Methodology
 Web-based
Tracking Study
Category
Cellular
Communications
Client Goals
Ascertain awareness level of Client’s
professional league sponsorship
and key sources of awareness
Measure
impact of the sponsorship on
image/perception of the Client
brand
Measure
impact of the sponsorship on
purchase patterns and overall
brand consideration
Realities
Client
wanted to get a handle on awareness
and brand perception as it developed
throughout the sports season
SRi Strategies
Design
a 7-month online tracking study
looking at fans and non-fans, with
4,500 total respondents. Key areas
of questioning:
- Interest levels in the property,
including television viewing
of programming
- Awareness of Client sponsorship
(unaided, category-prompted,
aided) and key sources of
awareness
- Image/Perception of Client
as associated with the property
- Image profile of property
and Client
- Measure awareness of fans
versus non-fans as a control
Measurable Results
Client
will use consumer awareness data
to assess success of program and
to identify areas for focus and
improvement in subsequent seasons.
Particular focus will be on creating
programs to help sustain relatively
consistent awareness levels throughout
the lengthy season
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