Case Study:

Implementing a Campaign Evaluation Framework for government

The need for consistency and the team to deliver high level of service across multiple stakeholders

The issue

The Australian Government wanted to move from a department-initiated approach to a Whole-of-Government (WoG) framework to apply to all campaigns run by Australian Government agencies above a threshold campaign spend. The aim was to deliver cost-efficiencies and consistency in evaluation approach so that comparisons could more readily and meaningfully be made across campaigns.

What We did

We developed and implemented a best practice framework, encompassing communications evaluation design principles, decision rules for sample size and data collection, and scalability and capacity to manage large and variable workloads while maintaining high quality standards.

The outcome

Since July 2018, we have completed nearly 70 separate campaign evaluations, including benchmark and tracking phases, across a diversity of portfolios, including, but not limited to the Department of Health, Department of the Treasury, Defence Force Recruiting and Department of Social Services.

This has involved establishing analysis approaches, a distinctive and consistent reporting style, and more recently the establishment of a normative database to enable evaluation findings to be properly contextualised. We are in the process of building an insights learning program which will encompass deep dive analyses to explore key campaign performance issues, such as the effectiveness of different creative approaches (montage vs. narrative), identifying wear-out, advertising in a crowded media environment, and ad memorability.

Our insights have helped departments to optimise their future communications activities, and started a broader conversation around strategies to improve the effectiveness of government advertising.

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