Ferrié Julie

📝 Context:

L'Atelier du Bilan, a new structure specializing in skills assessment, wanted to launch in a competitive market. The need was urgent: to create a strong brand identity, establish a professional digital presence (showcase website), and develop all the communication tools necessary for marketing its services.

🎯 Objectives:

- Define a clear positioning and a differentiating communication strategy for the launch

- Design and launch a functional e-commerce website aligned with the brand's visual identity and tone

- Produce all print and web communication materials to ensure brand credibility and visibility

⚙️ Missions:

BRAND STRATEGY

- Creation of the overall communication strategy (target audience, key message, brand tone)

- Consulting on positioning and service offerings

DIGITAL & TECHNICAL

- Complete management of website creation (site map, wireframes, content integration)

- Optimization of user experience (UX) and basic search engine optimization (SEO)

CREATION & WRITING

- Writing all web content (key pages, taglines, forms)

- Design and writing of print materials (sales brochure, flyers) in coherence with the new identity

BRAND COHERENCE

- Ensuring editorial and visual harmonization across all channels and media

📊 Success Metrics:

- Successful launch: bringing the L'Atelier du Bilan brand to market with a strong and coherent identity

- Digital tool: delivery of an operational and optimized website, serving as a pillar for the commercial strategy

- Alignment and credibility: brand equipped with professional and engaging materials from its launch.

📝 Context:

The interprofessional organization Alliance Biocontrôle approached me for two major challenges: the need for a complete brand overhaul (rebranding) and the establishment of a 360° communication strategy to enhance its image. This strategic work was quickly complemented by the management of an unforeseen crisis situation.

🎯 Objective:

- Unite and engage all 41 member companies around the new brand identity

- Structure crisis communication to protect the interprofessional organization's reputation

⚙️ Missions carried out:

COMMUNICATION STRATEGY

- Creation of a multi-channel communication strategy (print, web, social)

- Deployment of a new brand identity and definition of a unique brand tone

CREATION & DIGITAL

- Website redesign and construction of an editorial strategy focused on conversion

- Complete content management: blog creation, post writing (1/week), and multi-platform post scheduling (LinkedIn, Instagram, Facebook)

PRESS RELATIONS

- Writing press releases

- Organizing press conferences

- Distributing press releases to a targeted press list

CRISIS COMMUNICATION

- Establishment and management of the crisis unit

- Writing key talking points

- Evaluation report of actions taken

📊 Success Metrics:

- Engagement: Tripling of LinkedIn followers in one year and +3% average engagement

- Brand Image: successful identity change, leading to a strengthened image and a recognizable player status in its sector

- Network: tenfold increase in partner engagement following the outreach campaign.

- Digital: increase in organic traffic on LinkedIn and the website

📝 Context:

The interprofessional organization for the cereal sector sought to promote the entire profession and establish its leadership by coordinating a strategic presence at a major international annual event. The main challenge was to design, deploy, and manage the entire communication plan and logistics for a stand aimed at a very broad audience.

🎯 Objectives:

- Design and deploy a comprehensive communication strategy for a trade show targeting 615,000 visitors.

- Manage the budget and service providers to ensure the success of the institutional presence.

- Unite local stakeholders and farmers around the interprofessional organization's actions.

⚙️ Missions:

PROJECT & BUDGET MANAGEMENT

- Design and deployment of a 360° communication plan for the trade show

- Budget management (€800K) and KPI monitoring with cost optimization

- Coordination and management of logistics, service providers (stand, reception, technical), and multi-channel promotion (emails, social media, print)

ACTIVATION & NETWORK

- Activation and mobilization of a network of farmer advocates and partners

- Support for 50 regional events to promote local initiatives

CREATION & EDITORIAL

- Production of all editorial materials (annual report, flyers, print & web visual assets)

- Editorial direction and coordination of promotional videos

TARGETED CONTENT MARKETING

- Coordination and writing of a monthly magazine for children (10K copies distributed per issue) to educate future generations

📊 Success Metrics:

- Budget Management: rigorous and optimized budget management and monitoring (€800K)

- Reach: successful communication plan for an event reaching 615K visitors

- Unifying Force: creation and management of a developed regional partner network

- Engagement: success of the targeted educational material (10K copies/month)