EM NORMANDIE: APPRENTICESHIPS
The role of apprenticeships in France isnot yet fully developed at French Business Schools and still suffers from many prejudices. However, it is highly suitable for professional integration, a crucial factor in the search for a job today. So how could a communication campaign emphasizeEM Normandie’s apprenticeship training while delivering a message that speaks to both students and businesses?
To attract the media’s attention and to get them talking about EM Normandie, Noir sur Blanc devised a communication strategy which positioned the School as an expert in apprenticeships at business schools in France. The Agency conducted a survey on "The Future of Apprenticeships in French Business Schools" involving 150 companies and more than 60 apprenticeship students at EM Normandie. The results of the survey were relayed to the media via a press relations campaign that allowed EM Normandie to deliver its message on the subject and launch its own communications campaign: "Apprenticeships." A social media campaign created open discussion on the subject and the campaign was complimented by two animated videos, one for students and one for businesses. Finally, an infographic of the survey results was diffusedto the media.
EM Normandie received a lot of positive feedback following the campaign. Many companies in particular turned to the School to offer apprenticeship positions that they were looking to fill. On the media front, the results of "The Future of Apprenticeships in French Business Schools" survey was widely picked up by journalists.
Conducting a quantitative survey, layout and creation of an infographic of the survey results, press release and diffusion, development of a communications strategy, creation of the name and slogan of the campaign, production of two animated videos, creation of a print advertising campaign.
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See a selection of our work
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