HSYP805: Developing an Evaluation and Sustainability Plan for Health

This report details an evaluation plan for the 'Think! Before You Drink' marketing campaign, aimed at promoting responsible alcohol consumption among 16-24 year olds in Australia. It includes a program logic model illustrating the causal links between inputs, activities, outputs, outcomes, and impacts. The evaluation plan outlines the purpose, target audience, potential risks, evaluation design (using survey techniques and randomized experiments), data sources, resources, and roles. It also addresses governance, reporting, dissemination of findings, and a sustainability plan, emphasizing the importance of monitoring project performance to achieve long-term objectives and mitigate potential issues like cost or time overruns. The report identifies stakeholders and strategies for campaign promotion through online and offline channels, aiming to improve health and wellness among the target audience and reduce alcohol-related problems.

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Running Head: NURSING
Evaluation and Sustainability Plan

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Table of Contents
Introduction......................................................................................................................................3
(a) Overview of the Program...........................................................................................................4
(b) Purpose of Evaluation Plan and Identification of Audience......................................................6
(c) Development of Program Logic Model.....................................................................................8
d) Evaluation Plan............................................................................................................................9
a. Evaluation Question.................................................................................................................9
b. Evaluation design and data sources.......................................................................................10
c. Potential risks.........................................................................................................................12
d. Resources and roles................................................................................................................13
e. Gantt Chart.............................................................................................................................14
e) Governance................................................................................................................................15
(f) Reporting, Disseminating and Use of Evaluation Findings......................................................16
(g) Program Sustainability Plan.....................................................................................................17
Conclusion.....................................................................................................................................18
References......................................................................................................................................19

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Introduction
This report is designed for purpose of preparing an evaluation plan for a marketing campaign
project that was designed in the previous assignment. The name of that project was Think!
Before You Drink. Core purpose of this program was to encourage responsible consumption of
alcohol among people. This evaluation plan is designed to track the progress of performance of
this program. This report will focus on designing a program logic model for the marketing
campaign program. It will also focus on depicting different details of this project like potential
risks, evaluation design and data source, resources and roles and the governance. In addition to
this, the report will also emphasize on creation of Gantt chart for the program. Final section of
this report present the ways of reporting, disseminating and using of evaluation findings and the
sustainability plan for this program.

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(a) Overview of the Program
The name of program that was designed in the previous assignment is “Think! Before You
Drink”. Main purpose of this program or campaign was to develop awareness among people
living in Australia about the responsible alcohol drinking. This program has been designed to
encourage responsible consumption of alcohol across Australia1. The target audience for this
marketing campaign is the individuals belonging to age group of 16-24 years. The purpose of
this report is to develop evaluation plan for this marketing campaign.
Target Audience: The target audience of this marketing campaign is individuals belonging to age
group of 16-24 years. It is so because the adults belonging to 16 to 24 years of age are more
exposed to negative aspects in the society. At this level of age, the adolescents are attracted
towards bad habits and harmful drinking habits. The individuals belonging to this age group
believes in spending more time in leisure and fun. The social marketing campaign in this plan
will encourage these audiences to adopt responsible drinking habits.
Dimensions Related to Health: There are different health issues that may be faced by the
individuals with the harmful drinking habits. Over consumption of alcohol can damage the
functioning of liver and kidney. Over consumption of alcohol can also cause the risk of mouth,
throat and esophagus cancers among people. Breast cancer issue is common among women
exposed to excessive drinking of alcohol. The over consumption of alcohol also hamper the
memory, and thinking ability of individuals 2. Drunk driving can increase threat to life of the
person that may result from accidental incidents on the road.

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Marketing Mix:
Product: Use of promotional strategies to increase the awareness about losses and risks of
harmful drinking through marketing campaign. Main aim of this campaign is to encourage
people for responsible drinking habits.
Price: Price of participation in this will be very low and affordable for a person.
Place: This campaign has been planned and designed to target the target people living in
Northern Territory of Australia.
Promotion: This marketing is itself a promotional program. This promotion campaign should be
beneficial for the society. The advertising of campaign through online and offline mediums of
communication can help to meet this goal.
Strategies for this program are:

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 Identification of audience and target groups
 Development of objective and effective campaign message
 Developing various social media presence through various tools
 Circulating the objectives and health information to target people
 Initiating retrospective effect
Stakeholders for this campaign are:
 Health sector
 Government and non-government organizations
 Community or society
 The individuals exposed to issue of overconsumption of alcohol
(b) Purpose of Evaluation Plan and Identification of Audience
Main purpose of this evaluation plan is to monitor and track the progress of performance of
planned marketing campaign. The tracking of performance and progress of a project or plan is
very important in order to achieve the long term objectives in effective and efficient manner. Due
to an evaluation plan, it is easy to cross check that all the planned project activities are going on
right track planned for them. If any deviation is recorded in any activity, then corrective actions
can be taken into account at right time before huge losses in the entire project or plan. These
deviations may occur in terms of cost overrun issue or time overrun issue in the project 3. These
both kinds of issues can hamper the success of project. So, these both issues should be diagnosed
and resolved at the right time. The target audience of this evaluation plan would be the owner
and sponsor of this project, project team and the potential readers of this report. Different staff of
this project includes marketing head, operational head, PR manager, innovation head manager
and the digital marketing head.

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(c) Development of Program Logic Model
Program logic model can be defined as the graphical presentation of the way, in which a project
or business plan will work. In other words, it shows the causal links and logic/ sequence of
different activities. Following diagram summarizes the program logic model for the plan of
marketing campaign entitled as “Think! Before You Drink”:
Evaluation of Programs
Examining the Ways to Deliver
Campaign
Recognize Shortcomings in
Execution
Examining Aspects related to
Value of Money
Positive Impacts Negative Impacts
Set-up Program and Planning
the Further Evaluation
Developing Alternative Plan or
Elimination of Plan

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d) Evaluation Plan
a. Evaluation Question
Type of Evaluation Focus Typical Questions
Process  Examining the ways to
deliver the campaign
(campaign qulaity,
 How is the campaign
being came into being?
 Is the campaign
Program Aim: To encourage responsible consumption of alcohol among individuals belonging to age of 16-24 years
INPUT:
New recruitments
Purchase of
computers
Installation of
internet
connection
Use of industry
best practices
adopted across
globe
Planning creative
campaigns
Inviting
volunteers from
colleges and
Universities
ACTIVITIES:
Training
programs
developed for
staff, Training
conducted,
Resources
assigned to staff,
Tasks/ deadlines
communicated,
advertisement on
online and offline
platforms, use of
direct mail
marketing, use of
social media,
conducting
events on social
awareness, and
seminars on the
campaign in
colleges/
universities
OUTPUTS:
Target audience
identified, Social
pages developed
for marketing
campaign, Tasks
and activities
started, Social
media marketing
done for plan,
The road shows
and events
organized on the
importance of
responsible
drinking,
Seminars and
conferences
organized in the
colleges and
universities
IMPACTS:
Increased
awareness among
target audience
about benefits of
responsible
drinking, Support
from people,
Increase in
followers of
page, increased
knowledge
among target
audience about
impacts of
harmful drinking,
increased
members on
social pages
OUTCOMES:
Adoption of
responsible
alcohol drinking
habits among
people
Improvement in
health/ wellness
among audience
Decline in issues
of liver and
kidney failure
issues from
alcohol drinking
habits
Decline in
incidents of
drunk driving on
the roads

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campaign activities,
and target audiences)
 Recognizing the
shortcomings in
execution 4
delivering flawless
customer experience?
 Is the campaign
successful in creating a
single marketing view
of audiences?
Impact/Outcome  Determining the likely
outcomes of the
campaign
 Measuring the long
term results of the
campaign
 Is the campaign
producing the desired
results in the short or
long term?
 In what ways, for
whom, and in which
state?
 What peculiar
characteristics of the
campaign are like to
make a difference
 What was the role of
other aspects in
campaign's success?
Economic  Considering the
effectiveness by which
standardizing results,
 Is the intervention is
non-expensive as
compared to other

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in terms of dollar value
 Examining the aspects
related to the value for
money and or cost-
benefit
Alternatives?
 Were the benefits
higher than the costs?
b. Evaluation design and data sources
 In this marketing campaign, I want to take into account the survey technique for purpose
of evaluating the effectiveness of designed marketing campaign. The survey technique is
selected in this plan, because this technique is a cost effective technique and can be
carried out in shorter time span. The survey will be conducted at two times such as one
survey as the baseline survey and another survey after the intervention. This will help to
assess, whether the marketing campaign has proved to be effective to meet the goal of
developing responsible drinking habits among target audience or not. This survey will be
conducted by one of our team members. This survey will be face to face survey. This
survey will be conducted over 20 people belonging to age range of 16-24 years of age
that have participated in the planned marketing campaign.
 The evaluation design of a program establishes a mix of research methods that can
employed for providing evidence for major evaluation factors. The evaluation design
adopted for this social campaign 'Think! Before You Drink' is randomized experiment
because it acts as the most effective evaluation design because it ensures that the
comparison and intervention groups are alike with respect to the aspects other than if they
received the intervention 5. It means that the comparison group acts as the

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“counterfactual” of what would have been the results in the absence of the campaign for
achieving particular objective.
 Timeframe taken is eight months along with ten months of post-intervention period
 The common data sources include Service environment data, and Population-level data.
The data sources can also involve both daily collected managerial data, medical data and
survey of personnel, and interviews with program members.
c. Potential risks
Potential risks to the this campaign evaluation may comprise of :
 failure to engage participants
 low response level
 uncertain evaluation outcomes 5
 trouble in identifying the degree to which the changes discovered are relevant for the
program.

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 Change in program schedule
Therefore, the potential independent evaluators may be required to identify the possible risks and
devise the necessary strategies for dealing with them.
d. Resources and roles
The financial, human and other resources required for the evaluation need to be documented. It
involves both internal resources of planning, acquiring and project management, along with the
funds for hiring an external assessor. I have arranged the financial resources with the help of my
parents and friends. In order to meet the human resource requirement, I have included the team
members. I have included the friends, and active members of our society in the locality of home
town (i.e. near our house and society). The technical resources like computer and internet were
also arranged by me with the assistance and support from my parents.
 For an analysis of financial resourcing, there exists a need to ensure that financial
support is approved and utilized in the program budget 6. An ideal estimation of cost for
the evaluation can be taken 8.5% of the program costs. However, the real cost would be
informed by the form and span of evaluative work to be performed.
 The roles of stakeholders, Ministry staff, and the commissioned evaluator also need to be
properly documented. The timeline for the evaluation also be linked to the described
roles and resources for reaching the effective decision points.
 I have planned and defined different roles for this marketing campaign. Example of these
roles includes Marketing Head, Operations Head, PR Manager, Innovation Head, Digital
marketing Head, and Manager. The marketing manager will be responsible for the
advertising and promotional activities. The role of operational head is to ensure that
different operations and activities are going on smoothly in a way that was planned by