FinalCampaignBook (1) (1)

evaluation
I Am RVA should evaluate the “influencer” initiative through a four-part plan. First, develop an
interest form to be completed throughout the duration of the initiative by interested cyclists,
and monitor this number throughout the campaign to measure the objective’s success.
Secondly, keep count of the number of people attending each event, as well as the number
of repeat attendees. The third step should be counting the click and open rates of the
e-newsletter to evaluate the relationship-building tactic. Lastly, gather committed influencers
in a relaxed “focus group” style meeting to discuss their reasons for getting involved.
36