The South Muntenia Regional Development Agency requested the completion of a study to assess the notoriety of the POR in the South Muntenia region, regarding the information and promotional activities carried out by the ADR South Muntenia during the period 2018-2019, according to the Communication Plan for POR 2014-2020.
Therefore, MKOR was commissioned to evaluate the notoriety of the program and the effectiveness of marketing communications.
Level of Awareness of the POR Program 2014-2020
This study aimed at identifying the level of awareness of the POR 2014-2020 program among beneficiaries, the level of information about the program’s characteristics and procedures, beneficiaries’ perception of the program, and measuring the level of satisfaction with the communication and ADR South Muntenia.
Regarding the general public, the study aimed at measuring the notoriety of the POR 2014-2020, the level of information about the program, the benefits perceived by the public and the general public’s opinion about the program.
Objectives of the Brand Tracker Study
The main objectives of the study were:
- Measuring the level of notoriety of the Regional Operational Program 2014-2020 among the general public of the South Muntenia Region
- Measuring the efficiency and satisfaction level regarding the communication tools used up to that point at the level of potential beneficiaries soliciting POR 2014-2020
- Developing a set of conclusions and recommendations that would guide the activities of informing and promoting REGIO for the period 2019-2020
Benefits of the Study Conducted by MKOR for ADR South Muntenia
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Accurate Assessment of the Regional Operational Program’s (ROP) Awareness
The study provided a clear picture of how well the 2014–2020 ROP is known among beneficiaries and the general public in the South Muntenia region. These insights allowed ADR South Muntenia to better understand the reach of its messaging and how the program is perceived at the regional level. -
Optimization of Communication Strategies
By analyzing the effectiveness of the communication channels used thus far, the study offered valuable information for improving outreach and promotion. As a result, ADR South Muntenia can now direct its communication efforts more precisely and allocate resources more effectively to meet its marketing objectives. -
Identifying Beneficiaries’ Perceptions and Satisfaction
The research offered a comprehensive view of how beneficiaries perceive the program and their level of satisfaction with the projects funded by the ROP. This helped ADR South Muntenia adjust its strategies to better address the needs and expectations of beneficiaries. -
Guiding Strategy and Future Promotional Campaigns
The study highlighted growth opportunities and provided clear action steps for the 2019–2020 period. This enabled ADR South Muntenia to plan and implement targeted marketing initiatives more effectively. -
Increasing Credibility and Strengthening Public Trust
Sharing the study’s results and promoting the benefits of the ROP in South Muntenia helped solidify the agency’s position in the region. The data and conclusions from the study offered compelling evidence of the program’s positive impact, contributing to increased trust in the institution.
About the Quantitative Research
This study presupposed primary research, collecting data directly from the source, through the online opinion poll. The research targeted two categories: beneficiaries of funds available through POR 2014-2020 and the general public.
The study addressed to the beneficiaries of funds available through POR 2014-2022:
Type of research: quantitative
Research instrument: online opinion poll (CAWI)
Sample: N=100 respondents
The study addressed to the general public:
Type of research: quantitative
Research instrument: online opinion poll (CAWI)
Sample: N=850 respondents, representative at the regional level based on criteria of gender, age, and geographic distribution
The research results are public on the ADR Sud-Muntenia website and can be consulted here >
About the Regional Development Agency South Muntenia
The Regional Development Agency (ADR) South Muntenia is a non-governmental, non-profit, public utility institution with legal personality, which operates in the field of regional development.
The agency is the main regional-level organization responsible for the formulation and implementation of regional development strategies and policies.
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