Evaluation Evaluation Evaluation · The Observers ' New Review supplement on the £1 houses scheme,...
Transcript of Evaluation Evaluation Evaluation · The Observers ' New Review supplement on the £1 houses scheme,...
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EVALUATIONEVALUATIONEVALUATIONEmma Rodgers, Strategic ManagerCommunications & MarketingStoke-On-Trent City Council@emmarodgers
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THIS SESSIONKeeping Comms at the top tableInsight… and evaluation, evaluation, evaluationA local government view
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MAKE COMMS HEARDat the highest levels
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DEMONSTRATE YOUR VALUEAT EVERY POINT
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RESEARCH
OBJECTIVE
STRATEGY
IMPLEMENT
EVALUATEHIGH VALUECOMMSdifferent models -same principles
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1 2in
Still use Advertising Value Equivalency
3 10inin-house communicators
rely on an outdated metric
THE NEWCHALLENGES
TRUST
trust their organisationof public sector managers 30%
PR consultancies
only
Compared with 45% in the private sector
(Figures according to PRCA)
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KEY
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SHOW THE DIFFERENCE YOU
ARE MAKING
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Media Evaluation
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Campaign Evaluation
YEAR ONECOSTS £115,000SAVINGS £1.5m.
YEAR TWOCOSTS £59,277
SAVINGS £1.2m
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Campaign Evaluation
11% of placements above the national average88% of eligible places taken up
810 children in the city taking advantage of the opportunity of educational support that will help them to develop to the best of their abilities
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Social Media Evaluation
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EMPLOYEE COMMUNICATIONS EVAULATION
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SOMETIMES IT HURTS…
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TOP TAKE AWAYS…
1.2.3.
4.
strategic impact
evaluation that adds value
insight is key
sometimes it will hurt