Step 6.4: |
Modify intervention activities, as feedback indicates. |
What To Do
One of the key concepts in social marketing is using feedback quickly and effectively to improve a program’s response to the target audience. Evaluation is an iterative process designed to provide relevant and timely feedback to managers so that they can improve the program.
How To Do It
Use audience feedback, program monitoring and evaluation data to revise your overall program model if your assumptions proved to be incorrect. Or use the data to tweak activities to better serve your target audience.
Finally, you can use audience feedback to keep your program fresh and responsive; this may involve utilizing new communication channels to reach your audience or responding to new trends. Any unintended program effects uncovered in the monitoring and evaluation are particularly important to correct.
For each major program adjustment, make the necessary changes in the supporting documentation, such as:
- communication plans
- staffing requirements and reviews
- monitoring and feedback protocols and instruments
- evaluation designs
Example: The WIC Breast-feeding case provides a good example of utilizing evaluation data to make modifications in areas needed to improve program performance. To see evaluation- based modifications from other campaigns, click on the Examples button at the right. |
Knowledge Check
Test Your Knowledge
Complete My Plan
Go to your My Plan file and enter your proposed modifications based on your evaluation results.
