Project Review - Alcohol Learning Centre

Project Review
[Branded Polycarbonate Glasses]
In January 2009, over 40 licensed establishments
in Blackpool were invited to use introduced
ALTN8-branded polycarbonate glasses.
Keith Cruden
Branded Polycarbonate Glasses
Project Review
PROJECT REVIEW
Project:
Branded Polycarbonate Glasses
Release:
Draft
Date:
Author:
Keith Cruden
Owner:
Client:
Document Ref: Draft
Version No:
Thursday, 19 March 2009
V0.01
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Branded Polycarbonate Glasses
Project Review
Table of Contents
Project Review History .................................................................................................. 4
Document Location ..................................................................................................... 4
Revision History .......................................................................................................... 4
Approvals...................................................................................................................... 4
Distribution .................................................................................................................. 4
Background...................................................................................................................... 5
Expected Activities and Benefits.................................................................................. 6
Purpose ............................................................................................................................ 7
Measurement of Achievement of Expected Benefits...................................................... 7
Have the expected benefits of the project been realised? ............................................. 8
Has the project caused any problems in use? ............................................................... 9
Required Resources ....................................................... Error! Bookmark not defined.
Other Areas for Consideration ..................................... Error! Bookmark not defined.
Next Steps ..................................................................................................................... 10
Appendix A – Target Licensed Premises ......................................................................... 11
Appendix B – Polycarbonate Glasses.............................................................................. 12
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Branded Polycarbonate Glasses
Project Review
Project Review History
Document Location
This document is only valid on the day it was printed.
The source of the document will be found ………….
Revision History
Date of this revision:
Date of Next revision:
Revision
date
Previous
revision
date
Summary of Changes
Changes marked
First issue
Approvals
This document requires the following approvals.
Signed approval forms are filed in the Management section of the pilot files.
Name
Signature
Title
Date of
Issue
Version
Date of
Issue
Version
Distribution
This document has been distributed to:
Name
Thursday, 19 March 2009
Title
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Branded Polycarbonate Glasses
Project Review
Background
In January 2009, over 40 licensed establishments (Appendix A) in Blackpool
were invited to an event at Ché Bar, Talbot Square, Blackpool, which
introduced ALTN8-branded polycarbonate glasses.
The glasses (Appendix B) were made available in the following sizes…
•
Pint
•
250ml wine
•
175ml wine
All were branded with the ALTN8 logo and showing the number of units in the
drinks.
The glasses were made available at no cost and the venues were invited to
place orders.
The venues were also provided with a stock of posters in varying sizes.
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Project Review
Expected Activities and Benefits
•
The glasses were provided in order to pass the following messages to
alcohol consumers…
1. Advice to alternate drinks between alcoholic and non-alcoholic
and
2. How many units were in each drink
•
Posters were provided in order to be displayed in prominent positions
within the venues, walls near and behind the bar, doors and toilets.
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Project Review
Purpose
The purpose of this Project Review is to define how measurement of the
achievement of the project has been made and…
•
•
Are the expected benefits of the project being realised?
Has the project caused any problems in use?
Measurement of Achievement of Expected Benefits
Success can be monitored using the National Intelligence Model (NIM) for
guidance to see if the activities of the programme meet expectations. NIM
specifies the following as criteria in activity evaluation…
Realised?
Identifying
whether the
project was
implemented
and, if so,
how
Identifying
whether
sufficient
action was
taken
Measuring
the impact
•
•
•
•
•
•
•
•
•
•
Attribution
of impact
•
•
•
•
•
•
Thursday, 19 March 2009
Was the activity implemented when it was
supposed to be?
Was it implemented in the right place?
Was the response appropriate to the
problem?
Was it targeted at the right group?
Was it implemented as planned?
Were there enough resources available to
fully implement the activity?
Was it implemented for an appropriate length
of time?
Was it sufficiently intense?
What type of evaluation design is
appropriate?
Is a control group required and, if so, what
type?
How often can the problem be measured?
What are the main process evaluation
results?
What are the impact results?
Did the problem decline after the response?
What other explanations could have caused
the decline?
Are you confident that the response caused
the decline?)
Y
Y
Y
Y
Y
Y
Y
Y
N
N/A
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Project Review
Have the expected benefits of the project been
realised?
On 26th March 2009, a very simple and unscientific, face-to-face survey at
nine of the venues resulted in the following responses…
•
Most venues reported that they only use the polycarbonate glasses in
the evenings.
•
None of the venues reported any negative responses to the glasses, but,
none of the venues reported any significantly positive responses either.
Most were ambivalent.
•
Although some venues reported that they had received mild interest in
the units’ message, most said that the glasses had been received
without comment.
•
None of the venues reported that there had been any discernable
change in buying pattern as a result of the ‘ALTN8’ message. This could
be partly because the message is not as prominent on the glasses as
the number of units.
•
The glasses are very durable and long-lasting; therefore the message
on each glass will potentially be exposed to hundreds of venue
customers.
•
A few venues reported that younger customers don’t care if they get
drinks in polycarbonate glasses – older customers preferred glass, but
this was irrelevant to our purpose for the glasses. Other general
comments included…
o Ladies did not like wine served in polycarbonate glasses.
o Polycarbonate glasses tend to get scratched over time and can
look dirty.
o After time, the polycarbonate glasses can develop sharpness
around the rim.
o Polycarbonate glasses can conduct more heat from the hand,
resulting in the drink getting warm quicker.
o Beer tends to lose its ‘head’ quickly in polycarbonate glasses.
o The indestructible characteristics of the polycarbonate glasses
were well received with bar staff.
o Venue staff asked if other size (half-pint and shot) polycarbonate
glasses might become available.
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Project Review
In summary…
•
The polycarbonate glasses do not yet appear to have raised any
significant awareness, curiosity or behavioural changes on customers.
However, the glasses have only been in the venues for a little over two
months and they are not in use at all times of the day.
•
There is no way of assessing the subliminal effect of the messages.
•
No attempt has been made to find out if there have been any changes in
A&E admissions.
•
Bar staff are perfectly happy to continue use.
•
Venue owners/managers are happy to continue use and would willing
accept further stocks, should they be made available.
Has the project caused any problems in use?
There have been no problems in distribution or use of the polycarbonate
glasses.
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Project Review
Next Steps
This survey was insufficient to prove the effectiveness of the project beyond doubt;
therefore, a more comprehensive evaluation plan should be formulated while committing
to the expense of distributing more polycarbonate glasses.
The ALTN8 message apparently received a lower response than the units. Possible
consideration could be given to providing two designs of the glasses, one focussing on
units and the other on a more detailed ALTN8 message.
As in any advertising, familiarity will eventually diminish any effect. Therefore, if the
project continues, thought should be given to a regular change in the design/message
held on the glasses, or even the shape of the glasses.
Although not a direct part of this survey, the venues were asked about the use of the
supporting posters, all were positive about them and were quite happy to continue
displaying them.
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Project Review
Appendix A – Target Licensed Premises
.
Auctioneer
** Bar 19
Bar Red
** Blue Room
** Brannigans
Cahoots
Norbreck Castle
Che bar
Churchills
Club Sanuk
Coral Island
** Counting House
Crazy Scots Bar
Duke of York
Dutton Arms
Eden 2 / Nobbies
Flamingo
Flares
Funny Girls 2
Laughing Donkey
** Litten Tree
Manchester
Mitre
No. 3
Old Bridge
** O'Neills
Oscars
Ramsden Arms
** Rose and Crown
Rumours
** Scruffy Murphys
Soul Suite
Syndicate
Tache
Tapas Bar
Tommy Ducks
Tower Lounge
Trades Bar
Uncle Peter Websters
Victory
** Walkabout
West Coast Rock Café
Winstons, Highfield Rd
Winter Gardens
235 Lytham Road, Blackpool, Lancashire, FY1 6ET
19 Queen St Blackpool, FY1 1NL
89-93 Church Street, Blackpool, Lancashire, FY1 1HU
139 Church Street, Blackpool, Lancashire, FY1 3NX
97 Church Street, Blackpool, Lancashire, FY1 1HU
13-15 Market St. Blackpool, FY1 1ET
Norbreck
Talbot Square
83-85 Topping Street, Blackpool, Lancashire, FY1 3AF
168-170 Promenade, Blackpool, FY1 1RE
Promenade, Blackpool, FY1 5BD
10 Talbot Sq, Blackpool, Lancashire, FY1 1NG
Rigby Road, Blackpool, Blackpool, FY1
Dickson Rd, Blackpool, Lancashire, FY1 2AW
441 New South Promenade, Blackpool, FY4 1AR
94-98 Promenade Court, FY1 1HB
44 Queen Street, Blackpool, Lancashire, FY1 2AY
124-130 Promenade, Blackpool, FY1 1RA
5 Dickson Road, Blackpool - Lancashire - FY1 2AX
South Pier, Blackpool, Lancashire, FY4 1BB
8-14 Queen St, Blackpool, FY1 1PD
231-233 Promenade, Blackpool, Lancashire, FY1 6AH
3 West St, Blackpool, Lancashire, FY1 1HA
Devonshire Sq, Blackpool, Lancashire, FY3 9BW
124 Lytham Rd, Blackpool, Lancashire, FY1 6DU
23 Talbot Road, Blackpool, Lancashire, FY1 1LB
206 Red Bank Rd, Blackpool, FY2 0HJ
204 Talbot Rd, Blackpool, FY1 3AZ
Birley Street, Blackpool, FY1
11 Talbot Road, Blackpool
32 Corporation St, Blackpool, FY1 1EJ
144 Promenade, Blackpool, FY1 1RE
130-140 Church St, Blackpool, FY1 3PR
12-12A Cookson Street, Blackpool, FY1
11-13 Queen St, Blackpool, FY1 1NL
495-497 South Prom, Blackpool, Lancashire
Bank Hey Street, Blackpool, FY1 4BJ
38-42 Queen Street, Blackpool, FY1 2AY
123 Promenade, Blackpool, FY1
105 Caunce Street, Blackpool, Lancashire, FY1 3NG
1-9 Queen St, Blackpool, FY1 1NL
3-5 Abingdon St, Blackpool, FY1 1DG
74 Highfield Rd,
97 Church Street, Blackpool, FY1 1HU
** = venues visited as a part of this survey
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Appendix B – Polycarbonate Glasses
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