Using measurement data as proof points to demonstrate value | North West Networking Group | 9 May 2019

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Steph Bridgeman, PR measurement and evaluation specialist Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Gouvernement et associations à but non lucratif

Using PR measurement to achieve buy-in
May 2019
@StephBridgeman
@MediaEvalTeam
ExperiencedMediaAnalysts.com

Reduced recruitment, demographic trends, increased competition

Marketing driving business outcomes
Marketing
Student
applications
Student
enrolments
Funding
Balanced
budget

Marketing audit
• Media coverage
• Social media analytics
• Google Analytics
• Google Trends

Leaders value data driven marketing insight, boards and trustees
need this assurance
“All elements of the sector, from educational outcomes, curriculum planning and internal
processes are held accountable by rigorous data collection, interrogation and insight. It is
therefore encouraging to see the practical use of PR measurement to add this data driven
approach to management and scrutiny of marketing budgets and performance…
The marketing audit provided evidence to governors that marketing was heavily linked to
recruitment; assurance that recent changes in marketing investment were having an impact.
Furthermore, it has given all members of the marketing team the knowledge and curiosity to
dig further into the data we already had at our disposal.”
Amanda Melton, Principal Nelson & Colne College

Insight examples
• Reduced marketing headcount and investment was having a
negative impact on media reporting and social media outputs
• Awareness (using Google search as a proxy) was low compared
to other local organisations
• Potential to increase impact of positive media via social sharing
• Some social analytics not switched on
• Website as important for future employees as future students

Business outcome examples in NFP sector
Marketing
Awareness
FundraisingAdvocacy
Legacies
Stakeholder
relations
Influencer
outreach
AdvocacyPolicy
Behaviour
change

Final thought…
• You have the data, or it is often
freely available
• This data can lead you to
marketing insights
• Go get excited with the data!

Scoring a win for comms –
achieving buy-in at your
organisation
9 May 2019
North West networking group
Manchester
#CCNorthWest

Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk

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