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AFPA Ile-de-France chooses its words
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 AFPA
is France's leading professional training body for adult jobseekers and
employees. With decentralisation, the right to training, and new support
resources for the unemployed, AFPA is constantly changing in an environment
marked by the search for performance and efficiency. For over one year, Quatre
Vents has been supporting AFPA Ile-de-France with the goal of raising awareness
of its know-how.
Chantal Lhuillier, AFPA communication manager for the Greater Paris region,
looks back on the beginning of this teamwork: "We had plans to set up
a newsletter. Whereas other agencies concentrated on the end product, Quatre
Vents was more interested in our process and operating modes." Think
globally, act locally
That
is how the "Cap vers l'emploi" newsletter got started in February 2006. It was
launched as part of a communication plan targeting AFPA's key partners, namely,
companies, training establishments, departmental labour boards, the unemployment
benefit office, job centres, and government-approved centres for collection of
the statutory training levy. "At the moment we are focusing on encouraging
customer loyalty, rather than prospecting," explains Chantal Lhuillier
before adding, "Quatre Vents understood that issue clearly, as well as our
desire to communicate more generally with various public and private customers."
Extremely positive feedback
From
the very first newsletter, the results were outstanding, with a readership rate
of over 10% and over 200 articles read in each issue. Chantal Lhuillier
concludes: "Measuring efficiency and traceability is uppermost in the
minds of those I deal with. It is one key to successfully working together".
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