Click on submit button to view your content in the Integrated Evaluation Framework by AMEC.
SUBMIT
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Out-takes
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Outcomes
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Impact
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Outputs
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Activity
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Inputs
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Objectives
SUBMIT
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Organizational Impact
How has the organisation been impacted during the campaign?
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Outcomes
List here evidence of the effects of your communication on your target audience. Click i for more info on outcomes.
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Out-takes
List here what your target audiences took out of your communication and how they reacted to it. Click i for more info.
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List the content, materials, and activities that you distributed and which your target audiences were exposed to.
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Outputs
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Activity
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P E S O
List all the key activities that you will or did undertake.
Strategy and other inputs
Highlight your strategic plan and other ‘inputs’
Target Audience
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Inputs
Define your key target audiences
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Communications Objectives
What are your communication objectives for this program?
What are the broad objectives of your organisation?
Objectives
Organizational Objectives
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Reputation improvement
Relationships established or improved Compliance / complying action – e.g., sales, donations, meeting membership targets, increased staff or customer retention, reduced smoking, improved health outcomes, etc. Organizational change – e.g., insights to inform future strategy, realignment of policies to stakeholders
Social change – e.g., improved health and well-being, increased access to information, etc.
IMPACT is the flow-on results of your communication related to your objectives.
Impact can include:
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Learning/knowledge – e.g., survey or interview data, quizzes, tests
Attitude change – e.g., survey or interview data
Trust – e.g., increased trust ratings in surveys
Preference – e.g., stated preference in surveys, social media comments
Intention – e.g., inquiries, registrations, trialling, survey data
Advocacy – e.g., endorsements in online comments
OUTCOMES are the effects that your communication had on your target audiences.
You should try to show evidence of:
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Audience attention – e.g., unique visitors, views, clickthroughs
Awareness – e.g., recall
Understanding – e.g., comments, post-campaign survey data
Interest and liking – e.g., likes, follows, shares, retweets, pins, etc.
Engagement – e.g., return visits, subscribing, positive comments
Consideration – e.g., comments, post-campaign survey data
OUT-TAKES are your target audiences’ initial responses and reactions to your communication.
You should try to show evidence of:
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Advertising (paid media) – what audience reach, impressions, CPM?
Publicity (earned media) – what volume, how many impressions?
Web sites, blogs, partnerships or supplements (owned media)
Social media sites (shared media) – how many posts, videos, etc.?
Events held – how many attended?
Sponsorships launched – what audience reach? Direct mail, e-mail, or e-marketing, etc. – what audience reach?
OUTPUTS include:
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Formative research (e.g., surveys, focus groups, pre-testing)
Planning (including SWOT analysis, PEST or PESTLE, etc.)
Design of materials
Writing and production of communication materials, events, etc.
ACTIVITIES include:
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TARGET AUDIENCE define clearly with which audiences you are looking to communicate. Be as specific as possible. The more refined your audience definition, the more focussed your targeting can be. Think demographics, socio-economic data and media consumption habits.
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COMMUNICATION OBJECTIVES are the specific objectives that your communication program, campaign, or project is designed to achieve. Your communication objectives must support one or more organizational objectives; identify which one/s.
Make sure your communications are SMART – Specific, Measurable, Achievable, Relevant and Time bound. Clearly define them and set targets for what you are looking to achieve
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ORGANIZATIONAL OBJECTIVES are usually published in the organization’s business plan or strategy. They are often long-term and require more than communication. Identify which organizational objectives your communication program can support.
PLAN, SET TARGETS & OTHER INPUTS
OUTCOMES
OUT-TAKES
Communications Objectives
ALIGN Objectives
Organizational Objectives
ORGANISATION & STAKEHOLDER EFFECTS
IMPACT
AUDIENCE RESPONSE & EFFECTS
MEASURE ACTIVITY
IMPLEMENT
Output
Activity
STRATEGY
Target Audience
For Further information click here
Environmental scanning – what environmental and contextual factors will affect your communication?
Having SMART objectives – make sure your objectives are SMART in the context and circumstances
Budget – set a budget and identify the most cost-effective approaches
Resources – what skills do you need? Are there potential partners?
INPUTS might include:
STRATEGY define the plan to reach your key target audiences and crucially achieve the SMART communications objectives and pre-defined targets that you have set. What are the key highlights from your plan?