Date post: | 21-Oct-2014 |
Category: |
Business |
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MEASUREMENT & EVALUATION
PLAN FOR SECURING NEW
CLIENTS
ORGANIZATION A freelance Public Relations consulting
firm focused on Strategic Communications Planning to bring solopreneurs and small business owners to top-of-mind in their industries
The firm desires to increase client accounts among expatriate solopreneurs (Coin of the Realm: Increase Revenue)
STAKEHOLDERS Monica Miller Rodgers, owner/freelancer Accredited Public Relations Professional with
seven years of experience, working for agencies and government in strategic communications, internal communications, media relations, community relations, crisis communications, copy writing and editing, branding, and social media marketing.
Basic evaluation currently undertaken by measuring how many new clients are obtained, requests for information, Google Analytics reports on Aubia Communications blog, and social media platform monitoring.
GOALS Mission Statement: Aubia Communications
is dedicated to helping solopreneurs and small business owners stand out in their industries through strategic communications planning that effectively engages and supports target audiences.
Business Goal: For Aubia Communications to become a profitable freelance firm.
Communications Goal: For Aubia Communications to be recognized as an expert in strategic communications planning for public relations activities.
PROBLEM STATEMENT
In order to reach its overarching business and communications goals, Aubia Communications needs to secure more paying clients
Aubia Communications is uniquely positioned to assist expatriate solopreneurs in achieving their business objectives
The goal for the securing new clients program is for Aubia Communications to be recognized as the go-to source for PR consulting for business growth
RESEARCH One-on-One Interviews Direct Observation Environmental Scanning Survey (http://
www.popsurvey.com/s/a1fsbf)
TARGET AUDIENCE Expatriate Solopreneurs Solopreneurs who have created
personal businesses that can travel with them
Life Coaches Business Advisors Health and Beauty Consultants Product Sales Typical Profile: MLTA college-educated
married woman from 30-50 years old with previous workforce experience
OBJECTIVES To increase awareness of Aubia
Communications among expatriate solopreneurs in Zurich from zero to 50% by February 2015
To increase requests for information from one to five per month among expatriate solopreneurs by February 2015
To increase social media interactions among expatriate solopreneurs from zero to 10 per month by February 2015
To increase contract procurements among expatriate solopreneurs from one to six by February 2015
STRATEGIES Educate expatriate solopreneurs about
Aubia Communications and what it offers
Join expatriate groups (i.e. The American Women’s Club of Shanghai)
Participate in social media groups of expatriate groups (i.e. InterNations)
Provide information at expatriate group meetings and issue survey after presentations
Public Relations Activity(Inputs)
• To publish one blog post a month directed specifically at expatriate solopreneurs
• To post one status /question per week in expatriate social media groups
• Post one Tweet per day about expatriate business
• To present a PR lunch and learn at an expatriate group meeting once per quarter
• To guest blog/provide a guest commentary in expatriate group newsletter once per quarter
Intermediary Effect
(Outputs)
• Impressions on blog posts and guest commentary via Google Analytics (Aim: 100/week)
• Visits to Aubia Communications blog and social media sites (Aim: 50/week)
• Key message alignment in conversation after PR lunch and learn
• Accuracy of facts shared from blog posts
• RFIs (Aim: 4/month)
• Follows on social media platforms (Aim: 10/month)
• Questions asked at lunch-and-learn
• Supportive comments on blog posts and social media posts (Aim: 3/post)
• Likes, shares and RTs on social media platforms (Aim: 5/post)
• Survey results after the lunch-and-learn
Target Audience Effect
(Outtakes & Outcomes)
• Post survey results
• Visits to Aubia Communications blog and social media sites
• Knowledge of Aubia Communications offerings
• Brand association and differentiation
• Visits to Aubia Communications blog and social media sites (Aim: 50/week)
• Click-thru to site• Time spent on
site (Aim: 10 minutes/visit)
• RFIs (Aim: 4/month)
• How many expatriates show up to the lunch-and-learn
• NPS (Aim: Greater than 70)
• Endorsements (Aim: 1/quarter)
• Links to site (Aim: 1/ week)
• RFI• Social Media
Interactions• Signed Contracts
Awareness Knowledge Interest Support ActionStrategic
Communications
ONGOING MEASUREMENT
Throughout 2014, is Aubia Communications meeting KPIs?
Repeat measurement quarterly by re-analyzing survey results for increase, decrease or no change
Speak with subjects on a regular basis from the Master Prospect List
RESULTS By February 2015, did Aubia
Communications fail, meet or exceed the objectives?
What feedback was received as to why the objectives were not met/exceeded?
Where does Aubia Communications go from here?