Justification for not setting key performance indicators
No centrally reported KPIs, however there are a number of Success Mertics / KPI's set out in the specification/scope of requirements;
Brand Objectives
Success will be measured against three Kantar brand KPIs. Earned media will be assessed by volume, reach, quality and contribution to consideration, trust and Good Causes awareness.
· Consideration: Increase player consideration.
· Trustworthy: Strengthen perceptions of The National Lottery as trustworthy.
· Good Causes relevance: Increase awareness that Good Causes are relevant to consumers.
NLPU will work with the appointed agency to evaluate commercial and communications impact.
Media Objectives;
Broadcast
• National broadcast coverage
• Regional broadcast representation
• High-quality editorial storytelling
Print & Digital
• Tier-one national coverage
• Regional coverage across all UK nations
• High-quality feature placements
• Youth-focused digital coverage
Social
• Reach
• Engagement
• Content shares
• Positive sentiment
• Stakeholder participation
Agencies must show how the campaign will earn coverage beyond traditional National Lottery media, including consumer, lifestyle and specialist verticals.
Success will be judged by media quality, message delivery and progress against core objectives.
Stakeholder Objectives;
• Beneficiary participation
• Distributor engagement
• Social content volume
• Earned media amplification