Evaluating Your VERB Scorecard Campaign
As with all campaigns, the evaluation of your VERB Scorecard
campaign should be built in from the beginning. Your planning
team will need to demonstrate the value of your campaign and its
effectiveness influencing your target audience to interested
stakeholders, such as your campaign funders and partners.
Pre- and post-surveys provide your planning and evaluation teams
with quantitative data that will help you assess the overall
progress toward your campaign objectives. Collect baseline data
from tweens (and parents, if a part of your evaluation design)
just before the campaign starts, and collect post-campaign data
immediately after the campaign concludes. Long delays between
the conclusion of your campaign and the collection of
post-campaign data will dilute this measurement of the
behavioral impact of your campaign.
If a grand finale is held, postcampaign surveys can be
administered with tweens and parents on-site in exchange for a
small incentive. Follow-up surveys can also be administered with
tweens in classrooms, after school programs, etc. and with
parents via telephone. Your planning team can gain useful
information from partner/vendor surveys.
The demographic information on the back of completed VERB
Scorecards can give your evaluation team the information to
identify trends in zip codes, ages, genders, the most and least
popular physical activities, participation and attendance at
partner/vendor facilities and events.
Including a question in your surveys or on the back of the VERB
Scorecard about where participants heard about the campaign can
suggest which promotional efforts were more effective. In
Bowling Green, Kentucky, the public libraries were by far the
most popular VERB Scorecard distribution site, followed by the a
local skating center and the parks and recreation department.
The combined number of hours on all completed VERB Scorecard can
be used to calculate the cost of the campaign per hour of
physical activity that resulted. Lexington, Kentucky determined
that their campaign cost $3.52 per physical activity hour in
2004, and $0.67 per physical activity hour in 2005 (the total
possible hours on a completed VERB Scorecard multiplied by
number of completed and redeemed VERB Scorecards divided by the
total budget).
The previous campaign sites have been challenged to quantify
anecdotal reports from community members that many tweens
participated in the campaign, but didn’t totally complete the
VERB Scorecard or completed it, but didn’t redeem it for prizes.
A survey of all campaign participants to assess the extent of
their participation hasn’t yet shown to be practical.
Share your evaluation findings with your entire planning team,
your partners/vendors, the media and other interested
stakeholders to begin cultivating support for your next
campaign.
Page last reviewed: August 1, 2007
Page last modified: August 1, 2007
Content source: National Center for Chronic Disease Prevention
and Health Promotion, Division of Adolescent and School Health |
