Measurement Methodology
How do we evaluate our progress?
At this stage in our campaign, we should be able to evaluate the effectiveness of our strategies through the growth of our social media platforms. Increasing our follower count and visibility is paramount in reaching our target audience. Backroads already receives excellent reviews/feedback from those who have participated in the trips. The problem is that many of our potential customers have never even heard of Backroads before, and therefore, we need to widen our outreach and make our website easy for people to discover. Likewise, we want to create engaging and appealing content for our current followers to turn them into actual customers.
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Another way to measure the effectiveness of our marketing would be to have a simple to execute call to action attached to each of our efforts. For example, we could deploy surveys/questionnaires to interact with our customers from which we would be able to extrapolate information and determine the impact of our messaging.
Engagement
@backroadstravel
Average Engagement by Platform
Potential Outcomes
Since our main goal is simply to increase brand awareness, the best outcome would be an overall increase in recognizability among Gen Z consumers. Depending on the creative tactics we employ there can potentially be negative feedback if we utilize any medium in poor taste. Diversity has always been a controversial subject and it will be challenging to advocate for and express our interest in increasing company diversity in a healthy and organic way. As long as we express our good intentions in earnest, there should be little risks involved pertaining to our marketing plans.
Backroads must be committed to supporting diversity and inclusion for the long term in order to maintain positive momentum going forward. In order to attract Gen Z consumers and keep them as well as maintaining a diverse consumer base, Backroads must continue to provide excellent service to all customers regardless of outside variables.
