For too long the PR industry in Australia has had clients who under-invest in communications. And it's partly because of campaign evaluation.
Let me share with you a client's dirty little secret. They really don't care how many media stories you achieve, where the story ran, how big it was, who wrote it or if it ran with a photo. They only vaguely cared about AVEs if they advertised (when AVEs were popular).
What matters to the client is what their customer thought about the story, felt about the brand and finally, what they did about it. They don't want you to measure the sales figures (they already have those). They want a deeper understanding of their customer.
The Roxburgh Group, in consultation with one of Australia's leading research agencies, has developed the New Independent Communication Evaluation Recording (NiCER™) model of campaign evaluation.
NiCER™ measures the client's target audience against a 10 point scale using Aristotle's three appeals (logos, pathos, ethos). Or, did you believe it (awareness), what did you feel about it (consideration), will you act on it (intention to purchase).
The resulting score indicates the level of brand awareness, product consideration and product sales that can be attributed to the campaign. Or for clients, the impact of the PR campaign on the bottom line.
Our offer includes a full campaign evaluation report (in your choice of format), the 100 person research panel and research costs plus the NiCER™ evaluation process. We can extend the panel size but this will incur an additional cost.