Introduction

Based on a first Brief received from Satorisan, RdP Media and Marketing
Communication, has elaborated a SATORISAN first Draft that aims to
support the ‘brand building’ and the ‘brand awareness’, both on Media and
Consumer Targets.

Thanks to Media Relations and Digital Pr towards Press and Blogger,

Social Pg (FB Twitter Istagram) are part of it – RdP will build a ‘growth’s
path’ to sustain brand positioning and sales, gradually engaging followers
and conquering Media’s approval.

RdP Media and Social Proposal, will be part of a biggest project of

marketing and communication: ‘SATORISAN green know0how’ focused
on a short list of smart initiatives dedicated to BRAND building and its
core/concept

‘Fashion)Urban)Cosmopolitan Style’6
 Core8Goals

! SATORISAN Brand Awareness, links to Product, Company, Corporate and Commercial

Actions

! Make known/recognizable and appreciate the Brand to an audience target that loves the
Urban Style

! Identify a mood synonymous of ‘mental physical wellness’, research, style of life

experimentation, discovering… in every step, by retracing every new journey, to explore
every time

! Identify and promote, information campaigns or partnership, just in line with SATORISAN
philosophy / DNA : ’ fine shoes 0 good life '
 Target8
! 20U55Wyears

! MenW70%

! Women 30%

! TravelWandWmetropolitan lovers

! Already proneWtoWquality andWdetails

! LoversWofWsportWandWoutdoor

! DedicateWto peopleWwhoW believe in'WDistinction ’

as essential peculiarity of

Urban6Country6Style
 Communication Keys8
! Smart

! Dynamic

! Quality

! Coloured

! Fast

! Plural andWunisex

! Personalized

…Unconventional6 6!
 M
O
O
D
Shiny
B
O
Dynamic Coloured A
R
D

Quality K
E
Y
W
O
R
D
S
Personalized Plural & Unisex Fast & Smart
MARKETING and COMMUNICATION
PATH
 MarketingW& Communication Path
MARKETING8GOAL

Creation ofWaWdistinctive and immediately recognizable brand8image ofWSATORISANW

consistentWwithWtheWexclusivity andWpeculiarity ofWtheWProduct.
HomogeneousWandWcoherentWwithWtheWvisualWcommunicationWofWtheWcollectionWandWtheW
dataWofWtheWcompany,Wthrough:

FOCUS

Media8Activity8B2C8" MEDIAWandWCOLUMNS
Sportswear,WFashion,WDesign,WLifestyle,WGreen,WWellness,WOutdoor,WLatestWNews,WTrends,W
Luxury

Media8activity B2B8→WMEDIAWandWCOLUMNS
ShoppingW/WShopW/WShowroomW/WDesign
 RdP Methodology

PreciselyWtargetedWtoWallowWanWoptimizedWandWfocusedWconveyanceWofWtheWmessage,W RdP advisesWSATORISANWtoW

approachWtheWworldWofWtheWMediaWwithWdiversifiedWcommunication8cues:

CORPORATE →WMediaWpositioningWbuildingWofWSATORISAN

PRODUCT →WVisibilityWofWSATORISANWproductsWrelatedWtoWitsWqualities8and8features (sole)

PROJECT →WBrandWenhancementWthroughWdedicated8initiatives andWtargetedWDigitalWcontestsWwhichWwillWbringW

anWimmediateWidentificationWofWtheW’SATORISAN8footprint’
 RdP Approach

IdentifyWandWdevelopWsuitableWstrategiesW andWtoolsWtoWcommunicateWSATORISANWevenWthanksWto:

DIVERSIFICATION
NewsWslant/messages/diversifiedW languages
DependingWon
Newspaper/Column/JournalistW

DECONTEXTUALIZATION
NewspaperW/WB2CWColumnsWrelatedWtoW‘unconventional’6areas

Company6columns,6production,6wellness,6lifestyle,6travels,6people
OBJECTIVE AND COMMUNICATION STRATEGY
VS MEDIA
VS CONSUMER
 Objective8Versus8Media
! Stimulate Media curiosity trough teasing messages, extrapolated from possible initiatives link to
SATORISAN and official Brand Presentation (Pitti).
! Make the Brand instantly recognizable through a Communication Flow dynamic and smart (es.
building a photo contest with distinctive feature: sole, shoe, walk, travel, cities, step to be
discovered) .

! Position the Brand as ‘unique’ U ‘urban glamour’ emphasizing its features as well as colored sole,
strong materials, craftsmanship, environmental sustainable eventually…
! Switch on SATORISAN spotlights promoting communication activities which involved directly
focused target, increasing day by day brand’s notoriety.
! Brand building, underline its plus and peculiarities, compared with competitors in order to
encourage the consumer choice towards

! Keep high Media’s Curiosity trough ‘incentive’ messages devote to different targets as well as young
people and ‘smart mind’ people
 Objective Versus8Consumer

! Stimulate the curiosity of consumer engaging both followers on Social Pg and

consumers in shops thanks to the realization of an ‘online winner Contest’ with gifts.

! Generate a positive attitude, creating a new ‘Fashion)Urban)Cosmopolitan Style’

both in business community and final consumer, thanks to projects with an high effect
on Brand positioning.
! Educate the consumer to perceive the product as an ‘everyday style’ promoting it on
social, web pages, magazines.
COMMUNICATION ACTIVITY
VS MEDIA ONGOING
 Media Relation Activity
TheWstrategic8and8operative8planning8of8Media8Relation8for8SATORISAN,WwillWbeWbrieflyWarticulatedW
throughWtheWfollowingWactions:

! Analysis, selection and construction of information to convey depending on the different types of
newspapers
! Identification/selection of messages from which can be built topical news (not commercial!) to achieve
exposure with the Media
! Creation and update both of press release and messages to convey to Bloggers/Influencers
! Editing of press releases and posts in line with the extent/type of the news
! Construction of personalized Media list, enlarged to different types of Media and journalists of
newspapers/national and local columns
! Spread, forwarding and followUup of press releases
! Construction and maintenance of contacts and relations with strategic
Journalists/Bloggers/Influencers
! Support to the specific needs of the newsroom, websites, social pages tied to Influencers
! Press Review (via external Media monitoring service)
! Measurable results in terms of quality and amount (on specific request from the company and TBD)
 Attività Digital Pr

Digital Pr, can not aside from traditional Media Relation Activity and in SATORISAN
case, goes directly to support in a meaningful way Media Relation (press office
off/online), to increase visibility and brand reputation.

Through a proper identification of Bloggers and Influencers specialized in different

areas related to strategic SATORISAN worlds: SPORTSWEAR, FASHION, OUTODOOR,
TRAVELLER, TRENDS, news, quickly and pervasively, goes around in a word of
mouth.

This kind of activity is one of the most ‘persuasive’ to convey messages, activating a
strong action of ‘engaging’ including third parts also.

RdP manages contacts, strategies and contents in order to mail them to Influencers
and Bloggers, identifying the ‘right message’ for them, time after time.
 Social Management Activity

TheWSocialWManagementW activityWforeseeWtheWmanagementW ofWtheW

socialWprofilesWthroughWtheWfollowingWactions:

! SearchWofWtheWmost8interesting8topics inWorderWtoWcreateW
captivatingWcontentsWforWtheWaudience

! Involvement8of8the8current8followers andWacquisition8of8
new8ones inWorderWtoWincreaseWtheWvisibility

! Analysis8of8the8most8active8profiles andWtheirWrelatedWcontactsW
networkWinWorderWtoWpromoteWtheWproduct

! Analysis8of8the8posts8inWorderWtoWidentifyW‘’hot’’WtopicsWWthatWcanW
beWusedWbothWforWcommercialWandWforW‘’engagement’’W actionsW
towardsWtheWuser/consumer
 Scouting Influencer/Blogger8Activity

RdP own an effective internal analysis tool, very important to interact, communicate,
sell and lead the online market of the customer. This allow to identify the Key
Profiles (key people/renowned Influencers) that are able to move a large number of
users toward a specific product/service.

Mentor – Social Media Monitoring And Semantic Analytics Tools – control and
analyze the web scenario in terms of Influencers and Bloggers in order to
characterize:
MENTOR
! Who are
! How many are
! What personal and professional profile do they have
! Where do they communicate online
! How many ‘’followers’’ they have
! What topics do they talk about