Step 4: Gather Credible Evidence

Example

Program planners in Lexington, Kentucky evaluated the 2004 VERB summer scorecard program by interviewing their target audience and secondary audience to get feedback about the program. They got input from both people who participated and those who did not. Then they took the feedback and made changes in the 2005 scorecard program. For example, they heard from parents that it was difficult to get their children to and from events. So, program planners partnered with the local bus system to use the program's materials as bus tokens so they would have reliable and free transportation to and from events. For more information about Kentucky's planning process, see this case study. (PDF-971k)

What to Measure for Social Marketing Programs?

Monitoring the Program
Once you identify something that needs to be fixed, take steps to fix it. Monitor the audience at key points and to make adjustments in the program as necessary to keep it as effective as possible. However, make sure that your adjustments are addressing real issues, not just a component of the program that someone may not like.

You may want to monitor feedback from both participants and non-participants. Participants can give you feedback about the actual program, what they liked, and what could be improved. Non-participants from your target audience have a different perspective and can provide valuable information on why they did not participate. They may not have heard about the program, or there could have been other barriers to participation that you didn't account for in your initial planning.