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Implementing and Evaluating the Campaign

This session discusses the campaign launch and the importance of campaign evaluation. It covers topics such as the campaign kickoff, role of the media, press releases, ongoing campaign conduct, and different types of evaluation methods.

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Implementing and Evaluating the Campaign

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  1. Implementing and Evaluating the Campaign Session 12 Slide Deck Session 12 Slide 12-1

  2. Session Objectives 12.1 Discuss Campaign Launch and Conduct 12.2 Explain How and Why Campaign Evaluation is Performed Session 12 Slide 12-

  3. 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 Slide 12-

  4. 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 Slide 12-

  5. 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 Slide 12-

  6. 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 Slide 12-

  7. 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 Slide 12-

  8. 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 Slide 12-

  9. 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 Slide 12-

  10. 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 Slide 12-

  11. Evaluation Objectivity • Evaluators must not skew results with bias • Evaluation must assess objectively-measured effects Session 12 Slide 12-

  12. Evaluation Types • Formative Evaluation • Process Evaluation • Outcome Evaluation • Impact Evaluation Session 12 Slide 12-

  13. 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 Slide 12-

  14. 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 Slide 12-

  15. 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 Slide 12-

  16. 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 Slide 12-

  17. Evaluation Methods • True Experimental Design • Quasi-Experimental Design Session 12 Slide 12-

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