Alvito Communication Plan, IADE - Institute of Visual Arts, Design and Marketing, 2 April 2012

Objectives

Our objectives were:
Promote a welcoming, reliable, authentic and happy people village
where it’s possible live the happiness
Build a distinctive image and awareness, promote competitive advantages and attract investment

Internal objectives:
- generate self-esteem feelings ( local products, qualified workforce and skills)
- local support and generate the felling "being part of project"
- qualify "Alvito quality mark"

External objectives:
- Atract investiments and partenerships
- Being recognized as a village that generates competences ( economic and happyness)
- generate turism flows
- knowledge pole

1st phase: get to know, inform, publicize Alvito
2nd phase: stimulate people's interest to visit and know the village
3rd phase: Seduce them to live in it,  attract investors, generate tourism flows, lead young people to Alvito and crate a network of activities and attractiveness.

Residents ( young people, adults and local business man)
Persons from outside ( business man, investors and tourists)

Insight

Alvito, where the happiness is the fruit of the land

Communication concept

We lead a brainstorming session where we discovered some important words from Alvito's area, culture, way of life like:

We wanted to understand all that Alvito has to offer through their senses and feelings:

Creative Idea

To archive the desired effect we thought to place the sentence " When was the last time you..."

With this we could give several different endings according to the felling the we wanted to transmit to the public, using the following sentence to emphasize the meaning " In Alvito, this happens every day"

" When was the last time that... you smell hot bread by the morning? In Alvito, this happens every day"

This communication concept will be used for internal and external propose and communicated by the various communication channels. 

Communication Actions

Internal Communication Actions