Challenge

MIEUX (MIgration EU eXpertise) needed a rigorous, independent evaluation of its three-year communication strategy before entering its next phase.

A joint EU (European Union) initiative implemented by the International Centre for Migration Policy Development (ICMPD), MIEUX advances migration policy through expertise and cross-institutional collaboration. With the 2020–2023 phase approaching, the team sought a clear picture of what was working, what wasn't, and where to invest next.

1. Assess performing across website, newsletter, and social media channels

2. Identify concrete improvements for each existing communication channel

3. Explore innovative tools and strategic approaches for the next 3-years planning phase

4. Synthesise all findings into a systematic, actionable evaluation report

Process and Approach

Stakeholder Interviews

In-depth conversations with the MIEUX team and leadership to understand their vision, challenges, and priorities alongside insights from existing interviews with subject matter experts and public officials.

Mapping & Survey Analysis

Developed a Stakeholders Map and User Journey Map. Analysed the "Evaluation of MIEUX's Communication Tools" Survey.

Digital Performance Audit

Reviewed web traffic, search engines performance (SEO) metrics, social media engagement, and newsletter effectiveness, combining quantitative analytics with qualitative observations on content and tone.

Website Architecture Review

We audited MIEUX's existing digital presence focusing on a high-level overview of the website's top menu pages and representative page types.

Outcome

A 360°audit that brought digital product thinking into the practice of institutional communication.

Delivered a comprehensive Digital Presence Audit Report, covering findings and recommendations across content creation, data analytics, branding and design, and website information architecture, including a thorough review of terminology, concepts, and communication strategy. The report integrates principles of design thinking, content strategy, and product thinking into traditional communication approaches, offering a modern framework to guide decision-making.

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