Referenze con immagini - References - Case Histories

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Corso
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Case History
Marketing Communications
Digital Marketing
Start Up

PROFILE
Michela Michieli
Senior Marketing Consultant
Digital Marketing & Innovation
Start Up Contamination

PROFESSIONAL EXPERIENCE
13 years in Marketing Communication Strategy&Planning functions
in Big Corporates and Middle Companies with a further
specialization in the last 6 years in Digital Start Ups and Spin - Off.
Several Big Company (Brand Repositioning and 9 MarComms
Planning for Products crucial to the Company Business
Development with 5 project focus on Digital Marketing
Development)
6 Spin-off (Brand Repositioning and Omnichannel Marketing
Strategy
11 Start Ups (Business Model, Brand Positioning, MarkComms
Strategy, Digital Strategy Summary etc)
1 Start Up Incubator (Business Model).

LECTURE AND PUBLICATION
Lecturer Teacher in the Masters of the IUAV University ( Intelligent
School Design) about Steps and Resources to Build a Company/
Entrepreneur Activity. Giuseppe Longhi.
Lecturer Assistant in the Masters of the SUPSI University about
Marketing Innovation. Iveta Merlinova.
Pubblications
Innov’azione - Il Social Business come Cerniera Generazionale
Innov’azione - Berlino: la Silicon Alee tra Arte e Innovazione.

ZURICH FINANCIAL SERVICES
Milan - ZURICH - Internal and External Marketing and
Communication projects
•  Marketing materials for agents and brokers’ sales force
•  Leading Internal Communication Plan to explain Zurich
repositioning
•  Adaptating International Advertising Campaign “Because
Change Happenz” to Italian market
•  Managing corporate events concept, planning and production
•  Partnership Program and Management (Deutsche Bank, Banca
Crasti, Banca Valsabbina) to ensure Zurich business goals
achievement.
•  Trade Marketing initiatives Incentives, Conventions and Events.
•  Web Marketing Projects focus on Life Products and Intranet/
Extranet project management for Zurich- Deutsche bank
partnership.
INSURANCE

ZURICH
BRAND
WHEEL

FINANCIAL

FINANCIAL
ZURICH
CUSTOMER
JOURNEY

ZURICH
BRAND
POSITIONING

Target Insight Brand Promise Brand DNA
People feel more
comfortable and secure
when they can manage the
relentless influences of
change on and within their
lives, their business, and
the world around them.
Meeting this need is an
opportunity because it is
rarely satisfied by our
industry
Active Adaptability
Zurich actively evaluates
change to deliver more
relevant and secure
solutions in the world of
insurance.
We are:
WORLD-WISE
AGILE
A CHALLENGER
ENGAGED
SOLID
In development
Target Insight Brand Promise Brand DNA
Brand Positioning
Messaging Strategies
Creative Brief
FINANCIAL

ZURICH
ADVERTISING
CAMPAIGN

FINANCIAL

ZURICH
TRADE
MARKETING

FINANCIAL

FINANCIAL
ZURICH
Web
Sites
&
Partnership

ITALIANA ASSICURAZIONI
One of the most important Italian Insurance Company.
•  Training Academy Branding & Identity
•  Training Material productions
•  Events Project & Management

FINANCIAL

ANIMA SGR
ANIMA is a reference point in the Italian asset management
industry, with assets un der management of 65 billion euros
(data as of July 31 , 2015 ) ,more than one hundred distribution
agreements and some one million customers.
In charge of Brand Repositioning with a Team of three
professionals in order to augment the Brand equity before the
acquisition |Market Research & analysis|Data Mining Project|
Custumer Base Analysis | Brand Identity | Trade Marketing
Strategy| Direct Marketing Strategy on the Custumer Base|
Website Design & online TV Project Development | Sponsorship
Strategy | Internal Communication Strategy & Events | Guerrilla
Marketing | Redesigning of the Marketing & Sales Department.
FINANCIAL

AMUNDI - CAAM
Amundi, european leader1, ranks in the Top 10 worldwide1 in the
asset management industry with AUM more than €950 billion
worldwide2. Amundi has become a leading European player in
asset management, recognised for:
- Product performance and transparency;
- Quality of client relationships based on a long-term advisory
approach;
- Efficiency in its organisation and teams’ promise to serving its
clients;
- Commitment to sustainable development and socially
responsible investment policies.
•  In charge of the Management of the Challenge for the new
Brand Idendity after the Spinn Off from CAAM.

FINANCIAL

BIM
Real Estate Bank, Cruise Incentive for Agents.
Incentive Event Planning for 300 Agents – Cruise Incentive
FINANCIAL

PACKARDBELL
Driving evaluation of business and strategic opportunities for
Packard Bell Liberty Tablet.
Market Research & Analysis | Marketing Communication |
Marketing Strategy&Planning (Omnichannel) | BtoB &Channel
marketing | BtoC Marketing Planning | Digital Innovation| Digital
Marketing [Web/Online Marketing, SEO, Digital PR] | New
Media&Social Networking [Social Media Marketing, Viral
Marketing].
TECNOLOGY-DEVICES

Target
Analysis/Personas

TECNOLOGY-DEVICES

Customer
experience
analysis/retail

TECNOLOGY-DEVICES

Trade
Marke.ng

TECNOLOGY-DEVICES

Online
Marke.ng

TECNOLOGY-DEVICES

Media
Mix

TECNOLOGY-DEVICES

PACKARDBELL
International Multilevel Company distributing Juice Plus+, a whole
food based nutrition, including juice powder concentrates from 30
different fruits, vegetables and grains. Leading Marketing
Department for Italy, Netherlands, UK and Spaign.
•  Marketing Planning - multilevel marketing | New Products
Launch | MarkComms Restyling of Materials and Events Format
| Brand Enrichment
•  Event Management ( 5000 pax in Barcelona - 5 languages ) |
Companies Websites Strategy & landing Pages positioning - 50
websites.
HEALTH-CCARE-NUTRACEUTICS

GALILEO - BBGR
Italian Most Important Lens Manufacturer Acquisition
Management of the Press Conference announcing the Company
acquisition by BBGR
•  Restyling of Marketing and Communication Materials,
•  Trade Marketing Strategy and Incentives (Galileo Club)
•  Web marketing strategy and extranet project management
The change management process in the marketing department
has been concluded with success after one year.
Brand Enrichment - Communications and marketing plans - Press
Conference - Advertising - In-store promotion strategy - Customer
Experience Design - Web Design - Web Analysis& Development |
Trade and Direct Marketing strategy – Web Marketing strategy
Briefing | Creative and Operative Team Management | Project
Management.
OFTALMIC

DAI OPTICAL
Managing the launch of iFast, an innovative Software that allow
Opticians to easily order customised lens for their Costumers.
•  Product Launch
•  Event Concept, Management and Production
•  Web Design and Social Network Planning
•  Viral Marketing Strategy

OFTALMIC

CONTI
Managing the Commercial Strategy of the Company
•  Brand Identity
•  Product Photographic Shooting
•  Direct Mailing in 5 Countries
•  Buyer Presentation and Negotiation
à Esselunga and Bennet Market Entry

FOOD

CONTI
Photo-‐Shoo.ng

FOOD

GALERIE RABOUAN MOUSION
Managing the International fair in Bordeaux for Oleg Kulik and
Gerard Rancinan, who become more and more famous after the
exibition.
•  Pr Concept&Management
•  Events Planning&Management
•  Fair Management (Stand Design and Comms Planning and
Management) for Oleg Kulik and Gerard Rancinan.
ART

The
Press
Release

ART

The
Fair
-‐
Bordeaux

ART

GERARDO SACCO
Leading Jewel Firm in the South of Italy, the Company has born
thank to Gerardo Sacco, a “mediterranean artist”, who has been
working with Zeffirelli and the big Cinema Stars of the International
Jezzset ( Liz Taylor, Brooke, Shields, Glenn Close, Isabella Rossellini
and many others actrees).
Market Research & analysis| Product Marketing Strategy
(Redesigning Offering and Product Lines) | Brand Repositioning |
Brand Identity | Creative Direction of the Advertising Shooting |
International MarkeComms Strategy| PR Management | Website
& E.Commerce Design and Digital Marketing Strategy | Social
Media Strategy & Guidelines | Training and Management of 15
internal and external Resources in the Pr/Marketing/Digital
Department.

LUXURY

OCTANE
Set up of the Italian Version of the Most Important Luxury Car of
Epoque Benchmarking Magazine
Market Research | Marketing & Partnership Strategy
LUXURY

Pricing
Strategy

LUXURY

LOFTSTOGO
Luxury Mobile Living Houses. In charge of the Company Launch,
managing every activity with the help of an Internship.
Business Model Concept | Market Research&Analysis | Brand
Positioning&Development | Brand Identity | Marketing
Communication Strategy&Planning | BtoC Marketing Planning
Digital Marketing [Web/Online Marketing, SEO, Digital PR] | Digital
Multilevel Strategy | New Media&Social Networking [Social Media
Marketing, Viral Marketing and Community Management] | Web
Analysis& Development | Web 2.0 Interaction Design [User
Experience Testing and Analysis] | iOS and Android APP Concept
ARCHITECTURE–LUXURY-INNOVATION

FOOLISHUB
Fashion Start Up Company producing watches and sunglasses with
plastic materials combining Italian St is a peer-to-peer video
platform where children and youth aged 8 through 18 can share
their skills and talents with each other around the world by
creating their own video tutorials (how-to-videos).
Brand Identity project | Web Design and User Experience Testing
and Analysis| Fund Raising Campaign.
FASHION

QINTESI
Managing the Re-branding of an Italian Consulting Spin Off
(Financial and Controlling Counsulting). The new Brand Identity
and the Business Strategy aim was to retain the 100% of Customers
and the goal has been accomplished.
Market Research & Analysis | Brand&Corporate Identity, Change
Management Project - Business Development Strategy - Web
Design | Web Analysis& Development | Web 2.0 Interaction
Design [User Experience Testing and Analysis]- BtoB Marketing.
CONSULTING

SILEDO GLABAL SA
Managing the Buinding of a Swiss Consulting Division ( focus on
Customer Intelligence & Interaction between online and offline
experience in the Retail and in e.Commerce)
Branding | Product&Platforms Selection | Sales Strategy |
Business Development Strategy | Cross-selling Strategy with the
others Division of the Company | Marketing Materials Production |
Web Design | Web Analysis& Development | Employees training
CONSULTING

Siledo
Global
SA

CONSULTING

SME UP
IT & ICT Consulting - Sme.UP Group never stops expanding through
new acquisitions of companies and professionals, and is a supplier
of leading Italian companies that play a major role in the world
today, in industry, trade, retail, distribution and services.
Linkedin Training to the Management, the Sales Force and all the
Collaborators (250) in order to achieve new leads and Business
Results through the Business Social Networks.
CONSULTING

Sme.UP
Linkedin
Training

CONSULTING

ISAS GROUP
Managing the launch of IT Consultancy with success, creating a
specific format “Dietro le Nuvole” (related to Cloud Innovation) on
Social Network and an Event with the aim to contact costumers.
Business Model Concept |Brand Identity |Marketing
Communication |Strategy&Planning BtoB &Channel marketing |
Web Design | Events Planning&Management.
CONSULTING

Brand
Posi.oning

PEERTOPEERPLATFORM

Marke.ng
Strategy
&
Web
Image

PEERTOPEERPLATFORM

SPOTLIME
Leading Events App for the Italian Market
App Service Design, Rebranding - MarkComms Strategy - Pr
Strategy - Digital Marketing (Web/Online Marketing, SEO, Digital
PR), Training of the internal Team in order to get Business Results
and get a second finalcial round (achieved). Training and
Management of 4 internal Resources in the Marketing/Digital
Department.

STARTUP–APPEVENTS

F18 Carrier Landing
Simulation Game – Launch of the App 2.0 . 1500 Journalists
contacted |press release published on 350 Blogs
-  the APP got 600.000 paid download.
iOS and Android APP Concept – Digital PR - Digital Marketing
(Web/Online Marketing, SEO, Digital PR) |Web Analysis&
Development
APP–SIMULATIONGAMING

F18
Web
-‐
Press
Room

PEERTOPEERPLATFORM

F18
Social
Network

PEERTOPEERPLATFORM

KIDDIFY
Peer Video Platform - YouTube for children. The Company is now
raising money through Crowd Funding Platforms and Investors.
Kiddify is a peer-to-peer video platform where children and youth
aged 8 through 18 can share their skills and talents with each other
around the world by creating their own video tutorials (how-to-
videos).
Brand Identity project | Web Design and User Experience Testing
and Analysis| Fund Raising Campaign.
PEERTOPEERPLATFORM

KIDDIFY
Website

PEERTOPEERPLATFORM

DOITYO
A platform enabling the match between job demand and offer, a
Mobile Community enabling the engagement at your location and
in real time. A Social Marketplace supporting Local
Unemployment and empowering Individual
Microentrepreneurship. The first job/crowdfunding platform
enabling a sharing economy in which participated crowd money
is useful; Doityo allows to donate small amount enabling someone
to get a job done. A “learning technology” that profiles job offer
and job demand.
Project Idea| Market Research | Business Model | Brand
Positioning | App Concept | App Service Design | Project
Development| Marketing Strategy | Digital Marketing Strategy
and Google Campaign | PR Campaign | Digital Multilevel
Strategy | Financial Planning | Presentations and Communication
Materials - the project is now under the analysis of Postfinance for
an Acceleration Program.
SOCIALMARKETPLACESTART-UP

ISOLPACK
Leader Photovoltaic System Company in Italy.
Product Campaign and Media Planning. Briefing | Customer
Management | Creative and Operative Team Management |
Project Management.
BUILDUING-PHOTOVOLTAIC

Website


Adver.sing


CSP
Company Suppliers of of formwork and scaffolding systems, got
30% of contacts more than the previous year after the SAIE Project.
Fair Concept, Stand Design | Communication Activities and
Materials (Brochures, Video, Leaflet, Newsletter). Briefing |
Customer Management | Creative and Operative Team
Management | Project Management | Video Production

Isolpack®, da 60 anni leader nei prodotti per la costruzione di coperture, presenta
Erit®, il primo sistema tetto integrato che unisce i vantaggi dell’isolamento a quelli
della produzione di energia solare. Un brevetto esclusivo destinato a rivoluzionare il
mercato per le sue caratteristiche tecniche e per i notevoli vantaggi economici
complessivi: dallo sgravio fiscale superiore del 10% alle tariffe incentivanti maggiori
in quanto sistema integrato.
Un lavoro ben fatto inizia dal tetto.
ERIT®. Il primo sistema tetto che integra isolamento e fotovoltaico.
A conti fatti non c’è confronto.
Scoprilo su www.fotovoltaicoerit.com
ALTRI SISTEMI
FOTOVOLTAICI
Impermeabilità del tetto
compromessa.
Aggiunta di peso alla
struttura.
Esposizione dei cavi agli
agenti atmosferici, ai raggi
UV, ai roditori e agli uccelli.
ERIT®
Totale assenza di fori =
perfetta tenuta.
Peso nettamente inferiore.
Facilità di montaggio.
Perfetto isolamento dei
cavi elettrici.
Ventilazione sotto modulo.
Tariffe incentivanti mag-
giori del 20% in quanto
sistema integrato.
Ulteriore maggiorazione
della tariffa incentivante
inizialmente riconosciuta
(fino max + 30%) qualora
venga dimostrata una
aumentata resa energetica
di almeno il 10%.
Sgravio fiscale maggiore
dovuto alla riduzione delle
dispersioni termiche.
Pensi di avere le caratteristiche per diventare concessionario di un prodotto così innovativo?
PAD. 2 - STAND E41
ADV
/
Newsle]er
|DM

PRODUCT
VIDEO
(
VERTICALATORE)

Product
Launch

REFERENCES
Roberto Meroni, Direttore Marketing at PERI
When I worked with Michela, I immediately appreciated how fast
and clearly she could understand the objectives and main points
of a business in a market she hadn't known before, as well as the
requirements of the projects and events we did together. And
soon after, I appreciated the excellent results we could get with
the qualified support of such a complete profile: enthusiastic,
professional, creative, open, problem solving oriented, proactive.
She wins together with her customer.
Rosario Piazzese, Partner at The Innovation Group
Michela is a high quality professional. Hard competencies and
capabilities in operational and strategic marketing, web
marketing and social network business adopting. Deep
knowledge merged with great human and personal capabilities.
On time time and high level results. Great professional, amazing
person.

REFERENCES
Francesco Rieppi, CEO Spotlime
Michela helped us to develop a new Communication Strategy for
Spotlime. She supported our team on social network
communication, the positioning of the product and the PR
strategy for the investment round. She also proactively helped us
in the organization of events at Salone del Mobile 2014 to
strengthen the Spotlime brand. Michela is a great asset for a
startup to improve its communication and a great person to work
with.

Rosario Tassoni, General Manager "J.G.L.Consulting"
Michela manages to combine a great ability to listen, in a field,
digital innovation, where it is increasingly important to understand
the continuous demands of business owners who need to innovate
their businesses. Michela is characterized by expertise and focus
on the needs of consumers.

REFERENCES
Mark Dare Schmiedel, Founder and CEO Loftstogo
Michela consults us with Digital Marketing at LTG Lofts to go since
1st of March, 2013 and as we're preparing a worldwide market
with a new product (mobile houses that can even float and fit into
most marinas). So we needed a consultant that has profound
experiences and creative ideas to reach the key targets in digital
marketing. Michela not only knows all the possibilities but is also
capable to adapt them in a smooth way and to think of new ways
to reach the customers. Also it's great fun to have her around! We
are very pleased to have her as a consultant.
Angelo Trotta, Chief marketing &communications officer, Zurich
Financial Services Italy
During her whole period within the Marketing &Comms. Team of
Zurich Italy, Michela demonstrated to be hard working and
extremely committed. The quality of her output and the depth of
her reflexions are worth to mention. She deserves a job in line with
her skills.

REFERENCES
Yatan Blumenthal Vargas, Entrepreneur & Management
Professional into Tech "Michela is a very focused and talented
Marketing professional. Working with her we always got a different
perspective on what the customers really needs and how to
communicate it. On top of her expertise she is a great listener and
very passionate about the quality of her work. Hope to work
together again!
Marco Borchers, Founder & CEO at My Impact Education "Michela
was leading our group at Founder Institute. She was very reliable,
organised and did a great job keeping the group together.
Michela cared about us being successful and tried whenever
possible to support us with her knowledge in online marketing and
communications. It was a pleasure having Michela as a team
leader!

REFERENCES
Elisa Trupia, Global Senior Sourcing Manager HR & Benefits -
Group Procurement at Zurich Financial Services.
I have recruited Michela to Zurich back in 2005. I was impressed by
her creativity and ability to think out of the box. Michela proved to
be an enthusiastic professional, with a very open and international
mindset which I regard as invaluable skills.” Top qualities:
Personable, High Integrity, Creative.
Angelo Amaglio Presidente at QINTESI S.p.A
Michela helped us in setting-up Qintesi image: logo, company
profile, web-site and Maketing Materials to help us developing an
effective Commercial Strategy. Very effective, creative, close to
our needs; precise, always on-time and on-budget! We all
appreciated her support.

REFERENCES
Davide Alfano, Imprenditore e dirigente : Startup App Doityo-
Progetto Camino - Bdt Trading SA
Michela è molto seria e professionale, ha un ottima conoscenza
del suo lavoro. Non si tira mai indietro anche se incontra delle
difficoltà e porta a termine quanto iniziato
Paola Lunghi, Head of Communications Zurich Italy, Zurich Italy
Michela is brillant and able to propose original solutions. She is a
very creative, engaged and positive person. She is multitasking
and able to develop customized solutions. Her approach is always
innovative.

REFERENCES
Gianfranco Vallese Manager at QINTESI S.p.A.
Michela is a very focused and reliable person, her creative
approach leads to value results.

Anna Maggi, Marketing Manager at GE Power Controls
Michela is a professional account with a very good expertise in
managing projects: Personable, On Time, Creative”

Onofrio De Gennaro, Proprietario Dai Optical Industries
Ho avuto il piacere di collaborare con Michela e mi ha colpito la
sua grande proffesionalità,il senso del dovere e la su ascrupolosità
a non prendere nulla sotto gamba.Una ragazza veramente seria e
qualificata.

REFERENCES
Sergio Gussoni, Alleanza Assicurazioni, Marketing e
Comunicazione
Ho avuto occasione di lavorare con Michela e ne ho potuto
apprezzare la professionalità, l'entusiasmo e la capacità di
ricercare soluzioni originali per il raggiungimento degli obiettivi.
Gianluca Marchese, Partner Manager presso King.com
I worked with Michela on some projects and I always remember
with pleasure that period. She was good in understanding the
environment in which we were and she always demonstrate great
spirit in order to solve daily problems and more strategic ones.
Attilio Barbieri, Supplier Manager Zurich Financial Services - ITIL V3
Foundation Certified
Michela was hard working and she always took care for detail and
considered ethic values - She demonstrated creativity and passion
regarding the activity assigned.

REFERENCES
Marco De Rosa, Unconventional ADV GWC
Michela è una professionista eclettica, scrupolosa e versatile.
Disponibile al dialogo ma ferma e decisa quando è il momento di
prendere delle decisioni. Si adatta con facilità alle situazioni e alle
esigenze del cliente ma è in grado di far rispettare le proprie
scelte, dimostrando sicurezza.

.

Grazie.
HUB
Highly
Unconven.onal

Business
SA

Corso
Elvezia,
14

6900
Lugano,
CH


Grazie
HUB
-‐
Highly
Unconven.onal
Business

Corso
Elvezia
14
-‐
6900
-‐
Lugano
|
Switzerland


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