Growth Gate

• Raise €750k to reach the target for construction costs and furnishing

• A large amount of funding is still needed
• A center for autistic children, hence not possible to film the children
• For ethical reasons, a low upfront capital investment

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• Created an end-to-end strategy focused on deep research
• Built a communication campaign focused on empowerment, shared joy, inclusion, and concrete impact as opposed to pity
• Produced authentic video content
• Leveraged social media like Meta and Google
• Received the Google Grant for non-profits
• Designed and developed a landing page to have total control over content and optimisation

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• Elevate the brand image on a local scale
• Grow social media following
• Increase sales

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• Solo entrepreneur
• Limited budget

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Research:

• Interviewed clients and passersby
• Observed retail store experience & trends

Visual identity:

• Developed a unified photography style (mood, colour palette, composition)

Social media:

• Developed a content plan by categories
• Made high-quality photo and video content

Store & customer experience:

• Shared recommendations
• Introduced a professional in interior design

Digital improvements:

• Instagram storefront optimisation
• Recurring monthly newsletter
• Tested a mobile wallet and proximity marketing

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• Elevate the brand image on an international scale, in line with other luxury hotels of its category
• Increase reservations throughout the year
• Improve the online booking process

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• Two agencies working on the account with whom we needed to collaborate
• Little internal culture on how social media (when well done) can attract new customers

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Website UX/UI Analysis and Optimisation:

• A site audit highlighted usability issues and a high drop-off rate in the booking flow.
• Installation of Microsoft Clarity for user behaviour analysis and design of a new layout focused on "quick wins" to resolve the problems.
• Evaluation of the Namastay solution for better booking process integration.
  

Social Media Strategy Review:

• In-depth analysis of the Principe di Piemonte Instagram channels, including a benchmark against 100 Leading Hotels of the World accounts.
• Definition of a new communication strategy focused on emotional storytelling, exclusive experiences, and a unified visual identity.
  

New Content Production:

• Organisation of various shooting sessions to produce new videos and photos ( Breakfast, Suites, Chef Giuseppe Mancino, Services ).
• The strategy focused on creating dynamic content, deemed more effective on social media than static photos.
  

Editorial Planning and Historical Valorisation:

• Development of a detailed Editorial Plan for April and May, aligned with the new objectives and communication strategy.
• Initiation of historical research on Viareggio and the Principe di Piemonte to integrate narrative and cultural elements into future communication.

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• Improve management team cohesion

• Recent acquisition integration underway
• Cultural shock
• High-stress context due to process integration

• Using the Process Communication Model to exchange the management team participants’ personality profile
• Sharing profile-relevant components (functioning mode, management style, motivation, stress signals)
• Create an efficient interaction team roadmap
• Role-play operational scenarios

• Transmit the real essence of the brand by redefining the visual language on social media and eCommerce

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• Collaborate with an international communication agency from Milan
• Did not visit the location before the shooting
• Limited budget and short deadline

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• Analysis of current visual language and gap analysis
• Proposed two new visual directions
• Scouted a local videographer
• 2-day shooting in the atelier
• Post production ( 6 reels, 60 images, 120 seconds hero video )

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