The objective of this study is to demonstrate how an existing cost based analysis framework can be utilised to assess either the potential or actual impact of a social marketing campaign. It is based on a case study with People Matters (Leeds) CIC who commissioned the author to analyse the effectiveness of its social marketing campaigns so that it could demonstrate value and gain additional funding from the Big Lottery.
|Publication status||Published - 29 Sep 2014|
|Event||Proceedings of the ISM-Open Conference - Milton Keynes, United Kingdom|
Duration: 29 Sep 2014 → 29 Sep 2014
|Conference||Proceedings of the ISM-Open Conference|
|Period||29/09/14 → 29/09/14|