Target Survey’s (3) – Test of Publicity Material: Evaluation
During the first week of August 2007 all Registrars, Superintendent Registrars and/or their Deputies were asked to complete a short target survey to establish the effectiveness of the Registration Service’s existing publicity material.
Aim: to provide our customers with publicity material that meets their needs and preferences. The questions asked were as follows:
- Have you had sight of the relevant leaflet?
- If yes, where did you obtain it?
- Did the leaflet tell you everything you needed to know?
- Do you feel that the information was in plain, jargon free language and easy to understand?
- On a scale of 1-5, how would you rate the leaflet?
1: Poor
2: Satisfactory
3: Good
4: Very Good
5: Excellent
6. Any views/comments?
Objective: to establish the effectiveness of the existing publicity material.
Participants: Informants for birth, death and stillbirth registrations, notice of marriage.
Timescale: Survey’s to be conducted during the period of Saturday 28 July to Friday 3 August 2007 (restricted to the first 25 customers per Registrar/Superintendent Registrar).
Results: Of the 91 customers that were surveyed, only 7 (8%) had sight of the relevant leaflet. Some of the reasons given, particularly for notice of marriage customers, were that the appointments were booked at short notice and generally by telephone.
The 7 customers who had seen the relevant leaflet gave the following information:
|
Customer |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| Where did you get the leaflet? |
Register office |
Website |
Register Office |
Register Office |
Maternity Hospital/Birth Centre |
Register Office |
Register Office |
| Did it tell you everything you need to know? |
Yes |
|
|
|
|
Yes |
Yes |
| Was the information easy to understand? |
Yes |
|
|
|
|
Yes |
Yes |
| How would you rate the leaflet? |
Satisfactory |
Satisfactory |
|
|
|
Very Good |
Excellent |
| Comments |
|
|
Picked up leaflet while waiting |
Picked up leaflet while waiting |
Didn't read it |
Very Good |
|
Results Continued:
One member of staff went further than the brief and asked her customers to comment on the relevant leaflet. Of the 14 customers surveyed, all of them felt that the leaflets were easily understood and told them all they needed to know. They rated them as follows:
Good 36%
Very Good 57%
Excellent 7%
Comments made were “more helpful if leaflet given before visit to Register Office”, “not very eye catching” and “don’t like the colour”.
How has this affected our service?
The survey to measure the effectiveness of our publicity material showed us that the information contained in our leaflets is relevant but in many cases our customers do not receive the information before they come to the Register Office. As a result, one of our existing members of staff has been appointed to act as 'publicity co-ordinator', working with our partners to identify ways of ensuring that customers receive the information they need before attending the Register Office for an appointment.
