Digitalisation du secteur public : Conception d'une stratégie de communication en ligne pour le programme "Générations entreprenantes"

Abstract

This project involved the design of an online communication strategy, a tool created to help the AEI, to communicate effectively and meet core organisational objectives. The ultimate purpose is to raise awareness for the programme “Générations Entreprenantes”, one of AEI’s key strategic pillars that aims to propagate the entrepreneurial spirit among young Walloon citizens. This report was commissioned by the executive management due to the observation that young people, hence the final beneficiaries, are generally not aware of the existence of “Générations Entreprenantes”. According to this, the fundamental question of this academic project is: How to raise awareness for the Programme among young people and engage them? After building the base of a communication strategy which is the analysis of AEI’s corporate identity and branding, the communication strategy is progressively designed based on a model realized by Françoise Gabriel, professor in Marketing Communications. The research draws attention to the fact that the communication strategy should be based on a modern, young and approachable branding in order to resonate with a younger audience. Moreover, with more informed, more connected, more participatory and demanding individuals, the online communicational supports should be chosen according to this new consumer profile. Hence, the use of interactive communication channels seems to be the most effective solution. However, not only the channels have to be determined with mindful consideration, this also applies to the constructed message(s) that will be communicated. For that, according to admitted literature thereupon, it is important to study young people’s attitudes towards entrepreneurship. The research reveals that people still perceive more obstacles than advantages for pursuing an entrepreneurial path. Finally, the organisation should regularly assess the effectiveness of the strategy in order to be able to amend it, if necessary, and to reach initial objectives. It is recommended that: •the AEI develops a more youth-oriented look and image for its Programme; •the AEI reinforces the use of social media (social networks, blog, forum) and creates a website which includes messages with both, an informational and emotional appeal; • the Programme has an official advocate, like Guillaume WATTECAMPS, that resonates with young Walloon citizens; •the AEI builds a real community around “Générations Entreprenantes” in order to further legitimate the denomination of its Programme.