A structured listening project for internal communication of Coldiretti Asti
Coldiretti Asti is an organization with over 15,000 members present in 118 municipalities in the agricultural province of Piedmont. In 2019, the need emerged to evaluate the effectiveness and relevance of the association’s internal communication tools, starting from the “Agricultural Newsletter”, a historic magazine used to inform members about events, industry news and insights on various topics. Amapola carried out an audit project and structured listening to analyze existing internal communication assets and evaluate unexpressed informational and relational needs from different sectors and individual members.
To create active participant involvement, three focus groups were organized in different areas of the Asti province, from which emerged strengths and criticalities of the current communication system, along with suggestions for desired improvement areas. A targeted individual questionnaire integrated the survey and listening project. The presentation of project results to the associative base allowed focusing on future guidelines for the Association’s communication strategy.
