and 2013 surveys. Again this shows a marked increase in positive perceptions of Local Government.
Attitudes to Council
Total Agree
2011
Total Agree
2013
Local Councils are an essential layer of Government 74% 81%
I trust my local Council to do the best for the community 71% 75%
My local Council provides vital services every day of the year 69% 75%
The jobs that my local Council does are very visible to me 58% 73%
My local Council needs more funding from the Federal
Government 64% 67%
My local Council needs more funding from the State
Government 61% 67%
My local Council is efficient and professional 59% 66%
My local Council engages the community on important matters 58% 65%
My local Council is well placed to deal with emergencies &
natural disasters 49% 54%
The rates charged by my local Council are fair 36% 48%
My local Council reacts very quickly to all important matters 49% 45%
It is therefore concluded that the social advocacy campaign developed and implemented by the LGA has been highly successful.
