ABOUT COMMUNICATION, WITH THE BEST
Brand Situation
Between April - June 2005, Orange organized its yearly training session called Scoala de Comunicare (The Communication School), within its corporate social responsibility program. The training is aimed at graduate and undergraduate students who have a call for communication. Orange selected Brandient to draw the concept, the course structure and to be the mentor of the 20 students selected out of 400 applicants, following a two-month effort of the human resources department of Orange Romania.
Brandient’s Approach & Solutions
Orange Communication School addressed students with very good curricular results and with a special interest in communication. Accordingly, the approach of the event had to consider not only Orange brand philosophy but also the educational needs of a group of young people who already had basic communication information.
Aneta Bogdan, Managing Partner Brandient and Dan Petre, Partner with D&D Research held the training, along with their guests, local marketing and communication specialists. Brandient chose « 10 steps, 10 days, 10 topics » (ten easy steps) work method to support Orange brand personality, characterized by simplicity, easiness, clearness, friendship.
Brandient created the training structure and elaborated the presentation content along with Dan Petre, starting from ten inspirational words for communication and relationship (share, say, enjoy, dare, play etc.). Each seminar covered not only theory issues but also case studies and applications.
The visual concept of the seminar manual and materials was also born from the idea of relationship and it was based on the works of Moldavian artist Dan Munteanu.
This year edition of Orange Communication School enjoyed a lot of success among the trainees, who enthusiastically embraced the different approach of education and teaching and appreciated the useful notions shared by those experienced in this field. Students also had a blog at their disposal in order to express their expectations and opinions. Orange brand has won a new group of fans. An elevated group who believes that “the future is bright, the future is Orange.”
