Goals and metrics for Byte Night 2013

On the night of 4 October, more than 1,000 people from the info-tech industry will sleep rough to raise money during Byte Night. The money goes to help homeless children through the registered charity Action for Children.

In 2012, Byte Night set a marketing goal of recruiting 1,000 sleepers and raising £900,000. It achieved these goals, raising a record-breaking £950,000. In all, Byte Night has been responsible for donating more than £5 million to Action for Children during its first 15 years.

Now, in its 16th year, Byte Night has ambitious new goals: It aims to recruit 1,500 sleepers and collect £1 million in donations. To do this, it is reaching out to info-tech businesses and professionals, asking them to organise teams for 4 October and hold other fundraising events. Companies like Workbooks and schools like the University of St. Andrews have already announced their support and started planning their participation.

How will Byte Night measure success? Of course, the top two metrics are (1) the amount of money raised and (2) the number of participating sleepers. Interim measures of the number of sleepers who have committed to the project helps Byte Night gauge the effectiveness of its marketing efforts and make changes as needed to improve awareness and involvement before the event takes place.

In addition, Byte Night can count the number of Facebook likes for its page and the number of Twitter followers, then track comments and posts throughout social media to see how quickly the message is spreading. Byte Night's LinkedIn presence is another platform for engaging sleepers. The higher the number of comments and participants, the higher the awareness of Byte Night.

This updates the opening example in Chapter 11 of the new edition of Essential Guide to Marketing Planning.