4.3 Monitor as you go
The 4th step of the narrative change planning process – Run the campaign - consists of four elements and on this page, we focus on the third element: Monitor as you go.
- Sequence the campaign phases
- Get your ducks in a row & start
- Monitor as you go
- Prepare to defend your positions & expect the unexpected
Sometimes people use the terms monitor and evaluate interchangeably, but in our case and for this element, we see them as associated processes with different purposes. In any good evaluation plan (which we talk about in the next step), targets are set for the different levels of reach. For example, in a narrative change campaign, campaigners are often hoping to get positive coverage of their campaign in a newspaper or publication that is valued by the target audience. In this monitoring phase of the project, the focus is only on tracking the results of the campaign, i.e. did you reach your expected targets? In the later evaluation phase, you would try to explain why you reached them or not. However, monitoring is also more purposeful and helps you to be responsive during campaigns, when you identify unexpected outcomes and try to respond them on the spot. This monitor and response process is the focus of the three points in this section.
Extract the campaign targets from the evaluation plan and consider how you will practically measure and track the outcomes.
In the evaluation design stage of the process, you will have put together a plan on how to measure the reach, response and uptake of the campaign and also what metrics you will use to measure these. At this point, you need to put together a plan to track and record whether you are reaching the targets set. As you will also see in the next stage, the process often involved media monitoring and we recommend having a spreadsheet or log to record the numbers, instances and stories of response and to make someone in the team responsible for collecting and analysing the data at regular intervals.
Keep an eye on the schedule and spending.
It is also key to keep an eye on the more practical aspects of the campaign schedule and budget to ensure that you are staying on track. The campaign scheduling plan and detailed budget are the tools to use in this process. You could also consider some contingency planning up front, and think over where the schedule may be more likely to slide and the cost implications for you. Consider your plan B for these practical issues.
Report regularly on the updates to the team.
In order for the monitoring to function as a campaign/project driver, you need to report regularly on the findings from the monitoring. This will vary from flagging more immediate successes or failures related to your set targets to making the discussion of the monitoring data a part of the regular campaign planning meetings.
Step 4.3 Monitor as you go
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What are the measurements and sources you will use to measure reach, response and uptake in your campaign? Find them in your evaluation plan.
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Who will be assigned to be the monitor/evaluation data recorder for the campaign?
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How often should media and social media analysis be done to inform the monitoring?
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What kind of log are you going to use to record the data you collect?
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Who will be assigned to monitor the schedule of implementing the campaign and to ensure that budget spending is in line with projections?
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How will you share monitoring data with team members?