6. Evaluation: Discuss two methods you will use to evaluate the success of your campaign strategy. [4 marks]?

1. Surveys: One method to evaluate the success of the campaign strategy is to conduct surveys among the target audience. These surveys can include questions about awareness of the campaign, perception of the messaging, and any behavior changes as a result of the campaign. By analyzing the responses from the surveys, we can gauge the effectiveness of the campaign strategy and make any necessary adjustments for future campaigns.

2. Key Performance Indicators (KPIs): Another method to evaluate the success of the campaign strategy is to establish key performance indicators (KPIs) that align with the campaign objectives. These KPIs can include metrics such as website traffic, social media engagement, email open rates, and conversion rates. By tracking these KPIs throughout the campaign, we can measure the impact of the campaign strategy and determine its overall success.

Method 1: Website Analytics

- Purpose: Monitor website traffic and engagement to gauge campaign effectiveness.
- Metrics:
- Website visits
- Time spent on site
- Bounce rates
- Conversion rates (e.g., form submissions, purchases)

Method 2: Sentiment Analysis

- Purpose: Track and analyze audience sentiment towards the campaign message and brand.
- Tools:
- Social listening tools (e.g., Brandwatch, SproutSocial)
- Sentiment analysis software (e.g., Google Cloud Natural Language API, Amazon Comprehend)
- Metrics:
- Positive, negative, and neutral sentiment scores
- Number of mentions and shares
- Key topics and trends emerging from audience feedback