Student engagement: community management, brand identity and B2B strategy
Escape Concept
Escape Concept is a mobile, made-to-measure escape game service in the Pyrénées-Orientales and Aude: the game comes to the client, at home or at work. From October 2023 to December 2025, as a student engagement with this small local business, I was its community manager, at about three posts a week, two videos and one post, more than 350 posts in all. I did not shoot the videos, but I edited every one of them, and I retouched the photos supplied by Escape Concept. I also designed the brand's hexagonal logo and brand guidelines. To finish, I built a full recommendation to open the offer to corporate team building.
The brief
After a first year of communication aimed only at individuals, sales stayed limited, held back by the perceived cost and the lack of space at home. How could Escape Concept become better known and more attractive to companies, with a small budget and an image of a service for children?
Goals
- Make the concept known to local companies (66 and 11).
- Build professional trust with managers, HR directors and business owners.
- Encourage decision-makers to book a team-building session.
Strengths
- A mobile model with no venue to pay for
- A competitive price: €12.50 per person
- A versatile offer, from nursery-school workshops to corporate seminars
Weaknesses
- Visibility that relies entirely on digital and word of mouth
- An image of a children's activity rather than an events solution
Missions
- Create and publish about three pieces of content a week for more than two years, two videos and one post: more than 350 posts in all.
- Design Escape Concept's hexagonal logo and brand guidelines.
- Edit every video from footage supplied by Escape Concept and retouch the photos (colour grading), drawing on trends and the news, while respecting music rights.
- Run the @escape_concept Instagram community.
- Carry out a strategic analysis: competitors, SWOT, insight, B2B and B2C targets.
- Propose a B2B pivot: from 'an escape game' to 'a plug-and-play HR solution', with positioning, promises, tone and proof points.
- Build a low-budget media strategy, more than half of it free channels, and a four-week editorial calendar.
- Produce a working website mockup, a press release and supporting materials: newsletter, emailing, blog article, LinkedIn posts, Google review sign, phone lanyard.
Deliverables
Brand identity
A hexagonal logo, between a honeycomb cell and a padlock, and brand guidelines to make the brand more professional.
Instagram videos
All edited by me, from Escape Concept's footage and the trends of the moment. Click to play: the video loads from Instagram, no account needed.
Two other standout videos
Since removed from Instagram, they remain among the account's best results: the Napoleon trend passed 2,100 views and 20 likes, and the casino heist reached 94.8% non-followers (963 views). I ran an account aimed at a niche, escape game fans in the Pyrénées-Orientales, so view counts stay modest. By riding trends, some posts reached a few more people, within that local audience.
Topical carousel
Posted on 19 October 2025, the day of the Louvre crown jewels theft, to pick up on the news with the 'Mona Lisa heist' Escape Box.
Instagram posts
A selection from more than 350 posts.
Brand materials
Two ideas for brand materials, presented as AI-generated mockups: a Google review sign with a QR code, not produced, and a lanyard in Escape Concept colours.
Press release
A proposal with the Pollestres media library: 'Steal the Mona Lisa for free'.
Website mockup
A proposed showcase website aimed at companies, built as a working mockup: it is not Escape Concept's official website.
Recommendation
- Insight
- 'Companies don't buy a set, they buy logistical ease and a way to reveal talent.'
- Positioning
- 'Escape Concept, the mobile team-cohesion partner that boosts collective performance through thinking, collaboration and play.'
- Evocation concept: the hive
- A collective escape without leaving the room: the cell and the bees embody collective intelligence, blending the hive's mechanics with the ingenuity of a padlock.
- Two promises for two targets
- B2C: 'Escape Concept turns the big moments of your life into unforgettable, clever and easy adventures, right at home.' B2B: 'Escape Concept strengthens your teams' collective intelligence through a playful, mobile, tailor-made experience that reveals talent and builds lasting bonds.'
- Two tones
- Friendly and lively for individuals, on first-name terms; reassuring and human for companies, more formal.
- 2025 benchmarks
- 4,000 to 5,000 monthly Instagram views, more than 30 clients and 190 followers.
Credits
- Logo, brand guidelines, content creation, editing of every video, strategy, website mockup, press release and materials: Théo Sans.
- Videos: footage shot by Escape Concept, edited by Théo Sans.
- Post photos: supplied by Escape Concept, retouched (colour grading) by Théo Sans.
- Lanyard: AI-generated mockup.
- Google review sign: AI-generated mockup to present the idea (not produced).
- Film clips and music in the embedded Instagram videos: all rights reserved by their authors.
- Louvre carousel: the pyramid photo, a third-party photo, is not used.
- Content shown with the consent of Escape Concept's founder.