La Défense wanted to strengthen its image among the Belgian population and convince citizens aged between 17 and 33 to work at La Défense. A wide-ranging communication campaign has been deployed, aimed both at improving the general image of the Ministry of Defence and, more specifically, its image as an employer.
Representative study among different targets: the Belgian population (18+ years old), potential future employees (17-33 years old), influencers (34-55 years old) and current La Défense employees.
- Reputation index
- Image and identity identification
- Employer branding
- Benchmark the effectiveness and attractiveness of their communication campaign
On the basis of different types of studies: recommendations concerning the scenario, the tone of voice and the style used in the communication campaign according to the different target groups.
Monitoring the evolution of support to La Défense of the different target groups and adapting the recommendations