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IN THE WORLDThe Business Community for Italians
With the Patronage of the The Italian Consulate General in London.
© 2013-17 The Italian Community TM – Registered Trademark 2013. ALL RIGHTS RESERVED. This document is property of The Italian Community TM - It may not be reproduced, memorized for storage in an electronic data base
or transmitted in any form or by any means (electronic, mechanical, photocopying, recording or other), in whole or in part, without the express written consent of The Italian Community TM.
November 2016
CONTENTS
2
▸ CHAPTER 1THE COMMUNITIES AROUND THE WORLD - EVOLUTIONpage 3-8
▸ CHAPTER 2THE ITALIAN COMMUNITY™ - THE PROJECTpage 9-18
▸ CHAPTER 3ACTIVITIES AND GOALS - STAGE 1 - 2014-16page 19-25
▸ CHAPTER 4ACKNOWLEDGMENTS - STAGE 1 - 2014-16page 26-28
▸ CHAPTER 5ABOUT US - THE TEAMpage 29-32
The Communities around the world Chapter 1
EVOLUTION
THE COMMUNITIES AROUND THE WORLD I EVOLUTION
IN 2013, 4,482,115 ITALIANS WERE SURVEYED AS RESIDING ABROAD. IT IS ESTIMATED THAT THERE ARE 500K ITALIANS IN THE UK, WITH A GROWTH TREND OF 71.5% IN 2013-2014.
Young adults and families emigrate both because of the delicate situation of the Italian job market and because of social organic evolution. Today there is no longer a fear of the unknown, thanks to the increase in knowledge spurred mainly by the Internet. Low-cost transportation has brought down the geographical barriers.
The phenomenon of social mobility is radically influencing the nature
of the business community abroad.4
*Source:Italians in the World 2014 Report - Fondazione Migrantes Statistical
Yearbook 2014 – Ministry of Foreign Affairs
Top 10 Immigration Countries (AIRE members) and % growth - 2014*:ArgentinaGermany
SwitzerlandFranceBrazil
BelgiumUnited States
United KingdomCanada
Australia
ARGENTINA725K17,1%
GERMANY665K11.5%
SWITZERLAND569K15.7%
FRANCE378K19.0%
BRAZIL332K21.4%
BELGIUM257K10.2%
USA230K1.1%
UK223K71.5%
CANADA135K25.2%
AUSTRALIA134K13.1%
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Today you can sell your products or services not only to the growing number of foreigners interested in Made in Italy, but also to thousands of expats, benefiting from the advantages fostered by the relationship between customer and supplier, who share the same culture and market perception, and who speak the same language.
A NEW PRODUCT AND SERVICE RANGE HAS DEVELOPED FOR ITALIAN CONSUMERS. Demand which was once covered by foreign suppliers, is now fully satisfied by Italian businesses within the various Communities.
THERE ARE NOW REMARKABLE NEW POSSIBILITIES FOR ITALY TO INTERNATIONALISE ITS BUSINESS. Business enterprises abroad are expanding not only thanks to digital technology, which allows companies to sell products online, but also to the ability to form B2B collaborations and strategic partnerships with other Italian businesses already rooted in foreign markets.
These two new factors, the evolution of the target audience and the openness to internationalisation, seen
from a realistic and not simply optimistic perspective, will revolutionise the world of business communities
abroad and will make an important contribution to the economic growth of our country.
1THE COMMUNITIES AROUND THE WORLD I EVOLUTION
THE TARGET AUDIENCE FOR FOREIGN BUSINESSES IS EVOLVING.
NOW MORE THAN EVER IT IS TIME FOR COMMUNITIES.
Mark Zuckerberg
THE COMMUNITIES AROUND THE WORLD I EVOLUTION
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THE COMMUNITIES AROUND THE WORLD I EVOLUTION
THE PROBLEMToday Italian businesses worldwide offer a variety of services and products that have the potential of covering all needs, which were once satisfied only by local foreign suppliers. If you are looking for a professional, a business or an Italian restaurant, you no longer find just a few dozens, but thousands.
Italian communities abroad however appear to lack structure, mainly due to certain socio-cultural factors.
GEOGRAPHIC DISUNITY Italians are no longer physically concentrated in one area.
CULTURAL ATTITUDE The Italian expat tends to follow a common curve, which starts with denying his/her Italian origins, to then develop after a few years into the reacknowledgment of one’s roots.
LACK OF EFFECTIVE TOOLS FOR UNIFICATION A s w i t h a l l g r o w i n g businesses, there is a lack of effective support tools.
CAUSES OF DISORGANISATION
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THE COMMUNITIES AROUND THE WORLD I EVOLUTION
THE SOLUTIONThe Italian Community™ is the free digital business directory where you can find Italian products and services around the globe.
It was created to bridge the gap caused by the lack of unifying tools and is:
THE FIRST EFFECTIVE AND EFFICIENT MARKETPLACE for Italians abroad, whether B2B or B2C.
THE BENCHMARK for businesses in Italy that want to expand their sales abroad.
A TOOL to increase visibility that provides channels for Italian business abroad, in particular SMEs, independent contractors and Start-ups, to promote their products and services.
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The Italian Community™ Chapter 2
THE PROJECT
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SUPPORT
ITALIAN COMMUNITIES PROMOTE
MADE BY ITALIANS ENCOURAGE
INTERNATIONALISATION
The Italian Community™ aims at becoming a functional and modern tool that can support the Communities by developing a business marketplace. More specifically, by offering free visibility, targeted promotional c h a n n e l s a n d b u s i n e s s opportunities to SMEs, start-ups and independent contractors. Our platform allows businesses to reach a niche target audience (B2B and B2C), which is a key factor in all successful marketing campaigns.
The demand for Italian products a n d s e r v i c e s b y f o r e i g n consumers continues to grow. I ta ly i s today the second European country with the highest exports in the world*. However, there still are few tools a v a i l a b l e t o e x p l o i t t h i s leadership. There is a growing need for organisations that support: • M a d e i n I t a l y - I t a l i a n businesses that expand their sales on foreign markets • Made by Italians - Italian businesses that are already well-established abroad.
* Source: Destinazione Italia, July 3, 2014
With over 2.1K businesses listed in our free directory and an audience of 50K Italian and Italophile users, The Italian Community has developed a solid network of contacts in the United Kingdom, becoming a trusted benchmark when it comes to br inging I ta l ian businesses into contact with their counterparts in the United Kingdom (B2B).
THE ITALIAN COMMUNITY I THE PROJECT
GOALS
1 2 3
THE FORMAT THE LOGO THE NAME
THE ITALIAN COMMUNITY I THE PROJECT
BRAND HISTORY The Italian Community™ was created and designed
by Idea188 ltd, a web & marketing agency that has been operating in the UK for 10 years.
Designed to exploit the potential for PR and Marketing to the fullest with a strong brand that is instantly recognisable.
Deposited and registered with European and U.S. trademark in November 2013.
Chosen based on a careful analysis of search traffic on Google for the keywords most used by expats.
Our experience and a highly professional team have allowed us to lay a solid marketing foundation for the project.
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THE ITALIAN COMMUNITY I THE PROJECT
OVERVIEW COMPETITORSThe few web-based communities of this kind that include directories are really social networks that offer limited services and are available only by paying a membership fee, thereby cutting out independent contractors and small-medium sized businesses, and with a target audience that is too broad and includes under-aged people who haven’t yet entered the labour market.
There are currently no other online platforms that are as modern and functional as The Italian Community.
Compared to many websites that cater to Italians abroad, we offer a unique platform that focuses on very specific features. The user is not flooded with millions of disparate information and types of services. Without wishing to belittle the very useful role played by social media, it is important to distinguish what we do:
The Italian Community is not a social network: it’s a digital marketplace dedicated to Italian businesses seeking to
promote their products and services abroad. There are other websites for expats, such geoexpat.com, but they mix users of different nationalities in the target country and as such do not succeed in serving a well-targeted niche.
There is a lack of business directories similar to our own that cater to other large foreign communities,
such as the French, Spanish or German ones, to which our project could be extended in the future.
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ITALIAN CUSTOMERS ABROAD
ITALIAN BUSINESSES ABROAD
BUSINESSES IN ITALY EXPANDING
FOREIGN CUSTOMERS ITALOPHILES
THE ITALIAN COMMUNITY I THE PROJECT
NICHE TARGET AUDIENCESOne of the keys to the success of The Italian Community™ is that we cater to a niche target market, to Italians and Italophiles around the world, while at the same time incorporating other audiences within the same segment:
Target audience of the UK project: current percentage in 2016 and estimated growth.
With the emergence of communities abroad and the option now of choosing a foreign or Italian supplier, Italians prefer to buy from an I t a l i a n b u s i n e s s , because they offer important added value: the same culture, the same language and e x p e r i e n c e o n a n international market.
Businesses that are now able to target local Italian customers, who see them as the ideal target audience.
Businesses that can sell a n d e x p o r t t h e i r p r o d u c t s / s e r v i c e s abroad and who focus o n e s t a b l i s h i n g strategic synergies with Italian companies that already have a well-established presence in foreign markets.
Customers who are interested in buying I t a l i a n p r o d u c t s /services f rom I ta ly (Made in Italy) and locally i.e. directly in the country where they r e s i d e ( M a d e b y Italians).
Current target Estimated target in 18 months
Businesses based in Italy
Italian businesses abroad
Italian Customers abroad
Foreign Customers
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THE ITALIAN COMMUNITY I THE PROJECT
ADVANTAGES FOR COMPANIESIn a world full of competitors, it is no longer enough to have a website or a Facebook page. Customers need to be able to find you. But this is only possible through a set of ongoing marketing activities. Among these, a professional SEO (Search Engine Optimisation) proves essential, because if properly planned, it allows businesses to be found on Google. Digital marketing campaigns on the web and social networks are just as important. These services are complex and often expensive, so that they are inaccessible to most businesses. An effective and professional niche directory solves this problem because it allows listed businesses to be present and readily visible on the worldwide web.
The Italian Community has a strong presence on Google, promoting its platform through targeted marketing and PR
activities, and provides considerable visibility and business opportunities to all the listed businesses.
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The basic membership in the directory is entirely free. The business profile available to members is easy for them to manage independently. Each business has a customised URL, for example: w w w. t h e i t a l i a n c o m m u n i t y /yourbusinessname, thus offering the option of not having to publish a website or pay for an online space.
Our team of experts relies on the 10 years of experience in the field of SEO and Web Ads. We are actively committed to i m p r o v i n g y o u r o n l i n e experience and to establishing an important presence online for your business. Being included in the listing not only provides v is ib i l i ty to potential customers within the directory, but also boosts your rank on Google, so that your business is instantly accessible on search engines worldwide.
Nowadays it is important to focus the message and the advertising f o r m at o n a n i c h e t a rg e t audience, so as to make the best use of the energy, resources and money invested. By i t s very nature , as we mentioned ear l ier on, our project is aimed at a precise, niche target market.
QUALITY REVIEWS ADVERTISING SERVICES
THE ITALIAN COMMUNITY I THE PROJECT
ADVANTAGES FOR COMPANIES (CONTINUED)
FREE MEMBERSHIP MORE VISIBILITY, MORE CUSTOMERS
REACH YOUR IDEAL TARGET
About 80% of Internet users compare prices or read reviews before showing interest in a professional/service/product*. Good ratings and quality reviews translate into greater visibility and expand the customer base. Platforms that feature a log of the quality reviews submitted by customers nowadays are a priceless asset: we are committed to fostering this type of format through ad hoc campaigns and rewarding top-rated businesses by featuring them on our homepage.
We are always searching for new spaces and opportunities to offer businesses, in order to help them increase their visibility and customer base through our channels with banners and advertising space on the website and on social networks, and through marketing and web services that are also accessible to small enterprises.
*Source: Duepuntozero Doxa for PayPal
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THE ITALIAN COMMUNITY I THE PROJECT
ADVANTAGES FOR USERSWhen people are looking for an Italian business or restaurant/pub/bar abroad, they tend to rely chiefly on word of mouth among expats. The Italian Community allows you to find suppliers of products and services for free and in just one click.
‣ No membership fee required ‣ You can submit reviews about a business without needing to login ‣ Use the directory even when you are on the move thanks to our handy APP for smartphones and tablets ‣ Consult the bulletin board with ads for job seekers and employers ‣ Know all there is to know about events for Italians and organised by Italians every month ‣ Stay informed about topics of interest to the community thanks to our blogs and social media
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THE ITALIAN COMMUNITY I THE PROJECT
BUSINESS MODEL
FREEMIUM LISTING AND CONSULTATION We use a special freemium model for businesses and customers. Businesses sign up for free. Users do not need to register or log-in to view the directory. This model extends the project to a wide audience, allowing you to quickly generate traffic and business.
FREEMIUM LISTING
PREMIUM LISTING
ADVERTISING SPACE
AFFILIATIONS
B2B SERVICES
PREMIUM LISTING We offer three types of directory packages to businesses:
WHITE LISTING All businesses can subscribe to the basic listing that allows them to have an easily manageable business card where they can include information/contacts/a description of their business and receive ratings from customers.
GREEN LISTING Businesses that are interested in a p r e m i u m p r o fi l e t h a t i s professional and comprehensive can use additional tools like the option of including a logo/pic gallery/opening hours/links to social networks. Price: £ 24/month.
RED LISTING Besides the advantages that come with the Green listing, bus iness can a l so c reate multiple profiles if they have several branches, have their o w n d e d i c a t e d s p a c e t o a d v e r t i s e o f f e r s / s p e c i a l discounts and are listed as " f eat u re d " a n d t h e re f o re showing up first in search results. Price: £42/month.
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Advertising space on our online platform. Articles and l ink placements sponsored on the blogs. Sponsored posts on Facebook, G o o g l e P l u s , Tw i t t e r a n d LinkedIn.
Offers for the Community by businesses and promoted on our channels, with mark-up statistics on individual sales.
Agreements with businesses i n t e r e s t e d i n d e v e l o p i n g synergies and partnerships with o t h e r b u s i n e s s e s , w i t h commissions on sales and an Introductory service.
ADVERTISING SERVICES AFFILIATE PROGRAMMES B2B SERVICES
THE ITALIAN COMMUNITY I THE PROJECT
BUSINESS MODEL (CONTINUED)We offer paid advertising space through our website and social media.
Full Media Pack supplied separately.
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Activities and goals - Stage 1 Chapter 3
2014-2016
ACTIVITIES AND GOALS - STAGE I 2014-16
REGISTRATION AND LAUNCH
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
STEP 6
TRADEMARK REGISTRATION UK: November 18, 2013 - no. UK00003027280 Europe: June 11, 2015 - no. 013841978 USA: November 24, 2015 - no. 1248263
DOMAIN REGISTRATION 137 URLs purchased with .community and business.directory extensions for Italian and other foreign communities: French, Polish, Romanian, Russian, Chinese, Spanish, German, American, Indian and English, with multiple extensions.
LAUNCH AND UPGRADE OF UK WEBSITE 2014 - 2016 / United Kingdom theitaliancommunity.co.uk
LAUNCH AND UPGRADE IN EU COUNTRIES 2015 - 2016 / Germany and France theitaliancommunity.de theitaliancommunity.fr
LAUNCH AND UPGRADE IN NON-EU COUNTRIES 2015 - 2016 / United States theitaliancommunity.com
LAUNCH AND UPDATES ON SOCIAL MEDIA Facebook, Twitter and Google Plus page launched in February 2014. Linkedin and open Forums launched in November 2014 and March 2015. More than 40 business pages on Facebook and Google Plus pre-optioned for both Italian and other foreign communities such as: French, Polish, Romanian, Russian, Chinese, Spanish, German and English.
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WEBSITE ADDED FEATURES
APP LAUNCH WEBSITE RESTYLING PR ACTIVITIES
ACTIVITIES AND GOALS - STAGE I 2014-16
MARKETING MATERIAL
November 2015. New Events section added to the website w i t h m o n t h l y newsletters. Goal: boost traffic and brand awareness. New sign-up form for the newsletter. Goal: expand list of user contacts.
December 2015. Launch of first APP dedicated to Italians and Italophiles in the United Kingdom. Updates: January and February 2016. Goal: boost traffic and brand awareness.
April 2016. Launch of new website with added features and content updates. G o a l : m a k e t h e browsing experience more user-friendly an d increase traffic and sales. New multilingual interface. Goal: boost traffic from foreign Italophiles.
In progress. PR activities on the UK market with frequent reports to online and printed newspapers. More than 45 articles p u b l i s h e d ( s i n c e January 2014).
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VIRAL VIDEO INFOGRAPHIC B2B VIDEO INFOGRAPHIC B2C VIDEO
MARKETING MATERIAL - VIDEOS
ACTIVITIES AND GOALS - STAGE I 2014-16
September 2014. Title: Welcome to London: a fun and ironic video on the pros and cons of living in London for the average Italian. Goal: boost traffic and brand awareness.
November 2015. Target: informational video for Italian businesses in the UK. Goal: attract new directory members. Video on page 14
January 2016. Target: informational video for Italian users in the UK. Goal: boost traffic and brand awareness. Video on page 16
Click on the video below.
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MARKETING MATERIAL - ADS
CONTENT MARKETING PLAN SOCIAL AND DIGITAL AD MARKETING PLAN
ACTIVITIES AND GOALS - STAGE I 2014-16
Articles to be featured on the blog every two weeks with targeted contents and perfectly optimised in terms of content marketing and SEO. More than 220 articles posted in February 2016. 150 to be posted by the end of 2017. Goal: placement on Google and traffic to the website.
Since March 2015 and presently in service at regular intervals.
‣ Google Adwords ‣ Social media Ads (Facebook e Twitter) ‣ E-mailing Campaign.
We have produced more than 200 different subjects of mini-campaigns using adwords and social ads. Material available on request.
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ACTIVITIES AND GOALS - STAGE I 2014-16
FIRST STAGE MILESTONES - WEBSITE AND APP STATISTICS (UK)
2.5K BUSINESS MEMBERS
1.290.000+ TOTAL PAGEVIEWS
Average of 40 per month in periods without boosts from ad campaigns.
Monthly page-views: 55/56K Geo: United Kingdom 46.93% – Italy 43.02% Demographics: Adult, age 25-44 Women 53.9% Men 46.1%
}}
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17.5K+ LIKES
ACTIVITIES AND GOALS - STAGE I 2014-16
iOS APP: 2208 Android APP: 1552
Started in January 2014 New monthly likes: 150+ Geo: United Kingdom 85% – Italy 15% Demographics: Adults, age 25-44 46% female, 54% male
}2.3K+
FOLLOWERS } Started in February 2014
600K+ VIEWS
Started in March 2014
630+ MEMBERS
Forum: started in November 2014 Members: 515 Company Page: started in January 2015 Members: 520
3 videos - B2B/B2C/Viral
Articles published on the blog, SEO optimised and Content Marketing
20K VIEWS
350 ARTICLES
}}}}}3800+
DOWNLOADS25
Acknowledgements - stage one Chapter 4
2014-2016
ACKNOWLEDGMENTS - STAGE 1 - 2014-16
ACKNOWLEDGMENTS
Sponsored by the Consulate General of Italy October 2014
Media partnerships with dozens of private and public businesses and agencies relevant to our Community in the UK, including the Italian Chamber of Commerce in the United Kingdom,
the Institute of Culture, The Italian Bookshop, CinemaItalia UK, The Italian Medical Society, The Italian Medical Charity, ICE Agenzia.
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ACKNOWLEDGMENTS - STAGE 1 - 2014-16
PRESS COVERAGE
46 ARTICLES }
4 RADIO
BROADCASTS}2
TV APPEARANCES}
1 CHAPTER IN BOOK LONDON, ITALY PUBLISHED BY
“LA TERZA”
}
For the full review, click here.
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About us Chapter 5
THE TEAM
ABOUT US I THE TEAM
IDEA188 LTD - BRIEF PRESENTATIONThe Italian Community™ was created and developed by the web, marketing and graphic design agency Idea188.com, which has been operating in the UK for 10 years. Idea188 boasts a portfolio of customers that range from small businesses to popular organisations, including the ITA - Italian Trade Agency and the Italian Consulate in the United Kingdom.
Our ability to combine two specific areas of expertise – online advertising through The Italian Community and marketing through the services offered by Idea188 – makes us a valuable aid to Italian companies that want to access foreign markets, offering them several solutions:
‣ Market Research on the UK market ‣ Business Plan ‣ Search for contacts and strategic synergies in the UK ‣ Creation of Brand Identity ‣ SEO & Web Services ‣ Corporate promotional services in the United Kingdom.
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ABOUT US I THE TEAM
TEAM - THE ITALIAN COMMUNITY
ALESSIA AFFINITA - Founder & Director [email protected] ALDO BEOLCHINI - Director [email protected]
CLAUDIO COLOMBO - Project Manager [email protected]
CINZIA COLELLA - Social Media Manager [email protected]
DAVIDE FILIPPI MARCANTE - Sales Manager [email protected]
ANDREA CARZANIGA - Graphic Designer [email protected]
ALESSIO SANSIVERO - SEO [email protected]
GIORGIA IRTI - Web Researcher [email protected]
ANGELO BOCCATO - [email protected]
ALESSANDRA DE IULII - Blogger [email protected]
VALERIO MERONI - Web Master [email protected]
MARTINA CIRELLI - Web Maintenance [email protected] 31
LINKS Directory UK www.theitaliancommunity.co.uk Directory GERMANIA www.theitaliancommunity.de Directory FRANCIA www.theitaliancommunity.fr Directory USA www.theitaliancommunity.com
LINK SOCIAL MEDIA UKFacebook www.facebook.com/theitaliancommunitylondon Twitter www.twitter.com/TICLondon Google+ www.plus.google.com/+TheitaliancommunityCoUkLondon Linkedin www.linkedin.com/company/the-italian-community-london
© 2013-17 The Italian Community TM – Registered Trademark 2013. ALL RIGHTS RESERVED. This document is property of The Italian Community TM - It may not be reproduced, memorized for storage in an electronic data base or transmitted in any form or by any means (electronic, mechanical, photocopying, recording or other), in whole or in part, without the express written consent of The Italian Community TM .
LINKS TO APPiOS http://bit.ly/TIC_App_iOS Android http://bit.ly/TIC_App_Android
