Measuring internal and external corporate communication program success

1. Measuring Success: Both externally and internally March 2003 SEARS, ROEBUCK AND CO.

4. Simplifying further... Marketing Communication Media Relations Events, Publicity, etc. Crisis Communication Investor Relations Etc. Revenue Increases Cost Control

9. News Releases Events Media calls, etc ( Effort ) (Difficult to measure) Publicity (semi-controllable and measurable) Measure is circulation or viewers (MediaLink) Most people never see the article or hear the broadcast (0 impact) Effort that never gets printed, broadcast (0 impact) Percentage of effort results in publicity Percent of wasted effort Target Audience Consumers who see or hear the publicity and are part of the intended audience for message (difficult to measure, but assumed to be a fraction of the circulation number) No impact on consumers “ I still won’t shop.” Consumers who have an attitudinal shift -- “ I will shop as a result of that story” (measurable-- Oprah and BrandKeys) Those who read the article, intend to shop, but never follow through Consumers who take action as a result, and visit a store with intent to purchase (Traffic - no current measurement device) Those who don’t find what they need or want and make no purchase Customers make purchase Measure is revenue $ (SPRS report) Budget funds PR activity ($) Subract cost of all investments, leaving profit $ tied to PR program. ROI is how much of this is generated for every dollar invested at beginning Those not in target audience - not likely to purchase. (minimal impact) Businesses keep score with $ What is the relationship between a $ invested in PR and company revenue or profit? Measures existing Subtract customers who purchased without benefit of the publicity (test market vs. control or incremental above baseline) (AdEffect)

19. The New York Times

25. Measures going in wrong direction...

41. SEARS, ROEBUCK AND CO. Questions? Tom Nicholson Sears, Roebuck and Co. [email_address]