Elaboration of a communication strategy for promoting the polytechnique language centre INPHB

par Oumar KANTÉ
Institut National Polytechnique Félix Houphouët-Boigny - Diplôme de Technicien Supérieur Grade Licence professionnelle 2020

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ABSTRACT
- I.2.1. Personal interest
- I.2.2. Scientific interest
- I.2.3. Interest in INP-HB
- I.2.4. Economic interest
II.5.1. Identify the problem
II.5.2. Identify targets
II.5.3. Formulate the objective
II.5.4. Formulate the message
II.5.5. Choose means of communication
II.5.6. Budget determination
II.5.7. Determination of the communication plan
II.5.8. Measure the results
III.1.1. Participant observation
III.1.2. Literature search
III.1.3. Sampling
III.1.3.1. Survey frame
III.1.4. Conduct of the survey
III.1.4.1. Survey
III.1.4.2. Counting of the questionnaire
III.1.4.3. Data processing
III.2. Conditions for carrying out the study
III.3. Environmental analysis methods
III.3.1. PESTEL analysis
III.3.2. SWOT matrix
IV.1.1.1. The gender of the respondents
IV.1.1.3. Socio-Professional Category
IV.1.1.4. Geographic area of the study The coverage of this study looks like this :
IV.1.2. Identification of the Polytechnic Language Center IV.1.2.1. Notoriety of the Polytechnic Language Center
IV.1.2.2. Communication channels
IV.1.2.3. Geographic location
IV.1.2.4. Awareness of services
IV.1.2.5. Attendance at the Polytechnic Language Center
IV.1.3. Television audience analysis
IV.1.3.1. Television audience
IV.1.3.2. Frequency with television
IV.1.3.3. Television viewing hours
IV.1.3.4. Audience rate of television channels
IV.1.3.5. Audience rate of programs watched on television
IV.1.4. Internet usage analysis
IV.1.4.1. Familiarity with the internet
IV.1.4.2. Frequency of Internet use
IV.1.4.3. Internet connection days
IV.1.4.4. Internet connection hours
IV.1.4.5. Familiarity with social networks
IV.1.4.6. Familiarity with different social networks
IV.1.4.7. Most used social networks
IV.1.4.8. Breakdown of the target according to the most visited sites
IV.1.5. Radio audience analysis
IV.1.5.1. Familiarity with radio
IV.1.5.2. Radio listening frequency
IV.1.5.3. Breakdown by radio listening hours
IV.1.5.4. Breakdown by radio channels listened to
IV.1.6. Analysis of the press audience
IV.1.6.1. Familiarity with the press
IV.1.6.2. Most read newspapers
IV.1.6.3. Most read magazines
IV.1.7. Interpretation of questionnaire results
IV.1.7.1. Identification of target profile
IV.1.7.2. Notoriety of the Polytechnic Language Center
IV.1.7.3. The television audience
IV.1.7.4. Internet use
IV.1.7.5. The radio audience
IV.1.7.6. The press audience
IV.1.8. Checking hypotheses
IV.3.1. PESTEL analysis
IV.3.2. SWOT synthesis
IV.4. Proposal of a communication strategy
IV.4.1. Identifying the problem
IV.4.2.1. Communication objective
IV.4.3. Target determination
IV.4.4. Positioning
IV.4.5. Creative strategy
IV.4.5.1. Communication axis
IV.4.5.2. Communication concept
IV.4.5.3. Communication promise
IV.4.5.4. Rationale for the promise
IV.4.5.5. Benefit perceived by the target
IV.4.5.6. Message tone
IV.4.6. Communication strategy deployment
V.4.6.1. Choice and justification of media communication means
IV.4.6.2. Choice and justification of non-media means of communication The choice of non-media means of communication is made as follows :
IV.4.7. Communication budget
IV.4.7.1. Media communication budget
IV.4.7.2. Non-media communication budget
IV.4.7.3. Total communication budget
IV.4.8. Campaign creation plan
IV.4.8.1. Design of media campaigns Board 9: Media campaign design plan
IV.4.8.2. Design of non-media campaigns Board 10: Design of non-media campaigns
IV.4.9. Campaign execution schedule
IV.4.10. Performance indicators
- A- IDENTIFICATION OF THE SURVEY PROFILE
- B- KNOWLEDGE OF THE POLYTECHNIQUE LANGUAGE CENTER
- C- IDENTIFICATION OF SURVEYS ACCORDING TO TELEVISION
- D- IDENTIFICATION OF SURVEYS ACCORDING TO THEIR USE OF THE INTERNET
- E. IDENTIFICATION OF SURVEYS ACCORDING TO THEY LISTENING TO THE RADIO
- F. IDENTIFICATION OF SURVEYS ACCORDING TO THEIR READING FROM THE PRESS

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