One shared vision for a complex communications landscape
Matrix brought EEA teams together, mapped 52 requirements and created the technical specification for future CRM and email marketing procurement.
Results at a glance
Interactive sessions brought different EEA programmes together
Staff from multiple departments participated
Focused technical meetings uncovered key strategies
Matrix consolidated the research into a detailed set of requirements.
The brief
The European Environment Agency provides independent environmental information to policymakers, institutions, researchers and the public across Europe.
The EEA wanted to rethink how it managed relationships and communications with this broad stakeholder network. Information was spread across numerous tools, channels and internal programmes, making it difficult to build a complete view of interactions or communicate consistently with different audiences.
Matrix was appointed to independently assess the organisation’s needs, recommend suitable stakeholder relationship management and email marketing solutions, and create the technical specification for a future procurement process.
Project overview
Matrix began with deep discovery across the EEA. We reviewed strategic documents, stakeholder research and existing systems, and audited the agency’s analytics and email marketing tools.
Research then moved directly to the people using those systems. Four questionnaire rounds generated 27 responses, while three collaborative workshops brought together 28 participants from across the organisation. Exercises including SWOT analysis, stakeholder mapping and Must, Should, Could and Won’t prioritisation helped teams explore shared challenges and define what really mattered.
We followed this with 14 one-to-one meetings, giving individual stakeholders space to explore technical requirements and workflows in greater depth. The combined research identified 52 requirements, from audience segmentation and analytics to integrations, accessibility, workflow control and EUDPR compliance.
Matrix translated these findings into a signed-off Needs Assessment and a 64-page technical specification that gave the EEA a clear foundation for its future procurement.
Key features
- Full organisational needs assessment combining questionnaires, workshops, interviews, audits and document analysis.
- Three communication workshops involving staff from seven EEA programme areas.
- 14 individual stakeholder interviews exploring technical requirements, workflows and existing systems.
- Audit of existing analytics and email marketing tools to identify gaps and opportunities.
- 52 consolidated requirements covering stakeholder management, communication, analytics, integrations, governance, accessibility and compliance.
- Seven defined user groups with detailed roles, permissions and user stories.
- Assessment and shortlisting of potential stakeholder relationship management and email marketing platforms.
- Detailed technical specification covering functionality, integrations, EUDPR and GDPR requirements, WCAG accessibility and future procurement needs.
Goals
- Build a clear, organisation-wide picture of what the EEA needed from its future stakeholder communication systems.
- Reduce fragmented communication across teams, channels and existing platforms.
- Help the EEA understand and communicate more effectively with different stakeholder groups.
- Turn complex organisational requirements into a clear technical foundation for future procurement.
Process
A discovery-led process that moved from listening to specification.
Understand the landscape
Matrix reviewed EEA strategy, stakeholder research, existing tools, analytics and communication systems.
Hear from the organisation
Questionnaires gathered input across programmes before three interactive workshops explored communication challenges, priorities and stakeholder relationships.
Go deeper
Fourteen one-to-one meetings investigated individual workflows, technical requirements and integration needs.
Find the common ground
Matrix consolidated hundreds of individual observations into 52 clear requirements shared across the organisation.
Turn research into action
The findings became a signed-off Needs Assessment and detailed technical specification, giving the EEA a clear basis for selecting systems and running a future tender.
Impact
A complex internal landscape became a clear roadmap for change.
- The EEA gained a shared view of stakeholder communication needs across multiple programmes.
- Matrix created common ground between teams with different systems, audiences and priorities.
- 52 requirements gave the EEA a structured basis for evaluating future technology.
- The final technical specification translated extensive research into practical procurement requirements for stakeholder relationship management and email marketing systems.
- The work gave the EEA a stronger foundation for more targeted, timely and consistent stakeholder communication.
I enjoyed working with Matrix Internet in understanding the needs for a new stakeholder relations tool in our organization. Always available to listen to our ideas and concerns the team guided us with a steady hand and professional insight to stay on track and deliver on time. I am satisfied with the outcome of our collaboration which reflected the result-oriented and client-focused company Matrix Internet is.
Petra Fagerholm
Stakeholder Relations Expert, European Environment Agency
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