communications evaluation bootcamp june 6 0230p

June 6, 2010

COMMUNICATIONS EVALUATION BOOTCAMP

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

STRATEGY

The art and science of directing a systematic plan of action to achieve a specific result

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

Objectives > Evaluation RESULTS

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

RESULTS MAPTM

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

Communications > The Organization

DRIVING ALIGNMENT

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

THE CHALLENGE

Finding an evaluation model that maps to our business

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

Designing a Communications Performance Indicator Matrix

5-Step Process

Establish ObjectivesClarify ValueMap Tactics to AudiencesDefine SuccessMeasure

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

1.0

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

2.0

CONSIDER+ Messaging

+ Relationships+ Leadership+ Avoidance

CLARIFY VALUE

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

3.0

MAP TACTICS TO AUDIENCEST A C T I C S

A U D I E N C E S

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

4.0

DEFINE SUCCESSWhat has changed?

What is the evidence?

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

COMMUNICATIONS PERFORMANCE INDICATOR MATRIXTM

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

MEASURE

5.0

Establish Measurement Tools

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

Objective Clarifier Worksheet  

                                                      ©2010 Ingenium Communications Inc.          

www.resultsmap.com

    Tight alignment between objectives and performance indicators is the key to successful results‐based communications.  This worksheet is designed to guide the process of thinking through a communications process in a results‐based context by plotting the logical sequence between the challenge/opportunity, objectives, indicators and measurement tools.  

The Challenge/Opportunity  What does success look like? 

Corporate Objectives (e.g. Vision, Strategic Objectives) 

Communications Objectives (e.g. SMART: Specific, Measurable, Actionable, Relevant, Time‐Bound) 

  Performance Indicators What do you want to know?  Consider External, Internal, 

Quantitative and Qualitative Indicators

Evaluation Framework Worksheet  

                                                ©2010 Ingenium Communications Inc.                 

www.resultsmap.com

OBJECTIVES 

What are the communications objectives?  Ensure that they are Specific, Measurable, Actionable, Relevant and Time‐bound (SMART). 

BASELINE DATA 

Evaluation is inherently a comparative exercise – findings are only relevant when compared to something, such as competitor performance, performance last year or by a parallel tactic or product.  What are relevant data sources of comparative information for you to use in assessing your communications performance? 

PERFORMANCE INDICATORS 

An indicator provides evidence about a condition or result.  The indicator matrix should focus on quantitative or qualitative indicators of performance relative to the statement of objectives.  The model builds sequentially from Process to Activity, then Relationship and finally Result‐based indicators which tie communications to bottom‐line outcomes.  Consider the performance indicators in relation to your key audiences and ensure that the matrix is comprehensive in scope. 

1. 

2. 

3. 

Evaluation Framework Worksheet 2  

                                                ©2010 Ingenium Communications Inc.                 

www.resultsmap.com

PERFORMANCE INDICATOR MATRIXTM PROCESS

What demonstrates internal performance or efficiency toward achieving the communications objectives?  (e.g. client satisfaction, time to publish, numbers of approvals) 

ACTIVITYWhat evidences the level of outputs generated in support of the communications objectives?  

(e.g. number of Web hits, number of attendees at an event, reach and quality of media coverage) 

RELATIONSHIPWhat allows you to assess how the communications activity has contributed to building/solidifying/fixing key relationships which are critical to your communications 

objectives? (e.g. client feedback, level of engagement at an event, rate of follow‐up responses, rate of endorsements/referrals) 

RESULTSWhat is the ultimate outcome of the activity in achieving communications and corporate objectives? 

(e.g. new sales, increased compliance to a policy, decreased staff turnover) 

Evaluation Framework Worksheet 3  

                                                ©2010 Ingenium Communications Inc.                 

www.resultsmap.com

MEASUREMENT TOOLS The Measurement Tools are the means of tracking the Performance Indicators.What are the instruments or techniques that you will use to evaluate performance against your indicators?  Several measurement tools are likely already available in your organization. Explore possibilities such as new or existing survey instruments, measurements of sales performance, employee productivity/turnover, customer complaint reports, WebTrends analysis etc.  Consider cost‐effective communications measurement tools such as:  

•    Return on Investment (ROI) calculations     •    Influence on Sales •    Share of Voice           •    Executive Interviews •    Message/Content Analysis        •    Isolation of Factors Test •    Avoidance of Risk          •    Brand/Communications Audit •    Time/Productivity Analysis        •    Audience‐centric Communications Modelling  

Communications De-Brief Worksheet  

                                               ©2010 Ingenium Communications Inc.               

www.resultsmap.com

Aligning Objectives to Performance Indicators 

Objectives  Performance Indicators 

Results 

List Audiences  (e.g. staff, stakeholders, external audiences)

Results Achieved  (refer to Performance Indicators)

Continuous Improvement ‐ If you had another similar communications project… 

What would you do the same?  What would you do differently? 

What is the single most significant aspect of this communications initiative for your organization? 

1. 

2. 

3. 

Moving away from an activity-based model

FOCUS COMMUNICATIONS ON DELIVERING RESULTS

PLAN TO SUCCEED

www.resultsmap.com