Evaluation

crossing the FINISH LINE

EVALUATION OF THE OBJECTIVES

Goal #1: Increase awareness of the volunteer programs at Chastain Horse Park

Objective: To increase volunteer participation by having 10 individuals become new volunteers by April. Was this accomplished? Why or why not?

OBJECTIVE MET:

After speaking with managers at Chastain we learned that several people have attended the training to become volunteers. Our creative team designed print ads for the “be a good ‘neigh’bor” campaign. The ads will be sent to Chastain and can be printed for distribution in any way they see fit. We also created two branded items, Emijay hair ties and a horse-shaped stress reliever that are embellished with the Chastain logo to help promote the brand. The hair ties in particular are going to be used by Chastain in the future. Goal #2: Increase social media following and impressions.

Objective: To have an effect on the awareness of Chastain Horse Park in the local Atlanta area by increasing social media following by 20 percent by April. Was this accomplished? Why or why not?

OBJECTIVE EXCEEDED:

Our team gained access to the social media platforms that Chastain was using, specifically Facebook and Instagram. Our social media coordinator began posting on Instagram and used hashtags to attract followers that would be interested in the goals and mission of Chastain Horse Park. At the beginning of the campaign Chastain had 1,437 page likes for Facebook and 60 followers on Instagram and 16 posts. After taking over social media we increased Facebook likes to 1,490 page likes for a 3.7 percent increase. We increased the Instagram following from 60 followers to 545 followers for an 808.3% percent increase.

strategy EMPHASIS ON SOCIAL MEDIA

We implemented a campaign based on a need to increase volunteer numbers at Chastain. We also created social media content for Chastain as a budget-friendly effort to raise brand awareness.