State and federal grant program recipients conduct regular evaluations. These evaluations are more than just a reporting requirement – they are a powerful tool to enhance your export promotion strategy. Done right, program evaluations help refine activities, improve market development efforts, and demonstrate the value of your investments.
Whether you're looking to validate the effectiveness of your current approach or identify strategic improvements, a well-executed evaluation ensures your program remains competitive in dynamic global markets.
Why Evaluations Matter
Through its Market Access Program (MAP), USDA’s Foreign Ag Service (FAS) partners with U.S. agricultural associations and trade groups to share the costs of overseas promotional activities. Over the years, these efforts have had a substantial positive impact on U.S. agricultural exports, boosting sales, improving market access, and increasing export revenues.
To sustain this success, FAS requires MAP participants to conduct periodic evaluations—often with an independent evaluator. These assessments provide:
✅ Accountability: Ensure funding is used effectively.
✅ Strategic Guidance: Help refine approaches to maximize impact.
✅ Justification for Continued Investment: Strengthen future grant funding requests with data-driven results.
Evaluations in Action: A Real-World Example
For instance, a U.S. snack food association used its Bryant Christie-led evaluation of Southeast Asia markets to identify growing consumer demand for healthy snack options and the value of emphasizing the health benefits of their product. This demonstrates how evaluations can lead to actionable insights that drive real business growth.
What a Strong MAP Evaluation Includes
Each MAP evaluation should:
- Assess market constraints and goals
- Measure activity outcomes and return on investment
- Analyze quantitative and qualitative program data
- Identify strengths, weaknesses, and opportunities for improvement
- Provide actionable recommendations for future success
A strong evaluation uses a mix of quantitative data (sales figures, market penetration) and qualitative insights (stakeholder feedback, competitive analysis) to paint a full picture of program impact. These insights help participants optimize their promotional strategies and adapt to shifting trade dynamics.
Evaluations are a valuable opportunity to refine your approach and strengthen your export strategy.
Leveraging Evaluations to Strengthen Your Program
Evaluations are a valuable opportunity to refine your approach and strengthen your export strategy. Whether your program includes a broad range of activities across multiple markets or a lean, highly targeted initiative, evaluations with proven methodologies can uncover ways to optimize funding utilization and maximize impact.
In some cases, evaluations can inspire new projects and programs based on the recommendations.
Participants can maximize the benefits of their evaluation by:
- Engaging with stakeholders: Consult with members, importers, and in-market representatives to discuss findings and next steps.
- Identifying key takeaways: Focus on what worked, what didn’t, and where to adjust.
- Applying insights proactively: Use recommendations to enhance upcoming promotional activities.
Proven Methodologies Deliver Better Results
At Bryant Christie Inc (BCI), our Research & Information Services unit specializes in evaluating MAP-funded programs through a structured and data-driven process. Our evaluations include:
📌 Review of program documentation
📌 Trade data analysis
📌 Stakeholder interviews and surveys (including FAS personnel, in-market reps, members, buyers, and others directly engaged in program activities)
📌 Assessment of qualitative and quantitative metrics
By distilling key findings into actionable recommendations, we help participants make informed decisions that enhance their program’s effectiveness.
Make the Most of Your Hard Work
An evaluation is an integral step in the process of long-term market development – one that involves setting an industry vision, developing a strategic plan, and executing promotional activities in key export markets. Make sure this effort pays off by conducting a thorough, methodologically sound evaluation.
Take Action: Strengthen Your Program with a Smart Evaluation
Don’t wait until the evaluation deadline – start planning now. Engage with stakeholders, collect key data throughout the year, and partner with an experienced evaluator to ensure your assessment provides meaningful insights. A strategic, well-executed evaluation can set the stage for greater success in international markets.
With independent evaluations being MAP-reimbursable and forming a critical part of future UES submissions, participants should take full advantage of this opportunity to strengthen their programs.
Want to ensure your evaluation delivers real value? Partner with an experienced evaluator and turn your findings into actionable strategies that drive long-term export success.
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