{"id":54957,"date":"2026-10-06T13:25:27","date_gmt":"2026-10-06T13:25:27","guid":{"rendered":"https:\/\/www.domtar.com\/blog-posts\/comment-le-marketing-imprime-dans-lenseignement-superieur-permet-de-creer-des-liens-durables\/"},"modified":"2026-10-07T15:18:20","modified_gmt":"2026-10-07T15:18:20","slug":"comment-le-marketing-imprime-dans-lenseignement-superieur-permet-de-creer-des-liens-durables","status":"publish","type":"blog-posts","link":"https:\/\/www.domtar.com\/fr\/blog-posts\/comment-le-marketing-imprime-dans-lenseignement-superieur-permet-de-creer-des-liens-durables\/","title":{"rendered":"Comment le marketing imprim\u00e9 dans l’enseignement sup\u00e9rieur permet de cr\u00e9er des liens durables"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\tMeredith Collins\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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Responsable marketing des canaux de distribution - Commer\u00e7ants, imprimeurs transactionnels et \u00e9dition<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Le recrutement des \u00e9tudiants est plus concurrentiel que jamais. Les \u00e9tablissements d’enseignement sup\u00e9rieur, les universit\u00e9s, les \u00e9coles priv\u00e9es et ind\u00e9pendantes rivalisent tous pour attirer l’attention et entrer en contact avec les futurs \u00e9tudiants sur un march\u00e9 tr\u00e8s satur\u00e9. <\/p>

La plupart des \u00e9l\u00e8ves et de leurs familles examinent plusieurs \u00e9tablissements avant de se d\u00e9cider, ce qui conf\u00e8re une importance croissante \u00e0 chaque interaction. Si les canaux num\u00e9riques jouent un r\u00f4le significatif dans le recrutement, les supports imprim\u00e9s continuent d’offrir des avantages difficiles \u00e0 reproduire en ligne. <\/p>

Qu’il s’agisse d’une campagne de publipostage, d’un dossier d’admission ou d’un magazine, l’imprim\u00e9 offre aux \u00e9tablissements scolaires la possibilit\u00e9 de cr\u00e9er une exp\u00e9rience plus marquante. L’imprim\u00e9 (lorsqu’il est associ\u00e9 au num\u00e9rique) peut aider les \u00e9tablissements \u00e0 se d\u00e9marquer, \u00e0 mettre en avant ce qui les rend uniques et \u00e0 tisser des liens plus solides avec les futurs \u00e9tudiants et leurs familles. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Le marketing imprim\u00e9 vous aide \u00e0 vous d\u00e9marquer parmi la multitude de publicit\u00e9s<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Les supports imprim\u00e9s offrent aux \u00e9tablissements scolaires l’occasion de pr\u00e9senter une image plus compl\u00e8te d’eux-m\u00eames. Qu’il s’agisse des programmes d’\u00e9tudes, de la vie \u00e9tudiante, des perspectives professionnelles ou de la culture du campus, les supports imprim\u00e9s permettent de mettre en avant ce qui fait la singularit\u00e9 d’un \u00e9tablissement, dans un format facile \u00e0 consulter, \u00e0 partager et \u00e0 commenter avec les membres de la famille. <\/p>

Ce mailing destin\u00e9 aux \u00e9tudiants de l’universit\u00e9 de Virginie<\/a> montre comment l’imprim\u00e9 peut aider les \u00e9tablissements d’enseignement sup\u00e9rieur \u00e0 transmettre un aspect difficile \u00e0 rendre \u00e0 travers les classements, les sites web et les r\u00e9seaux sociaux seuls : la culture.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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En mettant en avant les personnes et les communaut\u00e9s qui fa\u00e7onnent l\u2019exp\u00e9rience \u00e9tudiante, ce support offre aux \u00e9tudiants admis une pr\u00e9sentation plus personnelle de l\u2019universit\u00e9. S\u2019inscrivant dans une strat\u00e9gie de recrutement plus large, les supports imprim\u00e9s permettent de tisser des liens plus solides, de mettre en avant ce qui distingue l\u2019\u00e9tablissement et de rester dans le champ des possibilit\u00e9s \u00e0 mesure que les \u00e9tudiants se rapprochent du moment de prendre leur d\u00e9cision d\u2019inscription. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Le marketing imprim\u00e9 offre des moments de d\u00e9ballage<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Les vid\u00e9os de d\u00e9ballage sont devenues un v\u00e9ritable ph\u00e9nom\u00e8ne culturel, et les \u00e9quipes marketing des \u00e9tablissements d’enseignement sup\u00e9rieur en ont pris bonne note. Les \u00e9tablissements cr\u00e9ent d\u00e9sormais des dossiers d’admission regorgeant de documents imprim\u00e9s, d’autocollants et de petits cadeaux destin\u00e9s \u00e0 susciter l’enthousiasme et \u00e0 encourager le partage en ligne. Nous pr\u00e9sentons un dossier d’admission de l’universit\u00e9 du Kansas (KU)<\/a> dans notre galerie afin d’illustrer pr\u00e9cis\u00e9ment ce ph\u00e9nom\u00e8ne. <\/p>

L’universit\u00e9 du Kansas (KU) a indiqu\u00e9 que les \u00e9tudiants ouvrent g\u00e9n\u00e9ralement les dossiers d’admission en se faisant des id\u00e9es sur leur pr\u00e9sentation et qu’ils cr\u00e9ent souvent une pr\u00e9sence sur les r\u00e9seaux sociaux autour de ce \u00ab d\u00e9voilement \u00bb, allant m\u00eame jusqu’\u00e0 juger les \u00e9tablissements en fonction de leur pr\u00e9sentation. L’\u00e9quipe marketing de la KU y a vu une occasion de marquer les esprits afin de ne pas passer \u00e0 c\u00f4t\u00e9 des recommandations entre pairs en faveur de leur \u00e9tablissement. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Le marketing imprim\u00e9 contribue \u00e0 maintenir le lien entre les anciens \u00e9l\u00e8ves<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Les anciens \u00e9l\u00e8ves sont souvent les plus fervents soutiens d’un \u00e9tablissement, ce qui fait de la communication r\u00e9guli\u00e8re un \u00e9l\u00e9ment essentiel de toute strat\u00e9gie d’engagement. Si les e-mails et les communications num\u00e9riques jouent un r\u00f4le cl\u00e9, les supports imprim\u00e9s offrent aux \u00e9tablissements un autre moyen de rester en contact et de rester pr\u00e9sents dans l’esprit de leurs anciens \u00e9l\u00e8ves. <\/p>

Les magazines et bulletins d’information imprim\u00e9s offrent un espace d\u00e9di\u00e9 au partage des r\u00e9ussites des \u00e9tudiants, des \u00e9v\u00e9nements marquants sur le campus et des initiatives \u00e0 venir, dans un format que les destinataires peuvent lire, consulter \u00e0 nouveau et conserver. SPIRITUS-COLUMNS<\/em><\/a>, le magazine des \u00e9coles St. Paul’s, est un excellent exemple de magazine imprim\u00e9. Destin\u00e9e aux anciens \u00e9l\u00e8ves, aux parents et aux amis de l’\u00e9tablissement, cette publication utilise des r\u00e9cits et des photographies pour mettre en valeur les opportunit\u00e9s, les exp\u00e9riences et les r\u00e9alisations qui caract\u00e9risent la communaut\u00e9 scolaire. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Cela nous rappelle que la presse \u00e9crite reste un outil efficace pour maintenir l’int\u00e9r\u00eat du public et renforcer les liens au fil du temps.<\/p>

Des courriers de recrutement aux dossiers d’admission, en passant par les magazines destin\u00e9s aux anciens \u00e9l\u00e8ves, les supports imprim\u00e9s aident les \u00e9tablissements \u00e0 laisser une impression durable \u00e0 chaque \u00e9tape de la relation. Associ\u00e9s aux canaux num\u00e9riques, ils permettent d’attirer l’attention, de raconter une histoire plus riche et de maintenir l’int\u00e9r\u00eat du public bien au-del\u00e0 de la premi\u00e8re interaction. <\/p>

Abonnez-vous \u00e0 \u00ab Paper Matters<\/a> \u00bb pour d\u00e9couvrir des articles sur l’impact de l’imprim\u00e9.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n R\u00e9sumez \u00e0 l'aide de l'IA :<\/strong>\n
\n ChatGPT<\/a>\n Perplexit\u00e9<\/a>\n Grok<\/a>\n Google IA<\/a>\n <\/div>\n <\/div>\n <\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/i>Pr\u00e9c\u00e9dent<\/span><\/span>Pr\u00e9c\u00e9dent<\/span>L\u2019\u00e9criture manuscrite de lettres et de notes procure des avantages cognitifs, cr\u00e9atifs et sociaux<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t\t\t\t\t\t
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Le recrutement des \u00e9tudiants est plus concurrentiel que jamais. Les \u00e9tablissements d’enseignement sup\u00e9rieur, les universit\u00e9s, les \u00e9coles priv\u00e9es et ind\u00e9pendantes rivalisent tous pour attirer l’attention et entrer en contact avec les futurs \u00e9tudiants sur un march\u00e9 tr\u00e8s satur\u00e9. La plupart des \u00e9l\u00e8ves et de leurs familles examinent plusieurs \u00e9tablissements avant de se d\u00e9cider, ce qui …<\/p>\n","protected":false},"author":7,"featured_media":54875,"parent":0,"template":"","meta":{"_acf_changed":false,"_genesis_block_theme_hide_title":false,"footnotes":""},"categories":[487,485,486],"tags":[446,506,489,436,514,437],"class_list":["post-54957","blog-posts","type-blog-posts","status-publish","has-post-thumbnail","hentry","category-applications-finales","category-idees-et-inspiration","category-pleins-feux-sur-les-clients","tag-enseignement-superieur","tag-marketing-aupres-de-plusieurs-generations","tag-plaidoyer-pour-le-papier","tag-tendances-du-marketing","tag-tendances-en-matiere-de-marketing-imprime","tag-tendances-et-conseils-en-matiere-de-publipostage","post","with-featured-image"],"acf":[],"yoast_head":"\nComment le marketing imprim\u00e9 dans l'enseignement sup\u00e9rieur permet de cr\u00e9er des liens durables - Domtar<\/title>\n<meta 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