The following lists both the long-term and short-term objectives of the

campaign:

1. Increase brand awareness by 40% in the next six months.

2. Increase the radio listening rate by 30% and increase the number of new
user registrations increased by 20% In the next six months.
3. Increase the number of volunteers by 30% in the next three months.
4. Increase user participation rate by 30% in the next two months.
5. Increase the social media user activity index (user likes, comments,
reposts) by 30% in the first two months.

The following table lists the key performance indicators (KPIs) that Reading
Radio 4RPH should monitor to determine the success of the campaign.

Objectives KPIs
Brand awareness Customers impressions
Look at website traffic
Look at search volume data

Increased engagement rate @ Reading Radio 4RPH

Number of likes and reposts
Comments per post by audiences
Use of the campaign hashtags by
audiences

 Increased user participation  Focus on the brand awareness and

encourage/influence more listeners to
engage in the content. 
 
Focus on content that creates
psychological connections with
listeners. 
Improving brand awareness is crucial to achieving the three major communication
goals of Reading Radio 4RPH in the future. Brand awareness can establish the initial
impression of the brand. At the same time, customers can establish a psychological
connection with the brand through brand awareness, and through this mentality A
single element is associated with certain business or marketing activities (Paul, 2018).
In addition, the more customers understand the brand's mission, story, and core
values, the more likely they are to trust the product or service. View website traffic,
through reach, website click-through rate, impressions and followers or like pages
(Buffer, 2017). At the same time, we can enter the URL of the website in Google
Analytics to monitor the signs of changes in brand awareness at any time.
To view search volume data, you can use Google Adwords Keyword Planner and
Google Trends to check brand name search volume (Smith, 2018), and track it over
time to see if search volume is increasing. By monitoring this KPI in conjunction with
the increase in impressions, website traffic, and search volume data, it can indicate
whether the new campaign series has a wider audience than Reading Radio 4RPH in
the past.

Engagement rate is an indicator that can be associated with multiple KPIs to track the
audience’s active participation in the brand’s content. The monitoring of participation
rate is mainly on social media, because participation indicators are easy to see on
social media (Daniel, 2020), such as Facebook and Intagram. According to the likes,
reposts, and comments on different platforms, the number of followers or fans can be
regarded as the interaction between followers or fans and the brand (Daniel, 2020),
and it is easier to monitor and count daily active users on social media. In addition,
when viewers share posts or use specific event hashtags to participate in brand-
launched events, it indicates that they are choosing to actively interact with companies
and try to create a community atmosphere. Nevertheless, Reading Radio 4RPH should
pay attention to negative participation while monitoring the participation rate, and
resolve it in time.
Reference
Paul, I. (2018). What is Brand Awareness and Why is it so Important? Retrieved from
https://75media.co.uk/blog/brand-awareness-business-growth/

Buffer. (2017). 9 Social Media Goals You Can Set (and How to Track Them).
Retrieved from
https://blog.bufferapp.com/10-social-media-goals

Smith, K. (2018). How to Measure Brand Awareness. Retrieved from

https://www.brandwatch.com/blog/how-to-measure-brand-awareness/

Daniel, S. (2020). How to Calculate Engagement Rate Effectively. Retrieved from

https://www.similarweb.com/corp/blog/engagement-rate/