IV.1.7.1. Identification of target profile
With regard to gender, the male sex participated the most in
this survey with a rate of 71% of responses. Women represent only 29%. This
means that all decisions, based on gender and in relation to communication,
will have to take into account the opinion of men more than that of women.
However, the Polytechnic Language Center cannot afford to neglect women in its
communication strategy, even if they represent a smaller proportion than that
of men. Indeed, not to consider women would be to reject 29% of its potential
customers. The optimal choice of the communication target cannot be made in
relation to gender. We must therefore consider other parameters such as the age
group.
Regarding the age group, our study reveals that people whose
age group is between 16 and 20 years old participated the most in our survey,
ie 52%. People aged 20 to 25 participated at 37%. This means that 89% of our
communication target must belong to an age group between 16 and 25 years old.
This option, much better than the previous one, is not the most optimal.
Indeed, such a choice means that 11% of potential customers will not be taken
into account by a possible communication strategy based on age. Only the
socio-professional category remains.
In terms of the socio-professional category, the students
answered the questions the most, ie 95%. They constitute almost all of the
people who responded to this survey. In other words, if the Polytechnic
Language Center is to carry out communication actions, it will have to target
students.
However the investigation reveals to us that it is not about
just any student, but the students of the INP-HB. Indeed, the data relating to
the geographical situation revealed to us that 90% of our respondents are on
the sites of the Institute (Abidjan and Yamoussoukro). Thus, the structure must
analyze the communication needs of these to achieve them. While taking into
account other socio-professional categories.
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IV.1.7.2. Notoriety of the Polytechnic Language
Center
Two years after its creation, more than the majority of the
general public is still unaware of the existence of a language establishment
within the INP-HB. Indeed, our study reveals that 76% of respondents have never
heard of the Polytechnic Language Center. The reputation of the structure is
very worrying, knowing that 90% of respondents reside on the sites of the
Institute.
This challenges us on the communication of the structure. In
fact, the study shows that 37% of respondents heard about the Center through
word of mouth. This result is far from being a performance because the same
study affirms that 49% of the respondents knew it through our questionnaire. In
other words, the survey questionnaire does better than the main means of
communication of the Polytechnic Language Center.
In addition, 78% of respondents do not know the geographical
location of the Polytechnic Language Center and 88% are unaware of its
services. People cannot go to a place they don't know exists. Unsurprisingly,
the attendance rate at the Center is very low, at 9%. This amounts to saying
that 91% of respondents have never attended the Polytechnic Language Center.
It is therefore appropriate for the structure to invest in
communication and this requires for the moment the development of a good
communication plan.
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