"Never forget to create and innovate, whatever the subject or field.”Anaïs Guthleben, Deputy Director of Communications, rightly reminds us AGPM Group. The leading group in insurance The military is indeed redoubling its inventiveness to embark both theinternal and the external in the deployment of a large-scale strategic plan.
How do you embody and legitimize a brand? How do you reflect its strategic expression? Through communication! Content strategy, event planning, social media… Anaïs Guthleben unveils a highly inspiring 360° communication plan.
As Deputy Director of Communications for the AGPM Group, those definition à la communication ?
For me, la communication regroup three Notions essential : the incarnation, la legitimacy et of coursestrategic aspectIt seems to me that these three concepts are the most suitable for Define communication expertise. An expertise whose role is to embody the brand and to reflect are expression strategic, en internal as en external.
Au breast Groups AGPM, company whose the vocation is to ensure historically the Military personnel and their families, our playing field as communicators is undoubtedly more sensitive et so ? standard et forced. However, our challenges remains that emanating de ce XNUMXPS postulator : to put innovation and creativity au Service de la Mark.
La communication regroup three Notions essential : the incarnation, la legitimacy et of course, the strategic aspect.
At We Are COM are curious, would like know how to is kitchen business Board de Communication?
So, our communications department reports directly to the head office of The company, based in Toulon, is divided into three divisions: a graphic design studio (We do the essential de our supports print et videos en internal), un department de communication internal, event et institutional et un department de external communication which brings together the digital, the Social Mediathe media plan, the actions sponsorship et the objects pub.
All right than organized en areas de skills, our let's go to tend à more de transversality and project managers are required to work with all of our support materials et channels communication.
Since 2023, the AGPM Group has implemented a strategic plan; can you tell us about it? say more on the below de this operation and how to embark the employees en internal ?
Absolutely! Every three years, the company develops a strategic plan to set a course. to the whole some collaborators.
With our new strategic plan, employees are involved from the development phase, at the heart de la reflection and de la put en artwork. It is un plan co-constructed en two people time strong.
A day boarding with l'ensemble some managers to to land the challenges à come, the issues et our and European via some workshops. collaborative. A second phase for all employees (headquarters and grounds) which materialized into a An inspiring day beginning with a foundational plenary session followed by expert conferences external to the company on specific topics (CSR, data, platformization …). A this occasion proposed also un parcours ambulatory, as on un forum, so that employees can discover different stands, exchange ideas and propose solutions ideas for our strategic plan. In the end, more than 1200 ideas were collected. et prioritized au within a leaf de road.
Any anecdotes on this topic? The official launch of the strategic plan took place at the Palace Neptune in Toulon and concluded at the famous Stade Mayol. This appeared to us as a metaphor, that du coup sending determining, to un important job team.
The collaborators are involved from the development phase, at the heart de la reflection and de la put en artwork.
Plus generally, on what tools conversational relies business One device de internal communication ?
It's important to know that our internal communication channels are constantly evolving, because have à the heart de paste au ? close some needs de our collaborators. Regularly We question employees to better understand their consumption patterns information. Which media do they prefer? ? When ? How does ?
Our main internal communication channel is the newsletter organized by major Themes, the result of a long process of strategic thinking and A/B testing. And today? We are proud to observe an open rate for our communications that is between 65 % et 70%.
But we are far from doing only email marketing. La platform Slack is also used in as un channel de communication à Part whole. Join have in one’s life. One of the main focuses is the two channels that are managed by the internal communications team which pushes information with un your differentiating. Here, missions on interactivity to to hire un Pigmentation de employees et se stand out du more classic format de la Newsletter.
We also host un Espaitec's weekly internal and we offer, in particular, animations de content via some screens installed au seat de the company, to our near de 700 employees on instead.
You mentioned an internal podcast; why this format? What are the best practices? de this channel ?
Eh Yes our Espaitec's a vu le day en 2020 en full containment et is patented 100 % en internal. Moreover, I like à contact un large Bravo to teams in charge de ce project.
In 2020, remote working disrupted our daily lives, especially in a group like the OUR, where this news handy was absolutely not to order du day. There was a strong and urgent need to maintain contact with employees, to establish a network reassuring to employees sometimes very isolated.
This is how that le format Espaitec's a summer experimented, et il must know at beginning thereof was really made de way Handcrafted production since the team was registering confined with the Using whatever resources they had on hand, their phones. And initially, it was almost exclusively the service communication here taking la passwords to relay the testimonials de our collaborators. Then Gradually, the format was refined with interviews, a presenter, and... jingles, etc. A real fan club has even emerged and it has become "the Thursday meeting place" Morning ».
Today, needs have changed with the return to in-person work and a mode of presence hybrid, the format has adapted and offers, on a weekly basis, an interview with a subject matter expert on specific subject of bottom.
A real fan club has even emerged and it has become "the Thursday meeting place" Morning ».
One last question about the internal aspects before we address the external side of your communication. At the beginning of our interview, you talked to us about the embodiment of the brand. For you, it is It's important that your employees are engaged; do you have an example of an action taken to... sharing ?
All first, la way for: have wish embark the employees to le Plan Strategic me seems but wish to remain conscious un good example. Then, on a more anecdotal note, I immediately think of our big in-house photoshoot where we offered volunteer employees the opportunity to have their own photos taken in scenes of life du follow-up .
For we, the goal was double : la valorization de our employees et la put en before de la reality de our business. Join planes also, another forte send to humanize our Organisation via authentic visuals here would not go out in your de banks of images.
This surgery a summer managed en internal et the 80 volunteers have summer thrilled de this experience. This led to genuine encounters between people who don't necessarily have the habit de work together. From now on, these photographs will illustrate our communication materials, particularly in in matters of de communication institutional and trademark employer.
Let's move on à the external, de those way communicate with each other en external ?
En ce here concerned the external, let's communicate enough classically via some shares occasional events, a bi-monthly newsletter, a presence on social media, the press affinity-based, la tv…
A the era du contents King, those strategy de contents put yourself en place ? How does emerge en so that brand and Win in notoriety ?
ll is perhaps yet un little premature de speak de strategy de contents au direction clean du term. Join are, to le moment, en phase de costs et de structuring, with some shares en test and learn. That is essential to reach à progress et to capitalize on.
However, what is clear is that we have one essential objective: to develop the our clients' comments, And that is why we question them and let's encourage share them experiences they have lived à our sides.
NWe have one essential objective: to develop the Our clients' comments.
A title For example, to our customers military, le Programs annual de immigration professional (PAM) is significant and a source of concern for families. To best support our clients during these times, we have put in place all another communication campaign supported by customer testimonials. Recently, it's a wife of a military officer and content creator, who shared her own experience with the Groups AGPM, in one’s life. One of the main focuses is the en in matters of de moving, on our accounts social.
And we're mobilizing the entire company for this public speaking project! We are currently en train de develop un plan employee advocacy. Suite au prochain episode. ☺
For futures de reply à business question, il y a also any un shutter sponsoring oriented toward the external. Our Groups is historically very present nearby de our target affinity by being a partner of numerous military events and sponsor of national athletes. Today, we challenge ourselves,The aim is to restore resonance and visibility to these events via social mediaTo achieve this, we are increasing the creation of content, in one’s life. One of the main focuses is the under format de capsule beds videos.
According to you, quelles seront the developments great challenges de la communication ?
The stakes are high, but for me The communication of tomorrow, and already of today, must be combined with artificial intelligence. We're thinking about it… How to integrate it in our communications? How can we use it wisely in the achievement of our content textual ou Visuals? That's un challenge here we are busy already.
Also, I would say that The major challenge for the coming years concerns the message. How? 'Or' What How to deliver impactful messages in the age of instant gratification? How to build How can things be sustained over time in a world where everything is constantly accelerating? And above all, how? How to preserve emotion in all of this? We know. emotion, whatever it may be, is the vector key de toute communication.
For to finish, have you got un latest consulting à deliver to readers de We Are COM ?
One piece of advice? Never get jaded, anything is always possible. Never forget to create and to innovate, whatever the subject or field. Moreover, the constraint is often very Stimulating. Stay attentive and curious about everything; inspiration is everywhere. Finally, have some convictions !
3 things to to know about Anaïs Guthleben
Its sources Our inspiration comes from au follow-up ? Anaïs is convinced that any is source inspiration. The media, but also everyday life, a sound, a situation… everything is process de communication il just open the eyes.
Sa the countryside de communication favorite ? La advertising Aldi " Place au new consumer » Parts and accessories it is en brittle the codes du hard discount that the sign is parvenue à se position with consistency. Et carefully on, Maurice et the Choco Swiss, all proven ads here have crossings the generations by settling in the collective imagination. ☺
His passions and commitments? Anaïs isn't afraid to get her hands dirty and has notably participated in a mud obstacle course, the Mud Girl, committed to the fight against the cancer du . Year latest it is with toute another game de are team that Anaïs a participated at this surgery charitable.
His anecdote about the AGPM Group? For their latest corporate video, the AGPM Group took the set out to film his music video in Martigues, in film studios equipped with technology innovative, en mur de LEDs. A experiment except standards et innovative. It is besides in ce same studio that some scenes du latest Batman de Matt Reeves have been tours.
