Marketing communication research – the challenge
Delivering an effective global marketing communication research programme among students and alumni is a challenge? Keeping in touch with alumni and benefactors can be costly. The Open University (OU) challenged Beehive to conduct a strategic review of its communications, to measure impact and effectiveness, and to assess how they could be improved. Two years later Beehive was asked to repeat the exercise and evaluate the changes that were put in place.he solution
The research objective was to enable the OU’s Communications and Development team to provide the most effective strategy for getting its message across to its diverse range of target audiences. 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 to each of the stakeholders and, within those channels, which communications vehicles were most effective.