PUR 4800

1. Evaluation
Campaign Evaluation
•In order to be able to evaluate anything you have to set appropriate criteria.
•Evaluation considers several areas:
•Timing of the evaluation
•Specific ways to measure each of the levels of objectives (awareness, acceptance, action)
•Criteria should be used to gauge success
•Your evaluation program should prescribe the tools to be used and how the overall evaluation
will be used
•This all happens before any tactics are implemented. How are we going to know if this is
effective? How are we going to know if this worked? Those answers come before
implementation

2. Evaluation
Campaign Evaluation
•Questions you’ll want to answer in order to develop the evaluation phase of your campaign:
•What criteria should we use to judge the program?
•What information is needed in order to make that assessment?
•Who has this information needed and how can we get it?
•Who will receive the final evaluation?
•What will be done with the information contained within?
•Are we or the recipients willing and able to accept evaluations that may be less than 100%
positive?
•Who else would have an interest in the evaluation?

3. Evaluation
Campaign Evaluation
•Criteria:
•What metrics will be used?
•Metric- the standards of measurement to assess the outcome of a program or project, it is
the yardstick against which the objectives you set will be measured.
•Objective was to increase membership by 25% within 6 months. Did you meet that?
How can you tell?
•Metrics used to measure this objective could be the number of new memberships
received within 6 months.
•How many did we start with and how many did we end with?

4. Evaluation
Campaign Evaluation
•Evaluation criteria should be:
•Useful to the organization by being clearly linked to objectives established
•Realistic, feasible and considerate of resources such as cost and time
•Ethical and socially responsible
•Credible (supported by accurate, real data)
•Presented in a timely manner

5. Evaluation
Campaign Evaluation
•Examples of categories of evaluation metrics:
•Objective- Awareness
•Media coverage (# of stories, # of impressions)
•Post-campaign awareness survey (usually need to have a pre-campaign, as well)
•Objective- Acceptance
•Total requests for information received
•Post-campaign attitude/opinion survey
•Total number of letters, emails, etc. expressing interest or support
•Digital metrics (visits, number of pages viewed, time spent viewing, click thrus)
•Objective- Action
•Measures of results (ticket sales, new likes, attendance, memberships entered, donations
collected, etc.)
•Measures of improvement (increased engagement, retention levels)
•Organizational or environmental change

6. Evaluation
Campaign Evaluation
•Things to remember about evaluation:
•Certain results will be more important than others based on where the recipient of the
information sits
•Don’t wait to evaluate until the campaign is over
•Don’t guess. Facts are the accurate measures
•Samples, when used, should reflect the population
•Time and money investment aren’t true measures of effectiveness
•Behavior/action is the ultimate measure.
•Evaluation doesn’t have to be time consuming or overly involved, think smart.

7. Evaluation
Campaign Evaluation
•Associated reports:
•Implementation report- initial overview citing the implementation of tactics, the status of
the program and schedule of progress
•Progress report- Status reports, include preliminary evaluations. Modifications may be
made based on these reports
•Final report- Overviews, summaries, recaps. Include information on impact, as measured,
and the outcome for the tactics included in the campaign. How did we do?
•Message cost, actual value vs. paid value, impressions, feedback, stats, etc.

8. Evaluation
Campaign Evaluation-
•Problem: Nature’s Own has expanded into many markets through the acquisition of bakeries,
including bakeries in St. Louis and Cincinnati. New brand, low awareness
•Agency develops plan to run integrated campaign utilizing existing creative in St. Louis and
Cincinnati as a test. Will an ad campaign without any strong PR, increase awareness and sales of
a new product? Let’s find out.
•Complete pre-campaign survey so we know just where we stand in the markets, now
•Run campaign
•Follow with post campaign survey to ascertain change based on advertising

9. 9
Background & Objectives
Flower’s Foods, working with the Zimmerman Agency, recently launched a nationwide
brand campaign for its Nature’s Own brand of breads. To gauge the effectiveness of the
campaign, it would like to measure key brand and advertising metrics in two test
markets: Cincinnati and St. Louis.
The primary objective of this research study is to compare results with the previously
established baseline and understand how well Nature’s Own is “moving the needle” in
terms of:
• Awareness (unaided and aided) • Zone of consideration • Preference • Avoidance • Advertising Awareness • Association with key attributes (e.g., fresh, wholesome taste, great texture) • Association with key brand image and personality descriptions • Effectiveness of social media

10. 10
Methodology
To accomplish these objectives, Deep Blue conducted on line survey with women aged 25-54
who are involved in household grocery shopping. Respondents were required to be buyers
of bread and buns in the bread aisle and have household incomes of at least $35k/year.
•The study was fielded October 11 – 19, 2013 with respondents living in the Cincinnati or
St. Louis metropolitan areas.
•402 interviews were completed, evenly split between the two markets. The average margin
of error is +/- 3.2 percent among the total audience and +/- 4.5% for each market (95%
confidence level).
•Based on this study, Sara Lee, Pepperidge Farms, Brownberry, Bunny (St. Louis only) and
Klosterman’s (Cincinnati only) emerged as important competitors.

11. 11
Executive Summary
• Nature’s Own has made real strides in the marketplace with its new campaign: advertising
awareness increased significantly from 14% to 20%.
• Brand metrics improved as well, with “bread brand purchased most” and “preference”
jumping significantly from 13% to 20% , and 12% to 19%, respectively.
• TV awareness rose significantly, from 41% to 60% from pre-launch.
• Impressively, Nature’s Own has furthered it’s position as the “nutritious” option in the
sliced bread aisle and as a trusted brand.
• As a category, trust in the brand continues to be most important, followed by freshness
and availability. Healthiness and nutrition follow in influencing choice.
• Nature’s Own unique messaging - an important tool in setting the brand apart – appears
to break through the clutter. Respondents associating the brand with the tag line: “We
are Nature’s Baker” increased significantly from 59% to 67%.
• Response to the campaign has been more pronounced in St. Louis than in Cincinnati.
• There is evidence that Nature’s Own is pulling share away from local brands Bunny in St.

12. Quick Campaign
QC: I Am Music
Problem: IAMF provides scholarships but needs ways to raise the
money for those scholarships since they are just beginning and are
still in process of filing for a 501c3, which makes it difficult to get cash
donations. What types of fundraising activities could they engage in
order to increase funds? $750 budget max. Have done Karaoke night,
scholarship award dinner, Zumbathon in the works and sheds.
Due: 11/14

13. Thought of the Day:
“You get in trouble, you have to evaluate: Is it worth getting into
trouble again? It's a lot easier to make that decision when you have a
career at stake.”
-Robert Iler
Job Link:
http://www.visitflorida.org/career-opportunities/
http://ch.tbe.taleo.net/CH13/ats/careers/requisition.jsp?org=RESTORATIONHARDWARE&cws=1&rid=4849&source=http://www.aplitrak.com/?adid=YmJnZW5lcmljLjEzNTUyLjE3NjBAY2lnbmEuYXBsaXRyYWsuY29t

14. Job Links:
http://www.visitflorida.org/career-opportunities/
http://ch.tbe.taleo.net/CH13/ats/careers/requisition.jsp?org=RESTORATIONHARDWARE&cws=1&rid=4849&source=http://www.aplitrak.com/?adid=YmJnZW5lcmljLjEzNTUyLjE3NjBAY2lnbmEuYXBsaXRyYWsuY29t
http://about.zappos.com/jobs/jobs-zappos-family/zappos-ip-inc?nl=1&jvi=ocC3Xfwy,Job&jvs=IndeedSponsored&jvk=Job
http://levistrauss.taleo.net/careersection/2/jobdetail.ftl?job=243900&sType=Indeed
http://express.hodesiq.com/express/job_detail.asp?JobID=4080003&emid=3640
https://ch.tbe.taleo.net/CH01/ats/careers/requisition.jsp?
org=EDELMAN&cws=1&rid=3530&source=Indeed
https://jpmchase.taleo.net/careersection/2/jobdetail.ftl?lang=en&job=1366327&src=JB-13027
https://careers.peopleclick.com/careerscp/client_aig/external/gateway.do?
functionName=viewFromLink&jobPostId=247216&localeCode=en-us&
source=Indeed.com&sourceType=PREMIUM_POST_SITE