Since 2006, TSSA been conducting a variety of baseline/benchmark, creative and delivery testing and campaign performance measurement activities (quantitative and qualitative) in an effort to better understand and evaluate the effectiveness/impact of TSSA’s key public education initiatives. This in-depth knowledge, background and support in assessing TSSA’s campaigns are crucial elements in assisting TSSA in evaluating the impact of the various public awareness campaigns and inform design and execution of its future initiatives.
Currently, TSSA’s primary risk mitigation strategy for its top safety priority – carbon monoxide (CO) incidents (private homes, retirement homes and long-term care facilities, food service locations, multi-unit residential buildings) is premised on safety advocacy/public awareness.
In an effort to increase awareness of the risks associated with these safety priorities, TSSA has established several public engagement strategies focused on increasing the public’s level of awareness and understanding of the risks associated with these incidents as well as their role in mitigating those risks. Specifically, TSSA will be executing three carbon monoxide (CO) community engagement campaigns over the course of its 2021-2022 fiscal year and requires the services of an external market research organization to assist in the performance measurement of these initiatives.
This RFP relates to TSSA’s safety advocacy/public education initiatives and specifically to Market Research Services associated with TSSA’s CO 2021-2022 Campaigns.
TSSA will be conducting three (3) CO community blitz campaigns within Ontario:
- one campaign will be a 4-element direct mail campaign (unilingual English): Timing: Fall 2021
- one campaign is a seasonal booklet “AutumnWatch” direct mail campaign (bilingual English and French). Timing: Fall 2021
- one campaign is a seasonal booklet “WinterWise” direct mail campaign (bilingual English and French). Timing: Late Winter/Early Spring 2022
The post-campaign surveys will require a sample of size that allows for statistically valid analysis of the campaign’s impact/result. Based on previous commissioned post campaign quantitative research, TSSA estimates a sample size of approximately 700-800 covering a cross section of residents that are being targeted for each campaign. Based on past campaign measurement/ research it is anticipated that the survey execution duration will be, on average, approximately 14-16 minutes/respondent. The sample size and survey duration are estimated and subject to revisions.
Please refer to Appendix D: Requirements and Scope of Work attached to the RFP document for additional infomration.
