EG GROUP
ENSM
The École Nationale Supérieure Maritime (ENSM) trains merchant navy officers in bridge and engine room operations, as well as engineers. Thanks to its excellent maritime training programmes, graduates have access to positions of responsibility in companies working in the maritime sector and beyond.
Help us optimise our recruitment and our image among students.
ENSM is
The École Nationale Supérieure Maritime (ENSM) is a prestigious school that trains merchant navy officers in bridge and engine room operations, as well as engineers.
It has four training sites: Le Havre, Marseille, Nantes and Saint Malo.
These four sites offer a range of high-quality maritime training courses, from two-year post-secondary diplomas to various engineering degrees.
1200
students throughout France
250
teachers
4
campus
Issues & Context
A repositioning of the ENSM brand
is necessary.
ENSM is a globally recognised school thanks to the quality of its teaching and its alumni, who sail or work all over the world, but what about its reputation in France?
After an assessment carried out by the communications department, it appears that its reputation is good but insufficient, with:
- a lack of clarity regarding the courses offered by the centre and, in general,
- little information about the school’s modernisation phases,
- a lot of institutional communication but little for students.
The communications department
knew that they had to act fast.
Thanks to the 2022 recovery plan, it has therefore launched its call for tenders, with the following main topics:
Communicate more and differently about the advantages of studying at ENSM
Present the various training centres
Increase the number of enrolment applications on Parcours Sup
All within a tight schedule
A joint project
While Magina may not necessarily have sea legs, she has other assets
that have hit the mark!
Gone are the days of 4×3 campaigns designed to ‘beautify’ the walls of the metro and our ‘beautiful’ advertising billboards. Let’s focus our efforts and budgets on something concrete and measurable: digital. Of course, it took some persuasion and a change in mindset within the ENSM, but given our strong conviction and, above all, the fact that our project would be beneficial to the school in every way, the ENSM said ‘yes’!
The entire Magina team and the ENSM communications team got to know each other throughout the five-month project.
Visits to the ultra-modern site in Le Havre, meetings with the management and some members of the teaching team to understand how the school works and familiarise ourselves with the professions of the merchant navy…
In a nutshell: digging out our school bags and putting ourselves in the shoes of students.
Following these discussions, we focused our efforts on:
Steady increase in visibility on social media
Press and TV Relations
Live on social media during open days at the centres in Le Havre, Marseille and Saint Malo.
Weekly reporting on actions and KPIs
The solutions
A clear direction despite a few setbacks
Although our organisation runs smoothly, Magina had to adapt to the school’s operating methods and everyone’s availability in order to maintain our standards and objectives. But by driving and following our dashboard, the project came to fruition.
A long-distance crossing
Social Media
- To promote ENSM to high school students, we launched social ad campaigns on Facebook, Instagram, and TikTok.
- For the launch of the open days, we created an influencer campaign with content creator and physics and chemistry teacher Mr Lechat.
- Promotion of ENSM activities and events
- Implementation of advertising campaigns
Press and Media Relations
- Press conferences and TV appearances at the Le Havre school and broadcast on France 3
- Articles in the national press on various topics such as: The role of women in the merchant navy, the energy transition, innovation within the merchant navy (automatic navigation, cybersecurity, new technologies)
- Profile of François Lambert, Director of the ENSM
Videos
One of the main objectives was to promote the school to post-baccalaureate students and to present each site and its specific features.
The online open days were initially set up during the Covid period to compensate for the lack of in-person events.
These online open days were to be held live at three ENSM campuses, but scheduling constraints for students and teachers forced us to change our plans. Magina therefore proposed a mock live broadcast on the day, with scripts created for each site, students collaborating on the presentation of their school, and the filming and editing of three one-hour videos (Marseille, Le Havre, Saint Malo).
The programme included presentations of the campuses, courses and classrooms, as well as interviews with students, directors and professors.
The videos were broadcast live simultaneously on YouTube, Facebook and Twitch.
The ENSM team was on hand to answer questions.
This new event raised the school’s profile among high school students who lived too far from the ENSM campuses to attend the open days and gave students a voice.
Arrival at the right destination!
+622%
Increased visibility
The Parcoursup campaign aimed at high school students enabled us to exceed 1.4 million views and generate more than 15,000 clicks to the ENSM Online Open Days landing page.
Nearly 6,000 viewers joined the ENSM LIVE events, which is approximately five times more than during the in-person Open Days.
The ENSM has seen a 123% increase in enrolments on Parcoursup for the 2023 academic year compared to 2022.
Agent Paper