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National Social Marketing Centre

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Evaluation

At this stage, the impact of the intervention is formally reviewed and assessed. The aim of evaluation is to identify the strengths and weaknesses of your intervention, determine if it is making a difference, and measure its return on investment.  You will be required to gather detailed information about how the intervention has worked and what it has achieved.

You should gather the type of data that will allow you to measure success or failure against the original aims and objectives. In demonstrating evidence of effectiveness, it is important to establish a robust evidence base.  Because there can be a long time lag between an intervention and its effect on behaviour, try and build up a picture of the causal chain and identify interim changes that will allow you to check if you are moving in the right direction.

You should have decided how you are going to evaluate your intervention earlier in the planning process and considered a number of key measures to help with this evaluation. The measures could be short, medium or long term indicators around the change in people’s knowledge, attitude, and behaviour.

As well as the outcomes, the actual process of the intervention should be assessed.  All of this information can be combined in an evaluation report setting out the original objectives, the methods used, the outcomes identified and recommendations for further action.

Latest News & Events

30 March 2016

The NSMC Level 4 Social Marketing Award Course

We are currently planning the date of our next Level 4 Social Marketing Award. Keep on eye on our website for details of this course, or alternatively contact us directly and we will then let you know when the date has been organised.

The course is the only introduction to social marketing course accredited by the Chartered Institute of Marketing (CIM) and has been created from The NSMC's nine years' experience of delivering social marketing training courses with input from the accreditation unit at the CIM.

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