Step 4: Gather Credible Evidence
What to Measure for Social Marketing Programs?
Another aspect that you may want to add to your evaluation is the idea of place.
Were you successful at putting materials and messages in the places you
identified? Were those places the best ones to reach the target audience? Did
the audience have easy and convenient access to any tangible products or
services you offered them?
The final P is promotion. When evaluating promotional activities that include
commercials, media placement, and communication campaigns, keep exposure in
mind. How many people were exposed to your program? Did you reach the right
people (i.e., the segment of the audience that you tried to reach)?
In evaluating promotion, remember to address all of the ways you promoted your
program which may include methods other than advertisements or mass media
approaches. For example, how well did word of mouth work? How did the
participants hear about the program?