MONITORING AND EVALUATION
Call To Action
Social media can help engage people and spark their interest through smart challenges, stories, videos, and podcasts, guiding them towards a deeper understanding of the issue of light pollution. In this section we report our planned CTA activities, as well as the identified indicators and the expected results, that can be used to implement both audience engagement and data collection.
OUR CONTENT PROPOSAL
OUR EXPECTED RESULTS
Increasing awareness through quiz participation and a final challenge invitation to switch off all unnecessary lights for one night and share the experience
Quick public engagement and data collection of people’s knowledge and perceptions of the dark
Collecting data and encouraging questionnaire completion by means of a prize offer
Mapping the darkest skies and encouraging people to rediscover the beauty of the night, to participate in the prize draw, and to share
Creating an immersive experience for those who love music and storytelling, encouraging to listen and share
Showing the value of the dark skies through relaxing images, sounds, and a video to share
AN EFFECTIVE CTA
A Call to Action can be defined as a marketing device designed to prompt the immediate and active response of the target audience. Whether it is clicking on a link, filling in a form, making a purchase or seeking further information, CTAs represent clear and direct invitations for the user to take immediate action, as per definition. Furthermore, after selecting the most suitable Call To Action activities, it is important to foresee their publication, and possibly repetition, throughout the project lifetime and to maintain a consistent stylistic and graphic format in order to give them recognisability through different media and over time. Indeed, through sponsorships and CTAs, the project hopes not only to reach the target audiences but also to attract new people and therefore broaden the number of users and followers.
OUR INDICATORS
N° of users reached
n° of users clicking on the post/video
n° and % of likes
n° and % of users participating in the CTA
N° and % of users following the links and reaching the landing page
n° and % of clicks to the final link proposed on the landing page
n° and % of shares with mention or hashtag
type of answers
This repository is managed by INAF as part of the Interreg Central Europe project DARKERSKY4CE, co-funded by the European Union. The views and opinions expressed herein are those of the authors and do not necessarily reflect those of the European Commission. Whilst INAF takes every precaution to ensure that the content is accurate, INAF cannot guarantee that all information or data on the website is correct. Therefore, INAF accepts no responsibility or liability whatsoever with regard to the information or data on the website or for any use which may be made of it.