Think about the college tour being considered by TBSL. Develop an MR&D plan to evaluate the success of the promotion. In doing so, consider the following:

1. Given your own experience observing on-campus events, what performance metrics should TSL use to judge whether their event is successful? Suppose the company planned to visit your campus. Use the metrics to set tactical objectives for the event. In doing so, think about the costs associated with putting on such an event. What metrics might be useful for calculating the return earned from the resources spent?

2. In the weeks following an on-campus event, what metrics can TSL use to see whether the larger objective of raising brand awareness has been accomplished? Consider all points of distribution the company uses.

3. In the weeks preceding an on-campus event, what metrics can the company use to assess whether their efforts to promote their appearance at the event have been successful? In other words, prior to the event itself, is there any way that the company can judge whether students know that TSL is coming to campus?

This is a marketing class!