3 cma sept 2011

12
Measuring Success in Communications 3CMA Fall Conference, 2011

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Page 1: 3 Cma Sept 2011

Measuring Success in

Communications

3CMA Fall Conference, 2011

Page 2: 3 Cma Sept 2011

Performance Management

MethodologyGoals or Priorities

Objectives or Strategies

Desired Outcomes

Measures

Evaluation

Page 3: 3 Cma Sept 2011

Management vs.

Measurement

Theory - What is measured is managed…

What is not monitored is not measured…

Measures don’t manage

Measures for measurement sake

How do we demonstrate success…

What information or measures assist in decision

making…

Page 4: 3 Cma Sept 2011

Communications

Measurement Inputs: Hours, $, staff, internally produced articles

Outputs: # press releases, #/ frequency

newsletters, website/Facebook presence

Outcomes: Media placements, website/Facebook

hits, coupons returned, repeat advertisers/ sponsors

Impacts: citizen reaction, volunteerism, new

initiatives, activism, change in tone of media reporting

(positive and negative)

Page 5: 3 Cma Sept 2011

What to Measure

Communications = Exchange of Information

Traditional Measures = Quantity of outputs

Success = Altered Behavior by Target Audience

Page 6: 3 Cma Sept 2011

Evolution of Measures Traditional approach:

# newsletters, # press releases

Impact approach:

# instances of desired behavior

% of target population exhibiting desired impact

Page 7: 3 Cma Sept 2011

Evolution of Tools Paper and oral distribution of message (two-way

directional communication)

Newsprint, TV, and radio distribution of message

(single directional communication)

Social media, e-commerce/ WWW, silent tracking of

inquiries (multi-layered communication)

Page 8: 3 Cma Sept 2011

Citizen Engagement Objective: Increase citizen involvement

Outcome: More and diverse participants on boards and

commissions

Measures:

% new members on boards and commissions

% boards and commission with full membership

# New applications for boards and commissions

# Outreach activities and announcements

Page 9: 3 Cma Sept 2011

Citizen Engagement Objective: Increase citizen involvement

Outcome: More and new participants in activities

Measures:

% growth in class and event attractions

# fliers, announcements

# referrals notes

# coupons from outreach media/ increase in new

participants

Page 10: 3 Cma Sept 2011

Marketing & Tourism Goal: Increase tourism awareness from out of town

Objective: Increase interest and visits to community

Outcome: increase revenues to local businesses

Measures:

Hits on promotional website

From target IP addresses and areas

Registering for follow-up information and promotions

Inquiries regarding promotional events, specials

Return of promotional offer coupons

Reported revenue on key dates from local businesses

Page 11: 3 Cma Sept 2011

Media Relations Goal/ Objective: Improve relationships with local media

Outcome: Better story placement; good news regarding

locality

Measures:

# positive stories by media source

% positive/ neutral of total stories

# surprise stories without prior discussion with media

representatives

# individual meetings with media representatives (non-

interview or press conference)

Page 12: 3 Cma Sept 2011

Questions?

Melanie D. Purcell

Assistant City Manager

City of Norfolk, VA

[email protected] OR [email protected]