Assessing marketing campaigns and communications can seem daunting. Determining a few important questions and then creating measurement tactics to get the answers is the key to success. What is it that you want a campaign to achieve? If you don’t know what outcomes you are aiming for, you won’t know what kind of campaign to build. In order to look ahead and set outcomes, you have to look at past performance to set benchmarks and baselines of where you have been. Learn how to set metrics, measure outcomes, and build meaningful reports in this session. Leave knowing that you can develop clear objectives, determine good baselines and benchmarks and build a campaign to meet your desired outcomes.

1. Is Your
Marketing Effective?
Sarah McMaster
Director of Marketing & New Media

2. TODAY WE WILL COVER
• Your marketing foundation
• Building a marketing campaign
• Establishing benchmarks
• Setting goals
• Measuring outcomes
• Case study: MWCC
• Discussion

3. YOUR MARKETING FOUNDATION
• Brand essence
• Unique selling proposition(s)
• The market: awareness, saturation, share
• Understanding your audience segments
• Communication channel mix

4. SETTING GOALS

5. WHAT DO YOU
WANT TO ACHIEVE?
Holiday Sale at
Retail Business
• Store Visitors
• Coupon Use
• Mail list sign-ups
• Purchases
Annual Fundraising
Event at Nonprofit
Organization
• Attendance
• Donations
• New members
• Volunteers

6. S.M.A.R.T. GOALS
• At least 50 store visitors on
Saturday who stay for more than
5 minutes
• Ten mail-list recipients use
emailed 10% off coupon during
the pre-sale on Friday
• Increase mail list members by
25% on Friday and Saturday
• At least 25 purchases over $15
and 5 purchases above $75 on
Saturday (non-coupon)

7. S.M.A.R.T. GOALS
• At least 60% of current active members in
attendance (# RSVPs returned)
• 10 donations above $200, 10 donations
above $100, and 50 donations above $10
• Recruit 5 new members from guests in
attendance with members
• Recruit 10 volunteers for the upcoming
advocacy event

8. ESTABLISHING BENCHMARKS

9. RETAIL BENCHMARKS
Last Three Holiday Sales:
• Averaged 47 visitors on Saturdays
• Averaged 11 coupons used during the pre-sale
on Friday
• Average of 70 new mail-list sign-ups
• Average of 23 purchases over $15 and 6
purchases above $75 on Saturday (non-coupon)

10. NONPROFIT BENCHMARKS
Last Three Annual Dinners
• Approximately 55% of current active
members attend (65 RSVPs returned)
• Average 9 donations above $200, 7
donations above $100, and 55 donations
above $10
• Averaged 7 new members
• Averaged 10 volunteers recruited

11. BUILDING A
MARKETING CAMPAIGN

12. Newsletters
Direct Mail
Publications Fundraising
Events
Outreach
Media
Relations Social Media
Radio
MULTI-CHANNEL APPROACH

13. “REVERSE ENGINEERING”
Goal Tactic Channel Audience
At least 50 store
visitors on Saturday
who stay for more than
5 minutes
Billboard on Main St. Display/Signage Downtown shoppers,
foot traffic
Newspaper Ad series Print Ads Residents of Town A, B,
C
Ten customers use
10% off coupon during
the pre-sale on Friday
Coupon mailer Direct Mail Purchased List
Coupon promotional
contest
Social media
(Facebook)
New email subscribers
Increase mail list
members by 25% on
Friday and Saturday
In-store promotion Display/Signage Customers & Shoppers
Referral/referree
discount
Email New email subscribers
At least 25 purchases
over $15 and 5
purchases above $75
on Saturday (non-
coupon)
Billboard on Main St. Display/Signage Downtown shoppers,
foot traffic
Newspaper Ad series Print Ads Residents of Town A, B,
C
Holiday Sale at Retail Business

14. “REVERSE ENGINEERING”
Goal Tactic Channel Audience
At least 60% of current
active members in
attendance (# RSVPs
returned)
Invitation with RSVP Direct Mail Current members
Reminder with Keynote
speaker info
Email Current members
10 donations above
$200, 10 donations
above $100, and 50
donations above $10
Mail insert w giving
impact infographic
Direct Mail Current members
Personal “ask” during
event from E.D. in
remarks
Person-to-person Event Attendees
Recruit 5 new members
from non-members in
attendance
Event invitation Print Ad Newspaper readership
“Bring a friend” Email Current members
Recruit 10 volunteers
for the upcoming
advocacy event
Personal “ask” during
event from E.D. in
remarks
Person-to-person Event Attendees
Thank you Email Event Attendees
Annual Dinner at Nonprofit

15. MEASURING OUTCOMES

16. KEY METRICS
• Student/Customer/Member Lifetime Value
• Engagement
• Conversion
– Inquiry Form Submissions
– Event RSVPs
– Online Sign-ups
• Cost Per Lead

17. MEASUREMENT
• Google Analytics
• Facebook Insights
• Spreadsheets
• Online Forms
• Landing Pages
• Survey Results

18. MEMBER LIFETIME VALUE
($25 x 100) x 5 =
$12,500 Member Lifetime Value

19. ENGAGEMENT

20. COST PER SIGN-UP
Personnel = $30/hour x 2 hours
Marketing Activity= $800 Facebook Contest
Number of Sign-Ups= 120
Cost of Sign-Up= $7.16

21. LANDING PAGE
CONVERSIONS
If, for every 200 visits, 5 calls to
action are completed, you have a
2.5% conversion rate

22. LANDING PAGES
• Limited navigation
• Call-to-action

23. FULL CIRCLE: mROI
“Our October 2015 Facebook
promotion increased online
engagement by 7%, brought
3,027 visitors to our landing
page, converted 9% into sales
leads, resulted in 72 new email
sign-ups, with a 400% ROI at a
lower cost per inquiry than our
concurrent direct mail
campaign”
-Fictional Marketing Superstar

24. ALLOCATING BUDGET

25. ALLOCATING BUDGET

26. ALLOCATING BUDGET

27. CASE STUDY: MWCC

28. CAREER FOCUS V. HIREed

29. TARGET AUDIENCES
CareerFocus HIREed
Mail Strategy: Saturation Mail Strategy: Targeted
Mass mailed by zip code to all
households
• Geography: MWCC service area
• Age: 26 + years
• Behavioral: job seeker, career
changer, out of work

30. COST PER INQUIRY
Personnel = $30/hour x 15 hours
Recruitment Overhead= $170
Marketing Activity= $30,000 magazine
Number of Inquiries = 110
Cost of Inquiry = $271.00

31. STUDENT LIFETIME VALUE
($100 x 10) x 4 =
$4,000 Student Lifetime Value (SLV)

32. PROSPECTING MAGAZINE
Benchmark: 0.03% response rate; cost per lead was $271; cost per enrollment was
$750.
Goal: Increase response rate by 100%
Tactics: Audience segmentation, mailing strategy, content revamp
Outcomes: 0.14% response rate; cost per lead was $87; cost per enrollment was
$490.
mROI: 400%

33. TRACKING KEY METRICS

34. WHAT’S THE RETURN?

35. SIX STEPS TO SUCCESS
Step 1
• Set specific, measurable, realistic goals
Step 2
• Look at trends and establish your baseline to achieve success
Step 3
• Reverse engineer tactics from your goals and map to your audiences
Step 4
• Measure by channel
Step 5
• Assess the outcomes
Step 6
• ROI analysis based on your lifetime value and other metrics

36. Discussion

37. Thank You
Sarah McMaster
smcmaster@mwcc.mass.edu
linkedin.com/in/sarahmcmaster