Monitoring and Evaluation Guidance

Summary

If you want to know what impact your communications campaigns are having, this chapter is for you. This is the main place where guidance is given on monitoring promotional activities. It’s also the starting point for anyone wanting to apply to WRAP's Behavioural Change Local Fund, or for anyone in receipt of funding. This chapter guides you through:

• How to set meaningful key performance indicators, based on your objectives
• How to use the approaches outlined in this guidance to monitor campaign impact, outcomes and activities
• How best to monitor media and PR cost effectiveness

Applying for funding

If you are planning to apply to WRAP's Behavioural Change Local Fund, or you are filling in the application form, this chapter will:

• Describe what's required from you in terms of monitoring and evaluation, depending on the level of funding you are applying for
• Direct you to other chapters relevant to you

Using your funding

If you already have funding from WRAP, reading this chapter will help you:

• Decide what activities you should be undertaking
• Find the relevant chapters of the guide, depending on your needs
• Understand cost-effectiveness measures such as opportunities to see and advertising value equivalent

Download Chapter 8 Monitoring Communication Campaigns 217 kb