1. The Big Plus Effectiveness Research May 2008

2. 2 Background Approx. 800,000 adults with low literacy and numeracy skills in Scotland The Big Plus was launched in January 2004 ‘to encourage adults in Scotland who need help with reading, writing and numbers to access free local support’ 2 campaigns: September 2006 and January 2007 2005/2006: 5-6000 adults went on to learn after calling helpline 30,000 took a different route into learning

3. 3 Additional aims include measuring/determining: The effectiveness of the fulfilment process Satisfaction with the service What motivates callers? How many call for themselves and how many with some one else in mind? What action has callers to the helpline made since calling? How many callers have gone on to improve their literacy/numeracy skills? Objectives (1) Overall objective: to assess the effectiveness of the campaign

4. 4 Objectives (2) Additional aims include measuring/determining: What motivated those who have gone on to learn to do so? If callers have not yet gone on to learn, what might have prevented them from doing so? If callers have not yet gone on to learn, what might motivate them to do so? What motivated non BP callers to get into learning? Are these non BP callers aware of The Big Plus campaign?

5. 5 Methodology CATI – telephone interviews Sample size 250 BP helpline callers (Phase 1) 250 learners who approached the partnerships directly (Phase 2) Progress to date The Big Plus interviews completed by Progressive’s CATI team in April 2007 Toplines produced May 2007 Partnership Direct interviews commenced May 2007 82 interviews completed by end of July Sample provided by partnerships across the country This sample size has a maximum standard error of +/- 11% at the 95% confidence interval Sample is not representative of all learners within Partnerships as the sample obtained did not include all Partnerships or all types of learners

6. 6 Sample profile The Big Plus Partnership Direct The Big Plus Partnership Direct The Big Plus Partnership Direct AgeAge left FT education SEG 18 – 2416%20%15 or under31%32%AB4%2% 25 – 3419%23%1640%35%C120%26% 35 – 4426%28%1710%11%C215%11% 45 – 5430%17%182%6%D27% 55 – 646%10%190%-E33%34% 65+5%2%202% Gender21 or over7%6% Male47%45%Still in FT education 3%6% Female53%55%Unsure5%1% Base250822508225082 Partnership sample slightly skewed towards younger ages (18- 34). Otherwise broadly consistent with TBP caller sample

7. Key Findings

8. Awareness Partnership Direct

9. 9 Spontaneous awareness of orgs who offer help with reading, writing & numbers Partnership Direct TBP brand spontaneously mentioned by a fifth (compare with 9% gen pop from brand tracker Mar 07) Base: Partnership Direct (82)

10. 10 Awareness of TBP advertising = very strong. (compare with 16% gen pop ad awareness from brand tracker Mar 07) Base: Partnership Direct (82) Prompted advertising awareness Partnership Direct

11. 11 Have you heard of The Big Plus? Partnership Direct Base: Partnership Direct – all who have not mentioned Big Plus (72) Two-thirds of those who hadn’t already mentioned TBP are aware.

12. 12 How did you hear about The Big Plus? Partnership Direct Base: Partnership Direct – all who have not mentioned Big Plus (72) Most awareness driven by TV ads.

13. 13 Impact of The Big Plus ads in decision to get help Partnership Direct Base: Partnership Direct – all who have not mentioned Big Plus (72) “Just basically making me think I need help” “I saw the poster and thought I wanted to get out and do something with my life” “Knowing it’s there encouraged me” “The personal experiences of other people in the advert made me think about my own experiences” “The fact that it’s one to one, not in a big group” “The advert showed people who couldn’t help their kids because of their own problems – that scared me”

14. 14 What prompted callers to contact TBP? The Big Plus Leaflets, website, wanting help with maths. Three out of five callers said that the TV ads were the reason they called the helpline. Base: TBP helpline (250)

15. 15 How easy was it to get through to someone? The Big Plus Base (BP Callers): 250 Learners: 138 Non-learners: 112 87% said that they found it easy to get through to someone when they called the helpline.

16. 16 Satisfaction with the telephone service The Big Plus Base: TBP helpline (250) Satisfaction levels were high with 83% indicating that they were happy with the service they received. However Learners tended to be more satisfied (94%) than Non-learners (68%)

17. 17 Summary: Contact Partnerships Direct Majority contacted partnerships for themselves (93%) 83% have never contacted TBP directly – as expected TV ads were the main source of awareness The Big Plus Callers 3 out of 5 callers said the TV ads prompted them to make the call Leaflets, website and personal goals (e.g. want to improve maths) also mentioned by some 86% called for themselves (they were more likely to do so if in lower SEGs) 85% did get a call back 85% went on to call contact provided 83% satisfied with telephone service 85% in 35-54 yr olds, but 69% in 55+ group

18. 18 Did callers receive a pack? The Big Plus Three quarters of callers said that they received an information pack Base: TBP helpline (250)

19. 19 Summary: The information pack The Big Plus 83% found the information pack ‘very’ or ‘quite’ useful 7% said it was ‘not very useful’ or ‘not useful at all’ Main reason given for dissatisfaction: not enough detail on specific courses in pack Small number said they could not read the pack

20. 20 Summary: The non-learner’s experience The Big Plus Callers that did not go on to learn typically experienced one or more of the following: Did not find it easy to get through to a Big Plus advisor Did not receive the pack Did not get a call back when promised Were not transferred immediately to a learning centre or specialist Less likely to call the contact provided by the Big Plus     

21. 21 Summary: The non-learner’s experience The Big Plus Subsequently callers that did not go on to learn were less likely to: Be satisfied with the telephone service Be satisfied with the overall service provided Recommend the Big Plus to a friend

22. Partnership Experience The Big Plus & Partnership Direct Includes: Community Centres, Learning Centres, Libraries, Colleges and other venues

23. 23 Where learners went… Again, largely reflective of source of sample for Partnerships stage. Base: Partnership Direct (82); TBP helpline (250) School (4); CLAN (1); Job Centre (1); Private tutor (1)

24. 24 What happened when The Big Plus callers made contact with centres? The Big Plus Most common answers: Started course (56%) Attended centre to visit centre/meet tutor /discuss needs (31%) Small number said they were directed to online learning Base (TBP callers that went on to learn) : 32 They gave me time to attend and told me where to go Had a meeting then they asked me to study through the internet I was very worried about going to class… but the staff were very helpful and one of the girls that works in the learning centre met me outside so I didn’t have to go in on my own

25. 25 Summary: Partnership experience Partnership Direct College and learning centres were the most common places where those who contacted them directly, undertook learning Everyone was satisfied with the helpfulness of the staff (100%) 97% felt that the service they had received was useful 96% felt ‘very’ or ‘quite’ satisfied with the service The Big Plus Learning centres and community centres were most common places to undertake ALN learning Satisfaction levels with staff were very high – 94% said they were helpful 93% of learners said that the service they had received was useful 94% felt ‘very’ or ‘quite’ satisfied with the service

26. 26 Reasons expectations met / exceeded Partnership Direct “if I need help they give it to me” “we don’t use kids’ books! But we do go back to basics” “They're really friendly and willing to help anyone in difficulties. They don’t embarrass you.” “I do have more confidence and I’ve met with people I wouldn’t have spoken to before” “I now have the confidence to write a business letter, or to the local press or an MP” “it was just really good. I didn’t think people would be so understanding” “I got help”

27. 27 Reasons expectations met / exceeded The Big Plus Most common responsesNo. They were very nice/helpful/friendly10 Course/service was useful4 I got the information I needed/was looking for4 I got more (information) than I expected2 Satisfied with service/advice2 They provided all the information I was looking for I got a lot more out of it than I expected They were honest and answered any questions they could, and they said when they didn’t know the answer They made me feel comfortable

28. 28 Summary: Expectations Those who went though the Partnerships direct were unsure whether or not their expectations had been met as many were not sure what to expect Much more likely to be met when The Big Plus callers go on to learn Expectations met when: Staff friendly, helpful and made learners feel at ease Courses are correct level Information is relevant and correct amount Expectations not met when: Call back/info pack not received Courses/service not relevant/suitable

29. 29 End result All of those in the partnership sample had done some learning therefore their end result is further on than some in TBP sample. 70% had improved their reading / writing or number skills. Base: Partnership Direct (82); TBP helpline (250)

30. 30 Have skills improved as a result of the help received? Base: Partnership Direct (82); TBP helpline (250) Real progress evident as a result of help from Partnerships.

31. 31 “I have better qualifications and job prospects and I’ve made friends” “I feel I’ve developed more as a person, it’s opened up a lot for me” “I feel a lot happier about it all…before I was a nervous wreck and couldn’t talk about this” “I can now do everyday things I couldn’t do before” “I now use a computer” “I’ve passed my driving theory test” Why skills have improved Partnership Direct

32. 32 Why skills have improved The Big Plus Most common responsesNo. Writing/spelling/English/number skills have improved17 Learned things I didn’t think I was able to do3 Confidence has increased3 Had a good tutor/teacher2 I couldn’t read and write before the Big Plus and now I can… but still have problems with big words I’ve got dyslexia, and at one time I didn’t have any idea how to break words up, but now I do Having a one to one tutor gave me a lot of confidence, than I was able to work in groups… the step by step process really worked The tutor helps me to concentrate

33. 33 Overall satisfaction with the whole process The Big Plus Base: TBP helpline (250) Overall 83% of callers said they were satisfied with the service they received throughout the whole process

34. 34 Base: Partnership Direct (82); TBP helpline (250) Reflective of high satisfaction levels, virtually all learners in the Partnership sample would recommend the experience to others. Likelihood to recommend

35. 35 Effectiveness of TBP advertising in encouraging people to get help Partnership Direct Base: Partnership Direct (82) Clearly TBP advertising plays a part in encouraging even those who go direct to the partnerships to get help.

36. Summary & Conclusions

37. 37 Overall Summary – Partnerships Direct A fifth spontaneously aware of TBP brand 79% aware of TBP advertising Upon further prompting 72% definitely aware of TBP And 13% thought they had heard of TBP Most awareness driven by TV And 19% of this sample stated that the ads impacted on their decision to get help TBP definitely impacting on learners who go to Partnerships direct

38. 38 Overall Summary – The Big Plus Callers The TV ad was the main prompt for callers Majority of callers contacted TBP for themselves rather than someone else 87% found it easy to get through to someone Learners (90%) found it easier than non-learners (83%) High levels of satisfaction with the telephone service However Non-Learners (68%) were less satisfied than Learners (94%)

39. 39 Conclusions The majority contacted a Partnership (93%) or The Big Plus (86%) for themselves Overall respondents very positive about the services provided by the Partnerships Helpfulness of staff (99% - Partnership Direct, 94% - TBP, Very or Quite helpful) Usefulness of service (97% - Partnership Direct, 93% - TBP, Very or Quite useful) Overall satisfaction with the service (96% - Partnership Direct, 94% - TBP, Very or Quite satisfied) This translates into likelihood to recommend Real progress evident in skills as a result of help from Partnerships Together TBP helpline and Partnerships doing a good job!

40. 40 Learners - key strengths to maintain Quality of teaching Appropriate level of teaching Helpfulness of staff Friendliness of staff Appropriate amount of info

41. 41 Recommendations - Learners More one-to-one learning options Higher staff/learner ratio Family friendly/ flexible hours Call people back sooner Very important More detailed info in pack about what to expect Not as important More choice of services in local area More publicity / advertising

42. 42 Non learners – why? Could be won over with improvements Non-Learners (because…) Found service was not suitable Not satisfied with service Continue to provide direction to more appropriate services Ensure all advertising / comms give clear message about what to expect from TBP

43. 43 Recommendations – Non Learners More one-to-one learning options Higher staff/learner ratio Family friendly/ flexible hours Call people back sooner Very important Ensure pack reaches caller Not as important More choice of services in local area More publicity / advertising More people straight through to a centre or specialist More detailed information in the pack Telephone staff trained to increase confidence

44. 44 17 Corstorphine Road Edinburgh, EH12 6DD t: 0131 316 1900 f: 0131 316 1901 jacqueline.meldrum@progressivepartnership.co.uk louise.fraser@progressivepartnership.co.uk