Evaluation
Evaluation
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The evaluation portion cements the process as a fully comprehensive and circular marketing plan.
To normalize help-seeking behavior, reduce stigma, and strengthen campus-wide community resilience especially from utilization of group counseling/therapy, it is pertinent that metrics include not only clinical outcomes but cultural impact as well. Pre- and post-campaign surveys, social media engagement, and event attendance are three metrics I would utilize to gauge awareness and reach. Measuring changes in attitude as well as reach and visibility ensure interest and action are also accounted for rather than just baseline awareness (Berkowitz, 2022). Additionally, enrollment, attendance, and retention rate numbers are metrics that would be tracked to measure engagement and participation. When put together, they show the difference between interest and action; while enrollment is a direct measure of demand, attendance goes further and captures actual participation. Also, retention demonstrates whether students find value in sessions over time and continuity is a unique measure other metrics do not have (Berkowitz, 2022). Alongside these, symptom reduction scores, social support surveys, and crisis reduction rates are clinical metrics I would also utilize. I chose these because I believe they offer a balanced scope and directly measure outcomes relevant to the success of the group counseling and therapy program.
A boy and girl holding a clipboard with a paper that has checked and unchecked boxes replicating an evalution.
The success of any marketing plan is dependent on many different factors, for this plan it is primarily dependent on the success of our SMART objectives. For awareness and reach components, pre- and post-campaign surveys would show a 20% or higher increase in student awareness and social media as well as events should show growing engagement compared to baseline. Success indicators include increases in positive attitudes towards counseling and higher visibility of services. For engagement and participation, it is important to find a balance between enrollment and attendance as consistency of participation is key. Success indicators include at least 25 new enrollees, stable attendance rates, 3 new session topics launched, and strong retention to show value is found in the program. Lastly, clinical success is the goal and thus should be the most technical when measured. Overall, these metrics should display improvements in student wellbeing by increases in score improvements and social support surveys as well as fewer emergency counseling visits.
"Continuity in retention is a unique measure other metrics do not have"
"Continuity in retention is a unique measure other metrics do not have"
Handling contingencies in the plan can seem intimidating when you are not prepared so it is especially important to make sure there are alternatives to getting particular process and/or routines done. Low awareness growth is one possible contingency that we may need to address as it impacts our campaign reach and if it occurs then we may need to pivot to peer ambassadors or increase tabling events. Another possible contingency could be a budget cut where prioritizing return on investments would need to take place, or even a high demand surge where we would have to add more facilitators/expand group sizes. There are many other possible contingencies that may occur, but what is important is staying flexible so that it is easy to pivot.
References
Berkowitz, E. N. (2022). Essentials of Health Care Marketing (5th ed.). Burlington, Ma Jones & Bartlett Learning.
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