The NSW Government Evaluation Framework for advertising and communications is to be used for all advertising campaigns, both large and small and for other communications activity.
The Evaluation Framework (since April 2016) has been part of the peer review submission and is reviewed by the peer review panel as well as the Cabinet Standing Committee on Government Advertising and Communications.
The Taxonomy Implementation Matrix and Guidelines for Implementing the Evaluation Framework provide detailed metrics and tools that can be applied to each step of communication planning and evaluation.
Post-campaign Effectiveness Report
The Government Communications team in the Department of Customer Service is tasked with reporting (on behalf of NSW Government agencies) the effectiveness of paid media advertising.
Upon campaign completion, NSW Government agencies are required to report back to Government Communications based on the measures established during the campaign development and outlined in their peer review submission. This will be in accordance with the Evaluation Framework.
An effectiveness report should be prepared and submitted to Government Communications within three months of campaign completion. It identifies campaign results against objectives, key learnings and recommendations for future campaigns. The report should demonstrate application of the evaluation methods outlined in the evaluation framework so that all findings are supported by recognised social science methods.