Caroline Kealey's Evaluation Boot Camp presentation delivered at the 2010 IABC World Conference in Toronto. Connect with Caroline Kealey at Ingenium Communications: WEBSITE: http://www.ingeniumcommunications.com TWITTER: @CarolineKealey SUBSCRIBE to the Results Map Blog: http://www.resultsmap.com/category/blog/

1. COMMUNICATIONS EVALUATION BOOTCAMP
June 6, 2010

2. FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Moving away from an activity-based model

3. FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
STRATEGY
Moving away from an activity-based model
The art and science of directing a systematic plan of action to achieve a specific result

4. FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Moving away from an activity-based model

5. FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Objectives > Evaluation RESULTS
Moving away from an activity-based model

6. RESULTS MAP TM
FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Moving away from an activity-based model

7. DRIVING ALIGNMENT
FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Communications > The Organization
Moving away from an activity-based model

8. FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
THE CHALLENGE
Finding an evaluation model that maps to our business
Moving away from an activity-based model

9. Designing a Communications
FOCUS COMMUNICATIONS ON
Performance Indicator Matrix
DELIVERING RESULTS
5-Step Process
Establish Objectives
Clarify Value
Moving away from an activity-based model
Map Tactics to Audiences
Define Success
Measure

10. 1.0
FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Moving away from an activity-based model

11. 2.0
CLARIFY VALUE
FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
CONSIDER
+ Messaging
Moving away from an activity-based
+ Relationships model
+ Leadership
+ Avoidance

12. 3.0
MAP TACTICS TO AUDIENCES
FOCUS COMMUNICATIONS ON
DELIVERINGS RESULTS
TA C T I C
Moving away from an activity-based model
AUDIENCES

13. 4.0
FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
DEFINE SUCCESS
What has changed?
Moving away from an activity-based model
What is the evidence?

14. COMMUNICATIONS PERFORMANCE INDICATOR MATRIXTM
FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Moving away from an activity-based model

15. 5.0
MEASURE
FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Establish Measurement Tools
Moving away from an activity-based model

16. FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Moving away from an activity-based model

17. Objective Clarifier Worksheet
Tight alignment between objectives and performance indicators is the key to successful results‐based communications.
This worksheet is designed to guide the process of thinking through a communications process in a results‐based context by plotting the logical
sequence between the challenge/opportunity, objectives, indicators and measurement tools.
The Challenge/Opportunity What does success look like?
Corporate Objectives (e.g. Vision, Strategic Objectives)
Performance Indicators
Communications Objectives
What do you want to know? Consider External, Internal,
(e.g. SMART: Specific, Measurable, Actionable, Relevant, Time‐Bound)
Quantitative and Qualitative Indicators
©2010 Ingenium Communications Inc.
www.resultsmap.com

18. Evaluation Framework Worksheet
OBJECTIVES
What are the communications objectives? Ensure that they are Specific, Measurable, Actionable, Relevant and Time‐bound (SMART).
1.
2.
3.
BASELINE DATA
Evaluation is inherently a comparative exercise – findings are only relevant when compared to something, such as competitor performance, performance
last year or by a parallel tactic or product. What are relevant data sources of comparative information for you to use in assessing your communications
performance?
PERFORMANCE INDICATORS
An indicator provides evidence about a condition or result. The indicator matrix should focus on quantitative or qualitative indicators of performance
relative to the statement of objectives. The model builds sequentially from Process to Activity, then Relationship and finally Result‐based indicators
which tie communications to bottom‐line outcomes.
Consider the performance indicators in relation to your key audiences and ensure that the matrix is comprehensive in scope.
©2010 Ingenium Communications Inc.
www.resultsmap.com

19. Evaluation Framework Worksheet 2
PERFORMANCE INDICATOR MATRIXTM
PROCESS
What demonstrates internal performance or efficiency toward achieving the communications objectives? (e.g. client satisfaction, time to publish, numbers of approvals)
ACTIVITY
What evidences the level of outputs generated in support of the communications objectives?
(e.g. number of Web hits, number of attendees at an event, reach and quality of media coverage)
RELATIONSHIP
What allows you to assess how the communications activity has contributed to building/solidifying/fixing key relationships which are critical to your communications
objectives? (e.g. client feedback, level of engagement at an event, rate of follow‐up responses, rate of endorsements/referrals)
RESULTS
What is the ultimate outcome of the activity in achieving communications and corporate objectives?
(e.g. new sales, increased compliance to a policy, decreased staff turnover)
©2010 Ingenium Communications Inc.
www.resultsmap.com

20. Evaluation Framework Worksheet 3
MEASUREMENT TOOLS
The Measurement Tools are the means of tracking the Performance Indicators.
What are the instruments or techniques that you will use to evaluate performance against your indicators?
Several measurement tools are likely already available in your organization. Explore possibilities such as new or existing survey instruments,
measurements of sales performance, employee productivity/turnover, customer complaint reports, WebTrends analysis etc. Consider cost‐effective
communications measurement tools such as:
• Return on Investment (ROI) calculations • Influence on Sales
• Share of Voice
• Executive Interviews
• Message/Content Analysis • Isolation of Factors Test
• Avoidance of Risk • Brand/Communications Audit
• Time/Productivity Analysis • Audience‐centric Communications Modelling
©2010 Ingenium Communications Inc.
www.resultsmap.com

21. Communications De-Brief Worksheet
Aligning Objectives to Performance Indicators
Objectives Performance Indicators
1.
2.
3.
Results
List Audiences Results Achieved
(e.g. staff, stakeholders, external audiences) (refer to Performance Indicators)
Continuous Improvement ‐ If you had another similar communications project…
What would you do the same? What would you do differently?
What is the single most significant aspect of this communications initiative for your organization?
©2010 Ingenium Communications Inc. www.resultsmap.com

22. FOCUS COMMUNICATIONS ON
DELIVERING RESULTS
Moving away fromTO SUCCEED
PLAN
an activity-based model
www.resultsmap.com