Communications Effectiveness Research

Marketing in a vacuum wastes resources. Cadmus develops the metrics we use to measure marketing communication results and help clients:

Identify and enhance high-yield tactics
Maximize marketing budgets
Eliminate low-yield efforts

Our team has extensive experience with large-scale survey research for tracking long-term trends and changes in consumer awareness, attitudes, and behavior. To assess the effectiveness of the communications of the U.S. EPA’s ENERGY STAR® Program, we:

Monitor key activities such as consumer electronics shows, tool launches, and new public service announcement releases
Evaluate hotline activities by analyzing product- and material-related inquiries
Analyze ENERGY STAR Web trends data from EPA’s Web trends reports and from user activities on http://www.energystar.gov
Monitor product advertisements by collecting and analyzing the ads for the products of ENERGY STAR partners and non-partners
Analyze product-related media articles on the ENERGY STAR program and related promotions in top media markets across the country for article messages and angles, for article volume, and for advertising equivalency
Analyze public service announcement data to track placements on television and radio and in print.

Project Example: Communications Effectiveness Research

Since the inception of the ENERGY STAR® program, the U.S. Environmental Protection Agency (EPA) has made extensive efforts to communicate the energy-saving and environmental benefits of the program to individuals and organizations across the country.

The Challenge

The ENERGY STAR identity is a valuable asset, and like any asset with appreciable value, it must be properly used and protected. To that end, EPA needed to undertake efforts to monitor program and partner communications activities to ensure the ENERGY STAR name and marks are applied properly and consistently in the marketplace. It was important to ensure that the program delivers on its promise to designate products and services that protect the environment through superior energy efficiency without trade-offs in performance or quality. EPA also needed to assess the consumer experience with and perceptions of ENERGY STAR, as well as the use of ENERGY STAR messages by sales associates during the sales process.

The Approach

To help EPA assess the presence of ENERGY STAR in media, appropriate use of the mark by partners, and consumer awareness of the program, Cadmus analyzes market research and statistical data to develop a variety of evaluation reports for EPA.

Our Success

Cadmus uses its market research expertise to measure the prevalence of ENERGY STAR in trade media, advertisements, and on Web sites. Cadmus continuously tracks and analyzes ENERGY STAR product-specific and seasonal outreach campaigns, providing EPA with time series data on Web site and hotline activity, media coverage, and company advertisements involving ENERGY STAR. Cadmus provides EPA with monthly, quarterly, and biannual reports that show ENERGY STAR media placements across the country.

Cadmus helps EPA ensure that ENERGY STAR is being properly represented in the retail setting by conducting biannual nationwide quality assurance reviews. This three part assessment evaluates how sales associates use ENERGY STAR in the retail sales process, examines the visibility and overall presence of ENERGY STAR signage in stores, and assesses the availability of ENERGY STAR products by retailer and the accuracy of ENERGY STAR labeling. Cadmus provides EPA with a report following each retail assessment, detailing the findings from each part of the review. EPA can then work with the retailers to improve their ENERGY STAR messaging in the relevant areas.

To better understand consumer awareness of ENERGY STAR, Cadmus uses its statistical analysis capabilities to evaluate data from the Consortium for Energy Efficiency’s annual ENERGY STAR Household Survey. By conducting this survey analysis Cadmus provides EPA with the portion of U.S. households that recognize, understand, and are influenced by the ENERGY STAR label. One of the more beneficial pieces of knowledge that Cadmus has been able to provide EPA is that from 2000 to 2006 U.S. household awareness of ENERGY STAR has increased from 40% to more than 65%.

By producing reports that measure the effectiveness of ENERGY STAR, Cadmus provides a wealth of knowledge to EPA about the success of its ENERGY STAR communication efforts. Cadmus’ work helps EPA better understand how effectively it communicates the ENERGY STAR program messages and provides a foundation from which EPA can develop strategic marketing goals that better target consumers with a clearer, more focused message.