AnnUAL REPORT 2011-2012 - Knowledge Network

Goal #4: Increase awareness by marketing the Knowledge Network brand.
Importance of Measures
Knowledge Network will strengthen its position as British Columbia’s valued public educational broadcasting
service by building new relationships with communities and opinion leaders all across the province.
Public Awareness of Knowledge Network as a Public Broadcaster in B.C.
We conduct research each spring using Ipsos Reid’s B.C. Reid Express Omnibus Surveys to measure awareness of
Knowledge Network in British Columbia.
Total Number of Program Guides Circulated in B.C.
Our Program Guide is an important vehicle for extending the Knowledge Network brand across B.C. A benefit to
Knowledge Partners, it is distributed to donors six times a year.
Performance Measures
Public Awareness of Knowledge
Network as a Public Broadcaster in B.C.
Total Number of Program Guides
Circulated in B.C.
2009/2010
Actuals
2010/2011
Actuals
2011/2012
Forecast
2011/2012
Actuals
2012/2013
Target
2013/2014
Target
2014/2015
Target
30 25 28 26 28 30 32
169,700 192,000 170,000 190,000 175,000 180,000 185,000
Performance Summary
Similar to last year’s methodology for brand awareness, we included this year an aided brand awareness question.
When prompted, awareness of Knowledge Network is at 84%. When asked top of mind/unaided, approximately
one-quarter of British Columbians – 26% – are aware of Knowledge Network. Significant resources would be
required to make progress on the unaided brand awareness question. As a result, we will be revising the brand
awareness performance measure to support the scope of our marketing efforts.
We continued to visit a number of communities across the province in 2011/12, including Chilliwack, Ganges (Salt
Spring Island), Kamloops, Kelowna, Vancouver, Victoria, and Sidney.
The Program Guide continues to be an important print vehicle for extending our brand and complementing our
online presence. In 2011/12, we exceeded our forecast for Program Guide circulation due to an increase in our
donor base as well as a very successful direct mail donor recovery campaign. We also held donor and public
events where our Program Guides were made available.
Significant Risks and Opportunities
Knowledge Network is committed to a sustainable service that is continuously improving. By leveraging internal
technological resources through our digital facility, we have diversified our funding base with the addition of
a Canadian children’s subscription channel. Our focus now is on developing strong working relationships with
broadcast distribution undertakings (BDU’s) to increase carriage of the channel across Canada.
Plans are underway to offer a high definition (HD) service to our viewers across the province in fall 2013. This is
critical for remaining relevant and competitive in our market. We will internally fund the digital facility upgrades
required.
Knowledge Network Corporation ANNUAL REPORT 2011-2012
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