Evaluation Framework Worksheet
Evaluation Framework Worksheet
Evaluation Framework Worksheet
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<strong>Evaluation</strong> <strong>Framework</strong> <strong>Worksheet</strong>OBJECTIVESWhat are the communications objectives? Ensure that they are Specific, Measurable, Actionable, Relevant and Time‐bound (SMART).1.2.3.BASELINE DATA<strong>Evaluation</strong> is inherently a comparative exercise – findings are only relevant when compared to something, such as competitor performance, performancelast year or by a parallel tactic or product. What are relevant data sources of comparative information for you to use in assessing your communicationsperformance?PERFORMANCE INDICATORSAn indicator provides evidence about a condition or result. The indicator matrix should focus on quantitative or qualitative indicators of performancerelative to the statement of objectives. The model builds sequentially from Process to Activity, then Relationship and finally Result‐based indicatorswhich 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.www.resultsmap.com
<strong>Evaluation</strong> <strong>Framework</strong> <strong>Worksheet</strong> 2PERFORMANCE INDICATOR MATRIX TMPROCESSWhat demonstrates internal performance or efficiency toward achieving the communications objectives? (e.g. client satisfaction, time to publish, numbers of approvals)ACTIVITYWhat 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)RELATIONSHIPWhat allows you to assess how the communications activity has contributed to building/solidifying/fixing key relationships which are critical to your communicationsobjectives? (e.g. client feedback, level of engagement at an event, rate of follow‐up responses, rate of endorsements/referrals)RESULTSWhat 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)www.resultsmap.com
<strong>Evaluation</strong> <strong>Framework</strong> <strong>Worksheet</strong> 3MEASUREMENT TOOLSThe 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‐effectivecommunications 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 Modellingwww.resultsmap.com
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