Module 1: Audit and Strategic Vision This first module lays the foundations to avoid navigating blindly.
The Initial Diagnosis: Knowing how to present the current situation and define clear commercial or image objectives.
Environmental Analysis: Identifying industry trends and new consumer behaviors.
Competitive Analysis: Compare competitors' performance and messaging to find your point of differentiation.
Exercise: Conducting a simplified competitive audit.
Module 2: Brand Identity & Precise Targeting This module defines who is speaking and who is being addressed.
Brand Storytelling: Defining the brand's narrative role (guide), its values and the tone to adopt.
Creating Personas: Building typical profiles of the target audience by including their motivations, obstacles and lifestyles.
The "Winning Zone": Identify this strategic area where customer expectations, brand strengths and competitor weaknesses intersect.
Module 3: Architecture and Editorial Pillars This module structures the core message.
Key Messages: List the arguments that address the emotional and rational needs of the target audience.
The Content Pyramid: Learn to balance publications according to three levels: promotional, informative and inspirational.
Creative Axes: Define the content pillars (e.g., humanity, innovation, freedom) to vary the ways of speaking.
Exercise: Design 3 post ideas based on the content matrix.
Module 4: Production, Formats and Planning This module organizes the operational implementation.
Art Direction: Define the graphic charter, visual atmospheres and writing style.
Media Mix: Select the relevant platforms (Instagram, LinkedIn, etc.) and the appropriate formats (videos, carousels).
The Editorial Calendar: Determining the publication frequency and orchestrating synergies between channels.
Module 5: Performance Management and Reporting This final module ensures the monitoring of results.
KPIs: Select the key indicators to track (engagement, reach, conversion).
Analysis and Recommendations: Knowing how to synthesize priorities and adjust the strategy to ensure overall consistency.
