Evaluation Process and Analysis: Allhomes Marketing Campaign

This report provides an evaluation of Allhomes' marketing campaign, focusing on the strategies and processes used to assess its effectiveness. The campaign targets individuals and couples interested in property purchases, primarily utilizing internet and social media platforms. The report examines the evaluation process across three phases: hype, supporting media, and guerrilla marketing. It emphasizes the use of social analytics (Facebook, Instagram, Snapchat) and Google Analytics to track campaign performance, measure audience engagement, and analyze website traffic. The evaluation includes monitoring customer behavior through surveys and comparing strategies with competitors. The report concludes by highlighting the importance of monitoring sales figures, customer response, and social media engagement to gauge the success of the marketing campaign and achieve business objectives. References to relevant academic articles support the analysis of marketing campaign evaluation.

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

EVALUATION PROCESS 3
or any other device (Keegan & Rowley, 2017). Campaign URLs will bring relevant users to the
website. The use of hashtag has been very powerful for the success of any campaig.
Phases of evaluation
The first stage in the campaign is Hype for the product which is done on the radio and
social media platforms. The performance of the first phase will be evaluated on the reactions of
people of the new film and restaurant menus. This will allow brand awareness among local
audience so that they support the campaign. In the second phase, the social, radio and application
will be utilized to drive application downloads in the Canberra market. The promotional
activities on the blogs with new content and the social media messaging will attract the attention
of customers. In the last and final stage, marketing efforts will also be utilized in order to stay
ahead of the competitors. The local Canberrans having the application on their mobile phones
will be told to update it so that they don't forget about the brand.
Conduction of evaluation
As opined by Boshnakova & Goldblatt (2017), evaluation is one of the most important
part of marketing, the current marketing campaign by Allhomes will be monitored to check its
progress. In order to raise sales and profit, customer behavior will be measured as it affects the
campaign. During the first month and next few months the response from the customers will be
tracked. The use of questionnaire can be effective and persuasive. This strategy can also be
compared to the competitors and their marketing strategies. Realestate.com is one of the leading
property portals in Canada market and Allhomes need to compete with that. These efforts will
support the overall business objectives and therefore it is important to monitor the progress
towards strategic business goals. The cost of conducting this campaign will require certain
amount of cost and it must fetch significant profits find the return on investment.
Conclusion
The success of a marketing campaign requires capital, time and effort. However, the
effectiveness needs to be monitored by looking at the sales figure or understanding the customer
response or awareness among customers. The end results act as a key metric which is measured
by the performance of the sales and traffic on the social media sites. It is also important to
engage customers by way of sending direct emails and social media engagement to attract the

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potential customers. Allhomes will be successfully managing its marketing campaign by
evaluating the performance of its marketing efforts.

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References
Allhomes. (2019). ABOUT US – ALLHOMES. Retrieved from
https://www.allhomes.com.au/news/about-allhomes/
Boshnakova, D., & Goldblatt, J. (2017). The 21st Century Meeting and Event Technologies:
Powerful Tools for Better Planning, Marketing, and Evaluation. Apple Academic Press.
Effing, R., & Spil, T. A. (2016). The social strategy cone: Towards a framework for evaluating
social media strategies. International journal of information management, 36(1), 1-8.
Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media
marketing. Management Decision, 55(1), 15-31.