The mission
EntreChefs PME is a one-of-a-kind network for SME leaders. Despite offering invaluable support and having a proven impact over the last 50 years, the organization remained largely unknown to many entrepreneurs in Quebec. It was what you might call a hidden gem — useful, relevant, but still under the radar for a big part of its target audience.
To move from obscurity to visibility — increasing awareness, clarifying the offer and boosting consideration among entrepreneurs to drive membership growth — it would take more than just a great campaign. That’s why we set out to craft a comprehensive communication strategy, grounded in a deep understanding of the entrepreneurial landscape and the decision-making journey of SME leaders.
The solution
It all started with a thorough diagnostic to assess the organization’s strengths, challenges and position within a fast-moving market — an environment where SME leaders are constantly bombarded with offers, but rarely find guidance truly aligned with their real business needs.
From there, a detailed communication action plan was developed to address key business priorities. Several strategic workstreams were launched in parallel.
First, we reimagined the customer journey to pinpoint friction points and conversion opportunities. At the same time, a content strategy was introduced to ensure that every brand message reinforced EntreChefs PME’s credibility. A refreshed approach to social media helped strengthen ties with the business community, while a credible, multichannel media plan aimed to maximize the brand’s reach among decision-makers.
Email marketing was also reworked to grow the audience and stimulate engagement at every step. Finally, the website was optimized to support strong conversion, particularly through improved landing pages.
The centrepiece of this multichannel effort? A bold awareness campaign designed to position EntreChefs PME as an essential ally for anyone leading an SME.
The result
The campaign has just launched, but the foundation is already solid. With a clear strategy aligned to both business goals and the mindset of its target audience, EntreChefs PME is entering a new era of visibility.
At the heart of the campaign are four passionate members from diverse industries selected as ambassadors. These entrepreneurs—the real faces of the network—embody EntreChefs PME's daily impact on SME leaders. Through their voices, the organization’s mission comes to life: growing together, sharing the hard moments, and celebrating the wins.
By featuring real entrepreneurs — their journeys, ambitions, and even their vulnerabilities — the campaign seeks to build an authentic, human connection with the business community. The positioning is clear: EntreChefs PME is a network for those who no longer want to lead alone.
Results will take shape over time, but one thing is clear: a new chapter has begun. The organization is now more visible, more approachable, and more connected than ever to the leaders it exists to serve.
"We’ve been moving forward with EntreChefs PME for years. At some point, it just felt right to go further. The communication plan helped us take stock, build on what works, and lay the foundation for a new momentum."
Ève-Line Leduc, Partner and Vice President
Lead Strategist on the project
"Prospek knows our organization, and that makes all the difference. They knew where to dig, how to challenge us constructively, and how to help us build a communication plan that truly reflects who we are. For us, this plan has become essential: it guides our actions and equips us to shine. When they suggested putting our members front and center as campaign ambassadors, it immediately clicked. Who better to represent our mission with authenticity?"
Diane Arseneau, Executive Director, EntreChefs PME
