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

IV.4.8.1. Design of media campaigns Board 9: Media campaign design plan

DESIGN	FUNCTION	ACTION	DEADLINE	SERVICE PROVIDER
TELEVISION SPOT	Audio-visual	Casting Filming Video montage	4 months	Audio-visual commission
RADIO SPOT	Audio-visual	Casting Recording Sound editing	4 months	Audio-visual commission
ADVERTISING INSERT	Writing Impression	Model Ready to print	4 months	Audio-visual commission
DISPLAY	Display	Call for tender Selection of poster agencies Lease contract	4 months	Audio-visual commission
INTERNET	Web-designer Web developer Community Manager	Design the site structure Create the sites . Content planning.	4 months	Audio-visual commission

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IV.4.8.2. Design of non-media campaigns Board 10: Design of non-media campaigns

DESIGN	ELEMENTS	FUNCTION	ACTION	DEADLINE
GADGETS	Calendars Key ring	Printing Confection	Preparation of models to be produced and printed.	4 months
PRINTS	A6 Flyers Folders 2 folded A6 closed	Infographics Printing	Printouts should contain a logo, good cover image, slogan, contacts and benefits.	4 months
COMPETITION	Linguistic flame	Partnership contract	Sign a partnership contract between the Polytechnic Language Center and the Contest Designer.	4 months
EVENTS	Career Days	Organization	Make a detailed schedule of activities (places, periods...).	4 months

Source : Student, 2020

IV.4.9. Campaign execution schedule

The execution of the communication campaigns will be carried out according to the schedule below :

Board 11: Action plan 2021

Legend

The colors represent the execution periods of the campaigns:

to the television

the radio

the press

displays

internet

distribution of gadgets

of printed matter distribution

communication competition

f career days

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	JANUARY	FEBRUARY	MARCH	APRIL	MAY	JUNE	JULY
TELEVISION
RADIO
PRESS
DISPLAY
INTERNET
GADGETS
PRINTS
COMPETITION
EVENT

Source : Student, 2020

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IV.4.10. Performance indicators

To measure the impact of a communication strategy, several indicators are used depending on the type of action. Our performance will therefore be analyzed using the criteria contained in the following table :

Board 12: Performance indicators

INDICATORS

TOOLS	QUANTITATIVES	QUALITATIVE
INTERNET		Number of subscribers
TELEVISION	Awareness rate after the campaign	Center attendance rate
DISPLAYS	Post test for the restitution of the message	Number of new memberships
PRMOTION	Guest questionnaire	Rate of participation

Source : Student, 2020.

To date, our recommendation for a communication campaign serves as a decision-making aid tool for those in charge of the Polytechnic Language Center. However, none of the actions have been implemented for the moment because of the coronavirus pandemic and the agreement of the Director General of the INP-HB necessary for all the activities of the Center.

In this second part, we first approached the methodology of our study. Second, we presented the results of the survey and made suggestions for the development of a communication strategy to increase awareness of the Polytechnic Language Center.

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GENERAL CONCLUSION

The objective of this study was to develop a communication strategy for the promotion of the Polytechnic Language Center. Its realization was an opportunity for us to underline the failure of the communication actions until then undertaken by the structure.

The main results emanating from the survey highlighted a very low awareness of the Polytechnic Language Center among its target group and a derisory attendance rate. In other words, these results made it possible to confirm all the research hypotheses, namely communication is a fundamental tool for establishing the reputation and image of any company, the Polytechnic Language Center has never officially used the means of communication to make itself known and the services of the structure are not known to the public.

In view of all of the above, we affirm that if the Polytechnic Language Center is not known, it is because it has never officially used any means of communication to make itself known. We also claim that his communication was organized in an informal manner.

From that moment, proposals on the problem at the level of the communication strategy were formulated.

Thus, we proposed a communication plan to the Polytechnic Language Center. These proposals, if implemented, will enable the structure to achieve its communication and marketing objectives.

The main objective of this study, which was to propose a communication strategy for the promotion of the Polytechnic Language Center, has been achieved.

However, if the Center wants to add value to the customer experience, it will have to take into account the weaknesses that we have listed in the SWOT matrix that can deteriorate its image. Also, the Polytechnic Language Center must in particular monitor its macro-environment in order to anticipate threats from its external environment and seize opportunities.

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APPENDIX

APPENDIX 1: SURVEY Hello ladies and gentlemen,

This is a questionnaire on the reputation of the Polytechnic Language Center. Thank you for participating in this survey by answering the questions below.

A- IDENTIFICATION OF THE SURVEY PROFILE

1. The respondent's gender D Male

D Feminine

2. The respondent's age group

D [16 to 20 years old] D ] 20 to 25 years] D ] 25 to 35 years old] D ] 35 to 40 years old] D ] 40 years and over [

3. The socio-professional category

D Student

D Young graduate

D Unemployed

D Business professional

D Teacher

D Particular

D Other specify

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4. Place of residence

D INP-HB campus

D City of Yamoussoukro

D Abidjan D Bouake D Toumodi

D Other (s) to be specified