17. Measuring Impact

The goal of this exercise is to develop key performance indicators that monitor progress towards your goals.

Understanding how your campaign performs will be critical to making adjustments during implementation, reporting impact to generate more interest and action, or informing a future phase of the campaign. To understand performance, you will identify key performance indicators (KPIs) to track throughout the campaign.

The Exercise

1. Using your list of content and actions in the Marketing Plan (Ex. 15-16), brainstorm what key performance indicators (KPIs) may be important to track throughout the campaign. Write each on a separate sticky note. Consider the following prompts:

» What outputs should be tracked? These are counts of things that are done as part of your campaign, such as the amount of visual art pieces produced or number of people attending a pop-up performance.

» What outcomes should be tracked? This measures changes in your audience as a result of your campaign, including things like knowledge, attitudes, awareness, or skills gained.

» Have you considered KPIs that are outside of your campaign plan? Perhaps there is something that could be tracked unrelated to the actions, but may help to support understanding around the campaign issue or goals. Include both qualitative and quantitative information.

2. Write your Campaign Goals (Ex. 5) using one sticky note each. Place these at the top of the wall.

» Group the KPIs by moving the sticky notes under the goal that is the best fit. KPIs will likely support multiple goals. Do you best to choose the single KPI that is most aligned.

» Sub-groupings may also occur, such as a group of KPIs associated with social media.

30 minutes

- Sticky Notes

- Markers

- Large wall space

- Sticky Dots

Notes: