Parlez-vous français? You betcha: Revitalizing a French Cultural Center by Connecting to its Minnesota Roots

The Alliance Française Minneapolis-St. Paul (AFMSP) is an independent chapter of an international organization aimed at promoting the French language and various francophone cultures. It provides language instruction, cultural programming, social events, and access to a range of resources. However, participation in its events and courses has declined in recent years, putting the organization’s financial stability at risk. This project employs research and analysis to identify strategic and creative solutions to help AFMSP thrive. A review of applied research was conducted, which included industry reports, performance data, and local cultural trends. Key insights revealed the need for enhanced community engagement, particularly through targeted communication efforts. The primary goal of this project is to help AFMSP increase community participation in its events and resources, which will enhance revenue and ensure financial sustainability. As the only cultural center in Minnesota focused exclusively on French language and culture, AFMSP is vital for the local community. This project is the first to gather data and detailed information about AFMSP to conduct a strategic analysis to address its challenges. To develop the communication strategy, the project used Framing Theory (Goffman, 1974) and Aristotle's Theory of Persuasion (Aristotle, trans. 2004). Framing Theory focuses on how media and messages can shape public perception. The campaign positions AFMSP as an accessible and essential resource for experiencing French culture locally. Aristotle’s Persuasion Theory guides message development by using three modes of persuasion: logos (logical appeal), pathos (emotional appeal), and ethos (credibility appeal). These strategies aim to encourage individuals to engage with AFMSP. Primary research included in-depth interviews with stakeholders—members, instructors, and staff—and a survey of community members. The data were analyzed to uncover patterns regarding audience engagement, perceptions of AFMSP, and barriers to ...