Assessing the Influence of a 360-degree Marketing Communications Campaign With 360-degree Feedback

Abstract

Marketers realize the importance of 360-degree communication (reaching audience members in consistent but multiple ways) to improve brand salience, increase the effectiveness of behavior change strategies, and achieve organizational objectives. While several social marketing organizations have embraced the 360-degree approach, their effectiveness has not been adequately captured by research approaches such as 360-degree feedback. Our study addresses this gap by reporting the influence of Project Raksha (“protection” in Hindi), launched in November 2007 in the rural areas of four Indian states by Pathfinder International in support of government of India’s efforts to reduce maternal mortality and morbidity by promoting institutionalized delivery. The project designed specific interventions at the household, community, local government, and clinical levels to address four types of delays in response to obstetric complications. Westat India carried out postintervention-only evaluation by conducting self-report surveys and interviews with women and their influencers, community health workers, health service providers, and local government members. Findings revealed that most interventions proved effective in addressing the four types of delay that were key contributors to maternal mortality in the project areas. The 360-degree feedback mechanism allowed the social marketing organization to obtain a comprehensive grasp of its persuasion efforts. Achievements and failures were better captured and lessons better learned for future behavior change attempts.