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

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us. It will also perform the role of defining goals and objectives for the whole campaign.
PR manager will have responsibility to perform engagement with potential partners and
to manage public relations. It will also perform the task of attracting sponsors for the
campaign. Innovation head will perform activities of implementation of innovative
changes required in the campaign. It will be the duty of digital marketing head to
develop online platform that can make the campaign more effective to meet its goals.
The role of manager is to implement social marketing campaign.
e. Gantt Chart
Gantt Chart Evaluation
The Gantt chart drawn above indicates the program plans for the one year (from January 2018 to
December 2018). It covers the time period of social marketing campaign activities such as
meeting with the relevant stakeholders, conducting survey, recording data, data analysis, and
data management.
Evaluation Program:
Baseline Survey (or Initial Survey): Collection of data

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 Data recording and cleaning Data analysis
This survey is planned and conducted for evaluating the alcohol consumption habits among
target audience before the implementation of campaign.
Second Survey (i.e. After the Intervention Survey):
This survey was planned and conducted after the intervention by campaign. This survey was
planned to conduct in order to know the effectiveness of campaign in developing responsible
alcohol consumption habits among individuals belonging to age of 16-24 years. This survey was
also planned and conducted on the same audience, which were survey before the intervention.
Type of Survey Done:
The face to face survey was done by me. Under this type of survey, I have used the print outs of
survey questionnaire to get opinion/ response from survey participants. This survey questionnaire
consists of 10 close ended questions related to the topic of study. Initial two questions were
related to demographical information about the survey participants. The rest of questions were
related to their alcohol consumption habits.
e) Governance
In order to lead and inform the evaluation method:
 An evaluation consultative committee needs to be introduced. This committee may
consist of representatives from the Ministry of Health, local health districts, non-
government organizations, or industry bodies, together with the audiences of the
program, academics or people having evaluation abilities and knowledge, depending
upon the extent of the evaluation 6.

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 In case a direction-finding committee is already there for the general program, these
individuals may also take the position of the evaluation consultative committee.
 Moreover, the evaluation advisory group also needs to agree to the conditions of
reference that explain its idea and working arrangements, including members’
responsibilities and roles.
 Since the committee may be provided with access to private information during the
process of evaluation, its members can also be requested to agree to a confidentiality
responsibility, for making sure that any details provided to them is not disclosed.
(f) Reporting, Disseminating and Use of Evaluation Findings
Following chart is helpful to summarize the Communication and Reporting Activities under this
evaluation plan:
Reporting and Dissemination of Evaluation Findings
Researchers Stakeholders Target Population
Researchers can be
reported and
communicated about
the evaluation plan and
findings of evaluation
through face to face
meeting
The reporting and
dissemination of
evaluation plan and
evaluation findings
will be done through
email based interaction
and through formal
meetings (i.e. on an
interval of every seven
days)
The reporting and
dissemination of
evaluation finding will
be done with the target
audience by organizing
a conference or
seminar. This can also
be done through hard
prints of findings of
evaluation.

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 The reporting of findings of evaluation procedure will be done in formal way.
Formal reports will be generated for the findings of evaluation.
 Email based communication medium will be used for the dissemination of reports
generated from evaluation result.
 In addition to this, the findings of this evaluation plan will also be produced and
disseminated in the form of hard copy, whenever required by marketing campaign plan
team.
 The use of findings of evaluation process will be done while organizing meeting.
 Formal meeting of all the staff of this project will be organization on a time period of
seven days on every Monday 7.
 This meeting will be organized in order to discuss the progress of performance of project
(i.e. marketing campaign plan).
(g) Program Sustainability Plan
 Sustainability of the plan can be defined as the consideration of political, economical,
social, institutional and other conditions that exist around the program.
 The potential benefits of this program will continue even after planned project ends. It is
so because different responsible persons will be given access to make their contribution
in activities of this plan.
 Only the responsible people will be given such authority so that efforts to encourage
people exposed to heavy drinking habits to shift to responsible consumption of alcohol 8.
This way, the planned marketing campaign plan will work as a sustainable project.

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Conclusion
On the basis of above report, it can be concluded that evaluation plan is very important for
tracking the performance and progress of a program. It helps to diagnose the deviation in
different activities from planned path. This way, it also enables the program manager to take
corrective actions in the project or program in order to ensure success of project in terms of
accomplishment of the planned goals and objectives. From the analysis of above report, it can
also be concluded that reporting of evaluation results will be done in electronic and printed
formats.

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References
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body#1
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publications; 2013 Oct 14.
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ER, Vail D, Galea S. Big push’to reduce maternal mortality in Uganda and Zambia
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