Introduction

Resources

Evaluation Relevance
CDCynergy: Social Marketing Edition shows the list of steps from CDCynergy and how evaluation is related to each of them.
Framework for Program Evaluation in Public Health
Physical Activity Evaluation Handbook

Phase 5 of the social marketing planning process involves developing a plan for evaluating the intervention. Work done in phase 5 should be coordinated with phase 4. You will likely be designing both the intervention activities and the evaluation plan at the same time.

It is important to have an evaluator on board throughout your planning process so they are familiar with your plans and so they can advise you about how your decisions will impact your evaluation.

In-depth coverage of evaluation can be found in several CDC resources

CDC's Framework for Program Evaluation in Public Health.
Physical Activity Evaluation Handbook.

This module won't get into the level of detail found in these resources, but we will go through the six steps that are described in both of these resources with the perspective of how social marketing fits with evaluation planning.

Tip

If you are looking for an evaluator, look for someone with specific training in program evaluation and a variety of research methods. Be aware, not everyone who has been trained in research methods has been trained in program evaluation.