Week of 11/11

Evaluation

Campaign Evaluation

•In order to be able to evaluate anything you have to set appropriate criteria.•Evaluation considers several areas:

•Timing of the evaluation•Specific ways to measure each of the levels of objectives (awareness, acceptance, action)•Criteria should be used to gauge success

•Your evaluation program should prescribe the tools to be used and how the overall evaluation will be used•This all happens before any tactics are implemented. How are we going to know if this is effective? How are we going to know if this worked? Those answers come before implementation

Week of 11/11

Evaluation

Campaign Evaluation

•Questions you’ll want to answer in order to develop the evaluation phase of your campaign:

•What criteria should we use to judge the program?•What information is needed in order to make that assessment?•Who has this information needed and how can we get it?•Who will receive the final evaluation?•What will be done with the information contained within?•Are we or the recipients willing and able to accept evaluations that may be less than 100% positive?•Who else would have an interest in the evaluation?

Week of 11/11

Evaluation

Campaign Evaluation

•Criteria:•What metrics will be used? •Metric- the standards of measurement to assess the outcome of a program or project, it is the yardstick against which the objectives you set will be measured.

•Objective was to increase membership by 25% within 6 months. Did you meet that? How can you tell?

•Metrics used to measure this objective could be the number of new memberships received within 6 months. •How many did we start with and how many did we end with?

Week of 11/11

Evaluation

Campaign Evaluation

•Evaluation criteria should be:•Useful to the organization by being clearly linked to objectives established•Realistic, feasible and considerate of resources such as cost and time•Ethical and socially responsible•Credible (supported by accurate, real data)•Presented in a timely manner

Week of 11/11

EvaluationCampaign Evaluation

•Examples of categories of evaluation metrics:•Objective- Awareness

•Media coverage (# of stories, # of impressions)•Post-campaign awareness survey (usually need to have a pre-campaign, as well)

•Objective- Acceptance•Total requests for information received•Post-campaign attitude/opinion survey•Total number of letters, emails, etc. expressing interest or support•Digital metrics (visits, number of pages viewed, time spent viewing, click thrus)

•Objective- Action•Measures of results (ticket sales, new likes, attendance, memberships entered, donations collected, etc.)•Measures of improvement (increased engagement, retention levels)•Organizational or environmental change

Week of 11/11

Evaluation

Campaign Evaluation

•Things to remember about evaluation:•Certain results will be more important than others based on where the recipient of the information sits•Don’t wait to evaluate until the campaign is over•Don’t guess. Facts are the accurate measures•Samples, when used, should reflect the population•Time and money investment aren’t true measures of effectiveness•Behavior/action is the ultimate measure. •Evaluation doesn’t have to be time consuming or overly involved, think smart.

Week of 11/11

Evaluation

Campaign Evaluation

•Associated reports:•Implementation report- initial overview citing the implementation of tactics, the status of the program and schedule of progress•Progress report- Status reports, include preliminary evaluations. Modifications may be made based on these reports•Final report- Overviews, summaries, recaps. Include information on impact, as measured, and the outcome for the tactics included in the campaign. How did we do?

•Message cost, actual value vs. paid value, impressions, feedback, stats, etc.

Week of 11/11

Evaluation

Campaign Evaluation-

•Problem: Nature’s Own has expanded into many markets through the acquisition of bakeries, including bakeries in St. Louis and Cincinnati. New brand, low awareness

•Agency develops plan to run integrated campaign utilizing existing creative in St. Louis and Cincinnati as a test. Will an ad campaign without any strong PR, increase awareness and sales of a new product? Let’s find out.

•Complete pre-campaign survey so we know just where we stand in the markets, now•Run campaign•Follow with post campaign survey to ascertain change based on advertising

9

Background & ObjectivesFlower’s Foods, working with the Zimmerman Agency, recently

launched a nationwide brand campaign for its Nature’s Own brand of breads. To gauge the effectiveness of the campaign, it would like to

measure key brand and advertising metrics in two test markets: Cincinnati and St. Louis.

The primary objective of this research study is to compare results with the previously established baseline and understand how well Nature’s

Own is “moving the needle” in terms of: 

• Awareness (unaided and aided)• Zone of consideration

• Preference• Avoidance

• Advertising Awareness• Association with key attributes (e.g., fresh, wholesome taste,

great texture)• Association with key brand image and personality descriptions

• Effectiveness of social media

10

MethodologyTo accomplish these objectives, Deep Blue conducted on line survey with

women aged 25-54 who are involved in household grocery shopping. Respondents were required to be buyers of bread and buns in the bread

aisle and have household incomes of at least $35k/year.

•The study was fielded October 11 – 19, 2013 with respondents living in the Cincinnati or St. Louis metropolitan areas.

•402 interviews were completed, evenly split between the two markets. The average margin of error is +/- 3.2 percent among the total audience

and +/- 4.5% for each market (95% confidence level).

•Based on this study, Sara Lee, Pepperidge Farms, Brownberry, Bunny (St. Louis only) and Klosterman’s (Cincinnati only) emerged as important

competitors.

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Executive Summary• Nature’s Own has made real strides in the marketplace with its new

campaign: advertising awareness increased significantly from 14% to 20%.

• Brand metrics improved as well, with “bread brand purchased most” and “preference” jumping significantly from 13% to 20% , and 12% to

19%, respectively.

• TV awareness rose significantly, from 41% to 60% from pre-launch.

• Impressively, Nature’s Own has furthered it’s position as the “nutritious” option in the sliced bread aisle and as a trusted brand.

• As a category, trust in the brand continues to be most important, followed by freshness and availability. Healthiness and nutrition follow in

influencing choice.

• Nature’s Own unique messaging - an important tool in setting the brand apart – appears to break through the clutter. Respondents associating

the brand with the tag line: “We are Nature’s Baker” increased significantly from 59% to 67%.

• Response to the campaign has been more pronounced in St. Louis than in Cincinnati.

• There is evidence that Nature’s Own is pulling share away from local brands Bunny in St. Louis and Klosterman’s in Cincinnati.

Week of 11/11

Quick CampaignQC: I Am Music

Problem: IAMF provides scholarships but needs ways to raise the money for those scholarships since they are

just beginning and are still in process of filing for a 501c3, which makes it difficult to get cash donations. What types of fundraising activities could they engage

in order to increase funds? $750 budget max. Have done Karaoke night, scholarship award dinner,

Zumbathon in the works and sheds.

Due: 11/14

Week of 11/11

Thought of the Day:

“You get in trouble, you have to evaluate: Is it worth getting into trouble again? It's a lot easier to make that decision when you have a career at stake.”

-Robert Iler

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Week of 11/11

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