Challenge
MIEUX (MIgration EU eXpertise) is a joint initiative funded by the European Union (EU) and implemented by the International Centre for Migration Policy Development (ICMPD). MIEUX team wanted to evaluate a three-year Communication Strategy Plan. In particular, MIEUX goals were to:
- assess the best-performing communication channels, focusing on website, newsletter, and social media
- receive recommendations on how to improve and adjust these channels further
- suggest alternatives about tools, strategies, and media for the next phase, 2020-2023
- process, analyse and summarise observations and information collected, and write a final evaluation report.
Process and Methods
- We interviewed MIEUX's internal team and executive leaders to define their goals, pain points, and priority needs
- We identified insights from existing interviews with Experts and Public Officials
- We mapped out the Stakeholders Map and User Journey Map and analyse the Survey "Evaluation of MIEUX's Communication tools" conducted by MIEUX in March 2020
- We reviewed the web analytics, search engines performance (SEO), social media, and newsletter analytics
- We audited MIEUX's existing digital presence focusing on a high-level overview of the website's top menu pages and representative page types.
Final Outcome
We created a comprehensive Communication Evaluation Report of 50 Pages that focuses on content research, analytics, brand, and design assessment, website information architecture, terminology, concepts, and messaging analysis.
The report provides a series of insights to redefine the organisation’s priority digital content objectives and user needs, practical recommendations, and a content strategy framework to conduct further testing autonomously.
Team
Daniela Berto
- Content Strategy, Stakeholders Interviews, and Recommendations
- Project Team Coordination
Daniela Berto and Lisa Cadamuro
- Website IA (Information Architecture) and Hierarchy
- Tone of voice, Terminology, Concepts and Microcopy Analysis and Recommendations
- Report Writing
Teresa O’Connell
- English Proof Reading
Alpaca (Daniele De Rosa, Giampiero Dalai)
- Stakeholder and User Journey Map Design
- Brand Analysis (Tone of Voice and Visuals Variables)
- Website IA, and Design Analysis and Recommendations
La Fabbrica della Realtà (Matteo Cassese)
- Analytics Audit and SEO
- Website, Newsletter, Social Media Recommendations
