How your program will be evaluated 

This is an important point:  what is measured must be directly related to your communications objectives!  Is one of your objectives “to increase favorable awareness of the agency name?”  You should conduct before-and-after research.  What was the awareness level before you initiated your program?  What is the level awareness after a year of newspaper/TV advertising, direct mailings and personal sales contacts?  Be sure to survey the SAME people in the community that you did your benchmark survey with. 

Is one of your objectives “to produce x number of direct referrals from customers?”  You should track the number you receive from direct mailings, personal contacts that are designed to solicit referrals.   

Direct Mail can perform two communications objectives for your agency:  (1) increase name recognition; (2) produce leads. 

NEXT ELEMENT:  Your Communications Budget