Kearlmark Consults Limited

Online Needs Assessment Questionnaire

Commercial Communication and Digital Marketing Training for Revenue Growth of Catholic Media Institutions in Uganda

Section 1 of 911%

Respondent & Institution Profile

Complete the questions below based on your institution’s current situation.

1. Name of institution *

2. Type of media institution *

RadioTelevisionPrint/PublishingCommunity/Technology-Based MediaOther

3. Location *

4. Respondent's position/designation *

Manager/DirectorMarketing/Sales ManagerDigital Marketing/Communications OfficerProgramme ManagerSales/Marketing OfficerOther

5. How long have you worked in this role? *

Less than 1 year1–2 years3–5 yearsMore than 5 years

Commercial Communication & Sales

Complete the questions below based on your institution’s current situation.

6. Does the institution have a formal commercial communication/marketing strategy? *

Yes – implemented and reviewedYes – but needs improvementUnder developmentNoNot sure

7. Which commercial activities are currently undertaken? *

Advertising salesProgramme sponsorshipCorporate partnershipsClient prospecting/direct salesPromotional campaignsEvents/activationsAudience/client relationship managementSocial media marketingEmail/WhatsApp marketingOther

8. Who is responsible for commercial communication and sales? *

Dedicated sales/marketing teamMarketing/communications departmentManager/DirectorProgramme departmentOne individual without a dedicated teamNo designated personOther

9. How would you rate the institution's overall commercial communication and sales capacity? *

1Very weak2345Very strong

10. Which three areas most limit your commercial performance? *

Sales skillsMarketing skillsClient acquisition/prospectingPricing and package developmentBrand positioningCustomer/audience knowledgeMarket researchMarketing budgetStaffing/capacityCompetitionClient retentionOther

11. Does the institution have current advertising/sponsorship packages and rate cards? *

Yes – current and regularly reviewedYes – but outdatedBeing developedNo

12. How does the institution currently identify and follow up potential clients/advertisers? *

Revenue & Business Performance

Complete the questions below based on your institution’s current situation.

13. What are the institution's current revenue sources? *

AdvertisingProgramme sponsorshipCorporate partnershipsDonationsGrantsEventsDigital advertisingSubscriptions/membershipsPrint/publication salesTraining/consultancyProduction servicesPartnershipsOther

14. Which revenue source contributes the largest share of current income? *

15. How would you rate the institution's current revenue-generation capacity? *

1Very weak2345Very strong

16. Approximately what proportion of your institution's revenue comes from commercial activities? *

0–10%11–25%26–50%51–75%76–100%Not available/not sure

17. What are the three biggest barriers to revenue growth? *

Limited clients/advertisersWeak sales capabilityCompetitionWeak digital presenceLimited audience dataLimited products/packagesPricing challengesLimited staffLimited marketing budgetEconomic conditionsLimited partnershipsOther

18. Which new revenue streams are most realistic for your institution in the next 12–24 months? *

Digital advertisingSocial media/YouTube monetisationNew sponsorship productsCorporate partnershipsEventsPaid programmesTraining/consultancySubscriptions/membershipsContent production servicesE-commerce/online salesOther

19. What is the single most promising revenue opportunity you believe the institution can pursue? *

Audience, Market & Client Management

Complete the questions below based on your institution’s current situation.

20. Does the institution have a clearly defined target audience/customer segments? *

Yes – based on data/researchYes – based mainly on experiencePartlyNo

21. What audience/client information does the institution regularly collect? *

Audience size/reachDemographicsListening/viewing/reading patternsEngagement dataAdvertiser/client profilesCustomer feedbackMarket/competitor informationRevenue/client historyNoneOther

22. How does the institution use audience or market data? *

Regularly to guide programming and salesSometimesRarelyNot at allData is not available

23. What are the biggest gaps in understanding your audience and market? *

Audience demographicsAudience preferencesBuying/advertising behaviourCompetitor analysisCustomer feedbackMarket size/opportunitiesDigital audience behaviourOther

Digital Marketing & Performance

Complete the questions below based on your institution’s current situation.

24. Which digital platforms does the institution actively use? *

WebsiteFacebookYouTubeWhatsAppInstagramTikTokXEmailOnline advertisingOtherNone

25. How frequently is digital content published? *

Several times dailyDailySeveral times weeklyWeeklyOccasionallyRarelyNever

26. Who manages the institution's digital platforms? *

Dedicated digital marketing officer/teamMarketing/communications teamProgramme staffManager/DirectorExternal agency/consultantOne staff member alongside other dutiesNo designated personOther

27. How would you rate your institution's digital marketing capacity? *

1Very weak2345Very strong

28. Which digital marketing capabilities need the most improvement? *

Social media strategyContent creationVideo productionGraphic designDigital storytellingAudience engagementDigital advertisingWebsite managementSEO/search visibilityEmail/WhatsApp marketingAnalytics and reportingCampaign planningMonetisationOther

29. Does the institution run paid digital advertising campaigns? *

RegularlyOccasionallyRarelyNeverNot sure

30. Does the institution track digital performance using analytics or platform insights? *

Yes – regularly and systematicallyYes – but irregularlyNoNot sure

31. Which digital KPIs are currently monitored? *

ReachEngagementViewsWebsite trafficClicksLeadsConversionsAudience growthAdvertising revenueFollower/subscriber growthNoneOther

Content, Programming & Evangelisation

Complete the questions below based on your institution’s current situation.

32. Which types of content does the institution produce? *

NewsFaith/religious contentEducational contentInterviewsVideo programmesShort-form videoPodcastsPhotosGraphics/postersLive broadcastsCommunity storiesOther

33. How effectively does current programming/content attract and retain target audiences? *

1Very ineffective2345Very effective

34. What are the biggest content/programming challenges? *

Understanding audience needsContent developmentProgramme promotionPresenter/content skillsLimited resources/equipmentLimited researchCompetitionDigital integrationSchedulingAudience feedbackOther

35. Which content or programming capability would have the greatest commercial and audience-growth impact? *

Audience-driven programme designDigital storytellingShort-form videoPodcastingLive digital contentCommercial content/advertorialsContent repurposing across platformsAudience engagementOther

Training Priorities

Complete the questions below based on your institution’s current situation.

36. Which training areas are relevant to your institution? *

Commercial communication strategyRevenue-generation strategiesAdvertising and salesSponsorship developmentPricing and package developmentClient relationship managementDigital marketing strategySocial media marketingDigital storytelling/content creationDigital advertisingAudience research and segmentationAnalytics/KPIsMonetisationMedia programming for effective evangelisationOther

37. Select your TOP FIVE training priorities in order of importance. *

Priority 1Priority 2Priority 3Priority 4Priority 5

38. What is the most important practical skill you expect staff to be able to apply immediately after the training? *

Institutional Readiness & Implementation

Complete the questions below based on your institution’s current situation.

39. How ready is your institution to implement new commercial and digital initiatives after training? *

Highly readyReadyPartly readyNot yet readyNot sure

40. Which resources are already available for implementation? *

Dedicated staffMarketing/sales budgetDigital equipmentReliable internetWebsiteActive social media accountsManagement supportExisting advertisers/clientsPartnershipsAudience/market dataAnalytics toolsOther

41. What is the ONE measurable result your institution would like to achieve within 90 days after training? *

42. What support would be most useful from Kearlmark Consults after training? *

Technical coachingCommercial strategy developmentSales/revenue coachingDigital marketing supportContent developmentCampaign developmentAnalytics/KPI supportStaff mentorshipFollow-up reviewOther

Final Priority

Complete the questions below based on your institution’s current situation.

43. What is the single biggest challenge this project should help your institution address? *

44. What one change would make this training/project successful for your institution? *

✓

Assessment Completed

Thank you for completing the Kearlmark Consults needs assessment.

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Online Needs Assessment Questionnaire

Respondent & Institution Profile

Commercial Communication & Sales

Revenue & Business Performance

Audience, Market & Client Management

Digital Marketing & Performance

Content, Programming & Evangelisation

Training Priorities

Institutional Readiness & Implementation

Final Priority

Assessment Completed

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