Got a request from alum Sara Leiman for some help with a marketing survey.
Have a question:
I just finished/ ready to release a syndicated media and marketing study (might be the first) of the federal marketplace! Wondering if you can to a post on the jayday.org web site on this ??
Below is a little more info... Its really exciting because my partner for this project and I have made arrangements out here for a formal presentation on the methodology and results and to date have 80 people signed up -- all very senior marketing communications titles from many of the military contractors, other ad agencies and media outlets. They have all been supportive and claimed no one else has done this.. Would like to believe that part is true; not quite sure yet.
Here is some general info on the study.. Please feel free to take a bit or all...
Earlier this year, Sara Leiman (VP President, Media and Research Services at Sage Communications) partnered with Market Connections to do a syndicated study of the federal market. The questionnaire for this study was fielded during Q2/Q3, the results have been tabulated, put online and will be released by the end of this month. This entire study was conducted online via email.
The main goal of this survey was to better understand the role that federal government decision makers play in the approval and acquisition of products and services, as well as their media habits. To accomplish this, we needed to develop a universe of mid to senior level federal employees/managers who would then access a single questionnaire from which we could look at both media and marketing information. Overall, the content of this study includes questions across four areas: demographics, job function, purchase area and finally media habits: print, online, radio and outdoor.
In lieu of using a list house where often a high percentage of names/ addresses are “undeliverable,” we opted to take 21 leading (and diverse) publications that address the government sector, all with BPA audits. As you know, BPA International provides an audit of publication subscriber lists annually, with statements issued twice a year. Fifteen of those publications agreed and sent us a representative 7% to 10% sample of their subscriber base in email address format. We specifically requested “federal file only; no state and local, no contractors or non-government.” I should add that one of these “publishers” included a web site (dedicated to news and information for government) with no print component.
After receiving the representative email addresses from all fifteen publications, this list netted down to a much larger group than we anticipated: 50,000 unique email names and address for the federal sector. The study was fielded towards the end of Q1 this year and we were quite pleased with nearly 3000 returns without the use of incentives!
This study (and the resulting data) has been divided into four sections :
• Demographics: Age, Education, Gender, Grade or Rank
• Employment: Civilian vs Defense agency, Title/ Function, Product/Service area of Purchase Responsibility with dollar volume)
• Media Usage: Print (30 publications), Web Sites and e-newsletters (34 web sites), Blogs, RSS Feeds, Webinars, Access to HTML, Podcasts, etc)
• DC Residents: Media usage extended to local newspapers, news weeklies, metro, radio stations
Below are some of the job functions and areas of purchase that were measured:
• Accounting, Budget, Finance
• Engineering and Architecture
• Energy and Environment
• Executive and Command
• Facilities, Real Estate
• Fleet/ Auto
• Human Resources, Benefits
• Forestry, Wildlife and Environment
• Information Technology, Computers, Systems
• Law Enforcement and Public Safety
• Maintenance and Repair
• Medical, Health
• Office Equipment (copiers, fax, etc)
• Project, Program Management
• Procurement, Purchasing, Contracting
• Scientific, Mathematics, R&D
• Training, Education
• Travel Services
• Weapons/ Combat Systems
With all of the data on line, users will be able to cross-match any number of data points and produce reports. Examples might be title and function (or purchase area), crossed against publication readership or web site visits. Users will also be able to take demographics and match those against specific purchase areas or job functions. While print as an advertising medium is less of a question for most in this market, the information gained from the questions and responses regarding online usage have been very interesting.
There will be a formal presentation on the release of this study and there is no charge to attend. We will be sharing additional information along with some sample data runs. The presentation will be at the Tower Club (Tysons area, McLean, Virginia ) on October 31st from 8 AM – 10AM. Please use the the link below to register:
Vice President Media Services
Sage Communications LLC
8229 Boone Blvd
Vienna, VA 22182
Of course, I'm hoping this survey reals what an important role the jayday website plays in the federal arena.