Evaluation & Learning
Evaluation & Learning
The aim of Evaluation and Learning is to learn and grow from our campaigns and at Broadcast Revolution, we view evaluation and learningas a key part of our specialism in broadcast consultancy. For us, it is essential that we reflect on the coverage secured,acknowledge the great outcomes and take a look at audience reachesto seehow far and wide our messages have gone. It is also important for us to identify any gaps and possible ways we can go even further for a future campaign. We base our evaluation and learning process around the key messages, which are created at the very start of any campaign we do and we look to identify whether those essential key messages (what our clients wants to say) has been said through the broadcast coverage.
As part of our evaluation process we provide a final report post every campaign.
Within 48 hours of a campaign completing, we will send over a Final Report. This report gives a summary of the campaign data from beginning to end. We explain what the objectives were, how they were achieved and the results that followed. As part of this we outline the broadcast coverage received which includes: Name and number of outlets, where those outlets are based, what the reach of the outlets are, how long interviews wereand when they aired or are due to air. With the report, we also specifically identify explain which of the key messages were discussed across each interview as well as the total duration of all interviews and total potential reach the campaign received.
At this stage, we also give our clients the option of purchasing clips of coverage received. This is often helpful to clients so they can hear interviews back and think about spokespeople and messaging for future campaigns. Following this, we offer and encourage all our clients to join us for a debrief meeting. At the debrief meeting we take a closer look at the coverage received and discuss interview context in more depth. At this point we will also discuss the story behind the campaign and how well it worked in practise. At this point we will also address any challenges we may have had, whether they were things in or out of our control and how we overcame those challenges and can use them moving forward. We will also discuss the assets that we had or didn’t have as part of the campaign and whether this supported or hindered the campaign. This often includes discussion around the spokesperson of the campaign and whether we think they fulfilled their brief.
With clients we work with on more than one campaign, we use this opportunity to also look back on previous campaigns and compare the results. We can identify whether more or less coverage was received and why this might have been the case. Our system enables us to track our campaigns very carefully and this enables us to retrieve really useful insights into the successes of campaigns.