Presentations from the evaluation workshop for the Scottish communicators network on 14 and 15 May 2014

1. Scottish Government
@ScoGovMarketing

2. Top Ten Evaluation nuggets

3. 10,000 runners ran 10k
in NYC Central park for
10 years…
…That’s 100,000
branded t-shirts
distributed…
…That’s 100,000
walking adverts for
Scotland and the
www.scotland.org url
(+ media coverage,
social media,
newsletter reach,
crowds…)

5. Fire Safety – campaign generated 3857 requests for Home Fire Safety
Visits from the Fire & Rescue Services

6. Poo Song
‘Test your poo’
received 60,000
You tube hits…
…It cost next to
nothing to make
and wasn’t
advertised
anywhere...

7. Breast Cancer
GP presentation - 50%
uplift in the number of
women who visited their
GP with signs they
thought could be breast
cancer in the three
months following the
campaign, compared to
the same period the
previous year (approx.
7,100 women).

8. Home Energy
Scotland
Direct response
campaign - more
than 1300 calls
were received on
the first day – half
of the average
weekly total of calls
in a single day.
We saw an 84%
increase in average
weekly call
volumes over the
campaign period.

9. 89 pieces of online /
blogger coverage,
accounting for 84% of
all media coverage
from Scotland Week
in the USA.

10. Food Waste
Ikea Edinburgh
increased their
average daily sales
of storage
containers by 390%
thanks to food waste
messaging
strategically placed
in-store during the
campaign (Nov
2012).

11. Alcohol Behaviour
change
Over 500,000 women
downloaded the
Drinking Mirror app…
…how many times it
was used / laughed at
with friends? But the
point is made…

12.  ROAD SAFETY
 Pre and post quantitative evaluation
87% motivated by the campaign
91% campaign awareness
 ROSMI
 46 accidents could have been
prevented as a result of the
campaign
 Equates to a saving of £6.65m to
Scottish economy
 £15 saved for every £1 spent on
campaign