{"id":3711,"date":"2025-05-14T13:04:20","date_gmt":"2025-05-14T11:04:20","guid":{"rendered":"https:\/\/ko2onbwuok.preview.infomaniak.website\/?p=3711"},"modified":"2025-05-15T09:49:57","modified_gmt":"2025-05-15T07:49:57","slug":"comment-realiser-un-plan-de-communication-efficace-en-7-etapes","status":"publish","type":"post","link":"https:\/\/swapagency.ch\/en\/2025\/05\/14\/comment-realiser-un-plan-de-communication-efficace-en-7-etapes\/","title":{"rendered":"comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"3711\" class=\"elementor elementor-3711\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-49473db elementor-section-height-min-height elementor-section-items-stretch elementor-section-full_width elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no 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29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-c9ecb3e\" data-id=\"c9ecb3e\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f901700 elementor-align-left elementor-widget elementor-widget-post-info\" data-id=\"f901700\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-f8def6a elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/swapagency.ch\/en\/2025\/05\/14\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-calendar\" viewbox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M12 192h424c6.6 0 12 5.4 12 12v260c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V204c0-6.6 5.4-12 12-12zm436-44v-36c0-26.5-21.5-48-48-48h-48V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H160V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H48C21.5 64 0 85.5 0 112v36c0 6.6 5.4 12 12 12h424c6.6 0 12-5.4 12-12z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>May 14, 2025<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ed0c2c elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"7ed0c2c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes   <\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-1839522\" data-id=\"1839522\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;background_motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;background_motion_fx_translateY_effect&quot;:&quot;yes&quot;,&quot;background_motion_fx_translateY_direction&quot;:&quot;negative&quot;,&quot;background_motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;2&quot;,&quot;sizes&quot;:[]},&quot;background_motion_fx_translateY_affectedRange&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:{&quot;start&quot;:0,&quot;end&quot;:100}},&quot;background_motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eb9f90a elementor-widget elementor-widget-spacer\" data-id=\"eb9f90a\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-da33632 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"da33632\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d44eda4\" data-id=\"d44eda4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c87c0e9 elementor-widget elementor-widget-spacer\" data-id=\"c87c0e9\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2aaf5b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"f2aaf5b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">&#8220;On ne peut pas ne pas communiquer.&#8221; Cette citation c\u00e9l\u00e8bre du psychologue et th\u00e9oricien de la communication Paul Watzlawick r\u00e9sume parfaitement l\u2019enjeu de toute strat\u00e9gie d\u2019entreprise : chaque action, chaque silence, chaque image transmise est un acte de communication.<\/span>\u00a0<br \/><span data-contrast=\"auto\">Pour les entreprises modernes, un plan de communication bien con\u00e7u est devenu indispensable pour piloter leur image, renforcer leur notori\u00e9t\u00e9 et soutenir leur croissance.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">\u00c0 travers cet article, d\u00e9couvrez comment construire un plan de communication efficace, structur\u00e9 et align\u00e9 sur vos objectifs strat\u00e9giques, en vous appuyant sur des principes th\u00e9oriques \u00e9prouv\u00e9s et adapt\u00e9s aux enjeux actuels<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p>\u00a0<\/p><p><span class=\"TextRun SCXW170331353 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: #000000; text-align: justify; white-space-collapse: preserve; font-size: 14pt; line-height: 25.575px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Pourquoi un plan de communication est-il indispensable aujourd&#8217;hui ?<\/span><span class=\"EOP SCXW170331353 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: #000000; text-align: justify; white-space-collapse: preserve; font-size: 14pt; line-height: 25.575px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 10.6667px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Dans un environnement o\u00f9 les canaux de communication se multiplient et o\u00f9 les messages circulent \u00e0 grande vitesse, improviser sa communication n\u2019est plus une option.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: windowtext;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><\/p><p><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Sans plan structur\u00e9, le risque est grand de perdre en coh\u00e9rence, de gaspiller ses ressources et de diluer son image de marque.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: windowtext;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"color: windowtext; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 10.6667px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Mettre en place un plan de communication clair et r\u00e9fl\u00e9chi vous permet de :<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; color: windowtext;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><ul style=\"color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px;\"><li><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Assurer la coh\u00e9rence de vos messages sur l\u2019ensemble des supports et canaux<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/li><li><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Optimiser l&#8217;utilisation de vos ressources<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/li><li><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; line-height: 22.0875px; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Cibler efficacement<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\"> vos audiences prioritaires<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/span><\/li><li><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; text-align: justify; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; line-height: 22.0875px; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Renforcer durablement votre visibilit\u00e9 et votre image de marque<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/span><\/span><\/span><\/li><\/ul><div style=\"color: #000000; text-align: justify;\"><span style=\"font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span style=\"white-space-collapse: preserve;\">\u00a0<\/span><\/span><\/div><div style=\"color: #000000; text-align: justify;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span class=\"TextRun SCXW137612458 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 14pt; line-height: 25.575px; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Les 7 \u00e9tapes cl\u00e9s pour r\u00e9ussir votre plan de communication<\/span><span class=\"EOP SCXW137612458 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 14pt; line-height: 25.575px;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/div><div style=\"color: #000000; text-align: justify;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/div><div style=\"color: #000000; text-align: justify;\"><span class=\"TextRun SCXW55536584 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; white-space-collapse: preserve; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">1. D\u00e9finir vos objectifs<\/span><span class=\"EOP SCXW55536584 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; white-space-collapse: preserve; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}\">\u00a0<\/span><\/div><div style=\"color: #000000; text-align: justify;\"><span class=\"EOP SCXW55536584 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; white-space-collapse: preserve; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}\">\u00a0<\/span><\/div><div style=\"color: #000000; text-align: justify;\"><span style=\"background-color: transparent; font-size: 12pt; text-align: left; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\"><span style=\"font-variant-ligatures: none !important;\">Chaque action de communication doit r\u00e9pondre \u00e0 une intention pr\u00e9cise :<\/span><\/span><\/span><\/span><\/span><\/div><ul style=\"color: #000000;\"><li style=\"text-align: justify;\"><span lang=\"FR-FR\" style=\"background-color: transparent; font-size: 12pt; text-align: left; color: windowtext; white-space-collapse: preserve; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Informer<\/span><\/span><span style=\"background-color: transparent; font-size: 12pt; text-align: left; color: windowtext; white-space-collapse: preserve; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><li style=\"text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Sensibiliser<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><li style=\"text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Influencer<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><li style=\"text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Convaincre<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><span style=\"color: #333333;\">\u00a0<\/span><\/li><li style=\"text-align: justify;\"><span style=\"color: #333333;\">Fid\u00e9liser<\/span><\/li><\/ul><div style=\"text-align: justify;\">\u00a0<\/div><p style=\"text-align: justify;\"><span lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Ces objectifs doivent \u00eatre<\/span><span lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"> align\u00e9s avec votre strat\u00e9gie d\u2019entreprise et formul\u00e9s de mani\u00e8re SMART (Sp\u00e9cifiques, Mesurables, Atteignables, R\u00e9alistes, Temporellement d\u00e9finis).<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p style=\"text-align: justify;\"><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p style=\"text-align: justify;\"><span class=\"TextRun SCXW257149371 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; white-space-collapse: preserve; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">2. Identifier et comprendre votre public cible<\/span><span class=\"EOP SCXW257149371 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; color: windowtext; white-space-collapse: preserve; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; color: #000000; font-family: Calibri, Calibri_MSFontService, sans-serif;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Un plan de communication performant commence par une parfaite connaissance de votre public cible.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"> Pour construire des messages pertinents, il est essentiel d\u2019analyser :<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; position: relative; color: #000000; font-family: Calibri, Calibri_MSFontService, sans-serif;\"><ul style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; cursor: text; font-family: verdana; overflow: visible;\" role=\"list\"><li style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 0px 24px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; display: block; font-size: 12pt; font-family: Calibri, Calibri_MSFontService, sans-serif;\" role=\"listitem\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-weight: bold;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Les donn\u00e9es d\u00e9mographiques<\/span> <\/span><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">: \u00e2ge, localisation, secteur d\u2019activit\u00e9<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/li><\/ul><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; position: relative; color: #000000;\"><ul style=\"font-family: verdana; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; cursor: text; overflow: visible;\" role=\"list\"><li style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 0px 24px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; display: block; font-size: 12pt; font-family: Calibri, Calibri_MSFontService, sans-serif;\" role=\"listitem\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-weight: bold;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Les donn\u00e9es psychographiques<\/span> <\/span><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">: besoins, motivations, comportements d&#8217;achat<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/li><li style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px 0px 0px 24px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; display: block; font-size: 12pt; font-family: Calibri, Calibri_MSFontService, sans-serif;\" role=\"listitem\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/li><\/ul><div style=\"text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Adaptez votre ton, votre contenu et vos canaux<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\"> en fonction du profil et du niveau d&#8217;attente de vos audiences, afin d&#8217;optimiser l&#8217;impact de chaque action de communication.<\/span><\/span><\/div><div style=\"text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">\u00a0<\/span><\/span><\/div><div style=\"text-align: justify;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><span class=\"TextRun SCXW69845253 BCX0\" lang=\"FR-FR\" style=\"color: windowtext; font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">3. D\u00e9finir votre message cl\u00e9<\/span><span class=\"EOP SCXW69845253 BCX0\" style=\"color: windowtext; font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/div><div style=\"text-align: justify;\"><span class=\"EOP SCXW69845253 BCX0\" style=\"color: windowtext; font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/div><div style=\"text-align: justify;\"><span style=\"color: windowtext; font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Votre message est l\u2019essence m\u00eame de votre marque. Il joue un r\u00f4le central dans la r\u00e9ussite de votre communication interne et externe, et impacte directement la perception de votre entreprise. Pour \u00eatre efficace, il doit \u00eatre unique, authentique et pleinement align\u00e9 avec votre identit\u00e9. Un message clair constitue le socle sur lequel repose l&#8217;ensemble de vos actions de communication.<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/div><div style=\"text-align: justify;\"><span style=\"color: windowtext; font-size: 12pt; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; white-space-collapse: preserve; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/span><\/div><div style=\"text-align: justify;\"><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; text-align: start; white-space-collapse: collapse;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"TextRun SCXW64907705 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-weight: bold; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Comment construire votre message ?<\/span><span class=\"EOP SCXW64907705 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; text-align: start; white-space-collapse: collapse;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">En quelques lignes, d\u00e9finissez clairement qui vous \u00eates, \u00e0 quel public vous vous adressez, quelle est votre promesse de valeur, sur quels \u00e9l\u00e9ments vous l&#8217;appuyez, et quel ton vous souhaitez adopter dans votre communication. Ce message servira ensuite de base pour \u00eatre adapt\u00e9 \u00e0 vos diff\u00e9rentes cibles et aux canaux de diffusion s\u00e9lectionn\u00e9s.<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; color: windowtext; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">4. Choisir les bons canaux de communication<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; color: windowtext;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Face \u00e0 la multitude de supports disponibles aujourd&#8217;hui (r\u00e9seaux sociaux, emailings, presse, \u00e9v\u00e9nements\u2026), il est crucial de s\u00e9lectionner les canaux les plus adapt\u00e9s \u00e0 votre cible et \u00e0 vos objectifs.<\/span><\/p><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Pensez \u00e9galement \u00e0 coordonner vos actions sur plusieurs canaux pour cr\u00e9er des synergies.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; color: windowtext; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">5. D\u00e9finir un calendrier de communication<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; color: windowtext;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Pour piloter efficacement vos actions, \u00e9tablissez un calendrier \u00e9ditorial pr\u00e9cis en d\u00e9terminant les dates cl\u00e9s (lancements, \u00e9v\u00e9nements, promotions), la fr\u00e9quence de publication, ainsi que la r\u00e9partition des contenus selon les canaux choisis.<\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Un planning structur\u00e9 vous permettra d\u2019assurer une communication r\u00e9guli\u00e8re, d&#8217;anticiper les pics d\u2019activit\u00e9 et d\u2019optimiser la port\u00e9e de vos campagnes.<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; color: windowtext; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">6. Pr\u00e9voir un syst\u00e8me de mesure de la performance<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; color: windowtext;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">\u00c9valuer l&#8217;efficacit\u00e9 de votre communication est indispensable pour ajuster vos actions et maximiser votre impact.<\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Mettez en place des indicateurs de suivi pertinents, tels que le taux d\u2019ouverture et de clics de vos emailings, l\u2019engagement sur les r\u00e9seaux sociaux, le trafic web g\u00e9n\u00e9r\u00e9 ou encore le nombre de leads et de conversions obtenus.<\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Suivre ces donn\u00e9es en temps r\u00e9el vous permettra de piloter votre plan de communication avec agilit\u00e9 et d&#8217;am\u00e9liorer continuellement vos r\u00e9sultats.<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; color: windowtext; font-size: 12pt; font-style: italic; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; font-weight: bold;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">7. Assurer la coh\u00e9rence et l\u2019int\u00e9gration de votre communication<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 20.925px; font-family: Aptos, Aptos_EmbeddedFont, Aptos_MSFontService, sans-serif; color: windowtext;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Chaque message doit \u00eatre coh\u00e9rent avec votre strat\u00e9gie globale et int\u00e9gr\u00e9 \u00e0 l\u2019ensemble de vos actions marketing.<\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br class=\"SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Une communication fragment\u00e9e affaiblit votre image ; une communication int\u00e9gr\u00e9e la renforce durablement.<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div class=\"OutlineElement Ltr SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p class=\"Paragraph SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span class=\"TextRun SCXW140164215 BCX0\" lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-variant-ligatures: none !important; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">La coh\u00e9rence entre les diff\u00e9rents canaux, ton et visuels constitue un levier majeur pour construire la confiance de vos publics.<\/span><span class=\"EOP SCXW140164215 BCX0\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8987c06 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8987c06\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ba8742 elementor-widget elementor-widget-text-editor\" data-id=\"4ba8742\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div style=\"color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">Dans un monde o\u00f9 chaque interaction compte, r\u00e9ussir son plan de communication est un acte strat\u00e9gique majeur.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">En suivant ces 7 \u00e9tapes, vous vous assurez de construire un plan solide, coh\u00e9rent, align\u00e9 sur vos ambitions et respectueux des attentes de vos clients.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div style=\"color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">Chez <\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">SwapAgency<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">, nous croyons qu\u2019une communication bien pens\u00e9e est un atout-cl\u00e9 pour renforcer la croissance et la p\u00e9rennit\u00e9 des entreprises.<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text;\">\u00a0<\/span><\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><\/div><div style=\"color: #000000; font-family: 'Segoe UI', 'Segoe UI Web', Arial, Verdana, sans-serif; font-size: 12px; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; clear: both; cursor: text; overflow: visible; position: relative; direction: ltr;\"><p style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 16px 0px; padding: 0px; user-select: text; overflow-wrap: break-word; white-space-collapse: preserve; vertical-align: baseline; font-kerning: none; background-color: transparent; color: windowtext; text-align: justify;\"><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\">\ud83d\udce9 Besoin d\u2019un accompagnement pour structurer votre communication d\u2019entreprise ?<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: WordVisiCarriageReturn_MSFontService, Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\"><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\">\u00a0<\/span><br style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; text-wrap-mode: nowrap !important;\" \/><\/span><span lang=\"FR-FR\" style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif; font-variant-ligatures: none !important;\" xml:lang=\"FR-FR\" data-contrast=\"auto\"> <a style=\"transition-property: all;\" href=\"https:\/\/ko2onbwuok.preview.infomaniak.website\/contact\/\" target=\"_blank\" rel=\"noopener\">Contactez<\/a> nos \u00e9quipes et donnons ensemble plus d&#8217;impact \u00e0 vos projets !<\/span><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><div><span style=\"-webkit-user-drag: none; -webkit-tap-highlight-color: transparent; margin: 0px; padding: 0px; user-select: text; font-size: 12pt; line-height: 22.0875px; font-family: Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes &#8220;On ne peut pas ne pas communiquer.&#8221; Cette citation c\u00e9l\u00e8bre du psychologue et th\u00e9oricien de la communication Paul Watzlawick r\u00e9sume parfaitement l\u2019enjeu de toute strat\u00e9gie d\u2019entreprise : chaque action, chaque silence, chaque image transmise est un acte de communication. Pour les entreprises modernes, un plan de communication bien con\u00e7u est devenu indispensable pour piloter leur image, renforcer leur notori\u00e9t\u00e9 et soutenir leur croissance. \u00c0 travers cet article, d\u00e9couvrez comment construire un plan de communication efficace, structur\u00e9 et align\u00e9 sur vos objectifs strat\u00e9giques, en vous appuyant sur des principes th\u00e9oriques \u00e9prouv\u00e9s et adapt\u00e9s aux enjeux actuels Pourquoi un plan de communication est-il indispensable aujourd&#8217;hui ? Dans un environnement o\u00f9 les canaux de communication se multiplient et o\u00f9 les messages circulent \u00e0 grande vitesse, improviser sa communication n\u2019est plus une option. Sans plan structur\u00e9, le risque est grand de perdre en coh\u00e9rence, de gaspiller ses ressources et de diluer son image de marque. Mettre en place un plan de communication clair et r\u00e9fl\u00e9chi vous permet de : Assurer la coh\u00e9rence de vos messages sur l\u2019ensemble des supports et canaux Optimiser l&#8217;utilisation de vos ressources Cibler efficacement vos audiences prioritaires Renforcer durablement votre visibilit\u00e9 et votre image de marque Les 7 \u00e9tapes cl\u00e9s pour r\u00e9ussir votre plan de communication\u00a0\u00a01. D\u00e9finir vos objectifs\u00a0\u00a0Chaque action de communication doit r\u00e9pondre \u00e0 une intention pr\u00e9cise : Informer Sensibiliser Influencer Convaincre Fid\u00e9liser Ces objectifs doivent \u00eatre align\u00e9s avec votre strat\u00e9gie d\u2019entreprise et formul\u00e9s de mani\u00e8re SMART (Sp\u00e9cifiques, Mesurables, Atteignables, R\u00e9alistes, Temporellement d\u00e9finis). 2. Identifier et comprendre votre public cible Un plan de communication performant commence par une parfaite connaissance de votre public cible.\u00a0Pour construire des messages pertinents, il est essentiel d\u2019analyser : Les donn\u00e9es d\u00e9mographiques : \u00e2ge, localisation, secteur d\u2019activit\u00e9 Les donn\u00e9es psychographiques : besoins, motivations, comportements d&#8217;achat Adaptez votre ton, votre contenu et vos canaux en fonction du profil et du niveau d&#8217;attente de vos audiences, afin d&#8217;optimiser l&#8217;impact de chaque action de communication.\u00a0\u00a03. D\u00e9finir votre message cl\u00e9\u00a0\u00a0Votre message est l\u2019essence m\u00eame de votre marque. Il joue un r\u00f4le central dans la r\u00e9ussite de votre communication interne et externe, et impacte directement la perception de votre entreprise. Pour \u00eatre efficace, il doit \u00eatre unique, authentique et pleinement align\u00e9 avec votre identit\u00e9. Un message clair constitue le socle sur lequel repose l&#8217;ensemble de vos actions de communication. Comment construire votre message ? En quelques lignes, d\u00e9finissez clairement qui vous \u00eates, \u00e0 quel public vous vous adressez, quelle est votre promesse de valeur, sur quels \u00e9l\u00e9ments vous l&#8217;appuyez, et quel ton vous souhaitez adopter dans votre communication. Ce message servira ensuite de base pour \u00eatre adapt\u00e9 \u00e0 vos diff\u00e9rentes cibles et aux canaux de diffusion s\u00e9lectionn\u00e9s. 4. Choisir les bons canaux de communication Face \u00e0 la multitude de supports disponibles aujourd&#8217;hui (r\u00e9seaux sociaux, emailings, presse, \u00e9v\u00e9nements\u2026), il est crucial de s\u00e9lectionner les canaux les plus adapt\u00e9s \u00e0 votre cible et \u00e0 vos objectifs. Pensez \u00e9galement \u00e0 coordonner vos actions sur plusieurs canaux pour cr\u00e9er des synergies. 5. D\u00e9finir un calendrier de communication Pour piloter efficacement vos actions, \u00e9tablissez un calendrier \u00e9ditorial pr\u00e9cis en d\u00e9terminant les dates cl\u00e9s (lancements, \u00e9v\u00e9nements, promotions), la fr\u00e9quence de publication, ainsi que la r\u00e9partition des contenus selon les canaux choisis.\u00a0Un planning structur\u00e9 vous permettra d\u2019assurer une communication r\u00e9guli\u00e8re, d&#8217;anticiper les pics d\u2019activit\u00e9 et d\u2019optimiser la port\u00e9e de vos campagnes. 6. Pr\u00e9voir un syst\u00e8me de mesure de la performance \u00c9valuer l&#8217;efficacit\u00e9 de votre communication est indispensable pour ajuster vos actions et maximiser votre impact.\u00a0Mettez en place des indicateurs de suivi pertinents, tels que le taux d\u2019ouverture et de clics de vos emailings, l\u2019engagement sur les r\u00e9seaux sociaux, le trafic web g\u00e9n\u00e9r\u00e9 ou encore le nombre de leads et de conversions obtenus.\u00a0Suivre ces donn\u00e9es en temps r\u00e9el vous permettra de piloter votre plan de communication avec agilit\u00e9 et d&#8217;am\u00e9liorer continuellement vos r\u00e9sultats. 7. Assurer la coh\u00e9rence et l\u2019int\u00e9gration de votre communication Chaque message doit \u00eatre coh\u00e9rent avec votre strat\u00e9gie globale et int\u00e9gr\u00e9 \u00e0 l\u2019ensemble de vos actions marketing.\u00a0Une communication fragment\u00e9e affaiblit votre image ; une communication int\u00e9gr\u00e9e la renforce durablement. La coh\u00e9rence entre les diff\u00e9rents canaux, ton et visuels constitue un levier majeur pour construire la confiance de vos publics. Dans un monde o\u00f9 chaque interaction compte, r\u00e9ussir son plan de communication est un acte strat\u00e9gique majeur.\u00a0En suivant ces 7 \u00e9tapes, vous vous assurez de construire un plan solide, coh\u00e9rent, align\u00e9 sur vos ambitions et respectueux des attentes de vos clients. Chez SwapAgency, nous croyons qu\u2019une communication bien pens\u00e9e est un atout-cl\u00e9 pour renforcer la croissance et la p\u00e9rennit\u00e9 des entreprises. \ud83d\udce9 Besoin d\u2019un accompagnement pour structurer votre communication d\u2019entreprise ?\u00a0Contactez nos \u00e9quipes et donnons ensemble plus d&#8217;impact \u00e0 vos projets !<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3711","post","type-post","status-publish","format-standard","hentry","category-non-classe"],"aioseo_notices":[],"jetpack_featured_media_url":"","rttpg_featured_image_url":null,"rttpg_author":{"display_name":"cm@novagestion.ch","author_link":"https:\/\/swapagency.ch\/en\/author\/cmnovagestion-ch\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/swapagency.ch\/en\/category\/non-classe\/\" rel=\"category tag\">Non class\u00e9<\/a>","rttpg_excerpt":"Comment r\u00e9aliser un plan de communication efficace en 7 \u00e9tapes &#8220;On ne peut pas ne pas communiquer.&#8221; Cette citation c\u00e9l\u00e8bre du psychologue et th\u00e9oricien de la communication Paul Watzlawick r\u00e9sume parfaitement l\u2019enjeu de toute strat\u00e9gie d\u2019entreprise : chaque action, chaque silence, chaque image transmise est un acte de communication. Pour les entreprises modernes, un plan&hellip;","_links":{"self":[{"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/posts\/3711","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/comments?post=3711"}],"version-history":[{"count":8,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/posts\/3711\/revisions"}],"predecessor-version":[{"id":3725,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/posts\/3711\/revisions\/3725"}],"wp:attachment":[{"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/media?parent=3711"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/categories?post=3711"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/swapagency.ch\/en\/wp-json\/wp\/v2\/tags?post=3711"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}