Mémoire-projet

Abstract

In a world where audiovisual content is becoming an increasingly important part of companies' digital communications, communications agencies need to offer audiovisual content creation and find ways of standing out from the competition. The growing use of video is mainly due to the fact that it has a strong visual impact on the public. They are more likely to capture people's attention and stick in their minds. Audiovisual content also represents a unique way of telling a story to customers, and its viral nature can enable companies to reach a wide target of potential customers. In this context, Greenpig, a communications agency based in Namur, decided to launch its own audiovisual department to meet the growing demand in the communications market. But faced with competition that is already well established in the video sector, the agency needs to build a solid development strategy that will enable it to grow sustainably and add value to its service offering. To achieve this, several objectives need to be established. The first is to analyze the different practices used by Greenpig's competitor agencies in terms of their video offering, but also in terms of customer follow-up and loyalty. The second objective is to interview the corporate clients of these communications agencies and to analyze and compare their responses with the previous analysis. Finally, the last objective of this case study is to put in place strategic actions to guarantee the sustainable development of Greenpig's audiovisual department based on the analyses carried out previously.