Development Process

The development process for our Google Ads Grants challenge was challenging and a very long process, we had to complete an online accreditation course, advertising campaign, client presentation, and analysis report, this is before we could start the Google Ads Grants challenge. The Google Ad Grants challenge allowed us to run an online advertising campaign for a registered Not-For-Profit organisation, by learning and performing a programmatic approach, online analytics and client management skills, which provided the opportunity for industry recognised certification. During the semester we had to write up an evaluation how it has met the goals of the project, intended audience, purpose and its relevance to the client.

The definition of evaluation and how it differs from monitoring includes an accurate and independent assessment of either completed or ongoing activities, which they are achieving their goals and contributing to making decisions. Evaluations, like monitoring, applies to many things, includes activities, projects, programs, strategies, policies, topics, themes, sectors or organisations. These critical distinctions between the two evaluations made independently, providing managers and staff with an objective assessment of whether or not they are on track. They are also more rigorous in their procedures, design and methodology, and generally involve more extensive analysis. Therefore, a summative evaluation is one at the end of or on completion of a program, which may be done internally or externally and typically for decision making (Mertens & Wilson, 2019).

Karinya House intended audience is Mothers and Babies is a local community-based organisation, that supports women in Canberra and its Surrounding Regions, who are either pregnant or in their early stages of parenting. Where the purpose and the relevance to the client, providing products or services, in accommodation, outreach support service, self-referral, friend or family referral, and professional referral, and providing useful resources. Their goal for these events is to get donations, and their key call-to-actions include sign up to the newsletter and make donations to the organisation. Currently, blog posts are published 1-2 times a month. These are engaging posts showing the positive impact of the charity. The scale of these events designed to support positive change and greater wellbeing, with plates presenting a star shape and measured on a clearly defined journey of growth.

Identifying the target publics for a strategic public relations plan suggests working out which people are essential to the organisation. Employees or shareholders are easy to locate, others will become apparent from research when a practitioner addresses a specific issue, or situation, facing an organisation. It is crucial to identify what a target public already knows about the organisation and whether they become a positive or negative impression about it. Research should also uncover what they expect from the organisation, how they obtain information about it and the best, most cost-effective ways of contacting it. The demographic, psychographic and geographic characteristics of targeting the public are essential. Demographic variables like age, gender, education, cultural background, marital status and socio-economic background determine what might be said and how it is delivered. Psychographic variables like opinions, values, perceptions and concerns determine the tone of messages. Geographic variables, like whether people live in a city or a rural area, or whether a campaign is to be national or limited to one state, are essential for working out how messages can deliver (Mahoney, 2008).

Bibliography

Mahoney, J. (2008). Public Relations Writing in Australia (1st ed.). South Melbourne, Victoria, Australia : Oxford University Press.

Mertens, D. M., & Wilson, A. T. (2019). Program Evaluation Theory and Practice (2nd ed.). New York, New York, United States America: The Guilford Press.