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Toolkit (2010)
- DH Social marketing evaluation tool
  - Put the principles into practice

National Social Marketing Centre - Supported by the National Social Marketing Centre

Phase 3: Implement

Added on 04/03/2010

Define what is to be measured and how it will be measured by working with the colleagues or agencies who are implementing the activity. Get them to think about how their marketing activity strands will be measured in parallel with their creative development. Depending on the scale of the social marketing activity, this phase may involve working with research and other experts to design evaluation measurements and commission appropriate surveys and data.

All key marketing agencies involved in marketing development and implementation need to be involved at this stage (for example, promotional, PR, advertising and other social marketing agencies).

Talk to whoever is implementing the social marketing activity about the activity they are developing and how you can measure its success. You should have a comprehensive list of what to measure for the evaluation.
(Principle 6, 7, 8 and 9)

Work out how you are going to gather data. Make sure that the formats you use can support future decision-making. For large-scale activity, you might want to use an external research agency. For small scale activity, you might want to carry out some methods described in the section Evaluation on a budget.
(Principles 7 and 8)