Effectiveness of Messages

Criteria

Mastered

Not Yet

Criterion Score

Describes each target audience using the appropriate metrics

1 point

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Score of Describes each target audience using the appropriate metrics,/ 1Criterion score has been overridden

Criterion Feedback

August 13, 2021 You do great identifying the audience demographics. According to the Communication Plan, what are some of the concerns the audiences have? Include these details in your audience metrics responses.

Assesses the effectiveness of the content of each message for each target audience

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Score of Assesses the effectiveness of the content of each message for each target audience,/ 1Criterion score has been overridden

Criterion Feedback

August 18, 2021 Responses to the message content questions must be placed within the evaluation table and not at the top of the page. Respond to the A & B questions within the message content section of the chart for each message (magazine, social media) and each audience (employees, customers). These requirements are addressed in the project directions' resources titled Executive Summary Template Tips for Success and Executive Summary Template Visual Aid. ___ August 13, 2021 Some of the right ideas are in place here. In the next draft, responses to message content questions A & B need to be within the provided evaluation table. You need to answer the questions for each audience (employees, customers) and each media type (social media, magazine). Refer to the resources in the project directions titled "Executive Summary Template Tips for Success" and "Executive Summary Template Visual Aid" to go over how and where to respond to the questions. In each message content section box, address each of the message content questions. Tailor the responses to each audience and their needs. Here is a breakdown: Does the content of the messages inform each target audience of the company’s proposed solution? - Does the magazine inform the employees of any solutions? Why or why not? In what ways? - Does the magazine inform the customers of any solutions? Why or why not? In what ways? - Does the social media post inform the customers of any solutions? Why or why not? In what ways? - Does the social media post inform the employees of any solutions? Why or why not? In what ways? Does the content of the messages align with each target audiences’ values, interests, and lifestyle? - Does the magazine align with the employees' values, interests, and/or lifestyles? Why or why not? In what ways? - Does the magazine align with the customers' values, interests, and/or lifestyles? Why or why not? In what ways? - Does the social media post align with the employees' values, interests, and/or lifestyles? Why or why not? In what ways? - Does the social media post align with the customers' values, interests, and/or lifestyles? Why or why not? In what ways? What information should be shared in a message to make it effective for multiple audiences? What types of information should be included in a message that will address different audiences’ values, lifestyles, and interests? RESOURCES: Communication Plan The resource titled Communication Campaign Effectiveness and Effects also goes over how different messages across different mediums may reach audiences.

Assesses the effectiveness of the delivery method for each message for each target audience

1 point

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Score of Assesses the effectiveness of the delivery method for each message for each target audience,/ 1Criterion score has been overridden

Criterion Feedback

August 18, 2021 Responses to the delivery method questions must be placed within the evaluation table and not at the top of the page. Respond to the A & B questions within the delivery method section of the chart for each message (magazine, social media) and each audience (employees, customers). These requirements are addressed in the project directions' resources titled Executive Summary Template Tips for Success and Executive Summary Template Visual Aid. ___ August 13, 2021 In the next draft, responses to the delivery method questions A & B need to be within the provided evaluation table. You need to answer the questions for each audience (employees, customers) and each delivery type (social media, magazine). In each delivery method section box, address each of the delivery method questions. Here is a breakdown: Does the message reach the target audiences within the intended time frame? - After reviewing the Communication Plan, how long would the magazine take to be published? - Is the magazine timely for the employees considering their needs and concerns? Why or why not? - Is the magazine timely for the customers considering their needs and concerns? Why or why not? - Is the social media post timely for the employees considering their needs and concerns? Why or why not? - Is the social media post timely for the customers considering their needs and concerns? Why or why not? Why are the delivery methods appropriate or inappropriate for each target audience? - Evaluate each audience's (employees, customers) needs and concerns outlined in the Communication Plan: Are the delivery methods (social media and magazine) appropriate based on their needs and demographics? Why or why not? RESOURCE: Communication Plan

Considers each target audience and the project goal to determine an appropriate measure of effectiveness in addition to message content and delivery method

1 point

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Score of Considers each target audience and the project goal to determine an appropriate measure of effectiveness in addition to message content and delivery method,/ 1Criterion score has been overridden

Criterion Feedback

August 18, 2021 Please continue to work on developing this section so you have a method that will assess both messages for effectiveness in reaching the audiences. Right now, the responses and methods are vague. Refer to the feedback and resources provided in the August 13, 2021 feedback to assist you with this step. ___ August 13, 2021 You currently have four measures identified. You need one that can be assessed for both message types for each audience. Select one of the measures you feel can be used as an evaluation technique for social media and the magazine for both audiences, address how you will use it, and why it's effective or ineffective. Responses need to be placed in the Evaluation Table. For example, some companies track social media likes, comments, and shares to determine if messages reached audiences well. RESOURCES: o Are We There Yet? (Sections: “Determine What You Will Evaluate,” “Define Your Goals,” “Establish Your Baseline,” “Pose Your Evaluation Questions,” “Select Your Evaluation Techniques”) o The Six Most Effective Social Media Metrics to Understand Your Campaign’s Success (relevant for social media metrics) o 10 Metrics Worth Watching When Judging The Effectiveness Of Your Next Marketing Campaign (While it addresses marketing, it has information regarding tracking sales, social media engagement, and behavioral changes) o Marketing Metrics (Addresses online metrics and how likes, shares, impressions, and additional interactions reflect effectiveness) Supplemental Materials • Knapp, S. (2018, Jan. 18). 6 Ways to measure the success of your print campaigns. Retrieved from https://marketing.sfgate.com/blog/6-ways-to-measure-the-success-of-your-print-campaigns • O’Malley, T. (2020, Dec. 5). Measuring print advertisement success. Retrieved from acscreative.com/measuring-print-advertising/

Assesses each message for each target audience using the measure of effectiveness identified

1 point

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Score of Assesses each message for each target audience using the measure of effectiveness identified,/ 1Criterion score has been overridden

Criterion Feedback

August 18, 2021 The August 13, 2021 feedback still applies. ___ August 13, 2021 Good job identifying each component as effective or ineffective. Please keep this information in the evaluation table along with the responses to the questions.

Explains reasoning for analysis of each message using three measures of effectiveness and discusses target-audience metrics that led to determining which aspects of each message are effective or ineffective

1 point

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Score of Explains reasoning for analysis of each message using three measures of effectiveness and discusses target-audience metrics that led to determining which aspects of each message are effective or ineffective,/ 1Criterion score has been overridden

Criterion Feedback

August 18, 2021 The August 13, 2021 feedback still applies. ___ August 13, 2021 As you move content to the evaluation table, please keep in mind that you still need to include examples and evidence. The boxes will expand as you type. Please continue to develop the responses to ensure they have adequate information. Try the following formula to assist you here: - Respond to the initial questions - Provide reasoning for how you arrived at your conclusion - Provide an example or two that shows why the messages/deliveries are effective or not relating to the initial question - Explain how that example shows effectiveness/ineffectiveness

Clearly conveys meaning with correct grammar, sentence structure, and spelling; shows understanding of audience and purpose

1 point

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Score of Clearly conveys meaning with correct grammar, sentence structure, and spelling; shows understanding of audience and purpose,/ 1Criterion score has been overridden

Criterion Feedback

August 13, 2021 You're doing well here. Please continue to write information using complete sentences.

Lists sources where needed using citation methods with no major errors

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Score of Lists sources where needed using citation methods with no major errors,/ 1Criterion score has been overridden

Criterion Feedback

August 18, 2021 Please ensure each reference is complete and has the author, publishing year, source title, retrieved from, and the source URL. Please ensure each reference has corresponding in-text citations. The CfA Citation Guide will assist you here. ___ August 13, 2021 Great job with citations so far! Please continue to add them as you develop the next dr