{"id":226,"date":"2026-07-23T14:37:00","date_gmt":"2026-07-23T14:37:00","guid":{"rendered":"https:\/\/davidmartinez.fr\/?p=226"},"modified":"2026-07-29T14:25:23","modified_gmt":"2026-07-29T14:25:23","slug":"le-dossier-social-etudiant-faire-connaitre-les-droits-et-lutter-contre-le-non-recours","status":"publish","type":"post","link":"https:\/\/davidmartinez.fr\/index.php\/2026\/07\/23\/le-dossier-social-etudiant-faire-connaitre-les-droits-et-lutter-contre-le-non-recours\/","title":{"rendered":"Le Dossier social \u00e9tudiant : informer pour lutter contre le non-recours"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong><em>Conception et pilotage de campagnes nationales destin\u00e9es \u00e0 accompagner les \u00e9tudiants et les futurs \u00e9tudiants dans leur d\u00e9marche pour demander une bourse et un logement Crous.<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chaque ann\u00e9e, la campagne du Dossier social \u00e9tudiant constitue un temps fort de la communication des Crous. Elle doit toucher, dans un calendrier contraint, des publics aux situations et aux niveaux d\u2019information tr\u00e8s diff\u00e9rents : lyc\u00e9ens, \u00e9tudiants, parents, partenaires et \u00e9tablissements d\u2019enseignement sup\u00e9rieur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Au-del\u00e0 de la promotion d\u2019une d\u00e9marche administrative, l\u2019enjeu consiste \u00e0 rendre les droits plus accessibles et \u00e0 lutter contre le non-recours aux aides. Plus d\u2019un million de dossiers sont ainsi d\u00e9pos\u00e9s et instruits chaque ann\u00e9e par le r\u00e9seau des Crous.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le cadre de mes fonctions au Cnous, j\u2019ai pilot\u00e9 la strat\u00e9gie de communication nationale des campagnes du Dossier social \u00e9tudiant de 2023, 2024 et 2025, depuis la d\u00e9finition du positionnement jusqu\u2019\u00e0 la production des contenus et \u00e0 leur d\u00e9ploiement par les Crous.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La campagne s\u2019est appuy\u00e9e sur des messages directs et incarn\u00e9s, adapt\u00e9s aux diff\u00e9rents publics ainsi que sur les codes de communication des lyc\u00e9ens et des \u00e9tudiants particuli\u00e8rement pr\u00e9sents sur les r\u00e9seaux sociaux. Les dispositifs \u00e0 360\u00b0 associaient affiches, mailings, publications sur les r\u00e9seaux sociaux, banni\u00e8res, vid\u00e9os et spot radio. La diffusion \u00e9tait nationale au moyen d&rsquo;achats d&rsquo;espaces et de partenariats.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette campagne illustre la capacit\u00e9 du r\u00e9seau des \u0153uvres \u00e0 d\u00e9ployer une communication nationale coh\u00e9rente tout en permettant aux Crous d&rsquo;adapter les supports aux r\u00e9alit\u00e9s et aux besoins de chaque territoire.<\/p>\n\n\n\n<div class=\"wp-block-group has-theme-palette-8-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h4 class=\"wp-block-heading\"><strong>Mon r\u00f4le :<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Construction de la strat\u00e9gie nationale de communication.<\/li>\n\n\n\n<li>D\u00e9finition des objectifs, du positionnement et des messages.<\/li>\n\n\n\n<li>Segmentation des publics entre lyc\u00e9ens, \u00e9tudiants et parents.<\/li>\n\n\n\n<li>Coordination avec les directions m\u00e9tiers charg\u00e9es des bourses et du logement.<\/li>\n\n\n\n<li>Pilotage des cr\u00e9ations graphiques, \u00e9ditoriales, audiovisuelles et radiophoniques.<\/li>\n\n\n\n<li>Organisation du calendrier et du d\u00e9ploiement multicanal.<\/li>\n\n\n\n<li>Coordination des agences et des prestataires.<\/li>\n\n\n\n<li>\u00c9laboration du kit national de communication.<\/li>\n\n\n\n<li>Mobilisation et animation du r\u00e9seau des communicants des Crous.<\/li>\n\n\n\n<li>Accompagnement des adaptations territoriales.<\/li>\n\n\n\n<li>Supervision de la communication institutionnelle et des relations presse.<\/li>\n\n\n\n<li>Suivi des performances et enseignements de la campagne.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Bref, J&amp;apos;ai fait ma demande de bourse\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/ns9VaVQsRZE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Comp\u00e9tences mobilis\u00e9es<\/strong> : <br>Campagne 360\u00b0 \u00b7 Communication de service \u00b7 Communication produit \u00b7 Marketing digital \u00b7 Relations presse \u00b7 Pilotage de prestataires \u00b7 Gestion de projet<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ceci est un extrait de l&rsquo;article<\/p>\n","protected":false},"author":1,"featured_media":248,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-360"],"_links":{"self":[{"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/posts\/226","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/comments?post=226"}],"version-history":[{"count":14,"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/posts\/226\/revisions"}],"predecessor-version":[{"id":760,"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/posts\/226\/revisions\/760"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/media\/248"}],"wp:attachment":[{"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/media?parent=226"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/categories?post=226"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/davidmartinez.fr\/index.php\/wp-json\/wp\/v2\/tags?post=226"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}