Hello, can you please present yourself?
Hello, I am Clémentine Braud-Méchin,
Incharge of Marketing and Development,
at the Fondation Alliance Française.
I am Laurent Elisio Bordier,
Chargé de mission pédagogique for the Ministry of Europe and External Affairs
and Academic Director of
Alliance Française de Bombay.
To begin with,
why is it important to promote the new digital offer of courses
of the Fondation Alliance Française in India?
This digital platform
is not a platform of the Fondation.
It is, however, being proposed by the Fondation
for Alliances Françaises.
The promotion of this tool
is crucial for Alliances Françaises
for them to be able promote a new, enriched offer of courses.
This will enable to them upgrade
the entire offer of courses
proposed by Alliances for their learners.
It is indispensable to fix
all the key elements of the discourse
and all the promotional tools
while thinking carefully about the Positioning and Marketing Strategy.
And what are the advantages of such a tool
especially in the Indian context?
The advantages of such a tool include
being cutting-edge
in terms of our general methodology.
I think that our teams in the Alliances in India
have already incorporated
and often take recourse to many digital technologies.
The advantage of
this tool in particular
comes from the concept of
"enriched classroom interaction" i.e.
one can remain in contact with their class
even when they are not physically there.
One can learn while commuting, for example.
There is also a social networking aspect wherein
one can have discussions with
the other learners of the class.
One can work in groups.
The teacher can add resources to the platform.
There is also some editorial content on which
a learner can work independently.
These are checked automatically.
Therefore, this is a
supplementary tool
"connected" to our classes
with the small difference
being that it is a tool
of the brand Alliance Française.
Ma'am, can you tell us a bit about the structure
of this training?
Yes. We have finished the training.
As can be seen.
Definitely.
The training was intensive
but there was a good group
of about 26 people who attended.
The training took place over the course of three days.
On the first day, we started with
thinking and debating about certain elements
in terms of the language
and the Positioning.
What are we trying to say?
How do we narrate it?
How do we position ourselves
with respect to the competition?
Therefore, we worked
in groups in a very concrete fashion
to conduct exercises about
Communication Tools and Promotional Tools.
The groups worked, for example,
on how to make a poster
to enable them to concretely ascertain
how this narrative will be communicated
to their future public and learners.
This narrative is the story of the tool
and how one narrates this story
is a true Marketing question.
On the second day, we proceeded further
into more difficult territory as we delved
into budgetary considerations.
Here, Laurent came into the picture
in a very specific and detailed manner
with exercises which allowed us to
work together as a network on this front.
We also started thinking about the actions necessary
and a general Communication Plan.
Therefore, it was also a real opportunity
for the Alliances in India to work together,
to mutualise their thoughts,
to express, on occasion, their fears
on how to set things up,
on how to come up with solutions together,
and how to advance in a common direction.
The Alliances in India
are very dynamic and well-prepared
on this matter.
Laurent moderates and
guides this dynamic of
working together
especially with respect to the platform.
Effectively, this is what is important
this little particularity of the tool
which in fact makes a big difference.
It is a tool of the network
of the brand Alliance Française.
This is why it is important to
work together, in terms of Marketing,
in order to have a common proposition.
This will enable us to
explain the tool
and determine how we will change the nature of
our classroom interactions as a network
and not as individual Alliances
in their respective regions.
To conclude,
how can an Alliance modify its Marketing Strategy
to highlight this tool?
Modify?
I would rather say integrate.
To be honest, I don't really understand the question.
What can an Alliance do to
give prominence to this tool?
Well, these are the kind of questions that we asked ourselves.
In general, an Alliance already has a
Marketing Strategy in place.
We can communicate over social networks.
There are, evidently,
visuals that are used.
We will have to integrate this tool in all of these.
What one must understand,
and this is something which might be a bit delicate.
Terminology like "the new tool",
even in your first question,
is something about which
we talked extensively.
It isn't really a new tool but
rather the courses that we offer,
in their globality,
which are changing.
We know very well that
learners come to us because
they love Alliance Française and French.
Hence, the goal isn't to push them online.
This is not how we wish to communicate.
It is rather our live, classroom interactions
which are being enriched,
are evolving, and are
becoming "connected".
Hence, it isn't about adding
an additional Marketing element
but rather re-explaining
how we conduct a course at Alliance Française.
I'm not sure if I was clear, probably not.
I would like to add here what we said in the beginning
that this is about
upgrading the courses offered.
When I say upgrading,
I mean it in the sense that
we are going to propose to a learner,
to the public and to future prospects
the fact that this tool enriches what they have
learnt in class as they
will now have content available
before and after the class.
This prolongs the class and
hence promotes the idea that
Yes, I have a class but I will also find
my "connected" class. In this sense,
it is an enriched class which
incoporates an online dimension.
This is a usage and a collective set of experiences
which are enriched
and innovative at the same time.
What we are proposing is a new service.
We are not looking to promote the tool
using the prism of "newness".
On the contrary, the language should be that
Alliances Françaises continue to forge ahead
on the path of excellence and innovation.
It is this which is going to be proposed.
This is not a new Marketing Strategy in the sense that
it is the entire set of courses
offered by Alliances Françaises
which are clearly getting enriched
and, on a different plane,
will later go to the extent of hybrid courses.
But for the moment, we are not on that plane.
That will be a different
and specific offer of courses
for which we can discuss
a dedicated Marketing Strategy.
But here we are really talking about classes enriched
for the learner
where they can find some elements
of their class and some exercises online
before coming to class.
They can work on these during their commute,
on their smartphone or their computer.
This is to enable them to find
"My Alliance" / "Mon Alliance"
in as connected a manner as possible
as an add-on to the
very unique experience
which is found at an Alliance.
I think this was the message which was both delicate
and interesting at the same time.
What we wanted to say was
that no, we are not proposing a new offer of courses
and hence reinventing our Marketing.
We communicate already about our courses and
about our class-based interactions.
It is these interactions which will now evolve
by becomming "connected" and by changing their form.
We will henceforth be capable of enriching them
especially in terms of an academic continuum
i.e. what happens before, during and after a class etc.
The goal is to determine how to best explain all of this
within the framework of the current offer of courses.
This was perhaps the delicate aspect -
explaining that this is not a rupture.
The aim was to
explain to our teachers
that this is what an enriched classroom interaction is.
Hence, it really is about how
we evolve our existing Marketing strategies.
Ok, thank you!
Thanks Siddharth!
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