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Using measurement data as proof points to demonstrate value | North West Networking Group | 9 May 2019

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Steph Bridgeman, PR measurement and evaluation specialist

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Using measurement data as proof points to demonstrate value | North West Networking Group | 9 May 2019

  1. 1. Using PR measurement to achieve buy-in May 2019 @StephBridgeman @MediaEvalTeam ExperiencedMediaAnalysts.com
  2. 2. Introduction and experience • PR measurement specialist • What are the media outputs for my organisation and what impact are they having? • Media monitoring and analysis – brand or issues • Influencer identification • Board assurance
  3. 3. Reduced recruitment, demographic trends, increased competition
  4. 4. Marketing driving business outcomes Marketing Student applications Student enrolments Funding Balanced budget
  5. 5. Marketing audit • Media coverage • Social media analytics • Google Analytics • Google Trends
  6. 6. Leaders value data driven marketing insight, boards and trustees need this assurance “All elements of the sector, from educational outcomes, curriculum planning and internal processes are held accountable by rigorous data collection, interrogation and insight. It is therefore encouraging to see the practical use of PR measurement to add this data driven approach to management and scrutiny of marketing budgets and performance… The marketing audit provided evidence to governors that marketing was heavily linked to recruitment; assurance that recent changes in marketing investment were having an impact. Furthermore, it has given all members of the marketing team the knowledge and curiosity to dig further into the data we already had at our disposal.” Amanda Melton, Principal Nelson & Colne College
  7. 7. Insight examples • Reduced marketing headcount and investment was having a negative impact on media reporting and social media outputs • Awareness (using Google search as a proxy) was low compared to other local organisations • Potential to increase impact of positive media via social sharing • Some social analytics not switched on • Website as important for future employees as future students
  8. 8. Business outcome examples in NFP sector Marketing Awareness FundraisingAdvocacy Legacies Stakeholder relations Influencer outreach AdvocacyPolicy Behaviour change
  9. 9. Final thought… • You have the data, or it is often freely available • This data can lead you to marketing insights • Go get excited with the data!
  10. 10. Scoring a win for comms – achieving buy-in at your organisation 9 May 2019 North West networking group Manchester #CCNorthWest
  11. 11. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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