EVALUATIONEVALUATIONEVALUATIONEmma Rodgers, Strategic ManagerCommunications & MarketingStoke-On-Trent City Council@emmarodgers

THIS SESSIONKeeping Comms at the top tableInsight… and evaluation, evaluation, evaluationA local government view

MAKE COMMS HEARDat the highest levels

DEMONSTRATE YOUR VALUEAT EVERY POINT

RESEARCH

OBJECTIVE

STRATEGY

IMPLEMENT

EVALUATEHIGH VALUECOMMSdifferent models -same principles

1 2in

Still use Advertising Value Equivalency

3 10inin-house communicators

rely on an outdated metric

THE NEWCHALLENGES

TRUST

trust their organisationof public sector managers 30%

PR consultancies

only

Compared with 45% in the private sector

(Figures according to PRCA)

KEY

SHOW THE DIFFERENCE YOU

ARE MAKING

Media Evaluation

Campaign Evaluation

YEAR ONECOSTS £115,000SAVINGS £1.5m.

YEAR TWOCOSTS £59,277

SAVINGS £1.2m

Campaign Evaluation

11% of placements above the national average88% of eligible places taken up

810 children in the city taking advantage of the opportunity of educational support that will help them to develop to the best of their abilities

Social Media Evaluation

EMPLOYEE COMMUNICATIONS EVAULATION

SOMETIMES IT HURTS…

TOP TAKE AWAYS…

1.2.3.

4.

strategic impact

evaluation that adds value

insight is key

sometimes it will hurt