The challenge
Humanitarian Policy Group, part of the Overseas Development Institute, wanted to better understand how it was perceived by global stakeholders — from policymakers to humanitarian workers — and use those insights to reshape its communications and digital strategy.
The approach
Our three-layered research review informed our recommendations, ultimately allowing the organisation to rethink their communications strategy. We gained ‘big picture’ understanding through a quantitative survey of global stakeholders, partners and prospects on their perceptions of HPG, its products and services. We conducted detailed qualitative analysis, honing in on the views of small number of key stakeholders around the world through 21 1-2-1 interviews. This allowed us to provide HPG with strategic advice to guide stakeholder interaction.
We drafted a full report on our findings, laying out next steps and strategic advice for the future, defining and establishing their voice and what they want to be known for.
The impact
Since the review, the organisation has completely rethought their communications strategy based on our recommendations, through revamping their publications, relaunching their newsletter to communicate with stakeholders and positioning themselves as a thought leader in the space by pitching blogs and opinion pieces. The organisation is currently gearing up to start a completely new digital strategy to improve perceptions online and communicate with their key audience in a new forum.
