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Campagne 360° - Vaincre l'Autisme

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Proposition d'une stratégie de communication et marketing 360 pour l'association Vaincre l'Autisme dans le cadre d'un projet à HETIC.

Équipe : Camille Basset / Lucie Zevaco / Victor Gossioux / Adrien Zaganelli / Claire Zunda

Published in: Health & Medicine
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Campagne 360° - Vaincre l'Autisme

  1. 1. Conditionning week 2017 360° Campaign
  2. 2. 01.Theteam CLAIRE ZUNDA LUCIE ZEVACO ADRIEN ZAGANELLI VICTOR GOSSIOUX CAMILLE BASSET
  3. 3. 02.Brandanalysisa.BrandDNA Brand DNA Justice Several prosecutions of State Activism Awake french citizen’s indignation Solidarity Help to families Education Promotion of effective educational methods
  4. 4. Strengths Weaknesses Opportunities Threats • well established association • strong ability to strike • many projects and actions • partnerships 02.Brandanalysisb.SWOT • bad relationship with state • lack of public knowledge • lack of funds • lack of volunteers • decrease of popularity of psychanalysis • lot of people concerned • new government, we can hope some changes in the relationship with the charity • private supports / Strongly depends on private fundings • many organizations have the same goals • people oversollicitated by charities
  5. 5. Strengths Weaknesses Opportunities Threats • well established association • strong ability to strike • many projects and actions • partnerships • bad relationship with state • lack of public knowledge • lack of funds • lack of volunteers • decrease of popularity of psychanalysis • lot of people concerned • new government, we can hope some changes in the relationship with the charity • private supports / Strongly depends on private fundings • many organizations have the same goals • people oversollicitated by charities 02.Brandanalysisb.SWOT
  6. 6. 03.Competitors
  7. 7. 04.Ourcampaigna.Insight If we are not directly concerned by autism, we only have in mind prejudices and disinformation about this illness.
  8. 8. 04.Ourcampaignb.Strategicidea Reveal autism as a public health issue, not well known whereas it touches 1 person out of a 100.
  9. 9. 04.Ourcampaignc.BigIdea Et si c’était l’autisme?
  10. 10. 04.Ourcampaignd.Angle Show absurdity of vision and care of TSA in France.
  11. 11. 05.Targets Pierre 64 years old, Pierre is a young retired after a career in real estate. He has 2 children and 3 grand children. He reads traditional newspaper offline or online. He is also on Facebook to communicate, mainly with his family.
  12. 12. 05.Targets Nathalie 41 ans, Mother of 2 children of 9 et 14 years old, translator interpreter. Not really active on social networks, she uses them mainly to communicate with her close circle. She occasionnaly watches TV and takes the subway twice a day. She is really sensitive to emotional campaigns.
  13. 13. Elisabeth 28 years old, executive manager in advertising company, pregnant with her first child. She interacts with her entourage and brands on social networks. She does not watch TV and is super active on social networks. 05.Targets
  14. 14. 06.Consumerjourney Home Commute Work Lunch Commute Home Bed Mobile Desktop Public display campaigns Television Radio
  15. 15. 07.Moodnoard
  16. 16. 08.Webseries https://youtu.be/Jdx_dPTO1-0
  17. 17. 09.Publicdisplaycampaigna.Morning
  18. 18. 09.Publicdisplaycampaignb.Evening
  19. 19. 10.AggressiveInstagramcampaign
  20. 20. 11.KPI Youtube views Clicks on the Instagram ads Shares from Instagram to Facebook
  21. 21. 11.Conclusion It is time that public services face their responsibilities under the pressure of the opinion.

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