Plan For Monitoring And Evaluation Flashcards
-Measurements conducted after you launch your social marketing effort but believe it is completed.
Monitoring
To help determine whether you still need midcourse corrections that will ensure that you reach your ultimate marketing goals.
Monitoring
Measurement and final report on what happened
Evaluation
Questions for evaluation
- Did you reach your goals?
- Were activities implemented on time and on budget?
- Which program elements worked well to support outcomes? Which ones did not?
- Was there anything missing?
- What will you do differently next time?
To assess program efficacy in encouraging the desired behavior changes
Evaluation
Aid in identifying activities that are effective and those that are not, and in making midcourse correlations in program interventions
Evaluation
Identify components that are working and those that should be discontinued
Evaluation
Why are you conducting this measurement and who is the audience for the result?
To fulfill a grant requirement
To do better next time we conduct the same campaign
To get continued, increase funding
To help decide what to prioritize and where to allocate resources
To alert us to midcourse correlations we need to make to achieve goals
What to measure?
Inputs, outputs, outcomes, impact
How will you conduct measurements?
Surveys, observational research, control groups
When will the measurements be taken:
Prior to campaign launch (baseline measures/pre-campaign)
During campaign
Post campaign
How much will it cost?
Decisions to fund these activities will be based on the vallue they will contribute to your program
Formative Evaluation
- Includes pretesting of materials
- Designed to test for program strengths and weaknesses before implementation
- Includes pretesting of materials
- Designed to test for program strengths and weaknesses before implementation
Formative evaluation
- Reviews the tasks of implementing the programs and tracks program activities
- Answers questions of: did we do well? What 2 improve? How 2 improve?
PROCESS EVALUATION
Process Evaluation
- Reviews the tasks of implementing the programs and tracks program activities
- Answers questions of: did we do well? What 2 improve? How 2 improve?
- Focuses on the long term outcomes of the program
- Answers questions such as:
- -What are the effects of the program on the community?
- -How have the beliefs & behaviors of audience been influenced?
- -What changes have occurred in how community thinks?
IMPACT EVALUATION
Impact Evaluation
- Focuses on the long term outcomes of the program
- Answers questions such as:
- -What are the effects of the program on the community?
- -How have the beliefs & behaviors of audience been influenced?
- -What changes have occurred in how community thinks?
Resources allocated to the campaign or program effort
INPUTS, e.g. Money, staff time, volunteer hours, existing materials used, distribution channels utilized, partner contributions
Program activities conducted to influence audiences to perform a desired behavior
OUTPUTS, e.g. Calls made, number of materials disseminated, events held, websites created, social media tactics employed, reach, media coverage, media impressions, time, budget
Audience response to outputs
OUTCOMES, e.g. Changes in behavior, knowledge, beliefs. Campaign awareness, customer satisfaction levels, new partnerships and contributions created, policy changes.
Indicators that show levels of impact on the social issue that was the focus for the effort
IMPACT, e.g. Lives saved, injuries prevented, water quality improved, water supply increased, more opportunities provided
