It is hard to believe Sweet Southern Public Relations is wrapping up the Beyond the Books campaign for EBRPL. We are now in the evaluation stage of the R.O.P.E.S. process; here is how the Sweet Southern PR team evaluated the success of the campaign.
The research does not stop throughout the R.O.P.E.S process. After our event, and a little celebration, it was back to qualtrics. Just as we did at the beginning of the campaign, we asked the public to take the same survey to determine if our campaign spread the desired message and reached its target audience. Before re-opening the survey, we saved the initial survey results report and cross tabulation charts to pinpoint relevant information, and we deleted the old responses to prevent them from interfering with the post-campaign results. Thus far, we have 29 responses.
Other ways to evaluate campaign success
Surveys are just one of the ways we evaluated the campaign’s effectiveness. Alternative ways to measure the success of an awareness campaign can include:
- Counting the amount of guests who attended the event. A Beyond the Books informational table was apart of the “Sneak Peek” tour of the new library. We had just under 25 percent attendance from those who were invited or RSVP’d without an invite. That may not sound like a lot, but a 25 percent attendance rate for a nonprofit event is considered a large success.
- News media coverage. You cannot forget about the audiences reached through newspapers and news websites. Our event received coverage from The Advocate, Nola.com, WAFB channel 9 and WBRZ channel 2. This year, The Advocate alone has an average circulation of 87,434 subscribers. Getting coverage on four major news sites is a big win for our campaign. Always look for media coverage and research each outlet’s readership numbers after hosting an event.
- Social media. EBRPL has its own Facebook and Twitter pages. We created a social media guide along with status updates and hashtags related to the campaign. The amount of new followers for each page can add to the list of people made aware of EBRPL through the campaign. But, an even better way to measure the public’s awareness is by the amount of likes/shares/comments each related post garnered. It would be impossible to determine a concrete number, but each person who likes, shares or comments on the campaign-related posts is exposing the campaign to everyone who follows them. That is the beauty of social media.
Maintaining a positive client relationship
From the first meeting with your client to the end of the campaign and beyond, a major goal for your public relations team should be to establish and maintain a positive relationship with the client. This is to ensure your client is happy with your team’s work, wants to work with your team again and will refer your team to others. Most people forget how important evaluating the campaign is to this goal. Just because the event is over does not mean the job is done. Evaluation should be taken as seriously as every other part of the campaign process because it shows your team’s hard work paid off and how much you care about the client. Proof of successful PR performance will help to solidify a positive relationship with your client.
Now that the semester is wrapping up so is our project. As the Sweet Southern PR team begins preparing for our final campaign presentation, finals and most importantly graduation, we are sad to say this will be our last blog post. We hope this blog is helpful to fellow PR enthusiasts. We would like to take this time to thank Mary, Esau and Kayla at EBRPL for giving us the opportunity to work with them this semester. We have thoroughly enjoyed working on this campaign with each of you, and we cannot wait to see how far you all will go Beyond the Books for the grand opening of EBRPL new Main Library building in April 2014.
I’ll talk at y’all later,
Samantha Starr is a mass communications senior from New Orleans, La. She plans to move to New York after graduation to pursue a career in public relations. Connect with her on LinkedIn.