Understanding awareness and engagement with published content for alumni

Our higher education client’s goal was to boost alumni engagement and gain insight into alumni perceptions of their published content. We delivered a multi-stage project that identified targeted actions and recommendations to strengthen their content strategy. We also analysed the needs of four key groups identified as being key to its future growth.

The Challenge

Our client wished to understand what alumni think about the content it shares with them across all channels and subject matters. In particular, they felt it was essential to explore the relationship between its content and alumni engagement more generally. This understanding would be used to improve current alumni communications, and leverage openness to giving back philanthropically, or by donating time/ skills.

The Solution

This was a multi-stage project, comprising:

Stakeholder workshops with key personnel to learn about its complex content ecosystem – including its strengths, weaknesses & limitations – and their goals for its content going forward.
An online survey to measure engagement with the school and its content, how it is used, alumni highs and lows, openness to giving back.
Follow up asynchronous online discussion boards to dig deeper into key topics.

The Outcome

We identified a range of actions and recommendations to boost current content, and bolster alumni feelings of engagement. We undertook additional analyses to uncover the needs of groups seen as being key to the school’s future growth.

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