SayPro Post-Campaign Plan: Assessing Impact (End of March)
📌 Objective
To compile and analyze all data and feedback from the campaign to assess its effectiveness, understand key takeaways, and identify areas for improvement for future campaigns.
📝 Tasks & Deliverables
1️⃣ Data Compilation
✅ Engagement Metrics
- Social Media Engagement:
- Collect data from all social media platforms, including likes, shares, comments, and hashtag performance.
- Summarize which types of posts generated the most interaction and identify trends (e.g., video content, infographics, or text-based posts).
- Website Traffic and Performance:
- Analyze web traffic using Google Analytics, looking at total visitors, bounce rates, average time spent on campaign pages, and conversion rates for event sign-ups or resource downloads.
- Track the number of downloads for resources and event registrations during the campaign.
- Event Participation:
- Gather data from event registration forms and participation (e.g., attendance at webinars, community outreach events, workshops, and resource fairs).
- Determine the conversion rate from sign-ups to actual event attendance.
2️⃣ Survey and Feedback Collection
✅ Post-Event Surveys
- Survey Results:
- Review feedback from surveys sent after each event to assess satisfaction, key learnings, and areas for improvement.
- Categorize responses by event type (e.g., webinar, resource fair, workshop) and evaluate overall feedback trends.
- Audience Feedback:
- Collect qualitative feedback from the general public and stakeholders (e.g., social workers, local leaders) on how effective the campaign was in raising awareness about mental health and the role of social workers.
- Assess whether the messaging resonated with different target groups (general public, mental health professionals, policymakers, etc.).
3️⃣ Media Coverage Analysis
✅ Media Mentions & Press Coverage
- Track Media Impact:
- Collect data on campaign-related media mentions, including press articles, radio interviews, and news segments.
- Measure how widely the campaign message was disseminated and analyze the tone and reach of media coverage.
- Identify which media outlets generated the most engagement and consider partnerships for future campaigns.
- Influencer Impact:
- Assess the reach and engagement generated by influencer posts, including number of shares, comments, and new followers.
- Identify top-performing influencers and advocates who helped amplify the campaign.
4️⃣ Impact on Awareness
✅ Pre- and Post-Campaign Surveys
- Public Awareness Increase:
- Compare pre-campaign and post-campaign survey results to measure any increase in awareness around social work and mental health services.
- Calculate the percentage increase in awareness and assess whether the campaign met its goal of improving community knowledge by at least 25%.
- Target Audience Engagement:
- Analyze whether the campaign reached the desired 500 individuals through webinars, workshops, and outreach efforts.
- Evaluate whether 150 individuals were connected with mental health services and resources as intended.
5️⃣ Financial Analysis
✅ Budget Review
- Track Expenditures:
- Review the final budget against actual spending across all campaign activities (e.g., media buys, event organization, content production).
- Identify any overages or savings and analyze if the campaign stayed within the allocated budget.
- Return on Investment (ROI):
- Calculate the ROI of the campaign by comparing the resources allocated (media, outreach, content creation) to the impact achieved (engagement, resource access, awareness increase).
- Evaluate whether the campaign generated value relative to the investment.
6️⃣ Analyze Key Performance Indicators (KPIs)
✅ Assess KPIs
- Target Engagement: Did the campaign reach the goal of 500 people through workshops, webinars, and outreach activities?
- Resource Access: Were 150 individuals connected to mental health services and resources?
- Public Awareness: Did the campaign succeed in increasing awareness by 25%?
- Social Media Engagement: Did social media engagement exceed the set benchmark (e.g., likes, shares, comments)?
- Event Participation: Were event sign-ups and attendance as expected?
7️⃣ Actionable Insights and Recommendations
✅ Identify Successes
- Successful Strategies: Identify the tactics, content, or events that worked particularly well. For example, which social media posts garnered the most attention, or which event format had the highest participation?
- Lessons Learned: Determine what didn’t work as expected (e.g., low turnout for specific events, certain social media platforms underperforming) and why.
- Opportunities for Future Campaigns: Suggest any new opportunities for future outreach based on the campaign’s findings. For example, did certain topics resonate more with the audience than others? Should more focus be placed on influencer partnerships or media relations next time?
📅 Timeline for Post-Campaign Evaluation
| Week | Task | Status |
|---|---|---|
| End of March | Compile all data, survey responses, and media coverage | 🔜 Upcoming |
| End of March | Analyze financial performance and ROI | 🔜 Upcoming |
| End of March | Review campaign KPIs and compare against goals | 🔜 Upcoming |
| End of March | Prepare the post-campaign impact report with actionable insights | 🔜 Upcoming |
📌 Key Metrics to Include in the Post-Campaign Report
- Engagement Metrics: Total interactions (likes, shares, comments), website traffic, and event participation rates.
- Media Coverage: Number of media mentions, press articles, and radio/TV interviews.
- Survey Results: Pre- and post-campaign awareness levels, attendee feedback, and satisfaction scores.
- Financial Overview: Total campaign spending vs. allocated budget, and ROI.
- Impact on Resources: Number of individuals connected with mental health services.
- KPI Achievement: Whether engagement, resource access, and awareness goals were met.
📌 Final Steps
🔹 Compile all data and prepare the Post-Campaign Impact Report.
🔹 Analyze performance to identify strengths and areas for improvement.
🔹 Provide recommendations for future campaigns to enhance effectiveness and reach.
🔹 Share report findings with the SayPro leadership team and relevant stakeholders.
By conducting a comprehensive post-campaign evaluation, SayPro will be able to measure the true impact of the campaign, optimize future initiatives, and continue making strides in raising awareness about mental health and the role of social workers in building stronger communities. 🌟📈
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