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Section Menu:

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

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

Phase 4: Learn

Added on 04/03/2010

The Learn phase concludes what worked well and less well with the social marketing activity. The emphasis should be on the outcomes of the social marketing activity - to what extent has behaviour changed? How does this compare with your objectives and KPIs?

This learning should be outlined in an action orientated Evaluation Report, which should inform the existing and future campaigns. This is an important part of the Test-Learn-Refine process.

Make sure that your Evaluation Report is forward looking and action-orientated, rather than a lengthy historical document that records the entire details of the social marketing programme. Set the context for the social marketing activity and summarise what it was trying to achieve, referring to separate and more detailed documents such as research reports where appropriate.

Phase 4: Action Points

Check that the social marketing activity is running to plan as soon as it has started. Can you revise and improve your plans?

Write your final evaluation report. If your activity has been small, a full report may not be needed but you should at least capture what worked well and what worked less well in a few paragraphs.

Full reports should include the following:

Context for the Evaluation - brief description of the background to the social marketing programme and its lay-down, referencing more detailed documents where appropriate
Inputs review. Did we put everything into the marketplace that was intended?
Process review: Did the social marketing activity go according to plan in terms of the procedures undertaken, the decisions made and how all the processes were carried out?
KPI performance: What levels of performance were actually achieved against the KPIs?
Summary of insights gained from the evaluation

(Principle 4, 5, 9)

Share your learnings. You could:

Circulate to everyone involved in social markeing in your PCT
Use the DH template on the social marketing page of the ALC website to record information and share this via the ALC website and local evaluation discussion meetings
Run evaluation events
Invite feedback via ALC online discussion threads
Link up with Insight colleagues to capture learnings in real time and feed back into the relevant teams