Purpose: To provide a structured format for evaluating the effectiveness of SayPro’s marketing and creative campaigns, comparing actual performance to goals, and identifying opportunities for improvement.
Section 1: Campaign Overview
Field Details Campaign Name: e.g., “SayPro Skills Launch – Q1 2025” Campaign Duration: e.g., Jan 5 – Jan 30, 2025 Platforms Used: e.g., Facebook, Instagram, Website, Email, YouTube Campaign Objective: e.g., Increase sign-ups for youth programs Target Audience: e.g., 18–35-year-old professionals in Southern Africa
Section 2: KPI Summary Table
KPI Target Actual % Achieved Notes Impressions 100,000 112,400 112% Exceeded target due to strong social boost Engagement Rate 5% 6.2% 124% Top post had 12.5% engagement Click-Through Rate (CTR) 2.5% 2.1% 84% Underperformed on email Conversions 1,000 sign-ups 920 92% Consider retargeting ads Video Views (75% watched) 10,000 11,200 112% Excellent video performance Bounce Rate (Landing Page) <40% 38% ✅ Met High interest in content
Section 3: Channel-Specific Performance
Social Media (Instagram + Facebook)
Metric Value Total Impressions 65,000 Engagement Rate 6.8% Follower Growth +320 Top-Performing Post “Youth Leader Testimonial” – 12.5% engagement
Email Campaign
Metric Value Open Rate 38% CTR 1.9% Unsubscribe Rate 0.6% Best Subject Line “Unlock Your Leadership Future Today!”
Website Landing Page
Metric Value Page Views 23,400 Time on Page 2:37 min Conversion Rate 3.9% Bounce Rate 38%
Section 4: Insights & Recommendations
What Worked Well:
Strong social media visuals and targeted messaging resulted in high engagement.
Video content had great retention—especially testimonials and animated explainer clips.
Areas for Improvement:
Email campaign underperformed—subject line testing and A/B layout testing needed.
Landing page CTAs may benefit from being more action-driven or above-the-fold.
Next Steps:
Implement retargeting ads for bounce visitors.
Test shorter copy versions for email campaigns.
Repurpose best-performing social posts into paid formats.
Section 5: Visuals (Optional)
Include:
Bar graphs comparing KPIs vs. goals
Engagement heatmaps (social media)
Click maps (from email or web tools like Hotjar)
Sample screenshots of top-performing creatives
Leave a Reply