Build a canvas

Une fiche pratique pour réaliser un canevas en adéquation avec vos personæ à partir duquel vous pourrez penser à votre proposition éditoriale, de valeur et forger des stratégies de communication et marketing efficaces, adaptées à vos publics.

1. Le canevas : de quoi parle-t-on ?

Un canevas est un outil marketing stratégique et comparatif mettant en lien la cible (ses besoins, ses usages, ses moyens financiers), avec le produit éditorial proposé et sa proposition de valeur.

Concretely, the canvas is a modeling of your media's editorial and economic model. It's these different elements and the various connections woven between them, this overall view that will subsequently enable you to adapt your editorial project, value proposition, and formats and channels more closely to your targets and your media's ecosystem. You could see the canvas as a tool for testing and aligning your project with its targets.

2. Pourquoi construire un canevas ?

The canvas is the strategic counterpart to the persona and allows you to address your media project's target audience from both a strategic and practical angle. The idea is to build on the persona established previously, but by focusing more on identifying the needs and problems your target audience faces and that your project aims to solve.

This focal length allows you to adjust, if needed:

• Votre proposition éditoriale : pour la rendre plus pertinente au regard des besoins et des problèmes que rencontre votre cœur de cible ;
• Vos formats, supports et canaux de diffusion : pour les ajuster aux usages et aux sensibilités de votre cible ;
• Vos stratégies de diffusion sur un plan marketing et technique : pour intégrer les usages de votre cible mais aussi les leviers d’acquisition et de conversion qui sont les siens.

Furthermore, the framework allows you to put your editorial and value proposition into perspective by observing the media ecosystem and repositioning your project within it. This involves notably observing media that use the same formats or address the same themes. This makes it possible to identify potential competitors and partners, to draw inspiration, but also and above all to develop a project and concept that is original and stands out from the others, offering a unique response and solution to very specific audiences.

3. Élaborer votre canevas

Étape 1 — Être au clair avec la base de votre projet

This is a testing and adjustment phase for your project. You therefore need to have worked beforehand on:

• Your media's vision, the problem you're addressing, and what makes your project essential;
• Les cibles de votre projet, vos personæ ;
• Your editorial proposal, its direction, its format.

Étape 2 — Se focaliser sur les besoins de votre cible pour définir des produits éditoriaux adaptés

Réfléchissez à ce que votre cible va rechercher et donc à ce que vous pouvez lui proposer (sur le fond et la forme) et sous quelles modalités vous allez le lui proposer (une newsletter, un podcast court, des articles longs en ligne ou papier, des vidéos YouTube, des contenus gratuits, des abonnements payants, etc*.*)

In short: what relevant form and content will you offer her to nourish her intellectually, meet her desires, and address her personal or professional information needs?

• Which editorial product meets your target audience's needs?
• What medium/format is best suited to your audience's needs and usage?
• Why is this medium/format the best suited?

Étape 3 — Mettre en lien les solutions apportées par votre projet avec les problèmes rencontrés par vos publics

To put your ideas in perspective and stay grounded, ask yourself three questions that will help you connect your project to your audience's needs.

• What editorial product are you offering (target audience, content, format)?
• What concrete solution does it provide to your audiences?
• What benefit will your audiences gain?

Étape 4 — Réfléchir aux leviers par lesquels vous pouvez acquérir et fidéliser ces publics

Defining your customer acquisition and retention methods will help you establish the foundation of your marketing strategy. How will your personas discover your project? How will you reach them in their user journey? Are these levers organic or sponsored actions? List all your ideas. One way to identify them is also to observe your competition (see the next point).

You might also ask:

• What methods will you use to reach your target audience (distribution channels, ways to engage the public)?
• Where is this target currently spending their time? Whether online or offline.

Étape 5 — Analyser l’univers concurrentiel, direct et indirect

Conduct market research and find out about other media/services that focus on the same topics, the same platforms, and use the same strategies as you do.

Is there really no one else working on this topic in this format? Either a project is about to launch, there’s no market for it, or you’ve truly got the project of the century on your hands. In any case, your project will exist in a competitive landscape. The time people spend on Netflix, Spotify, or other media covering different topics already defines your competitive landscape.

Ask yourself:

• Who is currently offering a service similar to the one you want to provide to your target audience?
• Which media outlets, public figures, or products cover the same topics as you?

Étape 6 — Poser les bases de votre modèle économique

Assess the direct and indirect costs and revenue streams of your project. The business model must be consistent with your editorial vision and your target audience. Indeed, the cost of your media outlet must align with the financial resources and values of your target audience.

Take some time to think about:

• Your revenue: What revenue does this project generate? Whether the monetization is direct or indirect. How do you plan to monetize this project?
• Your costs: What costs does this project generate? Whether they are fixed or variable costs.

Étape 7 — Évaluer la cohérence de votre projet

Assess the relevance of your editorial proposal to your core target audience. Adjust it if necessary.

Our advice: Consistency is key. Be as precise and thorough as possible when creating this framework. The more thorough you are, the more valuable the strategic and marketing insights you’ll gain from aligning your targets with your editorial project.

4. Notre ressource pédagogique

L’équipe de Médianes vous a préparé un document pratique pour mettre en œuvre les apprentissages de cette fiche à votre propre projet.

5. Pour aller plus loin

• Sur l’identification et la compréhension de vos publics : découvrez notre fiche pratique sur les personæ.
• Sur l’identité de votre projet : découvrez notre fiche pratique sur la proposition de valeur, et les marqueurs éditoriaux et visuels.