Campus Health at IU Indianapolis
Fall 2024
Evaluation
The evaluation portion cements the process as a
fully comprehensive and circular
marketing plan.
This phase includes a discussion on:
- Metrics to evaluate success
-Contingency Plan
This is an example of what tracking our progress and ad campaigns looks like behind the scenes.
In order to measure the success of our marketing plan, we will look at the full process of our advertising. This includes evaluating the before and after effects of the ad. We will start with evaluating how successful the pretesting phase was. It is important to go back to the reason why we wanted to create the ad and put it in the first place. The pretesting phase should tell us how effective the campaign could be if we put it out. This means going back to that goal and seeing if it was achieved in the end goal. We will also track the progress of our ads to see how people are interacting with it. We will measure how many times our audience views our ads and if they are associating the message in the ad with our brand and its objectives. We will do this for the duration of the time that the ad runs for.
Afterwards, we’ll evaluate the effect of the ads on our audience. This is what the evaluation phase consists of, measuring what the audience remembers from the ads, and what message they took away from the ad. Overall, this included measuring the impact of our ads and seeing if it was successful. This success will be measured by establishing clear metrics. These metrics will consist of measurable and quantifiable data that can be used to see how people interact with the campus health brand. Using metrics like data analytics to see what populations are interacting with our ads on social media, tracking sales of the items in our vending machine and conducting surveys to gather about what our customers are thinking about our organization and what we stand for.
"...Measurable and quantifiable data that can be used to see how people interact with the campus health brand. Using metrics like data analytics to see what populations are interacting with our ads on social media..."
All of these metrics will allow us to see how our audience and intended population interacts with our product and what they think of it. To prepare for the unexpected, we will start by evaluating the situation and reassessing the original goals and objectives of our campaign and organization as a whole. If something changes in the marketplace or environment, we will identify the issue and assess the impact on our products, whether it’s related to our budget, target audience, timing, or message delivery. We will also revisit the pretesting phase to see if there are any shifts in consumer behavior and adjust our strategy accordingly. It's important to ensure that any adjustments still align with the overarching goals of our campaign.