The process of creating a sustainable brand takes time and is measured in years, not months. Analyzing yearly results is an important tactic in reaching goals and in determining budget priorities. In order to make positive changes or show incremental progress toward the typical three-year goals, we recommend regular evaluation through research. Step 9 – Evaluate is best done by repeating the research which was used to establish your goals.

A three-year marketing plan is a major investment whose return should be evaluated at the end of the three years. But yearly analysis is prudent to ensure that the right messages, media mix and priorities are employed to positively impact the community and to ensure success. Over time, marketing plans succeed by "moving the needle" on each of the communication goals. Repeating the baseline research provides an evaluation of the effectiveness of the messages and their impact on the audience. Evaluation helps guide communication goals and spending for future years.

By conducting the same telephone survey questions and analyzing the results along with ALOS and/or ADC, the data can drive decision making for the next year. An "apples-to-apples" comparison can be achieved when scientifically significant surveys are repeated. It allows us to spot trends and determine bottom-line effectiveness.

The research is used to tweak messages, emphasize additional concepts and reveal where behaviors are starting to change and where more work needs to be concentrated. Each round of campaign elements is created with specific goals in mind and through the perspective of solid research. Improving name recognition, changing attitudes toward the concept of hospice and encouraging people to contact your hospice sooner are important strategic goals which take time. Remember that just about the time that you are tiring of your marketing messages because you have been in the planning stages and aware of them, the audience is tuning in and just beginning to remember.

Annual measurement reinforces progress in a tangible way and sheds light on the need for the investment in the marketing program. It is a great tool for communicating with board members and decision makers.

The TV mogul best known in the U.S. as a caustic judge on TV's American Idol has been visiting a children's hospice in England for four years. They recently named him a patron of the hospice. Cowell commented that he enjoys interacting with the children. "It's not that I hate adults, I just like kids. I actually find them easier to talk to than adults. They're genuine and funny and you can learn a hell of a lot more from them than from grown ups." Many of the news reports covering this honor commented on how "Mr. Nasty" is changing his reputation.