MEASUREMENT & EVALUATION

PLAN FOR SECURING NEW

CLIENTS

ORGANIZATION A freelance Public Relations consulting

firm focused on Strategic Communications Planning to bring solopreneurs and small business owners to top-of-mind in their industries

The firm desires to increase client accounts among expatriate solopreneurs (Coin of the Realm: Increase Revenue)

STAKEHOLDERS Monica Miller Rodgers, owner/freelancer Accredited Public Relations Professional with

seven years of experience, working for agencies and government in strategic communications, internal communications, media relations, community relations, crisis communications, copy writing and editing, branding, and social media marketing.

Basic evaluation currently undertaken by measuring how many new clients are obtained, requests for information, Google Analytics reports on Aubia Communications blog, and social media platform monitoring.

GOALS Mission Statement: Aubia Communications

is dedicated to helping solopreneurs and small business owners stand out in their industries through strategic communications planning that effectively engages and supports target audiences.

Business Goal: For Aubia Communications to become a profitable freelance firm.

Communications Goal: For Aubia Communications to be recognized as an expert in strategic communications planning for public relations activities.

PROBLEM STATEMENT

In order to reach its overarching business and communications goals, Aubia Communications needs to secure more paying clients

Aubia Communications is uniquely positioned to assist expatriate solopreneurs in achieving their business objectives

The goal for the securing new clients program is for Aubia Communications to be recognized as the go-to source for PR consulting for business growth

RESEARCH One-on-One Interviews Direct Observation Environmental Scanning Survey (http://

www.popsurvey.com/s/a1fsbf)

TARGET AUDIENCE Expatriate Solopreneurs Solopreneurs who have created

personal businesses that can travel with them

Life Coaches Business Advisors Health and Beauty Consultants Product Sales Typical Profile: MLTA college-educated

married woman from 30-50 years old with previous workforce experience

OBJECTIVES To increase awareness of Aubia

Communications among expatriate solopreneurs in Zurich from zero to 50% by February 2015

To increase requests for information from one to five per month among expatriate solopreneurs by February 2015

To increase social media interactions among expatriate solopreneurs from zero to 10 per month by February 2015

To increase contract procurements among expatriate solopreneurs from one to six by February 2015

STRATEGIES Educate expatriate solopreneurs about

Aubia Communications and what it offers

Join expatriate groups (i.e. The American Women’s Club of Shanghai)

Participate in social media groups of expatriate groups (i.e. InterNations)

Provide information at expatriate group meetings and issue survey after presentations

Public Relations Activity(Inputs)

• To publish one blog post a month directed specifically at expatriate solopreneurs

• To post one status /question per week in expatriate social media groups

• Post one Tweet per day about expatriate business

• To present a PR lunch and learn at an expatriate group meeting once per quarter

• To guest blog/provide a guest commentary in expatriate group newsletter once per quarter

Intermediary Effect

(Outputs)

• Impressions on blog posts and guest commentary via Google Analytics (Aim: 100/week)

• Visits to Aubia Communications blog and social media sites (Aim: 50/week)

• Key message alignment in conversation after PR lunch and learn

• Accuracy of facts shared from blog posts

• RFIs (Aim: 4/month)

• Follows on social media platforms (Aim: 10/month)

• Questions asked at lunch-and-learn

• Supportive comments on blog posts and social media posts (Aim: 3/post)

• Likes, shares and RTs on social media platforms (Aim: 5/post)

• Survey results after the lunch-and-learn

Target Audience Effect

(Outtakes & Outcomes)

• Post survey results

• Visits to Aubia Communications blog and social media sites

• Knowledge of Aubia Communications offerings

• Brand association and differentiation

• Visits to Aubia Communications blog and social media sites (Aim: 50/week)

• Click-thru to site• Time spent on

site (Aim: 10 minutes/visit)

• RFIs (Aim: 4/month)

• How many expatriates show up to the lunch-and-learn

• NPS (Aim: Greater than 70)

• Endorsements (Aim: 1/quarter)

• Links to site (Aim: 1/ week)

• RFI• Social Media

Interactions• Signed Contracts

Awareness Knowledge Interest Support ActionStrategic

Communications

ONGOING MEASUREMENT

Throughout 2014, is Aubia Communications meeting KPIs?

Repeat measurement quarterly by re-analyzing survey results for increase, decrease or no change

Speak with subjects on a regular basis from the Master Prospect List

RESULTS By February 2015, did Aubia

Communications fail, meet or exceed the objectives?

What feedback was received as to why the objectives were not met/exceeded?

Where does Aubia Communications go from here?