Integrating Digital into Organisational Strategy
2015/01/05
Globe International Center is implementing a three-month project titled “Integrating Digital into Organisational Strategy” with the support of the IFEX, the global network for defending and promoting free expression. The goal of the project is developing an effective and efficient communications strategy that is well suited to its overall objectives and organisational mission, especially with regard to its Freedom of Expression network.
GIC has been using social media in its campaigning and advocacy work, but, with the continually changing media landscape, GIC needs to update its approach in order to both define and constructively engage its audience and to offer timely updates and information. Furthermore, GIC needs to better understand the needs and expectations of its target audience to determine the best mix of products and services to help retain the existing clientele and to expand its “market share.” Additionally, GIC needs to broaden its new network of FoE supporters and to improve its interaction with Mongolia’s rural communities, as the country’s developing infrastructure is now incorporating even remote areas into the digital arena.
Within the three month period, GIC will cooperate with a communications consultant and a website development expert to complete an audit of its current communications strategy and to assist in defining a specific audience appropriate for GIC’s goals and the best means by which to engage that audience e.g., through social media platforms, websites, community radio and/or other outlets. GIC will also hold digital strategy development meetings and conduct surveys to analyse primary and secondary audiences.
As a result of the project, GIC will develop a focused and engaging communications strategy based on the needs of its audience(s) and conducive to promoting a two-way dialogue that takes into account the audience’s knowledge, attitudes, behaviour and characteristics, including their motivation to act. We expect this strategy will enable us to effectively and efficiently engage with and deliver our message to our audience(s).
GIC has been using social media in its campaigning and advocacy work, but, with the continually changing media landscape, GIC needs to update its approach in order to both define and constructively engage its audience and to offer timely updates and information. Furthermore, GIC needs to better understand the needs and expectations of its target audience to determine the best mix of products and services to help retain the existing clientele and to expand its “market share.” Additionally, GIC needs to broaden its new network of FoE supporters and to improve its interaction with Mongolia’s rural communities, as the country’s developing infrastructure is now incorporating even remote areas into the digital arena.
Within the three month period, GIC will cooperate with a communications consultant and a website development expert to complete an audit of its current communications strategy and to assist in defining a specific audience appropriate for GIC’s goals and the best means by which to engage that audience e.g., through social media platforms, websites, community radio and/or other outlets. GIC will also hold digital strategy development meetings and conduct surveys to analyse primary and secondary audiences.
As a result of the project, GIC will develop a focused and engaging communications strategy based on the needs of its audience(s) and conducive to promoting a two-way dialogue that takes into account the audience’s knowledge, attitudes, behaviour and characteristics, including their motivation to act. We expect this strategy will enable us to effectively and efficiently engage with and deliver our message to our audience(s).