In a context of increased competition among institutions, a redesign of the messaging and communication formats has made the training offer more readable, more embodied, and more attractive to prospective students.
Mission context
The École Normale Supérieure de Lyon is a public higher education institution, recognized for its academic rigor and the diversity of its programs.
It operates in a highly competitive environment, marked by the rise of private schools and international programs, whose communication codes are often more accessible and emotional.
The school has engaged Éclats to rethink its recruitment campaign, with a dual objective.
To renew its image with a new generation of students and to enhance the overall attractiveness of its programs without renouncing its academic positioning.
Diagnosis
The analysis of existing materials and communication practices revealed several points of friction.
Institutional communication was perceived as formal, top-down, and lacking embodiment, which limited prospective students' identification with the educational project.
The brand messaging appeared outdated and not differentiating compared to more agile players in terms of narrative.
Messages varied across platforms, generating a lack of coherence between print, web, and video.
Finally, the richness of the programs and campus life was not very visible, even though it constituted an important projection lever.
Implemented solution
The strategic response consisted of building a comprehensive campaign centered on humanity, intellectual curiosity, and transmission.
The choice was made to use content marketing and institutional video as the main levers, in order to shift from a descriptive discourse to an embodied narrative.
The redesign of the brand discourse served as a foundation, ensuring the alignment of messages across all channels.
A multi-channel communication plan allowed for the orchestration of dissemination on social media, the website, press relations, and key recruitment events, including open house days.
Outline of the intervention
Analysis of the existing situation and clarification of recruitment and image issues.
Complete rewriting of the brand discourse and formalization of a common narrative platform.
Design of the institutional film, including writing, shooting, interviews, editing, and graphic design.
Definition of an annual communication plan with an editorial calendar and dissemination recommendations.
Adaptation of messages for digital and print media, ensuring visual and editorial consistency.
Coordination with internal communication and admissions teams to ensure the appropriation of tools.
Observed results
The effects of the campaign were measured during the following recruitment period.
- A 28% increase in applications was observed compared to the previous campaign.
- The presentation film contributed to a 35% increase in engagement on the institution's blog, indicating increased attention and interest in the content offered.
+28%
Applications received compared to the previous period.
+35%
Engagement on the institution's blog.
An image perceived as more modern, accessible, and inspiring to prospective students.
Finally, the qualitative feedback from prospective students highlighted an image perceived as more modern, more accessible, and more inspiring, while remaining consistent with the academic standards of the school.