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Session 12
Implementing and Evaluating the Campaign
Session 12 Slide Deck
Slide 12-1
Session 12 2
Session Objectives
12.1 Discuss Campaign Launch and Conduct
12.2 Explain How and Why Campaign Evaluation is Performed
Slide 12-
The Campaign Launch
• Ceremonial event marking the completion of many weeks or months of planning
• Serves more than a ceremonial purpose; sets the stage for the remainder of the messages and actions that follow, and establishes a forward trajectory
• Only one chance to launch
• Obstacles planning already conducted
Session 12 3Slide 12-
Project Kickoff
• Builds excitement about the project and to draw attention to its messages and materials
• Campaign is new and newsworthy
• Target audience must be exposed, and kickoff exploits the newness of the campaign
• Must be attention-grabbing and be tied to the campaign’s issue– Brand recognition– Increase community support
Session 12 4Slide 12-
Role of the Media
• Media offers the greatest opportunity for message exposure at kickoff
• Positive attention to risk messages
• Media have key requirements– The Press Release– Press Kit
Session 12 5Slide 12-
Press Release• Perhaps the most important media tool
• 1- or 2-page document
• Summarizes the important facts– Why it is being conducted
– What organization or agency is conducting it
– What risk(s) it is addressing
– What message(s) is/are being communicated
– What outcome communicators home to achieve
– Who may be contacted for more information
– Other key data as required
Session 12 6Slide 12-
Media Kit• Created to market news to the media, and to
make their job easier
• Typically include:– Samples
– Press release
– Background research and statistical information / graphs and charts
– Background information about the problem and the proposed solutions
– Credibility-enhancing background information
– Endorsements
Session 12 7Slide 12-
Ongoing Campaign Conduct
• Campaigns are rarely one-time messages
• Communication momentum must be maintained
• Campaign strategy discusses ongoing activities and actions
• Campaign evaluation is critical
Session 12 8Slide 12-
Campaign Evaluation
• Assessment performed to measure progress and success
• Arbitrary or anecdotal evidence is not enough
• Properly planned and conducted evaluation improves the odds of campaign success and reduces unintended harm
Session 12 9Slide 12-
Effectiveness vs. Effects
• Effectiveness– a measure of how well the campaign is at
reaching the target audience with the campaign materials, and in communicating the campaign message
• Effects– outcomes produced by the campaign
Session 12 10Slide 12-
Evaluation Objectivity
• Evaluators must not skew results with bias
• Evaluation must assess objectively-measured effects
Session 12 11Slide 12-
Evaluation Types
• Formative Evaluation
• Process Evaluation
• Outcome Evaluation
• Impact Evaluation
Session 12 12Slide 12-
Formative Evaluation
• Collection of campaign planning data
• Also called audience research and market research
• Typically completed by the time the campaign begins
• Helps to define the problem scope
Session 12 13Slide 12-
Process Evaluation
• Measures the mechanisms by which communicators carry out their campaign
• Can be performed during and after the campaign
• Tells communicators if the campaign is being carried out as intended
• Measures effectiveness
Session 12 14Slide 12-
Outcome Evaluation • Measures the outcome of the campaign on
the target population
• Typically requires pre-testing
• Typical measures include– Behavior– Attitudes– Actions
• Does not distinguish between what was caused by the campaign and what was caused by other factors
Session 12 15Slide 12-
Impact Evaluation
• Like outcome evaluation, but must measure whether the campaign caused the outcomes
• Changes might be due to other factors, and impact evaluation can measure that
• Control group required
• True experimental design often impossible
Session 12 16Slide 12-
Evaluation Methods
• True Experimental Design
• Quasi-Experimental Design
Session 12 17Slide 12-
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