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

IV.3.2. SWOT synthesis

At this level, we will present the SWOT analysis of the company. This is summarized in the table below :

Board 3: SWOT synthesis

STRENGTHS WEAKNESSES

OPPORTUNITIES THREAT

Source : Student, 2020.

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IV.4. Proposal of a communication strategy

It will be a question of formulating suggestions in order to promote the structure.

IV.4.1. Identifying the problem

The Polytechnic Language Center suffers from a notoriety problem. Indeed, the awareness of

the Center is very low.

IV.4.2. Determination of objectives

IV.4.2.1. Communication objective

Our objective is to set up a communication strategy in order to promote the Polytechnic Language Center. Thus, this strategy aims to increase the reputation of the structure to 90% for the first half of 2021.

IV.4.2.2. Marketing objective

The marketing objective of this strategy is to increase the attendance rate of the Polytechnic Language Center by 80% for the first semester of 2021.

IV.4.3. Target determination

In view of the survey data, we propose a targeting¹⁵oriented towards the socio-professional category. We then distinguish :

· students ;

· teachers ;

· business professionals ;

· young graduates ;

· the unemployed.

IV.4.4. Positioning

We position the Polytechnic Language Center as : "a center of excellence". This notion of excellence is a term that contains several advantages for the structure because it will allow it to stand out from other language establishments, a source of competitive advantage.¹⁶

¹⁵ The act of trying to reach a particular audience.

¹⁶ Significant difference between an organization and its competitors.

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IV.4.5. Creative strategy

IV.4.5.1. Communication axis

By communication axis, we must understand the main message that the company wants its target to retain. We propose the following line of communication : "Excellence makes the difference".

IV.4.5.2. Communication concept

A communication concept is the original process of situating an idea in relation to a marketing strategy.

As a concept, we suggest to the Polytechnic Language Center to find visuals¹⁷ or sounds to represent "excellence".

IV.4.5.3. Communication promise

The promise is the definition of what motivates consumers to buy the product over another.

We offer the following promise : Quality training with quality trainers.

IV.4.5.4. Rationale for the promise

It represents the characteristic of the product or the element that supports the promise. We propose "the image of the INP-HB". INP-HB is a center of excellence recognized by the International Organization of La Francophonie¹⁸, the Mano River Union¹⁹, the World Bank, ECOWAS ...

IV.4.5.5. Benefit perceived by the target

Advantage obtained by the consumer from the product promise. We offer as a benefit : "high level training, certification recognized all over the world".

IV.4.5.6. Message tone

Tone or personality is the general atmosphere the ad should convey. It can be demonstrative, humorous, dramatic. We suggest the «serious» tone because it is more suited to our positioning which focuses on «excellence».