A strategy approved by the Executive Committee,
An intermediate housing operator in the Île-de-France region entrusted us with the complete overhaul of its social media strategy, from the initial audit to operational graphic implementation. The mission came at a pivotal moment: a new strategic ambition for 2030, with unprecedented business challenges (intermediate rental housing, social home ownership, student housing).
Our challenge
- Aligning digital strategy with new business ambitions: new markets required a coherent and appealing voice for new target audiences.
- Reaching previously untapped audiences: young professionals, students, and first-time buyers, who are difficult to reach with existing communication styles.
- Building a differentiating presence: positioning the brand as a modern, accessible, and desirable player in a highly competitive sector.
- Adapting visual identity to digital standards: reinterpreting the print brand guidelines for Instagram and LinkedIn without losing brand consistency.
- Making the strategy deployable with controlled resources: a realistic and actionable solution within the team's actual constraints.
Approach
1. Diagnosis and immersion
An internal listening phase, including interviews with various departments, to understand perceived challenges, operational constraints, and the strategic expectations of each stakeholder.
2. Audit and sector benchmarking
An audit of the existing presence, cross-referenced with a benchmark of key industry players, to validate priority platforms, identify the most effective formats, and formulate clear recommendations.
3. Platform strategy and positioning
A dual-platform strategy with distinct and complementary roles, driven by a differentiating editorial positioning: each platform has its own objectives, priority targets, and tone.
4. Editorial architecture and content pillars
Thematic pillars aligned with business goals, a quarterly schedule synchronized with commercial and institutional highlights, and a system for prioritizing topics.
5. Spokesperson pilot program
An internal ambassador program to embody the brand and amplify organic reach, including targeted profile selection, activation frameworks, and impact tracking.
6. Art direction and digital graphic design
The print brand guidelines reinterpreted for digital, including a complete set of operational LinkedIn and Instagram templates for independent production.
7. Strategic note on e-reputation and moderation
A strategic advisory note on managing e-reputation and online reviews—a frequently underestimated sector lever that significantly impacts how prospects and partners perceive the brand.
What this case reveals
End-to-end strategic support transforms a digital presence into a genuine driver of desirability and commercial performance.
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