MORI Research Findings for The Scout Association (TSA) - July 2003
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Transcript of MORI Research Findings for The Scout Association (TSA) - July 2003
MORI Research Findings for The Scout Association (TSA) -
July 2003
Awareness
Unprompted awareness of TSA as a youth-orientated association is high
Most people cite Beavers, Cubs or Scouts spontaneously than any other organisation
Awareness cont…
Including prompted awareness, TSA is the best known organisation with 86% selecting it
St John’s Ambulance has 82% awareness and GirlGuiding UK 78%
Source: MORI
St John’s Ambulance
Q1/2 What are the names of the first two or three youth-orientated associations or groups that you can think of?
2%
7%59%
51%
9% *
9%
13%
5%
24%
4%
39%
65%
73%
77%
78%
82%
86%
Scouting’s appeal to parents “It gives them a
sense of belonging”
Female, C2DE “It gives them a
sense of pride in what they are doing”
Female, ABC1 They are learning
skills, they are learning to respect authority”
Male, ABC1
Trust
TSA is a well trusted organisation, especially in comparison to the other organisations measured - Tesco, M&S and Lloyds TSB
Two thirds say they trust TSA and only 4% distrust it
Trust cont...
TSA receives the highest trust rating; a particularly high proportion say they trust them a lot
Source: MORI
16
24
22
36
32
37
41
31
32
31
28
23
4
3
4 8
5
6
3
8
1
1
1
4
Parents feelings on trust
“[What do you like about your children belonging to clubs?] It is structured and you know you can trust the people that are doing it. You want something where you know where they are going to be and they are going to be comfortable with it”
Female, ABC1
Sponsorship Nearly 2 in 5 say they would
be more favourably inclined towards an organisation if they knew that it supported TSA
This is almost twice the proportion who disagree with the statement
There was strong support for TSA to gain sponsor-ship from popular brands, to improve their image as much as to raise money
Celebrity endorsement
If a celebrity promoted TSA some people would be more inclined to find out more about it, but relatively few (17%)
Far more people would not (43%) and the remainder are neutral
Celebrity promotion is more likely to appeal to 15-24 year olds than other age groups (24% agree, compared to an average of 16% among all other age groups)
Source: MORI
7
14
31
36
39
16 4
4
2
14
27
6
Parents feelings on sponsorship
“I think from a parents point of view they might buy the brand. They will think ‘Well they have put their money to good causes, so the money I am spending with them, I know a fraction of it will go to good causes”
Female, ABC1
Image
The image of TSA, on the aspects tested, is positive. The majority think TSA is adventurous, environ-mentally focused and exciting. Very few disagree
7 in 10 15-24 year olds say that TSA is adventurous, compared with an average 8 in10 amongst all other age groups
Source: MORI
17
18
26
44
49
52
21
18
12
2
2
10
8
6 1
0
1
12
Parents feelings on image
The key message to children should be ‘adventure’: “Advertise the way the Army did - show total adventure”
Male, C2DE “They could really do more
on the adventurous side of things,that would appeal to a wide section of kids”
Female, C2DE
Slogan awareness
‘Be prepared’ remains a well known phrase associated with the Scouts and is the best recognised of all the slogans tested
Nearly half of the public correctly identified it, compared with one third who correctly named Nike and Tesco’s and 1 in 5 for Abbey National
Slogan awareness cont...
Men are more likely to recognise ‘Be prepared’ than woman (51%, compared with 40%)
ABs correctly identify it more often than do DEs (56% compared with 36%)
Source: MORI91%
67%
52%
56%
46%
5%
14%
16%
10%
8%
4%
19%
32%
33%
46%
The Scout Association
Gilwell Park
Chingford
London
E4 7QW
www.scouts.org.uk
0845 300 1818