INTERNATIONALIZING THE MADE IN ITALY

Italian Food and

Culture Foundation

presents

The ExhibEAT

A Communication PlanWhat? The ExhibEAT promotional campaign

When? June 2010 – Jan 2011

Who? Italian Food & Culture Foundation IFCF

Where?

EXTERNAL ANALYSIS:INTERNATIONAL CONTEXT

2008 International Crisis

Italy loses export market shares and external openness

‘Made in Italy' image needs to be revitalized

GERMANY: OPPORTUNITY MARKET

5th world economy

Fast recovery

main Italian importer

uptrend in tableware imports

Germans have more free time and prefer to spend it outside, not in front of the TV

INTERNAL ANALYSIS

Italian trade commission

THE EXHIBEAT COMMUNICATION PLAN:FULLY INTEGRATED COMMUNICATION

IFCF

Stakeholderspartnerssponsors

Media Mix, promotion

(German adv agency)

TheExhibEAT

TARGET GROUPS

Business

Private consumers

Aged 20 -60

Upper and middle class professionals

full/empty nest couples

Young people, students, travelers

Designers, people interested in art and quality of life

Italian food lovers (early adopters)

Trade and popular media journalists

retailers, restaurants, foodindustry representatives, wholesalers

BUDGET

Campaign: Roughly estimated expenditures (euro)

German advertising agency 30 000

Rent two venues for 2 weeks in Berlin and Hamburg

50 000

Publishing print advertising, billboards and webvertising

30 000

Web page design and hosting 5 000

ExhibEAT organizational costs 50 000

Additional costs 10 000

*100 000 euro for the campaign will be given from the founder of IFCF – Sofia Loren

75 000 are to be gained from external sources

COMMUNICATION OBJECTIVES

Overall Objectives:

‘made in Italy’ internationalizing;

IFCF reputation

Awareness60%

Feelings 40%

Action 30%

EXHIBEAT: COMMUNICATION STRATEGY

Positioning/competitors

traditional

fashionable

Technical so

phis

ticat

ed

ExhibEAT

Christmas markets

Import shop Berlin

Green week Berlin

Competitive advantage

EXHIBEAT MESSAGE

Feed your taste!Cultural adaptation of the message translated in

German:Nähre deine Sinne!

COM

MUN

ICAT

ION

MIX

Focus on print media and Internet: social media online

Publicity - interviews Print advertising – dailys, weekly editions, magazines Billboards

Media

Social groups – Facebook, Twitter Paid ads in Google Banners in online media www.exhibeat.de in German, Italian and English;

MED

IA T

OO

LSwebvertising

OTHER COMMUNICATION TOOLS:

Promotional leaflets/cards Art installations: Small special events Giant panettone

COMMUNICATION TOOLS

Guerrilla Marketing

Nähredeine Sinne!

Com

mun

icat

ion

mix

ACTI

VITY

PLA

N A

ND

MED

IA S

CHED

ULE

2010 2011

Jan Feb Ma Apr May Jun Jul Aug Sep Oct Nov Dec Jan

PRE-

LAU

NCH

ING

ACT

IVIT

IES

Partners/ sponsors contacting

Partners/ sponsors consultation

German agency consultation

Select & Book host venues

Campaign Final vision and pre-testing

Conceptualizing Guerrilla mkt and art installations

LAUNCH OF THE EXHIBEAT CAMPAIGN

LAUNCH OF THE EXHIBEAT CAMPAIGN

Activity/ time Jan Feb. mar Apr May June July Aug Sep Oct Nov Dec Jan 2011

Web page/ webvertising

Billboard/ print ads/

Guerrilla mkt

Press releases

Sophia Loren interviews

Public Art installation

Press conference

ExhibEAT opening Be

rlin

Ham

burg

Special guests publicity

Closing gala

THE EXHIBEAT: MONITORING AND EVALUATION SCHEME

THANK YOU FOR THE ATTENTION!

Italian Food and Culture Foundation