{"id":339108,"date":"2022-06-07T17:10:28","date_gmt":"2022-06-07T15:10:28","guid":{"rendered":"https:\/\/agence-samba.com\/?p=339108"},"modified":"2022-10-05T17:26:45","modified_gmt":"2022-10-05T15:26:45","slug":"projets-culturels-pourquoi-et-comment-mettre-en-place-une-veritable-strategie-de-communication","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/projets-culturels-pourquoi-et-comment-mettre-en-place-une-veritable-strategie-de-communication\/","title":{"rendered":"Projets culturels : pourquoi et comment mettre en place une v\u00e9ritable strat\u00e9gie de communication ?"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; background_enable_color=\u00a0\u00bboff\u00a0\u00bb background_color_gradient_direction=\u00a0\u00bb90deg\u00a0\u00bb positioning=\u00a0\u00bbnone\u00a0\u00bb position_origin_f=\u00a0\u00bbtop_center\u00a0\u00bb z_index=\u00a0\u00bb4&Prime; 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text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_font_size=\u00a0\u00bb15px\u00a0\u00bb header_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105B\u00a0\u00bb header_font_size=\u00a0\u00bb40px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#33306A\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb0px||20px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb0px||40px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||20px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb14px\u00a0\u00bb text_font_size_phone=\u00a0\u00bb13px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb36px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb26px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_margin__hover_enabled=\u00a0\u00bboff|desktop\u00a0\u00bb]<\/p>\n<h1><span>Projets culturels : pourquoi et comment mettre en place une v\u00e9ritable strat\u00e9gie de communication ? <\/span><\/h1>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4&Prime; make_equal=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px||50px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb0px||50px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||35px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.4.8&Prime;][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bbMuli|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb]<\/p>\n<p>Si les notions de culture et de strat\u00e9gie de communication semblent antinomiques de prime abord, elles peuvent en r\u00e9alit\u00e9 devenir compl\u00e9mentaires ; il suffit de mettre de c\u00f4t\u00e9 ce que l\u2019on croit savoir du monde de la communication. En effet, l\u2019une des principales raisons pour lesquelles le marketing et la communication sont g\u00e9n\u00e9ralement assez mal per\u00e7us par les acteurs du milieu culturel est la (tr\u00e8s) mauvaise r\u00e9putation qui les pr\u00e9c\u00e8de.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb make_equal=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb70%\u00a0\u00bb custom_margin=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||50px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime;][et_pb_image src=\u00a0\u00bbhttps:\/\/agence-samba.com\/wp-content\/uploads\/2022\/06\/phpFJlv3Y.jpg\u00a0\u00bb alt=\u00a0\u00bbstrat\u00e9gie et projets culturels\u00a0\u00bb title_text=\u00a0\u00bbadomas-aleno-SANA\u00a0\u00bb show_bottom_space=\u00a0\u00bboff\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb||5px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbslide\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb animation_delay=\u00a0\u00bb500ms\u00a0\u00bb animation_intensity_slide=\u00a0\u00bb5%\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_text_color=\u00a0\u00bb#02105B\u00a0\u00bb text_font_size=\u00a0\u00bb11px\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb\u00a0\u00bb text_font_size_phone=\u00a0\u00bb8px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]L&rsquo;exposition \u00ab\u00a0Genesis\u00a0\u00bb de Sebastiao Saldago, \u00e0 La Sucri\u00e8re &#8211; Lyon (RICHARD MOUILLAUD \/ MAXPPP)[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2&Prime; use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb1&Prime; make_equal=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_margin=\u00a0\u00bb0px||50px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||40px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime;][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bbMuli|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px|0px|||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb]La communication, associ\u00e9e au marketing et \u00e0 la publicit\u00e9, est consid\u00e9r\u00e9e comme un levier pour pousser le public \u00e0 l\u2019achat inutile, pour cr\u00e9er des besoins qui n\u2019existent pas, ceci gr\u00e2ce \u00e0 un \u00e9ventail de techniques plus ou moins morales, qui semblent surtout relever de la manipulation.<\/p>\n<p>Pourtant, s\u2019il est vrai que les techniques de marketing et communication ont effectivement servi le d\u00e9veloppement et le profit irraisonn\u00e9s de certaines entreprises, <strong>elles peuvent aussi \u00eatre utilis\u00e9es de mani\u00e8re responsable, \u00e9thique et pour servir des projets d\u2019utilit\u00e9 publique<\/strong>, notamment ceux de structures culturelles. Envisager d\u2019adopter une politique de communication en accord avec les valeurs de votre projet, qui va plus loin que la simple pr\u00e9paration d\u2019un dossier de presse ou la r\u00e9daction de communiqu\u00e9s, fait partie des piliers sur lesquels la p\u00e9rennit\u00e9 de votre structure culturelle peut se construire durablement, mais pas n\u2019importe comment.<\/p>\n<p><em><strong>SAMBA vous propose de d\u00e9couvrir pourquoi et comment mettre en place <span style=\"color: #02105b;\"><a href=\"https:\/\/agence-samba.com\/strategie-de-communication\/\" style=\"color: #02105b;\">une strat\u00e9gie de communication<\/a><\/span> pour votre projet culturel.<\/strong><\/em>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.4.8&Prime;][et_pb_image src=\u00a0\u00bbhttps:\/\/agence-samba.com\/wp-content\/uploads\/2022\/06\/Museographie.jpg\u00a0\u00bb alt=\u00a0\u00bbmuseographie\u00a0\u00bb title_text=\u00a0\u00bb1&Prime; align=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb80%\u00a0\u00bb module_alignment=\u00a0\u00bbright\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb30px||||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb40px||||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb animation_style=\u00a0\u00bbslide\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb animation_delay=\u00a0\u00bb500ms\u00a0\u00bb animation_intensity_slide=\u00a0\u00bb5%\u00a0\u00bb module_alignment_tablet=\u00a0\u00bbcenter\u00a0\u00bb module_alignment_phone=\u00a0\u00bbcenter\u00a0\u00bb module_alignment_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4&Prime; custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb28px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb22px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||10px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb24px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb18px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n<h2><span>Pourquoi \u00e9laborer un plan de communication pour un projet culturel\u00a0 ?<\/span><\/h2>\n<p>[\/et_pb_text][et_pb_divider color=\u00a0\u00bb#ffa33e\u00a0\u00bb divider_weight=\u00a0\u00bb2px\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb25%\u00a0\u00bb custom_margin=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][\/et_pb_divider][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bbMuli|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb]<\/p>\n<p>R\u00e9fl\u00e9chir \u00e0 un plan de communication pour accompagner le lancement ou stabiliser un projet culturel r\u00e9pond \u00e0 deux objectifs principaux : le premier est d\u2019ordre financier, le second tient \u00e0 la vocation naturelle de la culture \u00e0 cr\u00e9er des ponts entre diff\u00e9rents publics.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2&Prime; use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4&Prime; custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font_size=\u00a0\u00bb19px\u00a0\u00bb header_4_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_4_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_4_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_4_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n<h4 style=\"text-align: left;\"><span>Assurer la p\u00e9rennit\u00e9 de votre structure<\/span><\/h4>\n<p>En premier lieu, force est de constater que le contexte politico-\u00e9conomique actuel (et de ces derni\u00e8res ann\u00e9es) n\u2019est pas particuli\u00e8rement propice au d\u00e9veloppement et \u00e0 la durabilit\u00e9 de projets culturels, a fortiori lorsqu\u2019ils ne d\u00e9pendent pas d\u2019institutions anciennes ayant pignon sur rue.<\/p>\n<p>Les subventions s\u2019amenuisent et le m\u00e9c\u00e9nat ne suffisant g\u00e9n\u00e9ralement pas \u00e0 pourvoir aux besoins des projets, l&rsquo;environnement est de plus en plus concurrentiel, accroissant par l\u00e0 m\u00eame la tension sur les structures culturelles, qui rencontrent de r\u00e9elles et r\u00e9currentes difficult\u00e9s \u00e0 exister avec les budgets toujours plus serr\u00e9s qui leur sont impos\u00e9s.<br \/>Dans ces circonstances, <strong>il n\u2019est plus possible de faire l\u2019\u00e9conomie d\u2019un conseil en strat\u00e9gie pour se doter d\u2019une communication percutante et structur\u00e9e<\/strong>.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font_size=\u00a0\u00bb19px\u00a0\u00bb header_4_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_4_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_4_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_4_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n<h4 style=\"text-align: left;\"><span>Toucher un public plus large<\/span><\/h4>\n<p>Le second objectif qu\u2019une campagne de communication bien construite permet d\u2019atteindre est l\u2019\u00e9largissement de votre public. Les diff\u00e9rents supports de communication cr\u00e9\u00e9s pour un projet culturel, de la plaquette imprim\u00e9e aux publications sur un social media, permettent de <strong>le faire conna\u00eetre \u00e0 diff\u00e9rents publics<\/strong>, qui ne sont peut-\u00eatre pas ceux qui viennent d\u2019eux-m\u00eames \u00e0 la rencontre des structures culturelles, et \u00e9galement de<strong> rendre l\u2019offre culturelle plus tangible<\/strong> en la mat\u00e9rialisant physiquement aux yeux du \u201cconsommateur\u201d culturel. <br \/>Cette mat\u00e9rialit\u00e9 favorise la confiance d\u2019une personne face \u00e0 une offre de service culturelle, qui est intangible par nature, et donc plus difficile \u00e0 juger en termes de valeurs pour le consommateur. <\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/agence-samba.com\/wp-content\/uploads\/2022\/06\/so-57eccad766a4bdfb7ce416f3-ph0.jpg\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb height=\u00a0\u00bb500px\u00a0\u00bb custom_margin=\u00a0\u00bb50px||5px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbslide\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb animation_delay=\u00a0\u00bb500ms\u00a0\u00bb animation_intensity_slide=\u00a0\u00bb5%\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4&Prime; custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb custom_margin=\u00a0\u00bb0px|auto|50px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||25px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_text_color=\u00a0\u00bb#02105B\u00a0\u00bb text_font_size=\u00a0\u00bb11px\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb\u00a0\u00bb text_font_size_phone=\u00a0\u00bb8px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]Une s\u00e9quence de \u00ab Panorama \u00bb, chor\u00e9graphie de Philippe Decoufl\u00e9. \u00a9 Cr\u00e9dit photo : photo dr[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb28px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb22px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||10px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb24px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb18px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n<h2><span>Comment mettre la communication au service d\u2019un projet culturel ?<\/span><\/h2>\n<p>[\/et_pb_text][et_pb_divider color=\u00a0\u00bb#ffa33e\u00a0\u00bb divider_weight=\u00a0\u00bb2px\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb25%\u00a0\u00bb custom_margin=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][\/et_pb_divider][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bbMuli|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb]<\/p>\n<p>L\u2019utilisation des outils de communication dans un cadre culturel ne se fait pas au hasard, <strong>elle r\u00e9pond \u00e0 une strat\u00e9gie cr\u00e9\u00e9e sur-mesure<\/strong> pour r\u00e9pondre aux besoins sp\u00e9cifiques de chaque structure. <br \/>Pas de formule magique, la communication culturelle se construit sur la singularit\u00e9 de chaque projet. <\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font_size=\u00a0\u00bb19px\u00a0\u00bb header_4_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_4_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_4_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_4_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n<h4 style=\"text-align: left;\"><span>B\u00e2tir un projet de communication pertinent<\/span><\/h4>\n<p>Pour utiliser les outils de la communication \u00e0 bon escient, <strong>il faut avant tout parvenir \u00e0 d\u00e9finir une strat\u00e9gie de communication efficace par rapport \u00e0 deux facteurs principaux<\/strong> :<\/p>\n<ul>\n<li>Vos besoins et objectifs en tant que structure ou acteur du secteur culturel<\/li>\n<li>L\u2019environnement de votre projet et le public qu\u2019il est susceptible de toucher, ainsi que celui vers qui vous souhaitez l\u2019emmener : on parle de \u201ccibles\u201d<\/li>\n<\/ul>\n<p>La notion d\u2019objectifs, au sens o\u00f9 on l\u2019emploie dans le cadre d\u2019une strat\u00e9gie de communication, est assez rare dans le monde de l\u2019art et de la culture, alors qu\u2019ils existent pourtant bel et bien, comme dans n\u2019importe quel autre secteur d\u2019activit\u00e9.<\/p>\n<p>En l\u2019occurrence, les objectifs de communication d\u2019une institution, d\u2019une association ou m\u00eame d\u2019un artiste ind\u00e9pendant peuvent \u00eatre d\u2019accro\u00eetre sa notori\u00e9t\u00e9, de fid\u00e9liser son public, de se d\u00e9velopper\u2026 <strong>L\u2019objectif peut aussi \u00eatre d\u2019\u00eatre correctement identifi\u00e9 afin de s\u2019adresser aux bonnes personnes<\/strong> : un orchestre de musique baroque par exemple n\u2019a pas int\u00e9r\u00eat \u00e0 \u00eatre identifi\u00e9 comme groupe de musique rock.<\/p>\n<p><strong>D\u00e9finir clairement ses objectifs est la fondation d\u2019une strat\u00e9gie coh\u00e9rente qui portera ses fruits.<\/strong><br \/>La construction de cette strat\u00e9gie s\u2019appuie aussi sur l\u2019analyse de l\u2019environnement et des cibles du projet dont il est question. Il est important de bien conna\u00eetre sa concurrence (c&rsquo;est-\u00e0-dire les lieux ou structures similaires ou diff\u00e9rentes qui touchent le m\u00eame public), leurs pratiques, leur positionnement, etc.<br \/><strong>Une connaissance fine de ses cibles et de leurs attentes est \u00e9galement cruciale<\/strong> pour d\u00e9terminer comment s\u2019adresser \u00e0 elles.<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font_size=\u00a0\u00bb19px\u00a0\u00bb header_4_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_4_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_4_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_4_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n<h4 style=\"text-align: left;\"><span>Faire \u00e9merger et affirmer sa singularit\u00e9<\/span><\/h4>\n<p><span style=\"color: #02105b;\">L\u2019autre pilier d\u2019une communication culturelle efficace est la singularit\u00e9 du projet, ce qui le rend unique, le distingue de tous les autres.<\/span><br \/>\n<span style=\"color: #02105b;\"><strong>C\u2019est sur cet \u00e9l\u00e9ment principalement que s\u2019appuie tout le travail autour de l\u2019identit\u00e9 de la structure.<\/strong> En marketing traditionnel, on parle d\u2019image de marque (ou d\u2019<a href=\"https:\/\/agence-samba.com\/branding-identite-de-marque\/\" style=\"color: #02105b;\">identit\u00e9 de marque<\/a>).<\/span><br \/>\n<span style=\"color: #02105b;\">Identifier clairement votre singularit\u00e9 permet de cr\u00e9er un univers graphique et \u00e9ditorial qui vous correspond, qui est pleinement \u00e0 votre image, et que l\u2019on retrouvera dans votre ligne \u00e9ditoriale et <a href=\"https:\/\/agence-samba.com\/creation-identite-visuelle\/\" style=\"color: #02105b;\">votre identit\u00e9 visuelle,<\/a> qui guidera ensuite toute la cr\u00e9ation graphique et textuelle autour de vous et des projets que vous lancerez.<\/span>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMulish|800|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font_size=\u00a0\u00bb19px\u00a0\u00bb header_4_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_4_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb header_4_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb header_4_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n<h4 style=\"text-align: left;\"><span>Choisir les bons supports de communication<\/span><\/h4>\n<p>C\u2019est au regard de la strat\u00e9gie de communication, donc de vos cibles et objectifs, que sont choisis les bons supports de communication, ce qui fait entrer le projet de communication dans un cadre plus op\u00e9rationnel.<\/p>\n<p><strong>Les diff\u00e9rents supports pouvant \u00eatre investis sont tr\u00e8s nombreux<\/strong>, tant dans le champ de la communication digitale que dans celui de la communication imprim\u00e9e (ou communication print).<\/p>\n<p>Sur le plan du digital, on peut d\u00e9cider de travailler sur des m\u00e9dias sociaux, cr\u00e9er un blog, faire une refonte du site internet et am\u00e9liorer son r\u00e9f\u00e9rencement naturel, lancer des campagnes de mailing\u2026<br \/>La communication print comprend quant \u00e0 elle la cr\u00e9ation et la diffusion de visuels imprim\u00e9s uniques comme <span style=\"color: #000080;\"><a href=\"https:\/\/agence-samba.com\/conception-realisation-supports-print\/\" style=\"color: #000080;\">des affiches, des flyers, des plaquettes<\/a><\/span>, etc.<\/p>\n<p>A cela s\u2019ajoutent d\u2019autres outils classiques comme l\u2019\u00e9v\u00e9nementiel, qui peut \u00eatre particuli\u00e8rement pertinent dans un cadre culturel ou encore des spots radiophoniques ou t\u00e9l\u00e9visuels.<br \/>Lorsque les bons supports sont choisis, <strong>il convient de planifier ses futures actions de communication gr\u00e2ce \u00e0 un plan de communication<\/strong>, v\u00e9ritable feuille de route des actions \u00e0 effectuer. Loin d\u2019\u00eatre un simple planning, le plan de communication est le garant d\u2019une certaine constance, qui apporte de la valeur \u00e0 votre communication et, se faisant, \u00e0 votre public.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb2_5,3_5&Prime; use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb1&Prime; make_equal=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_margin=\u00a0\u00bb0px||50px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||40px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||30px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb][et_pb_column type=\u00a0\u00bb2_5&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime;][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.4em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bb|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_2_font_size=\u00a0\u00bb28px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bb|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bb|600|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb22px\u00a0\u00bb header_5_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px||10px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb24px\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb18px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb20px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]<\/p>\n<h2>L\u2019agence de communication sp\u00e9cialis\u00e9e : un partenaire indispensable<\/h2>\n<p>[\/et_pb_text][et_pb_divider color=\u00a0\u00bb#ffa33e\u00a0\u00bb divider_weight=\u00a0\u00bb2px\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb25%\u00a0\u00bb custom_margin=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][\/et_pb_divider][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; text_text_color=\u00a0\u00bb#02105b\u00a0\u00bb text_line_height=\u00a0\u00bb1.5em\u00a0\u00bb ol_font_size=\u00a0\u00bb3px\u00a0\u00bb header_font=\u00a0\u00bbMuli|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#02105b\u00a0\u00bb header_2_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_3_font=\u00a0\u00bbMuli|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb header_4_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_4_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font=\u00a0\u00bbMuli|700|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#ffa33e\u00a0\u00bb header_5_font_size=\u00a0\u00bb18px\u00a0\u00bb header_6_font=\u00a0\u00bbMuli|600|||||||\u00a0\u00bb header_6_text_color=\u00a0\u00bb#eb5a3b\u00a0\u00bb custom_margin=\u00a0\u00bb0px|0px|||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb header_2_font_size_tablet=\u00a0\u00bb\u00a0\u00bb header_2_font_size_phone=\u00a0\u00bb23px\u00a0\u00bb header_2_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb header_5_font_size_tablet=\u00a0\u00bb18px\u00a0\u00bb header_5_font_size_phone=\u00a0\u00bb17px\u00a0\u00bb header_5_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb]<\/p>\n<p>Concevoir une strat\u00e9gie de communication culturelle coh\u00e9rente, efficace et durable demande du temps et une v\u00e9ritable expertise, en particulier parce que, l\u00e0 o\u00f9 le marketing traditionnel a pour habitude de scruter les besoins et envies de ses cibles pour lui proposer des produits adapt\u00e9s,<strong> la cr\u00e9ation artistique fonctionne d\u2019une mani\u00e8re parfaitement oppos\u00e9e, pr\u00e9c\u00e9dant la demande de ses consommateurs.<\/strong><\/p>\n<p>Cette approche diam\u00e9tralement oppos\u00e9e du public n\u00e9cessite, pour le p\u00f4le communication, de travailler diff\u00e9remment afin d\u2019<strong>adapter les outils et principes de la communication aux enjeux et particularit\u00e9s du secteur culturel<\/strong>, raison pour laquelle l\u2019agence de communication sp\u00e9cialis\u00e9e en communication culturelle est un partenaire indispensable.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_5&Prime; _builder_version=\u00a0\u00bb4.4.8&Prime;][et_pb_image src=\u00a0\u00bbhttps:\/\/agence-samba.com\/wp-content\/uploads\/2022\/06\/cief.jpg\u00a0\u00bb alt=\u00a0\u00bbr\u00e9seaux sociaux community management internet\u00a0\u00bb title_text=\u00a0\u00bbcief\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; width=\u00a0\u00bb90%\u00a0\u00bb module_alignment=\u00a0\u00bbright\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb30px||||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb40px||||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb animation_style=\u00a0\u00bbslide\u00a0\u00bb animation_direction=\u00a0\u00bbbottom\u00a0\u00bb animation_delay=\u00a0\u00bb500ms\u00a0\u00bb animation_intensity_slide=\u00a0\u00bb5%\u00a0\u00bb module_alignment_tablet=\u00a0\u00bbcenter\u00a0\u00bb module_alignment_phone=\u00a0\u00bbcenter\u00a0\u00bb module_alignment_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_text_color=\u00a0\u00bb#02105B\u00a0\u00bb text_font_size=\u00a0\u00bb11px\u00a0\u00bb custom_margin=\u00a0\u00bb5px|||50px|false|false\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb\u00a0\u00bb text_font_size_phone=\u00a0\u00bb8px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb]CieF Arthur Perole &#8211; Photo Nina Flore Hernandez[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=\u00a0\u00bbon\u00a0\u00bb gutter_width=\u00a0\u00bb4&Prime; custom_padding_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb85%\u00a0\u00bb width_tablet=\u00a0\u00bb\u00a0\u00bb width_phone=\u00a0\u00bb100%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_margin=\u00a0\u00bb|auto|0px|auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb||0px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb||0px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb\u00a0\u00bb custom_padding_phone=\u00a0\u00bb0px||||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; 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Besoin d\u2019\u00e9changer \u00e0 propos de votre strat\u00e9gie de communication ? <strong>Contactez-nous, notre \u00e9quipe de communicants cr\u00e9atifs est \u00e0 votre \u00e9coute.<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_padding_mobile=\u00a0\u00bbon\u00a0\u00bb admin_label=\u00a0\u00bbRow\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb width=\u00a0\u00bb75%\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_padding=\u00a0\u00bb40px||0px||false|false\u00a0\u00bb use_custom_width=\u00a0\u00bbon\u00a0\u00bb custom_width_px=\u00a0\u00bb800px\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_button button_url=\u00a0\u00bbhttps:\/\/agence-samba.com\/contact\/\u00a0\u00bb button_text=\u00a0\u00bbRencontrons-nous !\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; 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_module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb95%\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_post_nav prev_text=\u00a0\u00bbArticle pr\u00e9c\u00e9dent\u00a0\u00bb next_text=\u00a0\u00bbArticle suivant\u00a0\u00bb _builder_version=\u00a0\u00bb4.9.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_font_size=\u00a0\u00bb16px\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb15px\u00a0\u00bb title_font_size_phone=\u00a0\u00bb13px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb title_text_color__hover_enabled=\u00a0\u00bbon|desktop\u00a0\u00bb title_text_color__hover=\u00a0\u00bb#ffa33e\u00a0\u00bb][\/et_pb_post_nav][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>communication culturelleProjets culturels : pourquoi et comment mettre en place une v\u00e9ritable strat\u00e9gie de communication ? Si les notions de culture et de strat\u00e9gie de communication semblent antinomiques de prime abord, elles peuvent en r\u00e9alit\u00e9 devenir compl\u00e9mentaires ; il suffit de mettre de c\u00f4t\u00e9 ce que l\u2019on croit savoir du monde de la communication. En effet, l\u2019une des principales raisons pour lesquelles le marketing et la communication sont g\u00e9n\u00e9ralement assez mal per\u00e7us par les acteurs du milieu culturel est la (tr\u00e8s) mauvaise r\u00e9putation qui les pr\u00e9c\u00e8de.L&rsquo;exposition \u00ab\u00a0Genesis\u00a0\u00bb de Sebastiao Saldago, \u00e0 La Sucri\u00e8re &#8211; Lyon (RICHARD MOUILLAUD \/ MAXPPP)La communication, associ\u00e9e au marketing et \u00e0 la publicit\u00e9, est consid\u00e9r\u00e9e comme un levier pour pousser le public \u00e0 l\u2019achat inutile, pour cr\u00e9er des besoins qui n\u2019existent pas, ceci gr\u00e2ce \u00e0 un \u00e9ventail de techniques plus ou moins morales, qui semblent surtout relever de la manipulation. Pourtant, s\u2019il est vrai que les techniques de marketing et communication ont effectivement servi le d\u00e9veloppement et le profit irraisonn\u00e9s de certaines entreprises, elles peuvent aussi \u00eatre utilis\u00e9es de mani\u00e8re responsable, \u00e9thique et pour servir des projets d\u2019utilit\u00e9 publique, notamment ceux de structures culturelles. Envisager d\u2019adopter une politique de communication en accord avec les valeurs de [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":339164,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"1920","footnotes":""},"categories":[30,32],"tags":[],"class_list":["post-339108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-culturelle","category-strategie-de-communication"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strat\u00e9gie de communication culture : pourquoi et comment ?<\/title>\n<meta name=\"description\" content=\"Quels sont les enjeux de la communication dans le monde de la culture? 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