As marketers we often get swept up into the strategy, development, and implementation of a campaign and are so stinkin’ excited when we release it into the wild. We are like “Let’s go!” and are pumped and ready to start the next one.
What happens though, is the evaluation of a recently completed campaign oftentimes gets put to the side until it's been forgotten. Let's face it, a campaign evaluation isn't nearly as thrilling or exciting as the strategy, development, and action.
Have you ever approached an initiative, tactic, or campaign, and said, "I wonder if this would work?" and someone else on your team, or even yourself, said, "Hey, wait a minute. We've done this before. Does anyone remember if it was successful?"
I've been in this position, and it can be difficult to think about how to apply previous learnings (so that you can repeat the success and sidestep the mistakes) when you rely on memory alone. This is one example of why a post-campaign evaluation is so valuable.
In this post, I'll walk you through how I complete an evaluation in 7 steps.
Summary
Campaign background
Key objectives and results
Theme and messaging
Marketing and communication tactics
Budget versus actual spend
Employee feedback
Do you have any questions, comments or feedback that you'd like to share directly with Lyanne?
Summary
This section is the executive summary. Here you will highlight some of the critical points within the evaluation document, such as financial targets, exceptional results, key learnings, and future recommendations. Although this is the first section, it is completed last.
Campaign background
Compile the background by pulling information from the campaign plan, which provides the foundational context about the campaign itself. It could include why the campaign occurred, who the key audience may have been, some key research highlights, and how it would support the corporate goals.
Key objectives and results
Here, you will restate the corporate and marketing objectives - both qualitative and quantitative - that were outlined in the campaign plan and include the actual results.
It's also helpful to provide additional/contextual information about what the metric and results mean. You may have people reading your evaluation who are not knowledgeable about how the metrics affect the organization. For example, if you have a marketing campaign goal of 100 social media engagements and achieve 90, while you fell short, you can state what impact the 90 had on the organization.
You will also include any outside forces that may have affected the results, as well as thoughts on replicating or improving a particular metric in the future.
Theme and messaging
Compile a summary of screenshots of the creative that was done for the campaign. This creates a brief visual highlight reel which you can easily reference for future campaigns.
Just like you did in the previous section, include notes on the creative that got the most traction and the creative that got the least. That will help you refine and develop future elements.
Marketing and communication tactics
In this section, you will outline what channels you used and where—for example, website, newspaper, outdoor, radio, in-house, contest, etc.
Once again, you will analyze the performance. How did each channel contribute to the campaign's success or shortcomings? What is the right timing per channel? What would you recommend continuing or changing in the future?
Budget versus actual spend
List each item you have budgeted and the actual spending you have made on each. You will also define why you were over or under on any line item and overall spend.
For example, you may have budgeted $5,000 for one item, but the actual spending was only $1,500. You should say why there is a difference - did you not get the message out by failing to allocate the right resources, or did you get one steal of a deal? That budget vs spend difference needs to be stated.
Employee feedback
If the campaign lasts a long time, and most importantly, at the end of the campaign, it's vital to gather employee feedback on what went well, what could be changed, or what could be added. Seeking their input helps to foster a culture of marketing within the organization and provides insight into the effectiveness of the marketing.
One way you can do this is by creating an easy-to-answer short employee survey. You could include questions such as:
What did you think of the overall campaign theme?
How did you use the marketing collateral to engage people in conversation?
Were you faced with any challenges when using the marketing material?
Can you share any notable reactions or interactions related to the campaign that you had with a customer?
Do you have any success stories because of engaging in the campaign?
In what ways could we better support you in the future?
What tools or resources would you like to have to make a campaign more effective in your role?
This framework on completing a campaign evaluation has proven to be immensely helpful time and again over the course of my career. There may be additions which I may add depending on the campaign itself. How about for yourself? What else would you want included in your campaign evaluation?
I hope you found this helpful and as always keep on being amazing!
Lyanne
With a drive to accomplish high-quality results, the marketing work Lyanne has spear-headed in business has been recognized and awarded nationally on several occasions. In addition to this, she proudly holds the Chartered Marketer designation through the Canadian Marketing Association.
After serving 28 years in corporate finance, she emboldened into new territory by striking up a business marketing consulting practice that exists to lighten the load of marketing leaders. Having been a leader in marketing, she appreciates the complexities of the job and the many demands that come with it.
Whether you are interested in learning more about how blue dragonfly can help your business, are interested in joining or learning more about Mastermind groups, would like to chat about a speaking engagement, or just want to meet with Lyanne, this is a great way to get started. Connect today.
Cheers to the beginning of a great relationship.
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