Mount Baker Theater Public Relations Campaign
Evaluation
XAct Public Relations will evaluate the campaign by measuring the results of each objective at the end of nine months.
Objectives for the first goal aim for increased awareness and membership. The theater currently has 750 members. Success will be measured by whether membership increases by 40 percent. XAct Public Relations will measure the awareness among 41 to 50-year-old population by conducting a post-campaign survey. The post-campaign results will be compared to the survey results obtained in the research phase of the campaign. The survey will also measure whether awareness of the membership opportunity increased by 25 percent.
Objectives for the second goal focus on media coverage. XAct Public Relations will gather all types of media coverage and calculate the price of equivalent paid advertising space to measure the value of media coverage of Mount Baker Theatre over nine months. Published articles and public service announcements will be noted throughout the campaign. The objectives will be satisfied if three articles run in local publications and if two publics service announcements broadcast each month over the campaign period.
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