{"id":59154,"date":"2023-10-26T14:44:02","date_gmt":"2023-10-26T14:44:02","guid":{"rendered":"https:\/\/phil.ca\/etudes-de-cas\/scott-mission\/"},"modified":"2023-10-30T18:14:17","modified_gmt":"2023-10-30T18:14:17","slug":"scott-mission","status":"publish","type":"page","link":"https:\/\/phil.ca\/fr\/etudes-de-cas\/scott-mission\/","title":{"rendered":"Scott Mission"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.22.1&Prime; background_enable_color=\u00a0\u00bboff\u00a0\u00bb use_background_color_gradient=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_stops=\u00a0\u00bbrgba(33,33,33,0.65) 0%|rgba(33,33,33,0.65) 100%\u00a0\u00bb background_color_gradient_overlays_image=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_start=\u00a0\u00bbrgba(33,33,33,0.65)\u00a0\u00bb background_color_gradient_end=\u00a0\u00bbrgba(33,33,33,0.65)\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/phil.ca\/wp-content\/uploads\/Treated1.png\u00a0\u00bb background_position=\u00a0\u00bbtop_center\u00a0\u00bb custom_padding=\u00a0\u00bb60px||60px||true|false\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb3_5,2_5&Prime; _builder_version=\u00a0\u00bb4.16&Prime; width=\u00a0\u00bb100%\u00a0\u00bb max_width=\u00a0\u00bb80%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb3_5&Prime; _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_divider color=\u00a0\u00bb#ffffff\u00a0\u00bb divider_weight=\u00a0\u00bb16px\u00a0\u00bb disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; max_width=\u00a0\u00bb48px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb custom_margin=\u00a0\u00bb0px|||||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb24px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>\u00c9tude de cas<\/h1>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|900|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb header_font_size=\u00a0\u00bb70px\u00a0\u00bb header_line_height=\u00a0\u00bb0.9em\u00a0\u00bb header_3_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_3_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_3_font_size=\u00a0\u00bb36px\u00a0\u00bb custom_margin=\u00a0\u00bb||28px|||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb60px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb36px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>Scott Mission<\/h1>\n<h3>Campagne de fin d&rsquo;ann\u00e9e 2022<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb2_5&Prime; _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/phil.ca\/wp-content\/uploads\/Logo_Inicio-horizontal-colour-EN.png\u00a0\u00bb title_text=\u00a0\u00bbLogo_Scott-horizontal-colour-EN\u00a0\u00bb align=\u00a0\u00bbright\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb-10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbNunito Sans||||||||\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Un organisme de bienfaisance chr\u00e9tien non confessionnel dont la mission est de r\u00e9pondre aux besoins de la communaut\u00e9, Scott Mission propose une vari\u00e9t\u00e9 de programmes qui offrent un soutien et des provisions aux personnes sans-abri, aux familles \u00e0 faible revenu, aux enfants et aux jeunes. Des garderies aux banques alimentaires, en passant par de l\u2019h\u00e9bergement s\u00e9curitaire, Scott Mission, situ\u00e9 au centre-ville de Toronto, joue un r\u00f4le essentiel pour appuyer la communaut\u00e9.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_divider color=\u00a0\u00bb#707070&Prime; divider_position=\u00a0\u00bbcenter\u00a0\u00bb divider_weight=\u00a0\u00bb1px\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb165%\u00a0\u00bb custom_margin=\u00a0\u00bb|||-370px|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; specialty=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; inner_max_width=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb75px||75px||true|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_divider color=\u00a0\u00bb#ffc72c\u00a0\u00bb divider_weight=\u00a0\u00bb16px\u00a0\u00bb disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; max_width=\u00a0\u00bb48px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#212121&Prime; header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb custom_margin=\u00a0\u00bb0px|||||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb24px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>La campagne<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_4&Prime; specialty_columns=\u00a0\u00bb3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_row_inner column_structure=\u00a0\u00bbundefined\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bbundefined\u00a0\u00bb saved_specialty_column_type=\u00a0\u00bb3_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb link_font=\u00a0\u00bb|600|||||||\u00a0\u00bb link_text_color=\u00a0\u00bb#007934&Prime; header_font=\u00a0\u00bbPoppins|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb40px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bbNunito Sans|900|||||||\u00a0\u00bb header_2_font_size=\u00a0\u00bb32px\u00a0\u00bb header_4_font=\u00a0\u00bbNunito Sans|900|||||||\u00a0\u00bb header_4_font_size=\u00a0\u00bb32px\u00a0\u00bb header_4_line_height=\u00a0\u00bb1.7em\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb16px\u00a0\u00bb text_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2>Le choix des mots : comment Scott Mission a utilis\u00e9 la communication pour nourrir plus de personnes<\/h2>\n<p>&nbsp;<\/p>\n<p>La campagne de fin d&rsquo;ann\u00e9e de Scott Mission, visant \u00e0 accro\u00eetre le soutien pour sa mission, a d\u00e9montr\u00e9 qu\u2019une communication efficace peut mener \u00e0 des actions concr\u00e8tes.<\/p>\n<h4><span style=\"color: #ffc72c;\">57% de plus d&rsquo;impressions<\/span><br \/><span style=\"color: #00a9ce;\">Une hausse exceptionnelle de 259 % du nombre de visionnements sur nos publicit\u00e9s YouTube<\/span><br \/><span style=\"color: #0047bb;\">Une augmentation fantastique de 416 % du nombre de commentaires sur les r\u00e9seaux sociaux<\/span><\/h4>\n<p>Toutefois, ces r\u00e9sultats spectaculaires n&rsquo;ont pas \u00e9t\u00e9 le fruit du hasard ou du traintrain quotidien. En effet, Scott Mission avait pris la d\u00e9cision de sortir de sa zone de confort et de transmettre son message de mani\u00e8re percutante et engageante. Par la suite, cette campagne est devenue le mod\u00e8le \u00e0 suivre pour les initiatives de collecte de fonds subs\u00e9quentes : il s\u2019agit de raconter des \u00ab histoires qui finissent bien \u00bb pour montrer aux donateurs comment leur soutien peut avoir un impact direct dans la communaut\u00e9.<\/p>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; specialty=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; inner_max_width=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb75px||75px||true|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_divider color=\u00a0\u00bb#ffc72c\u00a0\u00bb divider_weight=\u00a0\u00bb16px\u00a0\u00bb disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; max_width=\u00a0\u00bb48px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#212121&Prime; header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb custom_margin=\u00a0\u00bb0px|||||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb24px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>Le d\u00e9fi<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_4&Prime; specialty_columns=\u00a0\u00bb3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_row_inner column_structure=\u00a0\u00bbundefined\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bbundefined\u00a0\u00bb saved_specialty_column_type=\u00a0\u00bb3_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb header_font=\u00a0\u00bbPoppins|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb40px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_4_font_size=\u00a0\u00bb22px\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb16px\u00a0\u00bb text_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h4>Apr\u00e8s avoir r\u00e9alis\u00e9 un changement d&rsquo;image de marque majeur, les responsables de Scott Mission ont approch\u00e9 Phil pr\u00eats \u00e0 donner un nouveau look \u00e0 leur prochaine campagne de financement<\/h4>\n<p>L\u2019organisation avait \u00e9galement atteint un point de bascule dans les communications : elle voulait transformer le discours entourant la pauvret\u00e9 en privil\u00e9giant les histoires inspirantes plut\u00f4t que le r\u00e9cit sombre habituel. Elle voulait crier haut et fort qu\u2019il est possible de passer \u00e0 travers une situation socio-\u00e9conomique difficile quand on a les outils n\u00e9cessaires et un bon syst\u00e8me de soutien, comme Scott Mission, \u00e0 ses c\u00f4t\u00e9s.<\/p>\n<p>Une fois les supports choisis &#8211; les autobus, les arr\u00eats d\u2019autobus, les journaux et les r\u00e9seaux sociaux &#8211; c&rsquo;\u00e9tait au tour de Phil de proposer la strat\u00e9gie et l&rsquo;aspect g\u00e9n\u00e9ral de la campagne.<\/p>\n<p>L&rsquo;\u00e9tape la plus importante consistait \u00e0 d\u00e9terminer \u00e0 qui nous voulions que le message s&rsquo;adresse. Afin d&rsquo;atteindre le public cible, les adultes de 35 ans et plus (dont une majorit\u00e9 de femmes), nous avons opt\u00e9 pour des messages audacieux et des images accrocheuses. Comme nous \u00e9tions convaincus que ce public sympathiserait avec une m\u00e8re et son enfant, Scott Mission a demand\u00e9 \u00e0 une famille ayant d\u00e9j\u00e0 b\u00e9n\u00e9fici\u00e9 des services de Scott Mission de participer \u00e0 une s\u00e9ance photo.<\/p>\n<p>Phil a ensuite imagin\u00e9 ce slogan coup de poing : <strong><span style=\"color: #00a9ce;\">\u00ab On ne choisit pas d&rsquo;avoir faim, mais on choisit de donner. \u00bb<\/span><\/strong>. L&rsquo;utilisation d&rsquo;un message aussi franc, associ\u00e9 \u00e0 l&rsquo;image d&rsquo;une m\u00e8re au ventre creux et de son enfant, a imm\u00e9diatement attir\u00e9 l&rsquo;attention de notre public cible. Nos destinataires ont ressenti le besoin d\u2019aider. Autre avantage non-n\u00e9gligeable : Scott Mission a la possibilit\u00e9 \u00e0 de r\u00e9utiliser ou d&rsquo;adapter ce slogan dans de futures campagnes, lui permettant ainsi de renforcer la notori\u00e9t\u00e9 de sa marque et d\u2019augmenter l&rsquo;engagement des donateurs chaque ann\u00e9e.<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_5_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_5_font_size=\u00a0\u00bb24px\u00a0\u00bb background_color=\u00a0\u00bb#00a9ce\u00a0\u00bb custom_padding=\u00a0\u00bb20px|25px|10px|25px|false|true\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h5>L&rsquo;annonce parue dans le Nationalpost.com a suscit\u00e9 plus de 2,8 millions d&rsquo;impressions!<\/h5>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_5_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_5_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb header_5_font_size=\u00a0\u00bb24px\u00a0\u00bb background_color=\u00a0\u00bb#0047bb\u00a0\u00bb custom_padding=\u00a0\u00bb20px|25px|10px|25px|false|true\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h5>La publicit\u00e9 du Toronto Star a g\u00e9n\u00e9r\u00e9 57,9 millions d&rsquo;impressions du public cible, sans oublier qu&rsquo;elles \u00e9taient durables : 47 % des lecteurs du Saturday Star se sont souvenus d&rsquo;avoir vu la publicit\u00e9 de Scott Mission.<\/h5>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; 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_builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_divider color=\u00a0\u00bb#0047bb\u00a0\u00bb divider_weight=\u00a0\u00bb16px\u00a0\u00bb disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; max_width=\u00a0\u00bb48px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#212121&Prime; header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb custom_margin=\u00a0\u00bb0px|||||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb24px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>Annonces dans les journaux<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_4&Prime; 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max_width=\u00a0\u00bb48px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#212121&Prime; header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb custom_margin=\u00a0\u00bb0px|||||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb24px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>Vid\u00e9o YouTube<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_4&Prime; specialty_columns=\u00a0\u00bb3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_row_inner column_structure=\u00a0\u00bbundefined\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bbundefined\u00a0\u00bb saved_specialty_column_type=\u00a0\u00bb3_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb|300|||||||\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb link_font=\u00a0\u00bb|700|||||||\u00a0\u00bb link_text_color=\u00a0\u00bb#8d1b60&Prime; header_font=\u00a0\u00bbPoppins|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb40px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb16px\u00a0\u00bb text_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>En compl\u00e9ment des images statiques, Phil a assur\u00e9 la direction artistique d&rsquo;une vid\u00e9o publi\u00e9e sur YouTube. Notre strat\u00e9gie consistait \u00e0 placer le public devant un fait ind\u00e9niable et percutant : nous avons tous besoin de manger et les c\u00e9l\u00e9brations de fin d&rsquo;ann\u00e9e font ressentir ce besoin davantage.<\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/phil.ca\/wp-content\/uploads\/ScottM_youtubestats_FR.png\u00a0\u00bb title_text=\u00a0\u00bbScottM_youtubestats_FR\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; specialty=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; inner_max_width=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb75px||75px||true|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_divider color=\u00a0\u00bb#0047bb\u00a0\u00bb divider_weight=\u00a0\u00bb16px\u00a0\u00bb disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; max_width=\u00a0\u00bb48px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#212121&Prime; header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb custom_margin=\u00a0\u00bb0px|||||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb24px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>Affiches du m\u00e9tro et des bus<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_4&Prime; specialty_columns=\u00a0\u00bb3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_row_inner column_structure=\u00a0\u00bbundefined\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bbundefined\u00a0\u00bb saved_specialty_column_type=\u00a0\u00bb3_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/phil.ca\/wp-content\/uploads\/subway-ad-mockup.png\u00a0\u00bb title_text=\u00a0\u00bbsubway-ad-mockup\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_image src=\u00a0\u00bbhttps:\/\/phil.ca\/wp-content\/uploads\/BackBus-mockup.png\u00a0\u00bb title_text=\u00a0\u00bbBackBus-mockup\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; specialty=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; inner_max_width=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb75px||75px||true|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_divider color=\u00a0\u00bb#ffc72c\u00a0\u00bb divider_weight=\u00a0\u00bb16px\u00a0\u00bb disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; max_width=\u00a0\u00bb48px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#212121&Prime; header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb custom_margin=\u00a0\u00bb0px|||||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb24px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>Les r\u00e9sultats<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_4&Prime; specialty_columns=\u00a0\u00bb3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_row_inner column_structure=\u00a0\u00bbundefined\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bbundefined\u00a0\u00bb saved_specialty_column_type=\u00a0\u00bb3_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb link_font=\u00a0\u00bb|700|||||||\u00a0\u00bb link_text_color=\u00a0\u00bb#8d1b60&Prime; header_font=\u00a0\u00bbPoppins|600|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb40px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bbNunito Sans|900|||||||\u00a0\u00bb header_3_font_size=\u00a0\u00bb32px\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb16px\u00a0\u00bb text_font_size_phone=\u00a0\u00bb16px\u00a0\u00bb text_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h3>Phil est fier d&rsquo;avoir collabor\u00e9 avec Scott Mission \u00e0 cette campagne. Ensemble, nous avons appris \u00e0 prendre des risques et \u00e0 nous engager \u00e0 produire des communications plus courageuses et plus percutantes, et les r\u00e9sultats le d\u00e9montrent :<\/h3>\n<p><strong>Les revenus provenant de dons ont augment\u00e9 en d\u00e9cembre 2022<\/strong><br \/>les annonces que nous avons cr\u00e9\u00e9es ensemble ont compl\u00e9t\u00e9 les autres efforts de collecte de fonds, comme le publipostage et les envois massifs de courriels.<\/p>\n<p><strong>Commencer par la strat\u00e9gie \u00e9tait une bonne d\u00e9cision<\/strong><br \/>nous avons \u00e9t\u00e9 tr\u00e8s fiers de voir une campagne aussi fructueuse prendre son envol, permettant aussi de r\u00e9utiliser le message pour les campagnes ult\u00e9rieures (on ne change pas ce qui fonctionne!). L&rsquo;organisation pourra \u00e9galement r\u00e9aliser de bonnes \u00e9conomies \u00e0 l\u2019avenir : elle n&rsquo;aura pas \u00e0 r\u00e9investir chaque ann\u00e9e dans de nouvelles strat\u00e9gies.<\/p>\n<p><strong>Il faut oser la cr\u00e9ativit\u00e9<\/strong><br \/>les donn\u00e9es ne mentent pas, les histoires pleines d&rsquo;espoir mobilisent plus que les r\u00e9cits tristes. Quand on montre aux gens qu\u2019ils peuvent avoir un impact concret et positif sur leur communaut\u00e9, ils sont pr\u00eats \u00e0 s\u2019engager. Les histoires \u00e9mouvantes restent longtemps dans nos c\u0153urs, et nous poussent \u00e0 l&rsquo;action.<\/p>\n<p>La puissante campagne de Scott Mission d\u00e9montre que lorsqu\u2019on alimente les c\u0153urs d&rsquo;espoir gr\u00e2ce \u00e0 une action cibl\u00e9e, on peut r\u00e9ellement nourrir plus de personnes.<\/p>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; specialty=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; inner_max_width=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb75px||75px||true|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb0px||0px||true|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_divider color=\u00a0\u00bb#0047bb\u00a0\u00bb divider_weight=\u00a0\u00bb16px\u00a0\u00bb disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; max_width=\u00a0\u00bb48px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text disabled_on=\u00a0\u00bboff|off|off\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb text_line_height=\u00a0\u00bb2em\u00a0\u00bb header_font=\u00a0\u00bbNunito Sans|800|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#212121&Prime; header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb custom_margin=\u00a0\u00bb0px|||||\u00a0\u00bb header_font_size_tablet=\u00a0\u00bb30px\u00a0\u00bb header_font_size_phone=\u00a0\u00bb24px\u00a0\u00bb header_font_size_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1>D\u00e9couvrez<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_4&Prime; specialty_columns=\u00a0\u00bb3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_row_inner column_structure=\u00a0\u00bbundefined\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bbundefined\u00a0\u00bb saved_specialty_column_type=\u00a0\u00bb3_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.22.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb link_font=\u00a0\u00bb||||on||||\u00a0\u00bb link_text_color=\u00a0\u00bb#0047bb\u00a0\u00bb header_5_font=\u00a0\u00bbNunito Sans||||||||\u00a0\u00bb header_5_font_size=\u00a0\u00bb30px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h5><strong>Visitez le site <a href=\"scottmission.com\" target=\"_blank\" rel=\"noopener\">scottmission.com<\/a> pour obtenir des ressources, des informations et d&rsquo;autre infos.<\/strong><\/h5>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00c9tude de casScott Mission Campagne de fin d&rsquo;ann\u00e9e 2022Un organisme de bienfaisance chr\u00e9tien non confessionnel dont la mission est de r\u00e9pondre aux besoins de la communaut\u00e9, Scott Mission propose une vari\u00e9t\u00e9 de programmes qui offrent un soutien et des provisions aux personnes sans-abri, aux familles \u00e0 faible revenu, aux enfants et aux jeunes. Des garderies aux banques alimentaires, en passant par de l\u2019h\u00e9bergement s\u00e9curitaire, Scott Mission, situ\u00e9 au centre-ville de Toronto, joue un r\u00f4le essentiel pour appuyer la communaut\u00e9.La campagneLe choix des mots : comment Scott Mission a utilis\u00e9 la communication pour nourrir plus de personnes &nbsp; La campagne de fin d&rsquo;ann\u00e9e de Scott Mission, visant \u00e0 accro\u00eetre le soutien pour sa mission, a d\u00e9montr\u00e9 qu\u2019une communication efficace peut mener \u00e0 des actions concr\u00e8tes. 57% de plus d&rsquo;impressionsUne hausse exceptionnelle de 259 % du nombre de visionnements sur nos publicit\u00e9s YouTubeUne augmentation fantastique de 416 % du nombre de commentaires sur les r\u00e9seaux sociaux Toutefois, ces r\u00e9sultats spectaculaires n&rsquo;ont pas \u00e9t\u00e9 le fruit du hasard ou du traintrain quotidien. En effet, Scott Mission avait pris la d\u00e9cision de sortir de sa zone de confort et de transmettre son message de mani\u00e8re percutante et engageante. Par la suite, cette campagne est devenue le mod\u00e8le \u00e0 suivre pour les initiatives de collecte de fonds subs\u00e9quentes : il s\u2019agit de raconter des \u00ab histoires qui finissent bien \u00bb pour montrer aux donateurs comment leur soutien peut avoir un impact direct dans la communaut\u00e9.Le d\u00e9fiApr\u00e8s avoir r\u00e9alis\u00e9 un changement d&rsquo;image de marque majeur, les responsables de Scott Mission ont approch\u00e9 Phil pr\u00eats \u00e0 donner un nouveau look \u00e0 leur prochaine campagne de financement L\u2019organisation avait \u00e9galement atteint un point de bascule dans les communications : elle voulait transformer le discours entourant la pauvret\u00e9 en privil\u00e9giant les histoires inspirantes plut\u00f4t que le r\u00e9cit sombre habituel. Elle voulait crier haut et fort qu\u2019il est possible de passer \u00e0 travers une situation socio-\u00e9conomique difficile quand on a les outils n\u00e9cessaires et un bon syst\u00e8me de soutien, comme Scott Mission, \u00e0 ses c\u00f4t\u00e9s. Une fois les supports choisis &#8211; les autobus, les arr\u00eats d\u2019autobus, les journaux et les r\u00e9seaux sociaux &#8211; c&rsquo;\u00e9tait au tour de Phil de proposer la strat\u00e9gie et l&rsquo;aspect g\u00e9n\u00e9ral de la campagne. L&rsquo;\u00e9tape la plus importante consistait \u00e0 d\u00e9terminer \u00e0 qui nous voulions que le message s&rsquo;adresse. Afin d&rsquo;atteindre le public cible, les adultes de 35 ans et plus (dont une majorit\u00e9 de femmes), nous avons opt\u00e9 pour des messages audacieux et des images accrocheuses. Comme nous \u00e9tions convaincus que ce public sympathiserait avec une m\u00e8re et son enfant, Scott Mission a demand\u00e9 \u00e0 une famille ayant d\u00e9j\u00e0 b\u00e9n\u00e9fici\u00e9 des services de Scott Mission de participer \u00e0 une s\u00e9ance photo. Phil a ensuite imagin\u00e9 ce slogan coup de poing : \u00ab On ne choisit pas d&rsquo;avoir faim, mais on choisit de donner. \u00bb. L&rsquo;utilisation d&rsquo;un message aussi franc, associ\u00e9 \u00e0 l&rsquo;image d&rsquo;une m\u00e8re au ventre creux et de son enfant, a imm\u00e9diatement attir\u00e9 l&rsquo;attention de notre public cible. Nos destinataires ont ressenti le besoin d\u2019aider. Autre avantage non-n\u00e9gligeable : Scott Mission a la possibilit\u00e9 \u00e0 de r\u00e9utiliser ou d&rsquo;adapter ce slogan dans de futures campagnes, lui permettant ainsi de renforcer la notori\u00e9t\u00e9 de sa marque et d\u2019augmenter l&rsquo;engagement des donateurs chaque ann\u00e9e.L&rsquo;annonce parue dans le Nationalpost.com a suscit\u00e9 plus de 2,8 millions d&rsquo;impressions!La publicit\u00e9 du Toronto Star a g\u00e9n\u00e9r\u00e9 57,9 millions d&rsquo;impressions du public cible, sans oublier qu&rsquo;elles \u00e9taient durables : 47 % des lecteurs du Saturday Star se sont souvenus d&rsquo;avoir vu la publicit\u00e9 de Scott Mission.Annonces dans les journauxVid\u00e9o YouTubeEn compl\u00e9ment des images statiques, Phil a assur\u00e9 la direction artistique d&rsquo;une vid\u00e9o publi\u00e9e sur YouTube. Notre strat\u00e9gie consistait \u00e0 placer le public devant un fait ind\u00e9niable et percutant : nous avons tous besoin de manger et les c\u00e9l\u00e9brations de fin d&rsquo;ann\u00e9e font ressentir ce besoin davantage.Affiches du m\u00e9tro et des busLes r\u00e9sultatsPhil est fier d&rsquo;avoir collabor\u00e9 avec Scott Mission \u00e0 cette campagne. Ensemble, nous avons appris \u00e0 prendre des risques et \u00e0 nous engager \u00e0 produire des communications plus courageuses et plus percutantes, et les r\u00e9sultats le d\u00e9montrent : Les revenus provenant de dons ont augment\u00e9 en d\u00e9cembre 2022les annonces que nous avons cr\u00e9\u00e9es ensemble ont compl\u00e9t\u00e9 les autres efforts de collecte de fonds, comme le publipostage et les envois massifs de courriels. Commencer par la strat\u00e9gie \u00e9tait une bonne d\u00e9cisionnous avons \u00e9t\u00e9 tr\u00e8s fiers de voir une campagne aussi fructueuse prendre son envol, permettant aussi de r\u00e9utiliser le message pour les campagnes ult\u00e9rieures (on ne change pas ce qui fonctionne!). L&rsquo;organisation pourra \u00e9galement r\u00e9aliser de bonnes \u00e9conomies \u00e0 l\u2019avenir : elle n&rsquo;aura pas \u00e0 r\u00e9investir chaque ann\u00e9e dans de nouvelles strat\u00e9gies. Il faut oser la cr\u00e9ativit\u00e9les donn\u00e9es ne mentent pas, les histoires pleines d&rsquo;espoir mobilisent plus que les r\u00e9cits tristes. Quand on montre aux gens qu\u2019ils peuvent avoir un impact concret et positif sur leur communaut\u00e9, ils sont pr\u00eats \u00e0 s\u2019engager. Les histoires \u00e9mouvantes restent longtemps dans nos c\u0153urs, et nous poussent \u00e0 l&rsquo;action. La puissante campagne de Scott Mission d\u00e9montre que lorsqu\u2019on alimente les c\u0153urs d&rsquo;espoir gr\u00e2ce \u00e0 une action cibl\u00e9e, on peut r\u00e9ellement nourrir plus de personnes.D\u00e9couvrezVisitez le site scottmission.com pour obtenir des ressources, des informations et d&rsquo;autre infos.<\/p>\n","protected":false},"author":5,"featured_media":0,"parent":54422,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"class_list":["post-59154","page","type-page","status-publish","hentry"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/pages\/59154","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/comments?post=59154"}],"version-history":[{"count":6,"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/pages\/59154\/revisions"}],"predecessor-version":[{"id":59188,"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/pages\/59154\/revisions\/59188"}],"up":[{"embeddable":true,"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/pages\/54422"}],"wp:attachment":[{"href":"https:\/\/phil.ca\/fr\/wp-json\/wp\/v2\/media?parent=59154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}