Measurement Hour October 27th, 2016 Katie Delahaye Paine, CEO Paine Publishing

Business Goal Comms Objective Activity Metric Outcome Metric Reposition the company

• Improve/change perceptions around our brand

• % increase in key message penetration

• % increase in share of desirable voice

• % increase in engagement with new content

• % increase in consideration and preference

Increase market share

• Increase the marketable universe

• Increase considerations & preference for brand or product

• % increase in share of desirable voice

• % decrease in share of undesirable voice

• % increase in share of engagement relative to the competition

• % increase in marketable universe

• % increase in people preferring or considering the rand.

Reduce reputational risk

• Restore/improve reputation

• % decrease in share of undesirable voice.

• % decrease in negative messaging

• % improvement in trust scores and/or reputation index

Increase stock price

• Improve leadership reputation

• Increase awareness of what we do

• % reduction in cost per message communicated

• % increase in perceptions of “well managed”

• % increase in perceived value relative the competition

PUBLIC AFFAIRS DASHBOARD

Sales Target Risk Reduction New Market Share

Increases Brand Awareness, Reduce Sales Cycle

Increase Trust, Reduce Threats

Expand the Marketable Universe

Bench-mark

Current Goal Bench-mark

Current Goal Bench-mark

Current Goal

% increase in share of desirable voice

8.9% 8.9% 10% % Decrease in undesirable Share of Conversation

10% 12% 8% % Increase in stakeholder awareness

10% 9% 20%

% decrease in share of undesirable voice

3.1% 2.1% <3% % Decrease in stakeholders not aware

21% 21% 7% % Increase in online engagement on issue % Increase in in-bound requests for information

10% 5% 15%

% increase in awareness

11% 11% 13% % increase in Trust scores

50% 45% 75% 0 100 500

Below Target

At Risk

On Target

0

5

10

15

20

25

30

35

40

45

50

1

2

3

4

5

6

QUARTERLY SUMMARY

Goal

Baseline

Last Quarter

This Quarter

Employee Engagement Quadrant: 1. Discretionary Effort 2. Commitment 3. Overall Satisfaction

Brand Communication Quadrant 1. % increase in opportunity to see a

message 2. % increase in stakeholders hearing a

message 3. % increase in stakeholders believing a

message

Innovation Communication Quadrant 1. % increase in

opportunity to see a message

2. % hearing a message 3. % believing a message Brand Ambassador Quadrant

1. Extent to which they disseminated messages

2. Engagement Score 3. % Understanding Strategy

Smart Quadrant 1. Extent to which they

disseminated messages 2. Score on Employee Engagement 3. % Understanding Strategy

Channel Engagement/Participation Quadrant 1. % of high level engagement

16 Special thanks to Montclair State University's Graduate Program for

sponsoring this month's Measurement Hour!