If partying, music and a lot fun are usually foreign to teaching, Chick’n’Mango Academy and Enforma have bent the rules. The students of the Digital Gladiator course worked in teams with the attendees of other Enforma’s courses and organized this amazing event as a final project.
For my guys, it was a great workshop to improve marketing communication and social media skills as well as creativity and team-working.
Remember that course where digital enthusiasts became gladiators?Called Digital Gladiator because of my “Gny. Sgt. Hartman” teaching style, this digital marketing and social media course took place this summer at Enforma, a private certified school in Mestre (Italy).
A tough path where students put their hands on digital marketing tools and overcame their weaknesses through workshops, public speaking and team-work.
Past this program, the handful of students who passed through these difficulties evolved in gladiators, ready to fight business and personal life in all circumstances.
A great party to promote the school and the territory
It had been a long time since all of Enforma’s courses finished at the same time. So, what a great occasion to party all together, generate new leads and promote Enforma’s values!
Students of all courses were called to organize this final event and put in practice the skills they acquired. DJs, fashion retailers, barmen and digital marketers had a common objective: organize an unforgettable party mixing educational and amusing elements to entertain the audience and show Enforma’s values and business proposition.
While DJs set up the music, fashion retailers the layout and barmen the cocktails style, my digital gladiators had to communicate the event and represent Enforma’s soul.
The budget was €100 and with creativity on hand, my gladiators connected the theme to Venice’s history and tradition: inasmuch Enforma is located in Mestre, a small town right out Venice’s doorstep.
CASE STUDY:
HOW MY STUDENTS REPRESENTED ENFORMA’S VALUES THROUGH AN EVENT
Thanking Davide Rigano, Elena Scalia, Eliana Gollo, Ilaria Pettenò, Lorenzo Rossi, Marco De Angelis, Michael Rizzi for their amazing work, I’m gonna explain what they did to nail the task.
Everyone reading this document must keep in mind that this case study represents a workshop made by students. So, they worked under strong limitations of time, budget and focus. Besides, to keep this blog post short and essential, I’m gonna show only the parts of the projects really needed to represent the brand at the event.
While you usually go through analysis, planning, implementation and control phases, this time I’ve skimmed everything to reach immediately the point.
Assumptions and objectives
Enforma’s target:
Show people Enforma’s teaching proposition;
Show people Enforma organizes great courses and students are enthusiastic to take part in.
Enforma’s given assumptions:
Location: Enforma srl, via Lamarmora 12/2, Mestre (Italy);
Time: 5-7 pm;Two rooms (one bigger than the other);
50 invites;
€100 budget.
Enforma’s digital assets analysis
While the first part of deep research is always suggested before starting every project, my students only got a quick overview of Enforma’s and competitors’ websites, due to the short time available.
This study started with an indicative analysis of Enforma’s digital assets: its website and how it communicates through social media (tone of voice, insightful elements like what aspects of the courses they usually highlight and the eventual participation of professors in the communication process).
Enforma’s website
The gladiators identified the actual school’s offer which counted on 2 active courses and they agreed that the design had an easy internal navigation structure.
Most importantly, they were able to find its story (it was founded in 2003 in Mantua and came to Mestre in 2015) and core belief. In fact, Enforma believes that:
«Thanks to education, it’s possible to develop personal skills to requalify and prepare people to face the continuous law and technology changes in each economical sector.
Enforma is not an employment office and doesn’t publish job offers, but organizes educational projects that help people find employment».
They recapped the whole statement with a simple phrase: Enforma doesn’t find a job for you, but gives you the right tools to find one by yourself. Among the many other considerations, it also has a strong commitment to bio-natural disciplines and wants to be a dynamic company that changes as the context does.
For me, discovering the real core belief of a company is fundamental. Understanding why a company exists allows for the development of little important details of marketing strategies, like colors, tone of voice, theme, branding elements and more.
Some other little considerations that will turn useful later are the disclosed partnerships, the updated copyright, the link structure in the home page which connects the main areas of the website. But the real important thing is that they have only one link to social media profiles (Facebook) while they also have Instagram and LinkedIn. Why?
Enforma’s Facebook page
The first page they analyzed was Facebook which stood out to be the strongest branding element:
The cover is a 30 sec. video with Venetian themes (the logo seems to be moved by water and gondolas are docked in the background).
The branding elements at the event
After the rest of the social media and competition analysis, my digital gladiators started implementing their strategy for the event.
They understood that Enforma’s brand leitmotifs were connected to Venice, movement of water (so constant change interpreted as developing) and people’s improvement.
They percieved Enforma’s rooms and corridors as Venice’s alleys (trans. in Italian “calli” which are the typical Venetian streets), so they made the same yellow street signs you find in Venice and attached them on walls to point out what guests would have found inside.
Using the same style, they printed a big rectangular billboard with an original motto and hashtag for the event: “Per il cambiamento - #Enformati” (trans. from Italian: To the change - #Enformati which mixes the name Enforma with the words inform yourself, “informati”).
It was also useful to prompt people to hold the sign and take selfies to spread the event online by social media.
WHAT DO YOU THINK
Share with me your story, how did you represent a brand through an event? Let’s see if we can exchange great cool ideas among marketers!
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