1

Initial

The program lacks consistency and needs focus.

2

Just Started

The program has a minimum level of effort. Awareness processes are not understood or defined. Efforts are unplanned and occasional.

3

Defined

The program is applying well-defined awareness processes and is consistently delivering each initiative.

4

Measured

The program is consistently measuring key indicators. The primary focus is on establishing and enhancing multi-channel and multi-audience engagement, as well as the measurement of performance.

5

Optimal

The program is actively managed. It is successfully engaging users across multiple mediums and measuring performance. It is self-organized, adaptive planning, sustainable, continual improvement, and automation for scalability and efficiency.