FLORE TYBERGHEIN
Director of Marketing and Brand Strategy
MARKETING AND BRAND STRATEGY DEPARTMENT
The Marketing and Brand Strategy Department was created in 2022. During this year, it was able to determine its structure, define the objectives to be attained and carry out its first projects, such as the flagship Market Place project, which it is in charge of steering and which will enable optimisation of Audencia’s marketing tools.
30
Employees have joined the new Marketing Departement.
How would you assess 2022?
First and foremost, 2022 enabled us to lay the groundwork for this New Marketing and Brand Strategy Division, which I took on managing last September. These last few months have made it possible for the organisation to be bedded in thanks to perfect understanding of what was being done and, above all, of what needed to be done to achieve the ambitions of Audencia.
In this respect, I received support from all the divisions and especially the Communications Division, allowing us to work in complete tranquillity and with perfect cohesion between our two divisions whose activities are perfectly complementary. I would also like to thank the teams who have shown flexibility and adaptability in responding to the challenges to be met. Several flagship projects subsequently guided our activities. Firstly, there was the “Market Place” project led by our division focused on optimising our digital marketing tools in order to accelerate our growth.
Split into three parts, the first two of them made it possible to create a single catalogue for the Audencia offering and develop our CRM via SalesForce, with the end goal being to create consistency within our portfolio of offers and to have more relevancy regarding our tools for analysis and targeting prospects. Phase 3, which will take place in 2023, will allow us to redesign our ‘shop window’ through a site that is perfectly focused on the needs of our target audiences. 2022 also witnessed the launch of a new Executive Education campaign, to promote the brand’s visibility to learners in continuing education. The results that emerged bode well for the months / years to come.
What is your vision for 2023?
We have many ambitions and the stakes are extremely high for our division but more broadly for the visibility and readability of Audencia’s offering. First of all, our prime objective is to develop a customer focused versus Audencia focused vision for our marketing.
With this in mind, we must clearly ensure that we reach out to our targets and put their interests at the centre of our external commercially focused communications. One of our division’s major objectives is also to develop a clear value proposition highlighting the strengths of the Audencia brand to complement an approach that is currently chiefly centred on marketing of our programmes. For the opening of the Paris campus and its bachelor programmes in 2023, we will also launch the first Audencia advertising campaign with professions of the future at the heart of the concept.
Indeed, in a context where a majority of the jobs that there will be in 2030 do not yet exist and where environmental and societal issues are at the forefront, Audencia wants to equip the younger generation with the tools they require for confidence in their ability to meet these challenges and finding their place in tomorrow’s world. The idea is to increasingly place Audencia at the heart of a fast-changing environment whose offer meets the real expectations of our prospects, who are our future students.
What are your goals for the completion of the strategic plan, within the scope of the ECOS plan?
From 2023 onwards, but especially for the next few years, we will be working on an attractive content strategy with a focus on video-first and digital aspects. The behaviour of our targets has evolved (and is evolving every day) and it is up to us to be proactive and develop our content to be in phase with the new practices related to their environment.
Thereafter, with the constant and prime concern of listening to our targets and being aware of their desires, we will adopt a test and learn approach. Through this new way of working, our ambition is to be even more in tune with the concerns, aspirations and interests of our prospects.
What are your CSR commitments?
Completely adhering to our values and convictions, we are going to take advantage of the coming months to develop the principle of “Good for me, good for the planet”. Several actions will transform this positioning into reality. Firstly, we are going to switch from a physical goodies approach for competitive exams to a “virtual goodies” approach to support the change in perception of the need to produce small (often useless and carbon intensive) gifts to attract good candidates.
Generally speaking, our aim is to reduce all our expenditure items that have a significant CO2 footprint. In terms of content, we are now going to work on highlighting our programmes such as “Brio” or SIRIUS in order to generate differentiating levers of attraction. Finally, we will work towards greater inclusiveness in our marketing actions.
As a result, if I were to give just one example, the new website we are developing for June will be 100% accessible to anyone with a disability. We will also be implementing female gender inclusion on our web site and gradually on our other contact points.
KATELLE LETERTRE
Community & Content Manager
Focusing on quality rather than quantity
“2022 witnessed major developments at Audencia’s in-house print shop! The installation of new machines, which are more efficient and faster but also consume less energy, has allowed us to expand our services: large formats (A0 and bigger, up to 1 m 70), full page printing, but also on tarpaulins and adhesive vinyl, new colours (gold, silver and white), etc. These are additional assets for our various internal stakeholders (professors, employees and students) but the direct benefits of them support the school’s influence and enable significant limiting of production costs. This new production tool also continues to serve our CSR approach, launched in 1996, which is today reflected through the various paper types we use that are all FSC and PEFC certified, but also through recycling provided in conjunction with the company “Arbres”, which supports the integration of unemployed people with social and professional difficulties.”
