JAMAICA PROMOTIONS CORPORATION
Global (Outsourcing) Services Sector │ Monitoring and Evaluation
Overview
The Government of Jamaica’s Global Services Sector (GSS) received financing from the IDB to strengthen domestic skills to support global outsourcing needs, and to implement a global brand awareness campaign for Jamaica’s global outsourcing capabilities.
Objective
To monitor the effectiveness and impact of Jamaica’s GSS brand in major source markets for outsourcing services.
To determine the baseline awareness, Net Promoter Score, and other key brand positioning indicators which were used to inform the global campaign’s design.
To determine the effectiveness of the campaign and its impact on Jamaica’s recognition as a global outsourcing destination.
Work Done
KBDI executed by designing and implementing a baseline survey to establish baseline metrics based on the top-of-mind index, Jamaica’s association as an outsourcing destination, and brand recall. These were combined to calculate a brand position score. The survey was repeated at the end of the campaign to determine the country’s current status and growth in brand positioning.
KBDI curated a sample frame contact directory to ensure that the industry leaders and decision-makers were primed to participate in the surveys. We recruited and trained junior researchers to conduct virtual interviews in Canada, the USA, and the UK.
Provided cross-border project management services to ensure effective implementation.
Outcomes
The baseline results were critical inputs to the design of the global awareness and marketing campaign. It identified the major sources of influence in the industry and the ideal channels to reach them.
The end-of-campaign survey and assessment tracked the reach of specific tactics, requests for more information, and registration for events and services. The client achieved significant increases across several of their key performance indicators and won international recognition as an emerging player in the global outsourcing sector.