How to evaluate the campaign?
Feb 24, 2010
It is very hard to measure the effectiveness of the OWC, because the image/brand awareness is something invisible and cannot be measured directly by simple data and figure. This is a long-term, ongoing project and Neso China will go back to the targeted areas by organizing similar events in the future to further consolidate the achieved success. Complying with the descriptions above, it is suggested to take a careful look into the effectiveness of the OWC on both the academic level and the social level. In terms of the evaluation tools/means, the following could be considered.
- Number of applications received for the Neso Certificate
- Number of applications received for the Orange Tulip Scholarship (OTS)
- Internet Word of Mouth Research (IWOM)
- Questionnaire Survey conducted amongst target group