Part 2 - Pathfinder tracking / measurement & timings

Definitions of methodologies

Tracking of distribution is the analysis of the effectiveness of door drop distribution and direct mail

to reach the set KPIs* for delivery. This works for all media channels (chosen sites for 6 sheet posters

etc) as well as no cost media (using signed dockets, back-checks, and independent research samples).

Measurement of the awareness, understanding and re-assurance of KPIs is the regular analysis of

each individual migration by exchange area and clusters using independent research companies.

Measurement is also employed to compare the effectiveness of the different media mix for each

migration (measurement is also used to validate the test methodologies of doorstep face to face

research vs. telephone research).

Evaluation of media tests and the methodologies used is to assess the cost effectiveness and

incremental increases for each test undertaken. There is an interim evaluation in October (for any media

fine tuning) and a final evaluation report in December.

* Key Performance Indicators

Measurement process for all media tests per exchange area

• Measure awareness as well as understanding & re-assurance with “residents” per exchange area (also for SMEs*per exchange area).

• Using independent research companies (research international; stepcheck) on the doorstep interviews and telephone to establish the most effective media mix of communications (SMEs telephone & email).

• To establish the incremental cost per additional increases in awareness levels.

• To establish learnings for use in the rollout stage of switched-on.

*Small Medium Enterprises of under 250 employees , single site businesses only

Measurement process no cost media

• First phase

Call centre to contact all venues to check:

– Material was received.

– Material was displayed.

– Length of time on display.

– Level of public enquiry.

• Second phase

Measure recall with “residents” per exchange area (via Stepcheck and Research

International) to establish the most effective types of venues for roll-out

communication.

N.B. latent awareness may already exist due to scale of project and prior

press coverage.

Timelines for tracking/measurement and evaluation

A. Tracking & measurement for KPI’s:

1. Decide on research agency and appoint. = 2nd July

2. First fieldwork for Treharris (migration w/c 6th Aug). = 13th -14th Aug

3. First rolling KPIs report per exchange. = 22nd Aug

4. Next rolling KPIs report Ferndale/Tonyrefail (w/c 13th Aug). = 29th Aug

B. Monthly measurement rolling reports:

August 07 = 33,611 migrated HH’s. = w/c 17th Sep

September 07 = 19,446 migrated HH’s. = w/c 15th Oct

C. Media effectiveness & methodology evaluation report:

Preliminary media mix performance report. = w/c 17th Sep

Final evaluation report. = w/c 3rd Dec

Appendix

Rationale for media selection & example maps of media by exchange area /exchange cluster

What we are recommending

Local press colour advertising

Format

• Half page colour.

– Stands out in cluttered environment.

– Only weekly frequency therefore need higher impact to cut through.

Titles selection

• Ideally only paid for titles would be included in selections because of higher

quality, better readership & recall.

• However South Wales has very few paid for newspaper titles.

• When targeting at micro level often the only option is a free, weekly title.

• These titles then need to be used to cover exchange areas with minimal

wastage.

Recommended media - outdoor 6 sheets & 48 sheet advans

Formats• 6 sheets

- Most prevalent format.- Lower production and media costs.- More likely to be positioned in high traffic areas; Bus shelters, town centres, high streets.

• 48 sheet advans- Where other micro-media coverage is very poor.- Benefits:

- Mobile media can cover each postcode of the area required.

- High visibility, can locate at high traffic areas.

- High streets, town centres, large supermarkets, trading estates.

Timings• Activity to run: One week prior to switchover and week of switchover.• Where possible dependent on posting dates of outdoor.

*Leaflets which are displayed in public places in dispensers for people to take one.

No cost recommended media coverage

• A3 & A2 size posters for indoor display in local partner organisations with

frequent residential access/visitors.

• Take one* (run-on) leaflets and dispensers.

• These will be maximised in the Pathfinder area as they have potentially the

lowest cost per reach if used effectively.

No cost media opportunities

• The objective is to establish the most effective venues in terms of awareness generation for UK roll-out.

• Public venues supplying community news have been targeted, offering a free media opportunity.

• The venues identified for testing have agreed in principal to display the collateral, subject in some cases to content approval and relevance to community.

• Each venue will be sent a pack directly, containing 2 posters, 100 leaflets and a dispenser.

Media booking considerations

• Exact costs and volume for 6 sheets are still to be negotiated.

• When buying/“cherry picking” outdoor sites we must first negotiate them out

of the packages they are normally sold in.

– Breaking up packages is not ideal for media owners and negotiation of

this can only take place once we have agreed that this activity is to go

ahead.

• Advan volume has been recommended based on cost efficiency level.

– I.e. number of days that advan is in area will depend on the number of

POTS in that sector .

13th August Tonyrefail and Ferndale

No suitable local press title

Port TalbotPort TalbotPort TalbotPort TalbotPort Talbot

NeathNeathNeathNeathNeath

MaestegMaestegMaestegMaestegMaesteg

AberdareAberdareAberdareAberdareAberdare

Merthyr TydfilMerthyr TydfilMerthyr TydfilMerthyr TydfilMerthyr Tydfil

Mountain AshMountain AshMountain AshMountain AshMountain Ash

PontypriddPontypriddPontypriddPontypriddPontypridd

CaerphillyCaerphillyCaerphillyCaerphillyCaerphilly

Ebbw ValeEbbw ValeEbbw ValeEbbw ValeEbbw Vale

CardiffCardiffCardiffCardiffCardiff

PenarthPenarthPenarthPenarthPenarth

AbertilleryAbertilleryAbertilleryAbertilleryAbertillery

PontypoolPontypoolPontypoolPontypoolPontypool

CwmbranCwmbranCwmbranCwmbranCwmbran

NewportNewportNewportNewportNewport

PorthcawlPorthcawlPorthcawlPorthcawlPorthcawl

GlyncorrwgGlyncorrwgGlyncorrwgGlyncorrwgGlyncorrwg

PontycymerPontycymerPontycymerPontycymerPontycymer

BridgendBridgendBridgendBridgendBridgend

YstradYstradYstradYstradYstrad

CowbridgeCowbridgeCowbridgeCowbridgeCowbridge

RhymneyRhymneyRhymneyRhymneyRhymney

GelligaerGelligaerGelligaerGelligaerGelligaer

TredegarTredegarTredegarTredegarTredegar

BargoedBargoedBargoedBargoedBargoed

BedwasBedwasBedwasBedwasBedwas

BlackwoodBlackwoodBlackwoodBlackwoodBlackwood

OakdaleOakdaleOakdaleOakdaleOakdale

CwmCwmCwmCwmCwm

BrynmawrBrynmawrBrynmawrBrynmawrBrynmawrNantygloNantygloNantygloNantygloNantyglo

BlainaBlainaBlainaBlainaBlaina

NewbridgeNewbridgeNewbridgeNewbridgeNewbridge

AbercarnAbercarnAbercarnAbercarnAbercarn

RiscaRiscaRiscaRiscaRisca

Blaenav onBlaenav onBlaenav onBlaenav onBlaenav on

AbersychanAbersychanAbersychanAbersychanAbersychan

Abergav ennyAbergav ennyAbergav ennyAbergav ennyAbergav enny

Best fit media13th Aug - Tonyrefail and Ferndale

• Press

– None appropriate.

• Outdoor

– 19 6 sheets Ferndale

– 3 6 sheets Tonyrefail

Recommend:Heavyweight 6 sheet campaign: 6 sites (Ferndale)

Advan media in area for 1 week

29th October Cowbridge/ Culverhouse / Llantrisant/ Llantwit Major / Peterston SE/ St Athan / Radyr / Pontycymmer / Pencoed / Portcawl/ Bonvilston

Port TalbotPort TalbotPort TalbotPort TalbotPort Talbot

NeathNeathNeathNeathNeath

MaestegMaestegMaestegMaestegMaesteg

AberdareAberdareAberdareAberdareAberdare

Merthyr TydfilMerthyr TydfilMerthyr TydfilMerthyr TydfilMerthyr Tydfil

Mountain AshMountain AshMountain AshMountain AshMountain Ash

PontypriddPontypriddPontypriddPontypriddPontypridd

BarryBarryBarryBarryBarry

CaerphillyCaerphillyCaerphillyCaerphillyCaerphilly

Ebbw ValeEbbw ValeEbbw ValeEbbw ValeEbbw Vale

CardiffCardiffCardiffCardiffCardiff

PenarthPenarthPenarthPenarthPenarth

AbertilleryAbertilleryAbertilleryAbertilleryAbertillery

PontypoolPontypoolPontypoolPontypoolPontypool

CwmbranCwmbranCwmbranCwmbranCwmbran

NewportNewportNewportNewportNewport

Weston-super-MareWeston-super-MareWeston-super-MareWeston-super-MareWeston-super-Mare

SwanseaSwanseaSwanseaSwanseaSwansea

GorseinonGorseinonGorseinonGorseinonGorseinon

AmmanfordAmmanfordAmmanfordAmmanfordAmmanford

GlanamanGlanamanGlanamanGlanamanGlanaman

PorthcawlPorthcawlPorthcawlPorthcawlPorthcawl

GlyncorrwgGlyncorrwgGlyncorrwgGlyncorrwgGlyncorrwg

PontycymerPontycymerPontycymerPontycymerPontycymer

BridgendBridgendBridgendBridgendBridgend

YstradYstradYstradYstradYstrad

CowbridgeCowbridgeCowbridgeCowbridgeCowbridge

RhymneyRhymneyRhymneyRhymneyRhymney

GelligaerGelligaerGelligaerGelligaerGelligaer

BargoedBargoedBargoedBargoedBargoed

BedwasBedwasBedwasBedwasBedwas

CwmCwmCwmCwmCwm

BrynmawrBrynmawrBrynmawrBrynmawrBrynmawr

BlainaBlainaBlainaBlainaBlaina

NewbridgeNewbridgeNewbridgeNewbridgeNewbridge

AbercarnAbercarnAbercarnAbercarnAbercarn

RiscaRiscaRiscaRiscaRisca

Blaenav onBlaenav onBlaenav onBlaenav onBlaenav on

AbersychanAbersychanAbersychanAbersychanAbersychan

Abergav ennyAbergav ennyAbergav ennyAbergav ennyAbergav enny

CaerleonCaerleonCaerleonCaerleonCaerleon

UskUskUskUskUsk

Clev edonClev edonClev edonClev edonClev edon

Glamorgan Gem produces best coverage. Although covering Barry there are 7,457 POTS due for switchover in w/c 29 th

Best fit media 29th OctCowbridge/ Culverhouse / Llantrisant/ Llantwit Major / Peterston SE/ St Athan / Radyr / Pontycymmer / Pencoed / Portcawl/ Bonvilston

• Press– Glamorgan Gem series– Weekly– Household penetration 12.2%– Circulation 29,938

• Outdoor– 100+ 6 sheets (but all in retail park)

Recommend:2 insertions in Glamorgan Gem series

Heavy weight 6 sheet campaign: 30 sitesPlus 2 advans in area – very high volume of POTS in area