How to stand out from competitors?
The United Nations System Staff College’s 360O external audit
The brief
To support the United Nations System Staff College (UNSSC), the trusted learning partner of the United Nations system to:
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Boost registrations for courses
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Improve internal workflows
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Clarify and strengthen brand positioning in a context of intense UN structural reform
Our proposal
To run a fully-fledged audit encompassing internal and external perspectives of UNSSC’s brand, communication channels and operations.
To do this we ran a structured workshop to define audiences, messaging architecture, channel orchestration and a measurement framework. We then spoke to UNSSC employees individually across all levels and services, we sent out anonymous surveys to the communications team, ran an external ‘Awareness and Perceptions’ survey across social media, newsletter and via direct email outreach to alumni receiving 187 replies.
Finally we conducted a qualitative assessment and quantitative analysis of UNSSC’s social media channels using specialised GDPR-compliant software.
We’re proud of
supporting UNSSC to re-affirm its status as the system-wide learning hub of the United Nations, to streamline operations and better position itself against competitors. How? Through improved internal alignment on USP, understanding of how the College is perceived by a cross-section of internal and external stakeholders, and concrete recommendations to improve internal governance and workflows.
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