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-