Communication research – the challenge
Delivering an effective global marketing communication research programme among students and alumni is a challenge? And, keeping in touch with alumni and benefactors is also costly. Initially the Open University challenged Beehive to evaluate the effectiveness of its communication strategy, and recommend improvement. Then two years later, Beehive was asked to repeat the exercise and evaluate the changes that were put in place.
The research objective was to enable OU’s Communications and Development team to develop the most effective communication strategy for its diverse target audience. This included students at varying levels of course completion, alumni, and “dormant” students who had not completed their qualification. It was essential to determine which channels of communication were most appropriate and, within those channels, which vehicles were most effective.