das osbl - principes de communication, branding, stratégie de communications
TRANSCRIPT
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Gestion et Management dans les organismes sans but lucratif
La communicationYan Luong
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@yan_luong
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Vous?
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Programme de la journée• 0915 – 1000 - Principes de base, publics-cibles, objectifs• 1015 – 1100 - Branding et identité visuelle• 1115 – 1200 - Self Branding• 1315 – 1400 - La communication digitale• 1415 – 1500 - Les grandes plateformes sociales• 1515 – 1600 - Tendances contenus• 1615 – 1700 – e-réputation et gestion de crise• 1715 – 1800 - A définir ensemble
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COMMUNICATION – PRINCIPES DE BASE
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LES PUBLICS-CIBLE
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OBJECTIFS DE COMMUNICATION
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LES MOYENS DE COMMUNICATION
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DEVELOPPER UNE STRATEGIE DE COMMUNICATION
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LE BRANDING
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REFONTE D’UNE IDENTITÉ VISUELLELANCEMENT D’UNE CAMPAGNE
Métodes et outils
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Avant tout
• Questionnaires, brainstorming, focus group…
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Contenu du brief
• Historique et objectifs de l’institution• Identité et valeurs• Positionnement / concurrence• Publics cibles • Problématique et objectifs de la communication• Image, message que vous souhaitez véhiculer à travers la communication• Buts poursuivis à travers la communication visuelle, qu’est-ce qu’elle
devrait susciter chez le public• Supports et visuels existants• Charte (graphique et éditoriale)• Description du mandat et contraintes techniques• Planning, budget, livrables…
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Processus
• Validation du brief par la direction• Choix des agences• Envoi du brief• Rendez-vous en face à face