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CHAPTER TWO EVALUATION APPROACH
2.1 The aims of the evaluation of Tartan Week 2006 were to:
- establish whether the programme of events funded by the Scottish Executive met with the Scottish Executive's Tartan Week objectives
- analyse the impact of media coverage during Tartan Week in US and domestic media
- compare, where possible, the overall findings from the 2005 evaluation with those of the 2006 study
- establish impacts - both immediate and long-term - in terms of the effectiveness of the marketing communications campaign and the collaborations/links established with US organisations
- provide feedback to the Tartan Week teams in Edinburgh and Washington DC, which can be fed into the preparation and planning of Tartan Week 2007
2.2 The evaluation approach consisted of the following elements:
- Depth interviews: A total of 14 depth interviews were conducted face to face or by telephone with partner organisations. All interviews were conducted by Scotinform using a topic guide agreed with the Scottish Executive prior to the interview programme commencing. At this time, partner organisations were also asked to provide, if they had not done so already, their own evaluations of the events they had managed in the US during Tartan Week. Four depth interviews were also conducted with Tartan Week team members in Edinburgh and in Washington DC.
- Media analysis: Scotinform received press cuttings and broadcast information from the Tartan Week Communications Team at the Scottish Executive and MWW in New York. The data was input to a database and then analysed against the core scripts and messages that were developed by Scotland's International Image Marketing Team and the Tartan Week Communications Team. Additional press cuttings were received from VisitScotland, the Scottish Book Trust and Scottish Youth Theatre.
- Survey of attendees: This part of the evaluation included surveying, via an online survey tool, those people who had attended Tartan Week events in New York. Unfortunately email contact information was not gathered by the majority of event organisers and this aspect of the evaluation has not been as robust as would have been expected. 194 questionnaires were distributed and 91 completed questionnaires were received.
- Website analysis. The key websites which were monitored for increased activity during the period covered by this evaluation were www.tartanweekny.com, www.scotlandistheplace.com , www.scotlandinusa.com and www.scottish.parliament.uk .
2.3 Scotinform was commissioned in May 2006 by the Scottish Executive to undertake this evaluation. A presentation of the key findings was made to the Scottish Executive on 19 June 2006.
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