Communications Effectiveness

Marketing in a vacuum wastes resources. To ensure the effectiveness of our communications work, Cadmus applies an integrated approach to develop and measure the results of our marketing communications. Our goal is to provide clients with actionable program information by:

  • Defining goals and research needs
  • Identifying key indicators and measurement methods
  • Comparing results and relevant metrics to goals as projects evolve

Our veteran communications team has extensive experience with qualitative studies through focus groups and in-depth interviews and can analyze quantitative market data. We can design and conduct federally approved surveys, and we work with media and public service announcement (PSA) monitoring services to maintain media tracking systems. Thus, we can track long-term trends and changes in consumer awareness, attitudes, and behavior. To assess the effectiveness of the communications of the U.S. Environmental Protection Agency’s (EPA’s) ENERGY STAR® Program, we:

  • Analyze metrics such as awareness, understanding, and loyalty from annual surveys, and we track Web analytics including visits, referrals, and downloads
  • Monitor ENERGY STAR online tools and work with EPA to define target audiences and support local marketing efforts
  • Monitor earned media coverage (broadcast, print, online) and analyze messaging trends over time
  • Review online media—including blogs, social networks, forums, Web page comments, and online news outlets—to assess the quantity and content of ENERGY STAR coverage
  • Conduct quantitative evaluations of seasonal and product specific campaigns and organize in-depth interviews with program participants
  • Assist EPA with quantifying the annual financial and environmental benefits attributable to partnership programs