ICAM

How can we raise the profile of ICAM within the landscape of engineering schools in France and internationally?

Founded in 1898, ICAM is a general engineering school with a strong human and international dimension. With 12 campuses across France, Africa, South America and India, the school trains thousands of students, apprentices and professionals every year.
Building on its unique model combining academic excellence, educational innovation and corporate partnerships, ICAM wanted to boost its media visibility to support its development.
It entrusted Oxygen with the task of structuring and managing a press relations strategy at national and international level.

The Oxygen agency has been supporting us for several years and has contributed to the professionalisation of the Icam Group's communication strategy.

Leurs équipes nous accompagnent sur les aspects stratégiques de notre communication (positionnement, messages clés…), mais aussi sur les actions plus opérationnelles (relations presse, voyages de presse, veille…). Ils sont à l’écoute de nos besoins et pertinents dans leurs réponses

Germain Dutilleul

Communication Manager - ICAM

Education and Training

Implement a national and international PR strategy to promote a rapidly expanding engineering school

Challenge

Objectives

Solution

With locations on several continents, a varied range of courses (from preparatory programmes to specialised master's degrees) and a wide variety of projects to promote (research, entrepreneurship, etc.), one of the major challenges was to develop a coherent and powerful message in an already saturated media landscape.

Raise awareness of ICAM among its target audiences: future students, families, businesses and institutions.

Valoriser les spécificités pédagogiques de l’école et ses nombreux projets d’innovation

Mettre en lumière les parcours inspirants d’élèves et de diplômés

Assurer une présence régulière dans les classements et dossiers thématiques des médias spécialisés

Oxygen has implemented an ongoing media relations strategy, designed as a common thread throughout the year, capable of highlighting the wealth of news from the school and its campuses through in-depth initiatives and key events.

Dispositif

Proposal of tailor-made topics to journalists

Monitoring and coordination work was carried out to identify promising topics: student innovations, new establishments, industrial partnerships, CSR projects, etc. These news items were the subject of personalised pitches for targeted editorial teams.
Regular meetings with key journalists

Press conferences were organised throughout the year to position members of the management team as key contacts on topics related to engineering education, work-study programmes and international cooperation.
Promoting partnerships between businesses and student projects

The focus was on concrete achievements carried out in collaboration with companies: special machine projects, prototypes, engineering services, etc. These collaborations were highlighted in the economic, tech and regional press.
Press trips on international campuses

To illustrate ICAM’s global reach, press trips were organised to South America, Africa and India.

The aim was to bring the realities on the ground to life and generate high value-added benefits.
Highlighting the career paths of students and graduates

To feed the “portraits”, “rankings” and “success stories” sections, Oxygen has compiled a database of students and alumni who are willing to share their experiences, thereby highlighting the diversity of profiles trained by the school.