STRONGER ECONOMIES TOGETHER (SET) WORKBOOK
Module Nine: Measuring for Success
Measurement Plan: Worksheet 2

Slide 24-27
GOAL: By December 2011, implement a marketing plan targeting direct-to-consumer for selling 120 beef per year.
What you want to measure
What information you need
Who has the
How you will get the information
How often/when will
information
you will get the
information
Your Strategy:
Regional
In the beginning, as
 Did the marketing plan
Implement a
Team
launched.
launch? Where?
marketing plan
 How many people are
Weekly monitoring.
sharing the information?
Farmers
 What components did it
include?
Participants:
Consumers
Weekly monitor,
 Are consumers being
 Monitor calls for more information or
Consumers reached
particularly in the
reached across the whole
purchases.
beginning.
region? Other regions?
 Community poll
 Consumer characteristics
 Coupons redeemed (specific to date
Event tracking
 Who is not being reached?
launched, source, location)
(farmer’s market,
 What components are most
 Google analytics
county fair)
effective?
Attitudes/Knowledge/Skills Was the marketing plan
Consumers
Every purchase, if
 Focus groups (consumers and non
effective in changing knowledge
possible, particularly
 Know about the
consumers)
in
these
areas?
at first.
product
 Community survey to check on non Know where to access
consumers
Think about
product
 Referrals
the people
 Understand importance
 Talk to customers (what brought you in,
NOT reached
of organic, local grown
how did you hear,) survey or face-toface questions
Behavior
# of customers
Farmers
 How many customers (repeat vs. new)
Amount of purchases
Purchase beef
 Average spending per customer
 Frequency of purchases
 Seasonal trends?
 Cuts of beef sold
 Keeping up with demand?
Condition
Has income increased related to
Farmers
Weekly when starting,
 How much beef is being sold? Reach
beef sector?
longer periods after
 Income growth in
goal?
Economic
going.
farming sector related
 How many new jobs?
Are
there
new
jobs?
Development
to beef
 Jobs – meat facility