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How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

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Page 1: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

How to measure the success of a campaign?

Creating campaign metrics

TF-PR WorkshopVienna, Austria7 September 2009

Page 2: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Terminology

What is a metric?A standard of measurement.

What do we mean by ‘campaign’?

A connected series of activities designed to bring about a particular result

Page 3: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

“Success has many fathers and mothers; failure is an orphan”.

Page 4: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Overview

1. The popularity of metrics

2. The starting point

3. Let’s work it out

Page 5: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Popularity of metrics

› Do most marketing/pr officers measure the success of their projects or campaigns?

International Public Relations Association

› Why is this?

Research Finding IPRA

Evaluation recognized as necessary

89.8%

Frequently research metrics

18.,6%

Page 6: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Main reasons why not done

0%

10%

20%

30%

40%

50%

60%

70%

Cost ( incltime)

Lack ofKnowledge

Lack ofstandards

Lack ofinterest

Fear ofbeing

measured

Lack ofneed

Others

Intuition or ‘gut feel’ becomes our main metric

Page 7: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Overview

1. The popularity of metrics

2. The starting point

3. Let’s work it out

Page 8: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

The ‘PRE’

Process

AUDITWhere are we now?

SETTING OBJECTIVES

Where do we want to be?

PLANHow do we get there?

ONGOING MEASUREMENTAre we getting

there?

RESULTS & EVALUTION

How did we do?

Page 9: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Setting SMART Objectives

1) Specific2) Measureable3) Achievable4) Relevant5) Timely

Question: Is this SMART?Objective: To successfully launch eduroamImproved: To hold 3 well attended customer

events/year. To gain 1 positive media article per

month.

SETTING OBJECTIVES

Where do we want to be?

Page 10: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Plan – how do we get there

› Decide strategy› Decide tactics› Decide type of research and metrics to measure

outcomes

PLANHow do we get there?

Page 11: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Overview

1. The popularity of metrics

2. The starting point

3. Let’s work it out

Page 12: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Break out groups

› Three scenarios

› Choose the scenario for which› You have the most experience or› You would like to have more experience in

› Select one of the sticky notes that represents the scenario you chose

› In your groups, make sure you elect three people to be:1. The time-keeper2. The note-taker3. The presentor

Page 13: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Scenario One

› You are organising a 2 day conference for your NREN, with both technical and non-technical parallel streams.

› Target audience: university IT staff, researchers and professors.

› # of people in target audience: 100 000› # of target institutions: 100

› Actual number of registrations: 125. Most are IT Staff. › PR tools used to inform people of the conference:

› Email: 3 emails sent out at 9mth, 3mth and 2 weeks to 5 000 contacts. These are the only contacts you have in your database before the conference.

› Posters in every target institution 3 months before event.

› Website announcement (and registration online)

Page 14: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Scenario One

› Question:› How will you know if your conference was a

success? I.e. what metrics (# of registrants, increase of & from last year….) could you use to determine how successful the conference was and how will you measure this?

› (if time)› How could you have improved the campaign in

order to 1) have more successful outcome and 2) be able to measure it better?

Page 15: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Scenario Two

› Your NREN sends out 2 newsletters per year to its target audience, both are sent via paper and electronic. The newsletters generally cover topics like new services, case studies of institutions that are using the network in creative ways, announcements of upcoming local and European events, and other practical information like new NREN employees.

› Target audience: university IT staff, researchers and professors.

› # of people in target audience: 100 000› # of target institutions: 100› # of contacts in your database: 5000 (50% IT

staff/15% researchers/20% professors/5% others)

Page 16: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Scenario Two

› Question:› How will you know if your newsletter was a

success? I.e. what metrics (for example: # of downloads) could you use to determine how successful the newsletter was and how will you measure this?

Page 17: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Scenario Three

› Last year, your boss asked you to come up with a plan to market eduroam. The perception is that eduroam is not known within your target market very well (low brand awareness), which is one of (but not the only) the reasons that eduroam is not being used very much.

› To make your boss happy, you created an eduroam brochure and mailed in out to your target audience, you created a poster and hung it up at the key target institutions, and you added a webpage on your NREN website to help explain the benefits of eduroam and how to get it.

› Your boss comes to you and asks if your initiatives have helped increase brand awareness. Of course, you were ready for this question and provided him with evidence that this was true.

Page 18: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

Scenario Three

› Question:› What metrics and tools did you use to measure

the increase in brand awareness?

› (if time)› What could you have differently to ensure that

you had some more statistics/metrics about the success of your campaign?

Page 19: How to measure the success of a campaign? Creating campaign metrics TF-PR Workshop Vienna, Austria 7 September 2009

One last comment….

› Make assumptions if details are missing in the scenario that you think are necessary to answer the question.

› Have fun!