Evaluation of Campaign Objectives
By setting smart and realistic objectives we were able to successfully fulfill our campaign targets. The achievement of the campaign objectives are as follows:
1. To develop awareness of the new partnerships among our target audience by 30 per cent.
2. To increase awareness of the specific institution relevant to each course by 10 per cent in each faculty of students.
Note: The two objectives below were difficult to critically analysis based on results as they required future analysis or were modified during the campaign.
3. To encourage around 2 per cent of RMIT Vietnam students to apply for exchange.
4. To increase the number of RMIT Vietnam Global Mobility Facebook ‘likes’ by 10 per cent.
1. To develop awareness of the new partnerships among our target audience by 30 per cent.
- Awareness of the four new institutions was very low before our campaign
- According to the surveys, 69% of people around campus has seen our posters, meaning awareness was drastically increased in our target audience
- 72% of people also identified the most important aspects of the posters, meaning they hadn’t just glanced the posters around campus, they had actually taken information away from it, consequentially raising their awareness levels.
- Approximately 250-300 people attended the event and a further more 500 people ‘liked’ the Global Mobility facebook page. Which gives evidence that an audience of roughly 800 people was definitely reached and exposed to the exchange partnerships program, aside from our posters.
2. To increase awareness of the specific institution relevant to each course by 10 per cent in each faculty of students.
- Our extensive evaluation and survey results have indicated that we successfully achieved this objective, with students aware of which institution they can study at according to their course, and that they are aware of the student exchange program in general.
Note: The two objectives below were difficult to critically analysis based on results as they required future analysis or were modified during the campaign.
3. To encourage around 2 per cent of RMIT Vietnam students to apply for exchange.
- As the deadline for exchange applications is not until later this year, this objective cannot be fully evaluated until then. However, we can identify how our campaign effectively encouraged our target audience to enroll through the survey results. Three-quarters of people surveyed said our posters made them ‘very interested’ or ‘interested’ in learning more about exchange, meaning there is a strong possibility at least some of these people will actually enroll in the program.
- 36% of people said they were ‘very likely’ to investigate studying on exchange due to the posters
- 70% of people said they ‘definitely will’ seek further information following the event. These positive statistics indicate that we are on the way to achieving this objectives, with our campaign successfully raising awareness levels and encouraging students to enrol.
4. To increase the number of RMIT Vietnam Global Mobility Facebook ‘likes’ by 10 per cent.
- As the Global Mobility Department opted to create an entirely new Facebook page two weeks into our campaign, we cannot fully evaluate this objective.
- However, the new Facebook page, which we have been operating as part of our strategic campaign, has already received nearly 500 ‘likes’ in a month, and regularly interacts with our target audience, indicating that we have achieved the main purpose of this objective.