Proving Our Worth Monitoring and Evaluation Panel

The Panel Susie Hall: Accident Compensation Corporation Kimberley Brady: NZ Army Anna Kominik: Ideas Shop Laurie Edwards: Accident Compensation Corporation

N Z ARMY EXTERNAL PERCEPTIONS SURVEY OVERVIEW

SURVEY OVERVIEW Survey and analysis done by BrandCapital International Sept 2008 Online survey methodology – Length limited 10 minutes to limit respondent fatigue Content – Demographic questions – KPI questions on knowledge of Army and TF – KPI questions on perceptions of Army – 5 free text comment fields Demographic dimensions captured – Gender – Age (18-24, 25-49, 50-74) – Location (Auckland, Wellington, Christchurch, Palmerston North) – Ethnicity (Maori, Pacific People, Asians) – Income ( $70,000) Results – 1112 respondents in total - over-sampled to allow for analysis of targeted demographic groups: – 1033 respondents representative of NZ population by gender, age, location and ethnicity

RESULTS OVERVIEW

Over three quarters of New Zealanders hear about the Army, but only half of what they hear is telling them something new about what the Army does. Seen/heard something about Army in last 6 months? What I heard increased my knowledge of Army and their work?

RESULTS OVERVIEW Recruitment advertising and the media are the most prolific sources of contact

RESULTS OVERVIEW Most of the NZ Public has only a broad idea of the Army’s purpose and roles

RESULTS OVERVIEW But they believe that New Zealanders should know more about the NZ Army. A willing audience.

RESULTS OVERVIEW The high regard for the Army is reflected in the positive image profile - but with a few lagging attributes.

RESULTS OVERVIEW The NZ Public holds the NZ Army in high regard - even without detailed knowledge of the role the Army undertakes Over three quarters of New Zealanders are hearing about the Army, but only half of what they hear is educating them to any degree about what the Army does. Two main sources of information about the Army are recruitment advertising and the news media, both of which have reached about half of the population aged in the past six months. Reports in the media, both positive and negative, are recalled them and impact on attitudes. Two thirds of New Zealanders agree that they have trust and confidence in the NZ Army and 60% are satisfied with the Army’s performance. Just over half of New Zealanders agree that the Army is achieving its vision statement. The size of the Army, a lack of first rate equipment, insufficient resources and low priority from the Government were common reasons preventing people from agreeing with ‘world class’.

LINK TO STRATEGY Survey results will help form basis of next 3- year strategy KPIs Strategy development will address communication gaps Further research/analysis needed: –Stakeholder analysis –Internal communications –Specific ‘brand voice’ messaging research –Media monitoring