Summary of 2nd TAPESTRY Thematic Workshop "Design, Implementation, Management, Assessment and Tracking of Campaigns"
Munich 5 June 2002
The second TAPESTRY Thematic Workshop entitled "Design, Implementation, Management, Assessment and Tracking of Campaigns" took place at the hotel Arabella Sheraton Bogenhausen, Munich, on 5th June 2002. The Workshop was organised as part of the ongoing concertation activities of the TAPESTRY Project Consortium and was hosted by Socialdata, one of the TAPESTRY partners.
The workshop aimed to present international theory and practice, recent progress and key issues in the areas of design, implementation, management, assessment and tracking of campaigns, as well as to consider a model for evaluation of campaign design, content and implementation for use by TAPESTRY partners.
The workshop was separated into four main sessions:
Session 1:
Having a strong Brand - a success factor? How to build, steer and manage
strong brands
Klaus Feldman - Managing Director, Icon Brand Navigation Group
AG, Germany
The first presentation was designed to:
- Provide information about why building a strong brand is prerequisite of success in today's competitive environment - independent of the type of organisation / industry (business to business, business to consumers, non-profit / profit organisations);
- Provide insight into what makes a strong brand and how strong brands are built, steered and managed ("the icon brand navigation way");
- Provide an approach to align brand related issues from developing brand vision, to strategy, actions and impact oriented steering and monitoring in order to get the most out of brand related investments.
Session 2:
Campaign Design - Learning from Health Promotion
Nick Cavill - Cavill Associates, UK
The second session combined outcome data and personal experience from a number of national health promotion and travel awareness campaigns, and drew out the key implications for TAPESTRY. Its topics included, among others, some examples of outputs from major health promotion campaigns (such as a walking campaign in Scotland, the "Active for Life" campaign and the walking / cycling campaign in England) as well as some of the supporting professional and community action. Furthermore, the short-term and long-term aims of campaigns and the implications of all the above for effective campaign design were presented.
Session 3:
How to Measure Communications Effects
Lena Gilchrist - Vice-President Eureka AB, Sweden
The aim of the third presentation was to provide a general model on how to measure communication and the impact on the attitude towards the brand. Pros and cons of different measurement techniques, such as tracking, were discussed. Some examples were given on how to use the results in practice when choosing media and as an input to the creative strategy.
Session 4:
"Evaluating Communications Materials"
John Porter - Interactions Ltd, Ireland & Torbjorn Eriksson,
TEM AB, Sweden
The issues examined in the fourth presentation were the following:
- Alignment of campaigns with target audiences and the implications of a psychological contract between Authority and Audience. This element provided a brief revision of the psychology of communication and introduction of new learning arising from international research prepared for TAPESTRY (WP2) and ECOMM 2002.
- Practical exercise - assessment of campaign elements, as an expert panel and from the point of view of the target audience. Materials already developed in Ireland were presented to the audience who attempted to use the assessment tools as 'expert' assessors and playing the role of user/audience.
- Discussion: Towards development of a new evaluation tool for TAPESTRY. A brief discussion was held on the understanding of the evaluation exercises, ease of use or otherwise of the tools, effectiveness for informing design and applicability for TAPESTRY.
Questions and discussion followed each of the presentations. The full report of the presentation and the discussion is available as a pdf file (849kb).
