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

1. Conditionning week 2017
360° Campaign

2. 01.Theteam
CLAIRE ZUNDA
LUCIE ZEVACO
ADRIEN ZAGANELLI
VICTOR GOSSIOUX
CAMILLE BASSET

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. 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. 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. 03.Competitors

7. 04.Ourcampaigna.Insight
If we are not directly concerned by
autism, we only have in mind prejudices
and disinformation about this illness.

8. 04.Ourcampaignb.Strategicidea
Reveal autism as a public health issue, not
well known whereas it touches 1 person
out of a 100.

9. 04.Ourcampaignc.BigIdea
Et si c’était l’autisme?

10. 04.Ourcampaignd.Angle
Show absurdity of vision and care of TSA in
France.

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. 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. 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. 06.Consumerjourney
Home Commute Work Lunch Commute Home Bed
Mobile
Desktop
Public display
campaigns
Television
Radio

15. 07.Moodnoard

16. 08.Webseries
https://youtu.be/Jdx_dPTO1-0

17. 09.Publicdisplaycampaigna.Morning

18. 09.Publicdisplaycampaignb.Evening

19. 10.AggressiveInstagramcampaign

20. 11.KPI
Youtube views
Clicks on the Instagram ads
Shares from Instagram to Facebook

21. 11.Conclusion
It is time that public services face their
responsibilities under the pressure of the
opinion.