Part of a successful campaign is evaluation. A good team examines what they have done and if it is successful or not.
Video From Bill Hogg’s Youtube
Examining our campaign starts with looking at our goals and objectives. Earlier, we provided measurable goals to help us understand if our campaign was successful. For instance, our objective for Twitter was to increase followers by 10%. A reasonable amount of time after rolling out our campaign, say a few weeks to a month, we will look at the Twitter followers to see the increase. If the followers increased by 5% we were moderately successful, if close to 10 than successful, if not at all than we were unsuccessful.
Another aspect is looking at the business of the Fair Trade Market. Now that we have narrowed down our campaign to improving their sales during a down period, we can examine the sales of the store.
Picture From World Trade Market Twitter
The Fair Trade Market goes through an annual decrease in revenue during the month of March. It is a lull that happens every year before picking back up in the following month.
In order to combat this, we are rolling out a campaign titled #BringintheSpring. During each week of March we will discount different items, promoting them on social media and encouraging customers to come during the annual down period.
If the sales during the month of March still indicate a decrease from normal, than our strategy of promoting discounting items failed to bring more customers and revenue to the store. If the sales show that sales were up closer to normal revenue, than our strategy worked.
By: Chase Strickland
In order to help Mission Waco with a PR campaign, we worked with the organization to create a list of three goals. We then broke down those goals into a list of achievable objectives and tactics to establish those objectives.
Goal: Our first goal is to help Mission Waco increase their following and activity on social media. This will help them reach more people and have more resources to help the needy. This will be measured by the following objectives:
- Increase Instagram followers by 10%.
- Increase Twitter posts to weekly updates.
- Share Instagram posts to Twitter and Facebook.
This shall be accomplished with the following tactics:
- Follow more Instagram accounts.
- Increase Twitter posts to twice a week.
- Link Instagram posts to Twitter, Facebook and blog posts.
- Continually accepting/interacting with those on Facebook.
Goal: We want to attract more web-traffic to raise awareness and gather resources. This will be accomplished with the following:
- Update website with more content/ aesthetically appealing layouts.
- Create a more appealing website/higher quality photos and graphics.
- Push followers to website.
- Add more pictures/videos.
- More posts people can interact with.
- Update the website on a weekly basis
The following is a great example of the kind of content we want to create:
Video from Unbound Youtube
Goal: Our third goal is to improve involvement with Baylor student organizations. We want more students involved with the organization, as they are a great resource. We will measure our success with the following objectives:
- Increase student registration per month by 10%
- Provide opportunities for student organizations
To accomplish this, we will use the following tactics:
- Partner with Baylor to create initiative programs for students/organizations.
- Get a representative to come inform students at organization’s meetings about what they can do to get involved.
- Highlight student organizations that volunteer through social media accounts.
Once a year, Baylor students volunteer in the community through a program called Stepping Out. They help out in the community and accomplish many different tasks, showing there is vast potential in the student market.
These goals should help us raise the overall awareness of Mission Waco so that they can have more resources and make a greater impact in the community.
By: Chase Strickland
For class this semester, we are working in groups to create a public relations campaign for a non-profit company. This includes creating a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis for the company, then helping them improve their weaknesses, overcome threats and take advantages of opportunities. My group partnered with Mission Waco , a local non-profit that seeks to mobilize the middle class to eliminate social injustice, empowering the needy to get out of social cycles of poverty, homelessness, etc.
My first interactions with Mission Waco have been pleasant. They are extremely caring people who clearly have a passion for what they do. They are eager to see how we can help them and seemed receptive to our suggestions. They were also on the same page as us in regards to their strengths and weaknesses. They:
- Recognized that their social media presence is not as good as it could be and were receptive to our early critiques.
- Offered up threats and weaknesses of their own, pointing out that it can be difficult to fund raise with other charities also trying to raise money for similar causes from similar companies.
- Noted the problem of weather, which can mess up planned outdoor events and create a rush of people needing shelter.
A large part of our PR campaign will focus on a new grocery store recently opened by Mission Waco. The store seeks to provide cheap food in walking distance of a low-income area that did not have any nearby stores.
Video by Grant Hudiburg
All in all, the people at Mission Waco seem eager and willing to work together to improve their performance and public relations. They seem like kind people who will listen to feedback and offer plenty of their own to help us help them.