Marketing Services

Axon Advisors Partners with Leading Ad Agency to Enhance Hate & Bias Awareness in New York State

Background

In an effort to address and mitigate issues of bias and hate across a state agency on human rights sought to develop a compelling campaign, to be delivered by a leading marketing agency. To ensure the effectiveness of this campaign, a prime contractor marketing agency engaged Axon Advisors to conduct comprehensive concept testing. This initiative aims to refine creative concepts to enhance public awareness, increase engagement with educational programs, and encourage more reporting of bias and hate incidents.

Challenge

The key challenges addressed in this project include:

- Diverse Audience: Reaching a broad and varied demographic across multiple regions in the state.

- Effective Messaging: Identifying which creative concepts resonate most effectively with the target audience.

- Data Integrity: Ensuring high-quality data collection and analysis to inform campaign strategy.

Solution

1. Research Design:

Axon Advisors designed a rigorous approach to evaluate three distinct creative concepts. The process involves:

- Concept Evaluation: Testing each concept’s theme and headline before incorporating visual elements.

- Survey Methodology: Implementing a structured survey across various demographics and regions within New York State.

Implementation

- Target Audience: Adults across six age groups (18-24, 25-34, 35-44, 45-54, 55-64, 65+) with diverse ethnicities, sexes, and income levels.

- Geographic Scope: 150 surveys, evenly distributed across ten regions including North County, Capital District, Mohawk Valley, and New York City.

- Soft Launch: Initial phase to review data and adjust the study as needed.

- Daily Monitoring: Continuous quality checks to ensure data reliability and respondent engagement.

- Regular Updates: Frequent communication with ad agency to discuss progress and address any issues.

Preliminary Findings

Axon Advisors will provide an interim summary of data collected, allowing for early insights and validation. This will include:

- Concept Preferences: Initial preferences for different concepts and themes.

- Regional Insights: Early data on regional variations and demographic responses.

Final Deliverables

- Detailed Report: A comprehensive analysis, including methodology, key findings, crosstab analysis, and recommendations.

- Interactive Dashboard: An accessible, secure platform for reviewing data and generating presentations, available for one year.

- Presentation: Review sessions with agency and additional stakeholders to discuss findings and strategic recommendations.

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providing actionable insights and strategic recommendations

By providing actionable insights and strategic recommendations, Axon Advisors will empower the state agency to develop a highly effective campaign. The campaign concept testing is poised to significantly enhance the state's efforts to address bias and hate, leading to greater public engagement and more effective incident reporting.

Marketing Services

Axon Advisors Partners with Leading Ad Agency to Enhance Hate & Bias Awareness in New York State

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