Evaluation Plan

The evaluation plan developed for the PLAY campaign will quantify results and determine whether the campaign is successful. The evaluation plan is designed to be a “realisitic, credible, specific, and appropriate” (Wilcox, 533) qualifier of the achievement of the stated goals.

The PLAY campaign is directed by informational objectives; specifically to create awareness of healthy eating and living for elementary age children. We believe that awareness aids in the facilitation of actionable knowledge that the children, as well as teachers and parents, will be able to implement on their own. The PLAY campaign will use a measurement of audience awareness to gauge its success. During the school presentation, the performers will give oral questions to the crowd throughout to make sure that the children are grasping the concepts. As this is not necessarily quantifiable, a written quiz will be handed out to the participants after the presentation is done.

The quiz will be a one page questionnaire written in a kid-friendly script. The child will fill out his name, age, grade, and school, and then proceed to answer three to four yes/no questions or short answer questions. A short answer question could be to name one of the main food groups. The presenters would then collect the information to input into the database at a future time. The presenters can either to raffle draw from these questionnaires and give out prizes, or give out prizes during questions to the crowd.

Secondly, another type of questionnaire will be given to the teachers, parents, and administration. Since this type of questionnaire is aimed for adults, it will be more formal in nature and ask specific questions such as, “Did the PLAY presentation effectively communicate what are the main food groups?” Data will be taken down in the form of name, role (teacher/parent), gender, and school location. This will be put into the database at a later time and quantified.

Lastly, a measurement of message exposure will be taken in the form of event attendance. The PLAY campaign aims to infiltrate 15% of the market in its pilot year, and 35% in its second year and 50% in its third year. The market is defined as elementary schools in the Lower Mainland of Vancouver.

In order to ensure success of the PLAY campaign, we will be handing out marking matrices for our pilot presentation to an elementary school. There will be five main criteria on the sheet, namely: ‘Informative/Educational’, ‘Well Prepared and Cohesive’, ‘Enthusiastic and Inspirational’, ‘Availability for Feedback and Open-ness to the Audience’ and lastly ‘General Impression’. Each criterion will be marked out of ten, and then added together to make a total out of fifty. This number is then multiplied by two to get a total of 100, or a percentage. There will also be some space at the bottom of the marking matrix for comments and suggestions.

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