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) aiming to advance migration policy through expertise and collaboration. Seeking to evaluate and enhance its existing three-year Communication Strategy Plan, MIEUX set forth clear objectives:

• assess top-performing communication channels, focusing on website, newsletter, and social media presence

• receive advice to refine and further improve these channels

• explore innovative tools, strategic approaches, and media options for the upcoming 2020-2023 phase.

• synthesise the gathered data and offer a systematic evaluation in a comprehensive report.

• process, analyse and summarise observations and information collected, and write a final evaluation report.

Process and Approaches

• Conducted in-depth interviews with the MIEUX team and leadership to grasp their vision, challenges, and essential requirements to prioritise needs

• Identified new insights from existing interviews with subject matter Experts and Public Officials

• Developed a Stakeholders Map and User Journey Map and analysed the Survey "Evaluation of MIEUX's Communication tools" conducted by MIEUX in March 2020

• Performed an analysis of web traffic, search engine optimization (SEO) metrics, social media engagement, and newsletter effectiveness.

• 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

Assembled an exhaustive 50-page Communication Evaluation Report, spotlighting findings and interpretations from the audit concerning content creation, data analytics, branding and design effectiveness, as well as website information architecture. This included a meticulous review of terminologies, concepts, and the communication strategy.

The report provides insights that help to adjust the organisation's main digital content goals and efforts to engage the audience, along with providing practical recommendations. It also introduces a detailed content strategy framework designed to empower MIEUX to independently carry out further iterations and evaluations.