Evaluation of the effectiveness of the Substance-Free Alternative Events companion campaign in terms of retention, application, recognition, and call-to-action impact is an essential component of understanding the impact of companion or complementary social marketing messages that work synergistically with ACE events and activities.  Objectives, metrics, and methods for each key area of evaluation of these campaigns are as follows:

1. Campaign Content Retention Objective: Measure how well the Substance-Free Alternative Events campaign retains the audience’s attention over time. 

• Metrics:
  • Engagement Rate: Track likes, shares, comments, and interactions with event promotions and content.
  • Repeat Attendance: Monitor how many participants return to multiple events.
  • Content Consumption: Measure how often participants engage with campaign content (e.g., event videos, articles).

• Methods:
  • Analytics Tools: Use Google Analytics, social media insights (Facebook Insights, Twitter Analytics), and event management platforms to track engagement and repeat attendance.
  • Surveys: Conduct surveys at events to gather participant feedback on their experience and likelihood of returning.

2. Campaign Content Application Objective: Assess how effectively the campaign’s message or call to action is applied by the audience. 

• Metrics:
  • Event Participation Rate: Measure the percentage of priority audience members who attend the events.
  • Behavioral Change: Track changes in participants’ behavior regarding substance use.
  • User Feedback: Collect qualitative data on how participants apply the campaign’s message in their daily lives.

• Methods:
  • Tracking Links: Use UTM parameters and tracking links in event promotions to measure participation.
  • Follow-Up Surveys: Ask participants how the events have influenced their views and behaviors related to substance use.
  • Case Studies: Develop case studies of how your community successfully applied the campaign’s message as a reinforcer and amplifier for ACE outcomes.

3. Recognition Objective: Evaluate how well the Substance-Free Alternative Events campaign is recognized and remembered by the priority audience. 

• Metrics:
  • Brand Recall: Measure how well participants remember the events and their key messages.
  • Recognition Tests: Conduct tests to see if participants can identify the campaign’s visuals, slogans, or themes.
  • Social Media Mentions: Track how often the events are mentioned on social media platforms.

• Methods:
  • Surveys: Use surveys to ask participants about their recall and recognition of the campaign.
  • Focus Groups: Conduct focus groups to gather in-depth feedback on the campaign’s recognition.
  • Media Monitoring Tools: Use tools like Mention or Brandwatch to track social media and online mentions.

4. Call-to-Action Impact Objective: Measure the effectiveness of the campaign’s call to action (CTA) in driving the desired response. 

• Metrics:
  • Click-Through Rate (CTR): Measure the percentage of users who click on the event registration links.
  • Event Registration Rate: Measure the percentage of users who complete the registration process after clicking the CTA.
  • Engagement with CTA: Track how users interact with the CTA (e.g., time spent on the landing page, forms filled out).

• Methods:
  • A/B Testing: Conduct A/B tests to compare different versions of the CTA and determine which is most effective.
  • Analytics Tools: Use tools like Google Analytics to track clicks, registrations, and user interactions.
  • User Feedback: Collect feedback on the CTA’s clarity and appeal through surveys or direct user feedback.

Evaluation Timeline: Prior to the Campaign introduction, set goals, choose metrics and tools. During the Campaign, continuously collect data, and conduct interim analyses. After the campaign (post campaign), conduct final analysis, report findings, adjust strategies.