Description
A measurement framework for a communications project, based on the distinction between outputs (what you produced), outtakes (what audiences did), and outcomes (what changed). It gives you a structure for agreeing what success looks like before the work starts.
What’s included
- CSV template file (opens in Google Sheets or Excel)
- Measurement framework structured around outputs, outtakes, and outcomes
- Objective-setting section with example KPIs at each level
- A reporting template for presenting results to clients
Who it’s for
Useful if you are expected to demonstrate the impact of communications work and want a clearer way to talk about it with clients. Not useful if your client measures success entirely through reach and impressions and has no interest in changing that, in that case the framework is correct but not relevant to the conversation you are having.
If it works
If you complete the objective-setting section with your client at the start of the project, you will have a shared definition of success that both sides agreed to. That makes the evaluation conversation at the end much more straightforward.
Measurement frameworks do not produce evidence retrospectively. If you did not set up data collection at the start, the framework cannot help you demonstrate impact at the end.
Before you download
- This is a CSV file. Open it in Google Sheets or Excel. It will not work as a document or a PDF.
- After downloading, you will find the file in your account under My Downloads.
- You are getting a licence to use and adapt this for your own work. You cannot sell, redistribute, or share it with others.
