Evaluation aims to assess the strengths and weaknesses of programmes and policies to improve their effectiveness. Many government evaluations take the form of impact evaluation as they provide evidence to help decide whether to continue a policy, or how a policy should be amended to provide better value for money. Impact evaluations look at whether a programme has achieved what it set out to do, whether it has had any lasting effect, and whether a programme is value for money.
This evaluation aimed to assess the overall effectiveness of the Buy Kiwi Made (BKM) programme, whether the programme achieved its objectives, and what impacts there were on consumer, retailer and manufacturer behaviour. Although the programme was funded as a short-term campaign aimed at raising awareness and consideration of buying New Zealand made goods, an impact evaluation needs to consider whether the programme led to any sustainable changes in behaviour as a result. We have also aimed to identify any useful lessons for other similar programmes.
BKM was a government programme administered by the Ministry of Economic Development (MED). The BKM campaign worked with the Buy New Zealand Made Campaign Ltd (BNZM), which is a private sector initiative wholly owned by Business New Zealand Inc. This report is an evaluation of the government funded BKM campaign, and our evaluative conclusions are not directed at the privately owned and run BNZM initiative. After the initial design and development of the BKM programme, substantive programme activities ran from July 2007 – February 2009. Programme activities comprised:
- A media and marketing campaign targeted at manufacturers, retailers, and consumers running from July 2007 to February 2009 at a cost of $8.4 million.
- The Sector and Regional Initiatives Fund to support initiatives with economic merit and promoted the objectives of BKM. Grant reimbursements totalled $364,856.
- Two regional showcase events in Christchurch and Dunedin in April 2007, and subsequently support for attendance at established events and exhibitions.
- Funding for the Syndicated Procurement Unit to move to MED and promote opportunities for New Zealand businesses in government procurement, costing $500,000.