Evaluation case study

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Evaluation case study www.sane.orgPaul
MorganDirector of Communications
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Evaluation case study www.sane.orgPaul
Morgan
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Evaluation case study www.sane.orgPaul
Morgan
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Evaluation case study www.sane.orgPaul
Morgan
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Evaluation case study www.sane.orgPaul
Morgan
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Evaluation case study www.sane.org WHOis the
target audience?

• 13-18 year olds students
• 19-39 year olds health workers media
  consumers families
• gt39 year olds health workers media
  consumers families
• People with an interest in mental illness . . .

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Evaluation case study www.sane.org WHOis the
target audience?

• 13-18 year olds students
• 19-39 year olds health workers media
  consumers families
• gt39 year olds health workers media
  consumers families
• People with an interest in mental illness . . .
• But otherwise share the normal characteristics of
  their age-group and demographic segment.

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Evaluation case study www.sane.org WHYevaluate?

• To ensure website contributes as effectively as
  possible to SANEs Mission
• To help Australians affected by mental illness
  by
• Campaigning for improved services
• Educating the community, consumers, carers and
  health workers
• Conducting applied research

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Evaluation case study www.sane.org WHYevaluate?

• To ensure website contributes as effectively as
  possible to SANEs Mission
• To help Australians affected by mental illness
  by
• Campaigning for improved services
• Educating the community, consumers, carers and
  health workers
• Conducting applied research

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Evaluation case study www.sane.org WHYevaluate?

• To ensure website contributes as effectively as
  possible to SANEs Mission
• To help Australians affected by mental illness
  by
• Campaigning for improved services
• Educating the community, consumers, carers and
  health workers
• Conducting applied research

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Evaluation case study www.sane.org WHYevaluate?
This means evaluation has to help us do TWO key
things . . .
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Evaluation case study www.sane.org WHYevaluate?

• This means evaluation has to help us do 2 key
  things . . .
• REACH the right target group, in right way,
  and in maximum numbers
• ACT on target group to so they are better
  informed, they use the shop, they become
  involved, and they return

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Evaluation case study www.sane.org WHENdo we
evaluate?

• Constantly!
• To a monthly reporting cycle
• To a 3-monthly management cycle

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Evaluation case study www.sane.org HOWdo we
evaluate?

• Internal hitcounter
• Monitors basic usage patterns . . . From
  monthly down to hourly
• More useful for comparative purposes than
  raw numbers

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Evaluation case study www.sane.org HOWdo we
evaluate?

• Hitwise monitoring
• More sophisticated analysis of performance
  and ranking against competitors, charts by
  day-week-month, demographics, and upstream
  and downstream movement.

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Ranking
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Performance chart
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Upstream analysis
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Evaluation case study www.sane.org HOWdo we
evaluate?

• User feedback
• Can be extremely valuable . . . can be
  misleading . . .
• Needs careful interpretation.

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Evaluation case study www.sane.org HOWdo we
evaluate?

• Internal informal evaluation
• How does the site feel? . . . Is it
  superb . . . And if not, why not?
• What could we be doing that were not?
• What are others doing that we DONT want to
  do?
• HON and Bobby checks

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Evaluation case study www.sane.org WHATdo we do
with the results?

• Splash page re-designed
• More frequent change in lead story . . .
• Added popup window with cookie to promote
  SANE Charter
• More interactivity planned

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Evaluation case study www.sane.org WHATdo we do
with the results?

• Stylesheet changed
• Typeface and colour changed to improve
  readability

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Evaluation case study www.sane.org WHATdo we do
with the results?

• HTML as well as PDF
• Factsheets now provided in html format for
  those unable to download
• PDF documents

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Evaluation case study www.sane.org WHATdo we do
with the results?

• Makeover of website shop
• Shop being redesigned to give faster, more
  flexible, more shop-like
• experience with facility for ex-tax overseas
  customers

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Evaluation case study www.sane.org WHATdo we do
with the results?

• Improvement in search engine pickup
• Consultant being employed to make site more
  spider-friendly and improve
• pickup by search engines using techniques
  other than meta-tags

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Evaluation case study www.sane.org In conclusion
. . .

• Evaluation is constant and built into the
  management cycle

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Evaluation case study www.sane.org In conclusion
. . .

• Evaluation is constant and built into the
  management cycle
• We dont knee-jerk to criticism, but do listen
  carefully

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Evaluation case study www.sane.org In conclusion
. . .

• Evaluation is constant and built into the
  management cycle
• We dont knee-jerk to criticism, but do listen
  carefully
• Evaluation needs investment and internal
  justification

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Evaluation case study www.sane.org In conclusion
. . .

• Evaluation is constant and built into the
  management cycle
• We dont knee-jerk to criticism, but do listen
  carefully
• Evaluation needs investment and internal
  justification
• Evaluation should lead to real change in
  operation

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Evaluation case study www.sane.org In conclusion
. . .

• Evaluation is constant and built into the
  management cycle
• We dont knee-jerk to criticism, but do listen
  carefully
• Evaluation needs investment and internal
  justification
• Evaluation should lead to real change in
  operation
• Change means improving reach and performance
  in search of the superb