SayPro Marketing Campaign Performance Evaluation Template

1. Campaign Overview

A. Campaign Name:

• The name of the campaign being evaluated.

B. Campaign Duration:

• Start date and end date of the campaign.

C. Campaign Type:

• Digital, social media, email, event, product launch, etc.

D. Target Audience:

• Description of the target audience for the campaign (e.g., age, gender, location, interests).

E. Campaign Goals & Objectives:

• Primary Goal: What was the main goal of the campaign? (e.g., increase brand awareness, generate leads, drive sales).
• Specific Objectives: Outline the SMART objectives of the campaign (e.g., “Increase lead generation by 15% over 3 months”).

2. Campaign Performance Metrics

A. Key Performance Indicators (KPIs):

Track the performance using the following KPIs (select the relevant ones based on the campaign’s goals).

A.1 Awareness Metrics:

• Impressions: Total number of times your campaign content was displayed.
• Reach: Total number of unique users who saw the campaign.
• Social Media Followers Growth: Increase in followers across social media platforms.
• Brand Mentions: Number of times the brand was mentioned in media or on social platforms.

A.2 Engagement Metrics:

• Click-Through Rate (CTR): Percentage of people who clicked on your ad or link out of the total who saw it.
• Likes, Shares, Comments: Total social interactions generated by the campaign.
• Video Views: Number of views for video content.

A.3 Conversion Metrics:

• Leads Generated: Number of leads collected through the campaign (e.g., email sign-ups, form submissions).
• Sales Conversions: Number of conversions (sales, sign-ups, or subscriptions) from campaign-driven leads.
• Cost per Lead (CPL): Total cost of generating each lead.
• Cost per Acquisition (CPA): Total cost of acquiring one customer (from all channels).

A.4 Retention Metrics:

• Customer Retention Rate: Percentage of customers who return after their first interaction.
• Repeat Purchases: Number of repeat purchases from customers acquired during the campaign.
• Customer Lifetime Value (CLTV): Projected revenue from customers acquired through the campaign.

3. Budget Evaluation

A. Total Campaign Budget:

• The overall budget allocated to the campaign.

B. Budget Breakdown:

• Ad Spend: Total amount spent on advertising.
• Creative Costs: Budget spent on content creation (e.g., graphic design, video production).
• Technology/Tools: Costs for any marketing tools or software used.
• Other Expenses: Any other costs related to the campaign (e.g., event fees, influencer fees).

C. Return on Investment (ROI):

• ROI Formula: ROI=Revenue−CostCost×100ROI = \frac{{\text{{Revenue}} – \text{{Cost}}}}{{\text{{Cost}}}} \times 100ROI=CostRevenue−Cost​×100
• Revenue Generated: Total revenue generated directly from the campaign.
• Cost of Campaign: Total expenses related to the campaign.

4. Analysis of Campaign Effectiveness

A. Objective Achievement:

• Did the campaign meet its goals? (Yes/No)
• If no, explain why: Provide context as to why the goals were or weren’t met.

B. Key Successes:

• What worked well during the campaign? (e.g., high engagement, positive customer feedback, reaching new audiences).

C. Challenges and Areas for Improvement:

• What didn’t work? (e.g., low conversion rates, poor targeting, lack of engagement).
• What can be improved for future campaigns? (e.g., better segmentation, more compelling calls to action, optimized ad copy).

D. Learnings and Recommendations:

• What insights were gained from the campaign’s performance?
• How will these insights influence future marketing campaigns?

5. Audience Insights

A. Target Audience Engagement:

• Did the campaign reach the intended target audience effectively? (Yes/No)
• Provide insights into the behavior of the audience: Did they engage with the content as expected?

B. Demographic Performance:

• Were there any notable differences in performance based on audience demographics (age, gender, location, etc.)?

C. Audience Feedback:

• Summarize any feedback received from customers during or after the campaign (e.g., through surveys, reviews, social media comments).

6. Competitor Benchmarking (Optional)

A. Competitor Performance Comparison:

• How did SayPro’s campaign perform relative to competitors’ campaigns, if data is available?
• What insights can be gathered from competitor campaigns?

B. Market Positioning:

• Did the campaign help position SayPro in a way that stands out from competitors? How did the audience perceive the brand during the campaign?

7. Final Campaign Assessment

A. Overall Success Rating:

• Success Level (Scale of 1 to 5):
  • 1 = Very Poor, 2 = Below Average, 3 = Average, 4 = Good, 5 = Excellent

B. Impact on Business Goals:

• Was the campaign aligned with SayPro’s long-term business goals? (Yes/No)
• Impact on Sales or Revenue: Did the campaign directly or indirectly affect sales or revenue?

8. Post-Campaign Action Plan

A. Optimization for Future Campaigns:

• Based on the results, what specific changes or optimizations should be made in future campaigns? (e.g., changing ad targeting, improving creative content, better timing of promotions).

B. Follow-Up Actions:

• Retargeting Strategy: Should we retarget any segment of the audience who didn’t convert?
• Customer Nurturing: What steps can be taken to engage and nurture leads or customers acquired during the campaign?

9. Approval & Final Report

• Prepared By: [Marketing Manager/Team]
• Reviewed By: [Senior Leadership Team]
• Date of Review: [Insert Date]