Plus d'informations sur : Proposition d'une stratégie de communication et marketing 360 pour l'association Vaincre l'Autisme dans le cadre d'un projet à HETIC. Équipe : Armand Fardeau / Jules Belamy / Ronan Fourreau / Aude Ficheux

1. FARDEAU - BELAMY - FOURREAU - BORENSZTEIN - FICHEUX

2. Vaincre l’autisme
Justice
Created 15 years ago and directed by M’hammed Sajidi.
Vaincre l’AutismeVaincre l’Autisme
BRAND VALUES
Optimism
Solidarity Advocacy

3. Strengths Opportunities
ThreatsWeaknesses
SWOTSWOTSWOT
Political focus on autism > "controversy" vaccine
Public interest in causes affecting children
Nothing Is Done Everything Remains to Do
Too many actors
Confusion about the nature of autism > obligation
to play on stereotypes
Lack of interest on the part of public authorities
Trust in health care institutions
Difficulty in new prospect acquisition
Lack of awareness
Few recent media actions
Strategy change may have weakened
member cohesion
Seamless family partnership
Membership Militancy
Historical actor

4. Brand DNABrand DNABrand DNA

5. Fondation de France
+ SEA, Big actor, Support from the public authorities
- « Generalist » actor
Autiste.fr
+ Easy to understand, many CTA
- Looks like a scam
Magicmaman.com
+ Feedback from parents
- Blog aspect not very credible
Autiste France
+ Early detection and diagnosis
- No state support
Competitive analysisCompetitive analysisCompetitive analysis

6. Implement a 360° awareness campaign for the association Vaincre l’autisme.
• Maximize their fight for Autism visibility and consideration
• Engage as well volunteers and increase donation
• Put forward its mission of pedagogy about this pathology
• Increase commitment to their actions.
BriefBriefBrief

7. Our campaignOur campaignOur campaign
How to sensitize the public opinion and government on the delay of France in the care of the
autism
despite the public not being fully aware of this particular issue ?

8. Young people.
Internet Activists/
Persons willing to change our society.
Sensitive to issues of education for all.
More involved in action than giving money
graduates and wealthy
Persons who has children in his/her entourage or who works with
children.
Sensitive to education for all and to injustices against children.
More involved in giving money than action
Mediator of the campaign for children.
Sandra school teacher.
Joseph Grandpa of a
little boy with autism.
TargetsTargetsTargets
Marie mother of a newly
diagnosed little girl.
Paul teenager full of dream.
Primary Secondary

9. Happy 40TH Anniversary

10. We are going to celebrate this 40th anniversary and
challenge the French government to get commitments.
France has always been a visionary nation, but on the autism topic we're still 40 years behind.
40

12. The main eventThe main eventThe main event

13. Sign the birthday card !Sign the birthday card !Sign the birthday card !

14. Join our event !Join our event !Join our event !

15. WebsiteWebsiteWebsite

16. WebsiteWebsiteWebsite

17. Crowdfunding campaign to
finance the gift and the event
Finance the eventFinance the eventFinance the event

18. Lead users through an information
and activation channel
ChatbotChatbotChatbot

19. MESSENGER BOT
CHANGE.ORG
WEBSITE
SOCIAL MEDIA
CROWDFUNDING
NEWSLETTER
BIRTHDAY
PARTY
🎉
Big pictureBig pictureBig picture

20. Planning campaign du 21/11 au 21/12Planning campaign du 21/11 au 21/12Planning campaign du 21/11 au 21/12
Du 21/11 au 28/11
• Ads
• Hijacking actualité - Organic
• Mise en place d'un vote pour la cagnotte ulule
• Envoie du premier mail newsletter
• Signature de la pétition
Du 29/11 au 06/12
• Mise en ligne des différents outils : Ulule, change.org,
site, chatbot, newsletter.
• SEO / SMO
• Préparation du buzz : Growth Hacking
• Début de l'organisation de l'événement

21. Planning campaign du 21/11 au 21/12Planning campaign du 21/11 au 21/12Planning campaign du 21/11 au 21/12
Du 06/12 au 13/12
Du 14/12 au 21/12
• Ads
• Hijacking actualité - Organic (FB/ Insta / Twitter)
• Communication autour de la cagnotte
• Envoie du deuxième mail newsletter
• Ads
• Communication autour de la carte
• Envoie du troisième mail newsletter
• Finalisation de l'event

22. Adrien Taquet
Member of Parliament LREM
Barbara Pompili
Member of Parliament
LREM
Gwendal Rouillard
Member of Parliament
LREM
François Ruffin
Member of Parliament FI
Osons causer
Video maker
Et tout le monde s'en fout
Video maker
Bonjour tristesse
Video maker
Usul
Video maker
Pierre Emmanuel Barré
Humorist
Guillaume Meurice
Humorist
PRPRPR

23. Hugo décrypte
Video Maker
Paul Taylor
Humorist / Video maker
Vice
Media documentary
RTL
Radio
Tatiana Jarzabek
Video maker
Europe 1
Radio
Street Press
Actuality Media
France Inter
Radio
RMC
Radio
Slate
Actuality Media
PRPRPR

24. SponsorsSponsorsSponsors

25. Event
• Number of participants
• Currency collected
Crowdfunding campaign
• Funds collected
• Number of participants
Change.org
• Number of signatories
Social Media Analytics
• Analytics
• Social Proof
• Growth Acquisition
• Reach
• Referal
Chatbot
• Conversations numbers
• Retention
Newsletter
• Opening rate
• Click rate on CTA
KPIsKPIsKPIs

26. 07h15 :
08h15 :
10h30 :
13h30 :
16:00 :
18:00 :
20:00 :
Consumer journeyConsumer journeyConsumer journey

27. Des questions ?Des questions ?Des questions ?