BACKGROUND

In 2015, HEC, a leading business school, is looking to reposition its digital brand strategy around innovation and entrepreneurship. To drive this image repositioning, the school’s administration needs to draw inspiration and differentiate itself from other schools in France and internationally, as well as survey a range of representatives from its entrepreneurial community.

SERVICES PROVIDED

{CORRESPONDANCES DIGITALES] supported HEC in :

• An analysis of the entrepreneurship and innovation offerings of leading schools in France and abroad.
• Consultation with representatives of the school’s entrepreneurial community (students, alumni, professors, incubator managers).
• The definition of the editorial principles making up this brand strategy to accompany the implementation of a website dedicated to the themes of entrepreneurship and innovation.

DELIVERABLES

• Study to position HEC’s educational offering on entrepreneurship and innovation in relation to the competition.
• Formalize the school’s entire educational and support offering, to identify its distinctive features.
• Editorial strategy for the HEC entrepreneurship center website.

RESULTS OBTAINED

• Centralization and formalization of all the strengths and assets of the school’s existing training and support offer.
• Positioning of this offer in relation to the French and international competition. – Implementation of a website (http://entrepreneurship-center.hec.edu/ en/) taking into account the various editorial elements resulting from this study.