Post Campaign Evaluation
Tools used to measure campaign effectiveness The MZI Global® approach has a pre-designed program for campaign evaluation. The five steps for evaluation are: Step 1: Engage Relevant Audience Step 1: Engage Relevant Audience Step 2: Plan the Program Step 3: Choose Components for Evaluation Step 4: Plan for Gathering Credible Evidence Step 5: Derive Conclusions and Apply them for Future Learning
Unlike traditional marketing campaigns, social marketing programs use research throughout the life of a project. Our social marketing projects help our clients to make better decisions at key points in the product life cycle. These decisions include continuous monitoring of the target audience and their changing needs, the message and media to choose and retain, whether to make changes in program strategy during implementation, and whether to continue the program. Some types of information for these may require quantitative data collection methods, such as detecting any measurable differences in knowledge or behaviors once the program has been implemented. Soliciting audience reactions to a selection of program messages, on the other hand, is best done through qualitative methods. In order to have the data needed for decision making, MZI Global® approach aims for a sustained, effective, and responsive program that is a combination of research approaches.
At the end of the day the success of any program needs to be gauged in order to measure its effectiveness. Evaluation at every step also ensures that we keep up with the pulse of the campaign and use reinforcement when deemed necessary. As the program unfolds, continuous checks are required to test and refine the messages associated with the product. For this, once the program implementation begins, we monitor the activities to assess whether they are occurring as planned. Simple questions like - How many brochures were disseminated? How many media "hits," or mentions of our clients’ program, were achieved helps us answer the questions that let you know whether adjustments in the campaign are required.
The biggest question that a social marketing program needs to answer post-implementation is whether or not the program was able to make a difference. We tend to answer this question in two ways. One of the most frequently used methods is conducting survey research to assess whether members of the target consumer segment engaged in the desired behavior. This provides an immediate answer for the question. The second way is to look at the actual impact of the social marketing program and see if there was a desired change. Community intervention studies are a useful tool that establishes a cause-and-effect relationship between the social marketing program and consumer behavior. These take a long-term perspective and look at exhibited behavior in order to check for desired change. Information gained from using these tools is then used as feedback in order to improve the program.
Step 2: Plan the Program
Step 3: Choose components for Evaluation
Step 4: Gather Credible Evidence
Step 5: Derive Conclusions and Apply them for Future Learning
Two main components of any marketing campaign are the message itself, and the audience to which it is delivered. As the first step, we strive to catch the attention of the stakeholders. Stakeholders are not confined to the target consumer segment but instead comprise of four main groups. Another benefit of recognizing stakeholders is that a subset of these can be used as a representative sample for evaluation.
This involves A to Z planning of the program and the way in which it will be executed. It usually includes details like:
MZI Global works closely with its clients to determine the core aspects that are most important for program evaluation. This is important for optimum resource utilization and quick turn around.
The next step in the program evaluation is to plan for gathering evidence. The following comprise important elements in this process.
Our experts do not deal with just mere measurements of campaign effectiveness. We derive meaningful conclusions from the data collected and use these conclusions to better the social marketing program.
