Program Evaluation as it applies to an online media marketing evaluation

1. ONLINE MEDIA
MARKETING
EVALUATION
LOGDG
N O R A N E V E R A
O I L S 5 4 4
FA L L 2 0 1 6

2. EVALUATION RATIONALE
• In Q1 of 2014, a major overhaul of the marketing program took place.
• Review of marketing budget and all underperforming programs were cut saving the
firm over $50,000.
• Expenses have outpaced revenue for Q1-Q3 2016, and the firm does not want to lose
ground on its marketing and advertising efforts.
• Online/social media advertising casts a wide net across multiple channels.
• Online/social media is significantly cheaper than traditional marketing/advertising
channels.

3. PURPOSE
• The purpose of this evaluation is to assess the firm’s current online digital media
marketing program.
• The results will be used to properly allocate the budget and develop the new program.

4. STAKEHOLDERS
• Primary Stakeholders
– Marketing Manager: All aspects of branding, marketing, and advertising.
– Managing Shareholder: Practicing attorney as well as managing firm’s business interests.
• Secondary Stakeholders
– Shareholders: Active role in the development of the firm, but not directly involved in the
management of the marketing program
– The Staff: No active role in the program, but they are affected by the firm’s marketing plan.
• Tertiary Stakeholders
– Clients: Consistent branding must clearly communicate the firm’s vision
– CWA PR Firm: Understand our program to properly promote the firm and our brand
message
– Milagro Media: Creates videos based on customer reviews which are pushed out on the
firms’ multiple online media channels

5. KEY QUESTIONS
• How does LOGDG increase reach to their target market?
• What quarterly percentage goal does LOGDG want to increase each?
• How will LOGDG measure the program’s success?
• What are the goals and objectives of LOGDG’s online digital media marketing
program?
• In what ways, can LOGDG reach those who needs the services the organization
provides?
• Which online channels are more successful than others?
• How will LOGDG prioritize the budget per the evaluation’s results?
• What will LOGDG do with underperforming online marketing efforts?

6. EVALUATION DESIGN
• Measured: Key performance indicators, return on investments and goals and
objectives.
• Study: Developmental in nature because there is a need to provide data during the
process and provide necessary feedback to ensure the program’s success.
• Findings: Discover what the online marketing programs are doing and align the
findings so that each marketing channel is utilized per the findings.
• Results: Determine if any online marketing programs already in place can be
eliminated.
• Approaches: Goal-free and strengths and assets-based approaches
– Goal-free because online marketing is not a one size fits all approach and the evaluation can
proceed without any preconceived notions.
– Evaluator looks at each channel, observes, and then determines the program’s goals and
objectives.

7. EVALUATION DESIGN
CONTINUED
• Strengths and assets: Specifically the success case method.
– The evaluator can review the channels and determine what is and is not working.
• Time Series Design: Because it involves repeated data collection and a baseline will be
established and then data will be collected again at the end of the month.
• Time Series Design advantages: Establish a baseline comparing results as well as
creating an evidence-based timeline comparing those results.
• First step in data collection: Conduct an online media marketing audit.
• Audit is necessary to give an overview of where the organization is and how to build
on the existing program.

8. EVALUATION DESIGN
CONTINUED
• Monthly basis: Evaluator will establish the validity of the data by ensuring the accuracy
of the recording and coding of the data.
• Evaluation: Qualitative data refers to category
• Evaluation: Quantitative refers to analytics.
• Investigator triangulation: Data will be given to the managing shareholder for review
and interpretation.
• Theory triangulation: Evaluator will review each channel's posts for the past year and
evaluate the content to determine which category it falls into, branding, traffic or leads.
• Analytics: Figures to determine the channels’ ROI.
• Instrument Validity: Determined by how well the data is used, adjust the digital
marketing program to align and if each channels’ ROI is positively affected and
reflected in the analytics.

9. SAMPLING PROCEDURES
• Sampling Procedures:
• Since the evaluation is so small, sampling is not necessary. At maximum, 6-10 pieces
of content are pushed out per month, and all posts from the past quarter will be
reviewed on each channel. The amount of posts is small enough that the analytics for
each post can be reviewed and included in the evaluation’s findings. Therefore, all the
data can be reviewed and included in the findings.

10. EVALUATION MANAGEMENT PLAN
• The evaluation management plan will be the responsibility of the marketing manager.
The managing shareholder’s role will be to grant the marketing manager admin rights
on all online marketing channels being evaluated.
● Online Media Marketing Audit
Audit each online marketing channel ● Marketing Manager
● Post Audit Survey
Conduct post audit survey for each channel ● Marketing Manager
● Review data
Conduct survey for each channel ● Marketing Manager
● Tabulate data
Tabulate data for each channel ● Marketing Manager
● Write report
Comprehensive report with findings and recommendations ● Marketing Manager
● Share findings
Schedule meeting to present report ● Managing Shareholder

11. DATA ANALYSIS
• Evaluation: Both Qualitative and Quantitative data.
• Surveys and reports: Data will be read, interpreted, categorized and coded.
• Channel analytics: Categorized and coded using the predetermined categories of:
Brand Awareness, Drive Traffic and Lead Gen.
– Data will address key questions #3, #5 and #6
• Nominal Data: How many posts fall into each category as well as how many times
content was acted upon will be used to create charts and graphs.
– Data will address key questions: #6, #7 and #8

12. EVALUATION CONSTRAINTS
• Constraints of this evaluation are time and money.
• Budgetary Constraints: Evaluations are most often done in house and employees do
not have the luxury of allocating the entire work day to the evaluation.
• Budget Shortfalls: Another constraint to the implementation of the evaluation.
– Very real possibility that within the budget there will not be the necessary funds to
implement the online digital marketing program.
• Stakeholders: May lose interest and jeopardize the implementation.
• LOGDG has a history of a history of evaluating a program, approving its
implementation and then cancelling because necessary funds weren’t allocated as well
as at the last minute one of the shareholders decided it wasn’t needed.

13. COMMUNICATING & REPORTING THE
EVALUATION’S PROGRESS & FINDINGS
• Marketing Manager: Present a written report of the evaluation’s results to the
Managing Shareholder.
• Implementation: Findings will depend upon the budget and changes, if any, to the
evaluation budget will be made.
• Results: Presented to the two Shareholders and the Office Manager.
• Final decision: Implementing the evaluation will be made and the staff will be updated
as to the firm’s mission, goals and objectives, and timeline for the online digital media
program.
• Main delivery: Email, oral presentations, written reports, executive summaries and face-
to-face meetings.

14. COMMUNICATING & REPORTING THE
EVALUATION’S PROGRESS & FINDINGS( C O N T ’ D )
• Managing Shareholder and Marketing Manager: Weekly meetings to discuss the
marketing program, its strengths, its weaknesses and areas for growth.
• Shareholders: Updated if major changes are made to the program.
• Managing Shareholder: Committed to the success of the online digital marketing
program, there is a high probability that the evaluation results will be used.
• Ensure Implementation: Important to identify and review all the stakeholders.
• Staff Members: If no directly involved in the evaluation’s results, the chance they aren’t
engaged in the success of the program increases.
• Open Communication: Informal discussions with staff members to gauge the
expectations they have, discuss the evaluations’ findings, and align their expectations
to the results of the evaluation.

15. EVALUATION BUDGET
• The current budget was set based on the media channel and its past performances as
well as adding new streams for testing purposes YouTube and Google Ads are
additions to the marketing program and more money will be allocated to those
channels to establish analytics. Facebook, Twitter and LinkedIn budgets were set at
these levels based on past performance; however, they can be adjusted up and down
based on current analytics.

16. EVALUATION BUDGET INCLUDES
Monthly: 40 hours Hours/Week Hours/Month Cost/Hour Total/Month Total/Q
Creating/Posting content across
online media channels
3.5 14 20 $280 $840
Reviewing analytics 2.5 10 20 $200 $600
Audit 3 12 20 $240 720
Presenting findings 1 4 20 $80 240
TOTAL 10 40 20 $800 $2400
The
Evaluation: Q1 2017
Marketing Manager Staff Allocation

17. EVALUATION BUDGET (CONT’D)
Monthly Per Month Per Quarter
Facebook $80 $240
Twitter $30 $90
LinkedIN $30 $90
YouTube $100 $300
Google Ads $60 $180
TOTAL $300 $900
Marketing Manager $2400
Digital Marketing $900
TOTAL $3300
Digital Media Marketing: