Cementing a Flourishing Green Campaign

The Green Communications Toolkit can aid municipalities in evaluating their novel green communications strategy and build upon the program for years to come. Referring back to part one of the guide, when setting goals and using a logic model to set intentions and track progress, it is important to set clear metrics of success to guide future programmatic evaluation.

During the evaluation stage, municipalities can refer back to these metrics of success and determine if the goals and desired outcomes of the communication strategy have been achieved. After analyzing achievement and shortcomings, a solid plan for green communications continuance can be created.

EVALUATION

A great way to assess the progress of a green communications strategy is to conduct a communications audit and revisit the green communications logic model. Taking time to critically analyze the communications strategy's initial intentions, goals, and desired outcomes can reveal gaps and shortcomings of the new strategy. Once gaps and shortcomings are discovered, the green communications strategy can be altered accordingly to ameliorate the plan, improve outcomes, and reach previously unmet goals.

STEP 1: LOGIC MODEL ANALYSIS

When evaluating the communications strategy, revisit the green communications logic model and take note of goals, desired outcomes, and timelines. Then ask:

Have we reached the stated goals?

Were the goals realistic, feasible, and aligned with municipal resources and capacity?

Were objectives and aims fulfilled within the predetermined time-frame?

Did the green communications strategy ameliorate the issue noted in the problem definition?

Did the green communications strategy reach the intended target audience?

Were the metrics of success met?

Are the metrics of success too broad or too constrained to achieve desired outcomes?

If goals and objectives were not reached and programmatic gaps are identified, take note of these shortcomings. The weak points can be readdressed and mitigated during the continuation phase.

STEP 2: CONDUCT A GREEN COMMUNICATIONS STRATEGY AUDIT

Conducting a green communications strategy audit can help municipalities further evaluate the overall effectiveness and progress of the communications plan. The audit should include:

Feasibility Analysis of Goals, Objectives, Metrics of Success, and Time-frames

• Are the goals S.M.A.R.T?

• Are the goals aligned with municipal resources and within operational capacity?

• Are to goals relevant to the target audience's desires, needs, and concerns in the realm of sustainability?

• Are the metrics of success for each goal specific and practical given the timeline, scope, and municipal capacity?

  • Are the metrics of success too broad? Are the metrics of success overly constraining?

• Are the goals and outcomes of the strategy successful in improving the issue determined in the problem statement?

• Is the timeline set for goal achievable and realistic?

Channels of Communication Analysis

• Are the set channels of communication successful in engaging the target audience?

• Are the channels of communications chosen the best dissemination tactic for communicating key messaging to the audience?

• What channels of communication were most effective in increasing audience participation? Which channels were ineffective?

• Do the paid channels of communication produce significant returns in audience participation with green programming?

Cost-Benefit Analysis (CBA) and Cost-Effective Analysis (CEA)

Using a hybrid CBA/CEA model is a valuable method in evaluating green communications progress and outcomes. CBA models can help municipalities determine which communication strategies are beneficial and should be continued, and which strategies are less effective in generating returns in audience engagement. CBA is a quantitative analysis that sums the benefits (returns) of the strategy and subtracts the total costs (monetary).

The Global Program for Safer Schools has a comprehensive guide to "Cost-Benefit Analysis" and conducting a CBA.

CBAs are powerful tools in monetary assessment, however, it does not take into account many intangible costs and benefits associated with the communications strategy. Implementing a hybrid CBA/CEA model can fill gaps in the CBA model.

CEA models offer a more holistic and comprehensive view of costs and benefits associated with communication strategy. CEA aids in identifying non-quantitative "intangible" costs and benefits and assigns value to each in accordance to various measures such as community value (utility) and environmental health benefits.

The World Bank has a detailed guide "Cost-Effectiveness Analysis" and facilitating a CEA available.

CBA/CEA Hybrid Model:

Take account of tangible (quantifiable) and intangible (qualitative) costs, and tangible and intangible benefits of the communications strategy. Then, rank the communications strategy action components in relation from highest benefit and lowest cost to highest cost and lowest benefit. This rank-order list may reveal which components of the green communications strategy are most valuable and which aspects may need to be reevaluated and adjusted.

CONDUCTING A CBA/CEA HYBRID ANALYSIS

A great way to assess the progress of a green communications strategy is to conduct a hybrid cost-benefit analysis (CBA) and cost-effectiveness analysis (CEA). This new, holistic approach to communications strategy evaluation helps better inform strategy reform and continuation. As previously noted, CBA holds blind-spots in accounting for intangible benefits and may assign these benefits less weight in the evaluation process, regardless of their impact. By combining the traditional CBA method with CEA, less discrepancies between impact, cost, and benefit exist and municipalities are able to make well informed decisions.

The Green Communications Toolkit offers an interactive CBA/CEA hybrid spreadsheet template for municipalities to use during the evaluation phase. The process is quite simple, as the calculations necessary for CBA and CEA are programmed into the spreadsheet.

STEP 1: DOWNLOAD THE GREEN COMMUNICATIONS CBA/CEA HYBRID MODEL TEMPLATE

Municipalities can access the CBA/CEA Hybrid Model Template HERE. After downloading the Excel file, save a copy of the template and rename the document in accordance to the specific Municipal Green Communications Strategy title.

STEP 2: INPUT INFORMATION AND VALUES TO CONDUCT THE CBA

Tabs one (GCS Cost-Benefit Analysis) and two (CBA Summary) are dedicated to the CBA component of the hybrid model.

Begin by filling in the general communications strategy and municipal information on tab one. Then, insert the non-recurring costs and timeline into the designated cells. Then, follow the same process for recurring costs. Recurring costs are monetary costs that occur periodically over a specific period. After completing these steps, the template will calculate the total costs of the

After that, input the benefits (revenue streams) and timeline into the designated cells. The spreadsheet will output a calculation for the total revenues. Then, insert any cost savings as a positive value and the timeline in the specified cells. The template will produce a value for total cost savings. Once the aforementioned steps are completed, a calculation of total benefits will appear.

Next, shift to tab two (CBA Summary) to view the comprehensive CBA which provides a comparative monetary focused view of communications strategy. Now, save your progress to ensure no calculations are lost.

STEP 3: INSERT INFORMATION AND VALUES TO CONDUCT THE CEA

Tab three (GCS Cost-Effectiveness Analysis) and is dedicated to the CEA aspect of the hybrid model. The first step in CEA is to rate the impact of each strategy aspect (e.g. digital advertisement) by impact. This is normally done on a scale of one to five, one being the least impactful, and five being the most. Impact can be measured through varying scales that take into account reach, engagement, and participation. Similarly to CBA, the second step is to assign costs to each strategy aspect. Next plug these values into the first table (Cost-Effectiveness Ratio) and the template will calculate the cost-effectiveness ratio, which will contribute to the final CEA results.

The next step in conducting the CEA is to calculate the incremental cost-effectiveness ratio (ICER). The ICER is the ratio of marginal cost and marginal effect compared between different strategy aspects. The template has pre-embedded formulas for marginal cost, effect, and ICER so all that is necessary for the municipality to input is the impact weight and cost.

After these values are added into the spreadsheet, the calculations will produce an impact assessment.

STEP 4: COMBINING THE CBA AND CEA MODEL

After reviewing the CBA and CEA assessment, compare the two analyses and take note of any discrepancies in ranking. Use the last tab titled, "Comparison: Hybrid CBA/CEA" to visually compare and contrast the evaluation measures.

Does the CEA rank note any aspects to be valuable, while the CBA portrays the opposite?

Take these differences into account when determining which strategies should remain, versus which should be omitted.

Green Communications Hybrid CBA/CEA Model Template

CONTINUATION

Prioritizing continuous improvements in communications strategy is integral to communications best practice and success. After evaluating the program, weak points in strategics may present themselves, these aspects can be remedied in the continuance phase. Making alterations to the strategy is important to ensure that community needs are addressed and that the allocation of municipal resources and capacity is not wasted.

STEP 1: DEVELOP A REMEDY AND ACTION PLAN

If weak points in the communications strategy are identified, ask:

Is the gap able to be remedied through altering goals, objectives, or timelines?

Is it feasible and effective to keep this component of the strategy?

If additional resources and time are dedicated to fix the weak point, will it produce significant returns?

If the weak point in the strategy is still relevant to community and municipal interest and feasible given resources and capacity, it may be valuable to dedicate focus upon this issue through creating an action plan.

Action Plans:

• Identify root of the communications issue to determine cause and sources of the setback

• Pave a path for the component's reform to reach the goal

• Reallocate resources and restructure component strategy to achieve the desired impact

• Generate new metrics of success in accordance to the alterations

Once fixes have been made to muddy points in the green communications strategy, the plan should be reviewed by both municipal experts and community members to ensure it is still representative of community interest, municipal goals, and sustainability ideals.