A Central Challenge: Better Communicating with Diverse Audiences
In a constantly evolving cultural landscape, how can we ensure that communication reaches the right audiences, at the right time, with the right messages? This was the challenge faced by Mars – Mons Arts de la Scène, the organization responsible for the cultural hub of the City of Mons.
Despite offering a rich and varied program, the Mars team felt the need to refine its positioning and structure its communication strategy—with the goal of enhancing the clarity of its actions and better segmenting its audiences.
Our Approach: A Custom Collaborative Workshop
To address this challenge, our team designed a full-day strategic workshop. The session brought together both the communications team and the heads of various cultural departments. A participatory, human-centered, and collaborative approach.
During the session, we facilitated a series of dynamic and interactive exercises aimed at:
- Clarifying Mars’ identity as a cultural actor;
- Identifying the various target audiences and their expectations;
- Defining personas and tailoring communication tools to their needs;
- Auditing the existing communication channels to assess their relevance and effectiveness.
This audit included :- Their website,
- Their various social media accounts,
- Their Google Business Profile,
- Their YouTube account (and its statistics),
- Their Google Analytics,
- Their various newsletters,
- Their email marketing strategy.
All digital aspects were taken into account to obtain an exhaustive view of strengths and weaknesses. This analysis enabled everyone to better understand what had already been implemented by the teams, as well as the challenges they were facing.
These insights proved essential during the different exercises conducted throughout the day.
We also shared concrete and actionable recommendations to strengthen Mars’ digital presence, while staying true to its identity and mission.
Results: A Clear Direction and a Better Structured Communication Strategy
This day served as a true catalyst: rich discussions, collective decision-making, and a reinforced shared vision. Each participant had the opportunity to speak in a supportive environment that fostered creativity and team cohesion. Some were even reluctant to leave the workshop.
In the days that followed, we delivered a custom white paper to Mars—a document summarizing the lessons learned, strategic choices, and concrete recommendations from the day. This deliverable became the foundation for several tangible improvements, notably across social media and the website (see elsewhere).
Want to Structure Your Digital Communication or Reach Your Audiences More Effectively?
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