Plus d'informations sur : https://goo.gl/UV5JlX Élaboration d'une campagne de communication stratégique pour aider et promouvoir l'association VAINCRE L'AUTISME afin de les aider à récolter des dons et gagner en visibilité. Projet réalisé par : Louis Amiot, Gaspard Chavardes, Mohamed-Ali Hazgui, Youssra Manad, William Praszezinski ## Détails de l'école : https://goo.gl/ilZZSW Dossier d'admission : https://goo.gl/JoUVXt Détails des admission : https://goo.gl/hNw6NM

1. 360° CAMPAIGN
Team n°5

2. THE TEAM
AMIOT Louis CHAVARDES Gaspard HAZGUI Mohamed-Ali
MANAD Youssra PRASZEZINSKI William

3. BRAND
ANALYSIS

4. BRAND DNA
Protect and defend sick children, make everyone aware of
the disease and innovate in term of treatments.
Main efforts are on the research to try to eradicate the disease

5. BRAND VALUES
UNDERSTAND
PROCESS
LIVE
CURE

6. SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
- Several great partners
- Michel Leeb is the godfather of the association
- Generalist association for all type of autism
- One of the only association to make
some commercial campaigns
- Small, poor and unknown association
- Has been godfather
- French government isn’t doing enough to
help this cause
- Become the voice of Autism in France
- Make this cause known to everyone
- Misknown disease not understood well
enough by the public
- A lot of small independent associations
- People give to general associations
- People are bored with associations soliciting them

7. SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
- Several great partners
- Michel Leeb is the godfather of the association
- Generalist association for all type of autism
- One of the only association to make
some commercial campaigns
- Small, poor and unknown association
- Has been godfather
- French government isn’t doing enough to
help this cause
- Become the voice of Autism in France
- Make this cause known to everyone
- Misknown disease not understood well
enough by the public
- A lot of small independent associations
- People give to general associations
- People are bored with associations
soliciting them

8. TARGET

9. PERSONAS
CYNDIE
37 years old
- Sales clerk in a clothing shop
- Mother of three children
who are 7 and 12
- Sensitive to emotional campaigns
JEAN
30 years old
- CEO
- Father of a 6 year old kid
- Sensitive to campaign with strong
and out of the ordinary messages
PATRICIA
33 years old
- Housewife with two children
who are 3 and 7
- Wants to join a charity because
she has a lot of free time

10. PROBLEMATIC
Make people give up their stereotypes and make them wonder what this
disease really is and how they can help the cause.

11. THE CONCEPT

12. INSIGHT
I am not giving money because I barely
know anything about autism

13. MOODBOARD
Society cliché

14. CREATIVE
CONCEPT

15. L’AUTISME C’EST PAS…
Our proposition

16. MOODBOARD
What is working on Internet

17. TIMELINE
February March April May
2nd February 2017
Instagram account launch
25th April 2017
Facebook video
Street Marketing
16th April 2017
2nd April 2017
Instagram video
Facebook video
26th March 2017

18. LEVERS

20. Start of the
Instagram campaign

21. Example of
Instagram pictures

22. Example of
Instagram pictures

24. End of the
Instagram campaign

25. Interactive
displays

26. Interactive
displays

27. Interactive
displays

28. STREET
MARKETING

30. CONSUMER JOURNEY

31. KPIs
Followers
Comments
Instagram
Views
Youtube Facebook
Likes on page
Videos shared
INCREASE
of donations

32. L’AUTISME C’EST PAS RIEN
Team n°5