The economic crisis that has hit hard in recent years our country has certainly not spared the sports sector,causing a constant shortage of economic resources, both in public (government) funding and private (business) investments by corporations. In this scenario very complex and increasingly competitive, the Italian Fencing Federation has felt the need to reinvent itself as if it were a business (even if it is not), with clear objectives, analysis of its strengths and weaknesses that result in the creation of a well-defined brand identity. This is a necessary step, made of medium to long-term projects consistent with the objectives and aims to optimize the financial resources that allow to continue the confirmation of fencing as a national leader in the international arena despite budgets getting ever smaller. The brand identity thus becomes a critical priority in order to face the new challenges this poses before us today in the context of promotional events, training, services offered, and especially in digital and social communication, something Federscherma is especially proud.

1. FEDERSCHERMA & BRAND IDENTITY
Rome - December 4, 2013
Alessandro Noto
Marketing & Social Media Manager FIS
Twitter: @AleNoto
Skype: alessandro.noto3
Mail: alessandro.noto@virgilio.it
Mobile: +39 3385956023

2. FIS: ITALIAN SPORT FEDERATION WITH THE MOST
310 Affiliated Clubs
20,700 Individual Members
55% Male
45% Female
70 National Competitive Events
5 FIE World Cup Events
6 National Championships
9 Stages of Trofeo Kinder+ Sport
@AleNoto @Federscherma
MEDALS
121 Olympic Medals

3. BRAND IDENTITY
Italian Fencing Brand Identity
dynamic
youth
style & prestige
dedication
demanding
popular
@AleNoto @Federscherma
international
100
90
80
70
60
50
40
30
20
10
0
entire family
solo
with friends
social
relaxing
energetic
traditional
alternative
for connoisseurs
affordable
fair
clean
innovative
"it" sport
exciting, engaging
sense of freedom very competitive
fun
positive values
expensive
profile of Italian fencing

4. PROBLEMS & OPPORTUNITIES
Need for change!
 Limited financial resources
 New organizational structure
 New challenges
@AleNoto @Federscherma
 Reduced government support
 Branding

5. SPREAD...
@AleNoto @Federscherma
International Fencing Arena
National Sport Arena
Sovereign spread:
the difference between the yield on a country's bond issue and the yield on a comparable
bond issued by a benchmark country such as the United States or Germany.

6. OLYMPICS
@AleNoto @Federscherma
London 2012 Olympics (7 medals)
4 individuals and 3 teams
7 medals (3g, 2s, 2b)
1 individual gold (WF Di Francisca)
2 team gold (WF, MF)
2 individual silver (WF Errigo, MS Occhiuzzi)
1 individual bronze (WF Vezzali)
1 team bronze (MS)
Palmares London 2012 (7 medals)
4 individuals
3 teams
4 women
3 men
4 WF
1 MF
2 MS

7. WORLD
CHAMPIONSHIPS
@AleNoto @Federscherma
Senior World Championships
Antalya 2009 Kiev 2012
9 medals (5 individual & 4 team) no medals
4 g 2 s 3 b
1 g individual (MF Baldini) Only excluded
3 g team (WF Errigo, Di Francisca, Granbassi, Vezzali; London 2012 MF Baldini, Barrera, Cassarà, Vanni; WE Cascioli,
Del Carretto, Moelhausen, Quondamcarlo)
1 s individual (ME Tagliariol)
1 s team (MS Montano, Occhiuzzi, Pastore, Tarantino)
3 b individual (WF Di Francisca, Errigo; MS Tarantino)
Paris 2010 Palmares 7 medals (4 individual & 3 team) 27 medals 2 g 3 s 2 b
1 g individual (WF Di Francisca) 13 women, 14 1 g team (WF Errigo, Di Francisca, Salvatori, Vezzali)
1 s individual (WF Errigo) 10 WF, 6 MF
2 s team (MF Baldini, Barrera, Cassarà, Aspromonte; 6 MS
MS Occhiuzzi, Montano, Pastore, Tarantino) 3 WE, 2 ME
2 b individual (WF Vezzali; WE Moellhausen)
Catania 2011
11 medals (8 individual & 3 team)
4 g 3 s 4 b
4 g individual (WF Vezzali; MF Cassarà; MS Montano; ME Pizzo)
2 s individual (WF Di Francisca; MF Aspromonte)
1 s team (WF Di Francisca, Errigo, Salvatori, Vezzali)
2 b individual (MF Avola; MS Tarantino)
2 b team (MS Occhiuzzi, Montano, Pastore, Tarantino; WE Del Carretto
Fiamingo, Moellhausen, Navarria)

8. EUROPEAN
CHAMPIONSHIPS
@AleNoto @Federscherma
Senior European Championships
Plovdiv 2009 Legnano 9 medals (4 individual & 5 team) 4 medals 5 g 4 b 2 g 2 b
2 g individual (MF Baldini; WF Vezzali) 2 g team 3 g team (MF Baldini, Barrera, Cassarà, Vanni; WF Errigo, Di Francisca, Baldini, Salvatori, Vezzali; MS Montano, Occhiuzzi, Pastore, Tarantino) Di Francisca, 2 b individual (WF Errigo; MS Pastore) 1 b individual 2 b team (WS Bianco, Marzocca, Stagni, Vecchi; 1 b team ME Confalonieri, Martinelli, Rota, Tagliariol) Marzocca, Leipzig 2010 Palmares 10 medals (5 individual & 5 team) 33 medals 5 g 2 s 3 b
2 g individual (MF Baldini; WF Vezzali) 18 women, 3 g team (MF Aspromonte, Avola, Baldini, Cassarà; WF Errigo, Salvatori,
Di Francisca, Vezzali; MS Montano, Occhiuzzi, Samele, Tarantino) 11 WF, 1 s individual (MF Aspromonte) 5 WS, 1 s team (WE Del Carretto, Moellhausen, Navarria, Quondamcarlo) 2 WE, 2 b individual (WF Di Francisca; WS Bianco)
1 b team (WS Bianco, Lucchino, Marzocca, Vecchi)
Sheffield 2011
10 medals (6 individual & 4 team)
6 g 2 s 2 b
2 g individual (MF Avola; WF Di Francisca)
4 g team (MF Aspromonte, Avola, Baldini, Cassarà; WF Errigo, Salvatori,
Di Francisca, Vezzali; MS Montano, Occhiuzzi, Samele, Tarantino;
WS Bianco, Guarneri, Marzocca, Vecchi)
2 s individual (MF Cassarà; WF Vezzali)
2 b individual (MF Baldini; WE Moellhausen)

9. @AleNoto @Federscherma
Increase Total Number of Fencers
Major Competitive Events 2004/2012
EVENTS & PROMOTION
Fencing in School Project
International Relations

10. @AleNoto @Federscherma
Internal communication
All transactions on line
OPERATIONAL FEATURES
National system on the web

11. INVOLVEMENT WITH REGIONAL AND
LOCAL ADMINISTRATIONS
@AleNoto @Federscherma
Project FIS CITY PARTNER

12. FORMATION, TRAINING, EDUCATION
@AleNoto @Federscherma
Fencing Coaches & Instructors
Regional press agents
Armorers
Athletic trainers
Video refereeing
Club managers & officers
Media training for elite athlete

13. SOCIALS PLATFORM
@AleNoto @Federscherma
To Reach a Wide Audience in Italy &
Internationally
To Reach a Young Audience
Branding & Storytelling
Audience Retention & Engagement
New Image
Projects Involve our Atheltes

14. FIS SPONSOR CLUB
Welcome!
The FIS Sponsor Club web site created by our federation has the goal to gather sponsors of Italian Fencing Clubs to promote @AleNoto @Federscherma

15. FIS IS A BRAND !!!
@AleNoto @Federscherma
60.8
68.5
0 25 50 75 100
fencing fans
other sports fans
Spontaneous
awareness
only
FIS brand recognition
83.6
88.5
0 25 50 75 100
fencing fans
other sports fans
Spontaneous
+ aided
awareness
FIS brand recognition

16. THANK YOU!
Alessandro Noto
Marketing & Social Media Manager
Italian Fencing Federation
Twitter: @AleNoto
Skype: alessandro.noto3
Mail: alessandro.noto@virgilio.it
Mobile: +39 3385956023