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Running Head: EVALUATION PROPOSAL 1

Evaluation Proposal: Abaco Ceramics

Jennifer McIntosh

University of Tampa


Table of Contents

Request for Proposal Page 3

Overall Plan of Evaluation Page 3

Formative Evaluation Page 4

Timetable Page 5

One-on-One Interview with Customers Page 5

Create Pinterest Account Page 6

Summative Evaluation Page 7

Facebook Insights Page 7

Google Analytics Page 8

Confirmative Evaluation Page 9

Appendix A – One-on-One Interview Page 10

Appendix B – Customer Email Page 11

Appendix C – Customer Questionnaire Page 12

Appendix D – Coupon Page 13

References Page 14


Request for Proposal

Abaco Ceramics is a small business located in Treasure Cay, Abaco Bahamas; it has two

employees and has been in the business of creating handmade one-of-a-kind creations for over

30 years. The creations range from dinnerware, pasta bowls, platters, lamps to personalized

signs. Abaco Ceramics has over 300 items to choose from (McIntosh, 2014). Our clients consist

of small stores throughout the island chains of the Bahamas and vacationers from around the

world. We are looking for an instructional designer to evaluate and determine whether or not it

would be effective to market via social media networks.

Abaco Ceramics is soliciting proposals to work with Karen McIntosh and her small

business to evaluate the effectiveness of marketing through social media.

Overall Plan of Evaluation

The evaluation plan for evaluating the effectiveness of marketing through social media

for Abaco Ceramics includes three types of evaluation: formative (quantitative evaluation),

summative and confirmative evaluation. The overall evaluation process will be over a six month

period. Both quantitative and qualitative analyses are needed to accurately evaluate and answer

the question: "How is my small business doing with social media?" The numerical tools are

abundant to understand the valued use of social media within a small business and can provide

guidance on what content works well and how big your following really is. There are far fewer

qualitative tools, since these topics require some human opinion and cannot be accurately

measured through numbers alone. A summative evaluation will be completed 45 day into the

evaluation process to determine the value and the cost effectiveness of the program. Based on

the results of the evaluation processes, the use of social media to market Abaco Ceramics will be

modified. To ensure that all questions and concerns are being addressed a confirmative

evaluation will be executed one month after the initial implementation of the evaluation.


Overall the evaluation will consist of the following data collection tools and assessments.

They include:

Formative Evaluation:

o One-on-One Interview with customers (Qualitative Evaluation)

o Creation of a Pinterest Account (Quantitative Evaluation)

Summative Evaluation:

o Facebook (Quantitative Evaluation)

o Google Analytics (Quantitative Evaluation)

Confirmative Evaluation:

o Customer Email

o Customer Survey

The formative and summative evaluation will use the same type of evaluations due to the

nature of the evaluation and social media formats that have been generated for Abaco Ceramics.

Formative Evaluation

The formative evaluation section will concentrate on one-on-one interviews with

customers which will provide the needs and desires of current and possible future customers.

Also, the creation and launch of a Pinterest account. By using these two types of formative

evaluations it be useful in receiving the necessary feedback when addressing the effectiveness of

social media for Abaco Ceramics.

Below is a timeline of deliverables for conducting one-on-one interviews with customers

and the creation of a Pinterest account.


Time Table of Deliverables

Day 1 – 3 Develop questionnaire for one-on-one interview with customers.

Day 1 – 3 Design and develop Abaco Ceramics Pinterest account.

Day 5 Launch Pinterest account.

Day 7 - 9 Schedule interviews.

Day 9 – Morning Interview with first volunteer (20 – 30 minute interviews).

Day 9 – Afternoon Interview with second volunteer (20 – 30 minute interviews).

Day 10 – Morning Interview with third volunteer (20 – 30 minute interviews).

Day 10 – Mid Afternoon Interview with forth volunteer (20 – 30 minute interviews).

Day 10 – Afternoon Interview with fifth volunteer (20 – 30 minute interviews).

Day 14 Analysis of one-on-one interviews.

Day 14 – 21 Modification of website/blog sites based on one-on-one interview suggestions.

Day 28 – Morning Interview with first volunteer (20 – 30 minute interviews).

Day 28 – Afternoon Interview with second volunteer (20 – 30 minute interviews).

Day 29 – Morning Interview with third volunteer (20 – 30 minute interviews).

Day 29 – Mid Afternoon Interview with forth volunteer (20 – 30 minute interviews).

Day 29 – Afternoon Interview with fifth volunteer (20 – 30 minute interviews).

Day 30 Analysis of one-on-one interviews and Pinterest account.

Table 1: Deliverables Timetable

One-on-One Customer Interview:

The one-on-one customer evaluation interviews will consist of 10 participants. These

individuals will be asked once they arrived at Abaco Ceramics if they had time for a 15-20

minute interview. During the course of the evaluation process, there will be two opportunities to


conduct one-on-one interviews. The first interviews will be conducted during days 9 and 10 of

the evaluation process, two individuals will be interviewed on the first day, an individual will be

chosen in the morning and another will be chosen in the afternoon. On the second day, three

interviews will be conducted during the morning, mid-afternoon and later that afternoon. Once

the individuals have been chosen they will be taken to an area that has been arranged outside of

the store itself. This area has a desk and seating that will make the customer comfortable, there

will also be a pen, pad, laptop and a recording device (permission will be asked of each

participant regarding recording the interview). This will be repeated once again on day 28 and

29. See Appendix A for one-on-one interview questionnaire.

Once all one-on-one interviews have been completed during the first round the evaluation

team will conduct an analysis of the data collected provided by the customers that walked

through Abaco Ceramics. This information will be used to update the social media sites that are

currently established to ensure all aspects are covered. The same process will be conducted

regarding the second group of one-on-one interviews.

Launch Pinterest Account:

A Pinterest account will be designed and developed during the first three days of the

evaluation. Creating webpages from Facebook to Pinterest customizing the content, graphics

and color schemes for a page that will house your small business can make a strong statement

regarding your brand. When developing a Pinterest account for your small business we will

choose items that are throughout your store, daily posts will be made regarding activities that

occurring at your store (sales, development of original pieces). It is key that the information that

is being posted to your site targets your audience because they will judge your entire company


based on the initial information that is provided to them. Keeping this information tasteful,

coordinated and professional is key to a successful business.

Summative Evaluation

A summative evaluation will be conducted 45 days after the launch of the evaluation

process and the development of new social media accounts for your business. To make sure that

your social media marketing is working for you and the needs of your business you need to

understand how effective these tools really are and in order to do so we will use Facebook

Insights and Google Analytics to conduct the evaluation to look at how effective a role your

social media has in your online marketing and development.

Facebook Insights Inquiry:

A Facebook insights inquiry will be completed, this tool will measure how influential the

Facebook posts and pages have been. The evaluation team will be able to provide you will

information on the individuals who have engaged in your page and with you. With this the team

will provide you with how these individuals found your page, how many individuals engaged

with it and how many went on to talk about it. This process will allow you to learn how many

individuals you have reached within the first month of use. By conducting social media

evaluation this way it enables you to see how effective your Facebook presence is in engaging

with your customers (past, present and future).

This information format can be seen below in figure 1.


Figure 1: Abaco Ceramic Facebook Insights

Google Analytics:

Google Analytics will be used to analyze the traffic of your websites. By using this,

Google Analytics shows you the full customer picture across websites and social tools, tablets

and smartphones making it easier for you to serve your current customers and new ones

(Unknown, 2014). Google Analytics will generate statistics about your websites traffic and

sources which will allow us to get an idea of click-through rates from Facebook, Pinterest and

any other sites that contain links to your site. We will also be able to track all your referrers.

Keeping up with the trends is an important aspect of maintaining and developing a growing

small business and the effectiveness of your social media marketing. See Figure 2.


Figure 2: Google Analytics

Confirmative Evaluation

To garner additional information regarding your business and the value of social media

an email (see Appendix B) will be generated and sent out to everyone on your business mailing

list one month after the evaluation process has been completed thanking them for their business.

Within this email there will also be a short survey which they can complete to allow us to gather

additional information on how useful your sites were for them and the overall usability of the

sites (see Appendix C). Once they completed the survey they will receive a $10 coupon to be

redeemed on their next purchase.


Appendix A

One-on-One Interview Questionnaire

Name of Customer (Optional):

Date:

1. How did you hear about Abaco Ceramics?

a. Friendsb. Websitec. Facebookd. Other (please specify): _________________________________________

2. Was this your first time within this store?

3. Have you seen this stores projects at different locations or social media? If so where?

4. If this was not your first time here, how often do you visit the store physically or the

Facebook Page?

5. What types of advertising are you wanting to see when information is posted to Facebook

or other social media locations?

6. What is the primary reason for using a social media network?

7. Have you ever purchased one of our products through the social network site? If yes, then

specify…

8. How often do you use Facebook for official business purposes? What other social media

do you use?

9. What do you wish Abaco Ceramics offered via social media?


Appendix B

Email to Customers

Dear Jennifer:

On behalf of everyone at Abaco Ceramics, thank you for choosing our products and services for your needs. We are committed to providing you with the highest level of customer satisfaction possible. If for any reason you have questions or comments, we are delighted to hear from you. Send us email at [email protected] or make a post on one of our social media sites (Facebook or Pinterest). You can expect us to respond to your email or posts within 24 hours.

If you have an additional five minutes please fill out the attached survey and email back to us. By completing the survey you will receive a $10 off coupon off your next purchase.

Again, thank you for your patronage. We look forward to serving you.

Sincerely,

Karen McIntosh

Owner, Abaco Ceramics

Enclosure:

Survey

mailto:[email protected]


Appendix C

Customer Survey

1. How often do you visit Abaco Ceramics?

2. How easy were the sites to navigate?

3. The information posted to the sites, was it relevant?

4. Did you check the sites often for updated information, pictures and upcoming events?

5. By seeing updated photos of original pieces did that make you want to visit the store in person?

6. Would you recommend Abaco Ceramics to your friends?


Appendix D

Coupon

Abaco Ceramics | $10 discount coupon

Receive $10 off your next purchase

Redeemable at any participating Abaco CeramicsExpires: 31 December 2014

www.abacoceramics.com


References

McIntosh, K. (2014, May 02). Welcome to Abaco Ceramics. Retrieved from Abaco Ceramics: www.abacoceramics.com

Unknown. (2014, April 30). Facebook. Retrieved from Facebook: www.facebook.com

Unknown. (2014, April 30). Google analytics. Retrieved from Google analytics: http://www.google.com/analytics/

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