Evaluation process of a Marketing Campaign

Running head: EVALUATION PROCESS 1
Evaluation process of a Marketing Campaign

EVALUATION PROCESS 2
Introduction
Allhomes is a locally based organization that operates under its parent company, the
Domain property group (Allhomes, 2019). The company has a strong hold and awareness in the
Australian market that focuses on building local lifestyle and community the city of Canberra
and its surrounding regions. The brand has strengthened its presence within the community and
utilized strategies to provide best property solutions to the customers. Recently the company has
strategized its efforts towards delivering residential and commercial properties to stable income
individuals and couples. This ambitious campaign will allow individuals and young professionals
to think about property purchases.
Evaluation process
Activities to be evaluated
The objective of the campaign solutions to the communication and marketing strategies
framed by the company. In order to evaluate the progress of the campaign, the media channels,
the branding progress, the product capability, promotional activities and external factors will be
measured. The target audience are males and females between the age of 24 to 35 who are
interested in making property purchases or selling their current properties. Currently, the
marketing efforts are highly achieved through the use of internet and social media platforms. The
campaign plan will be analyzed from the media channels. The hype phase will remind the people
of Canberra about the brand (Ransbotham, Kiron & Prentice, 2016). In the second stage,
supporting media will be used to drive application downloads and built relationships in the
community. In the third stage, guerrilla marketing will be useful.
Analytical Tools for evaluation
According to Effing & Spil (2016), the marketing efforts of the brand needs to be
evaluated in order to bring improvements in the campaign. Allhomes efficiently utilize Social
Analytics. Facebook, Instagram and Snapchat will be suitable to raise awareness about the
campaign. The Hype created on the social media platforms will attract the target audience which
will reveal the common interest of the users, the follows and likes on social media sites, and
where they are located. The efforts can also be tracked by using Google Analytics which is the to
identify the number of users on a particular site, the content they vi ew, and if they are on phone