Mémoire-projet

Abstract

This study, conducted as part of a master's program at the University of Liège, focuses on enhancing the digital communication strategy for S'pace, a leisure center under the Unibox group, to improve visibility and customer engagement. Currently, S'pace uses multiple digital channels including websites, Facebook, Instagram, and TikTok. Despite a strong Facebook following, issues with account sponsorship led to collaboration with Localisy to optimize digital reach. Each establishment's interconnected website facilitates navigation, with social media managed daily. Internal audits reveal that the marketing budget, allocated as a percentage of revenue, supports digital activities with a dedicated team and tools like Adobe Photoshop and Google Analytics. Strategic recommendations include setting clear objectives to position S'pace as a leading leisure destination, defining audience segments for targeted actions, optimizing channels by strengthening presence on Google and email marketing, and improving internal communication through monthly meetings between marketing and establishment managers. Additionally, developing personalized and engaging content tailored to audience profiles and implementing a Customer Relationship Management (CRM) system to automate and personalize customer interactions are crucial. These steps aim to significantly enhance S'pace's digital presence, customer engagement, and market position, providing a pragmatic approach for sustainable growth and competitive advantage