Réseau Canopé

Success Story: Réseau Canopé

Why did Réseau Canopé opt for Distributed Marketing?

The client

Réseau Canopé, a public organisation under the Ministry of National Education and Youth, is a leading educational provider with a dual mission: to design and publish resources, and to support teachers in their professional and classroom projects.

Drawing on its extensive network, Réseau Canopé operates an ‘Atelier Canopé’ in every department – a dedicated space for the educational community. At these Atelier Canopé centres, visitors can borrow books, edutainment games or exhibitions, access the centre’s collection, take part in workshops and conferences, and also benefit from training courses.

Background

Before 2014, each regional office operated independently of head office. Consequently, each had different tools and practices that were uncoordinated and specific to their respective regions.

Since 2014, Réseau Canopé has been established, enabling unification and the creation of a single organisation. An initial distributed marketing solution was then put in place, but this was highly technical. There was therefore an initial desire to standardise practices and tools.

In 2020, Réseau Canopé decided to switch to Actito to simplify the solution and provide a clearer framework for user rights. However, each region retains the freedom to act and set its own timetable, just as it did before 2014 and the creation of the network.

Key challenges

Number of users: Around 200 users with different profiles

Simplicity To benefit from a simple platform without the need for HTML or web design knowledge

Customisation: The ability to customise emails according to workshops and give users control over content customisation

Standardisation: Ensuring a consistent visual identity across the network

Autonomy: Each workshop must retain its own organisation and autonomy in creating, approving and sending emails

The solution

The Distributed Marketing module is managed via a central Actito licence (user rights management, available features, segregation of profile data for each region, etc.).

The Distributed Marketing module is updated the day after data is available from the central solution (data, targeting, segments).

The templates, segments and targeting criteria are identical across all branches and cannot be modified.

Creating an email is very simple and involves four steps: choosing a template, personalisation (fields, visuals, links, tags), targeting and segmentation, and sending. There are two user roles in the Distributed Marketing module: builders and approvers.

The aim for central marketing is to have an overview of what is happening in the regions, the campaigns sent out, to manage marketing pressure, and also to comply with GDPR regulations.

The results

The 200 users adopted the Distributed Marketing module very quickly thanks to effective change management support from central marketing, awareness-raising regarding GDPR requirements and thorough training on the tool.

Over 440 campaigns were sent out after four months, with open rates showing an increase.

Future projects

Future projects focus more on the central licence, which will have implications for the distributed platform to improve communications with their users:

• Using the transactional email module
• Improving segmentation and developing email workflows
• Improving dynamic email personalisation