Page 88 - CCGA Best Practices Version English

7-7: Measure Results and Strive to Improve

Practice Statement: Critically review the results and outcomes of the
marketing plan initiatives. Identify what works well and what does not.
Implement lessons learned and strive for continuous program improvement.

Practice Description: Determine the effective elements of the marketing
plan to establish the framework for future plans. Gauge target audience
response to structured training and awareness initiatives. This can be done
through surveying the intended target audience (via direct mail, telephone
etc.) to determine if behaviours have changed, and to what extent. Changes
in damage statistics are another means to determine if a change in behaviour
for a general area or a specific owner has been effectively produced by the
marketing plan delivery.
Identify and address gaps in the marketing plan. Modify the program
accordingly and strive to improve to achieve the program goal(s).

Canadian Common Ground Alliance
Best Practices Version 3.0 – October 2018
79