Calabria Caffè is an innovative communication project wanted by Caffè Guglielmo, one of the first 20 roasters Italy, launched to activate a new channel of communication with Calabrian companies around the world.
Today, the distribution market of coffee is very expensive both in commercial and investment communication: a super-mature product without great possibilities of differentiation from other companies, the traditional communication strategy is not enough to effectively reach their target.
Activities and Results
Calabria Caffè was established with the goal of creating a new channel: as a leading company in Calabria amongst other Calabrian’s in the world. This was to be done through the creation of a complex communication project that involves a multilingual site exclusively for Calabria, and a mix of activities ranging from the press office (in Italy, USA and Latin America) in association with Web PR, social networking and online media, in addition to search marketing actions and targeted advertising.
Calabria Caffè represents, after a few months of operation, a unique space of information, meeting and sharing for all the Calabrian individuals around the world, which far exceeds those residing in Calabria (3.2 million vs. 1.9 present in Calabria), then responding to a strong need for aggregation, as shown by the many associations in Calabria and international communities on the web.
In terms of results, the company has repaid its investment after 6 months: today, Caffe Guglielmo has added a new German retailer (a bar), obviously from Calabria, and receives daily requests for coffee purchases by e-commerce
Check out the website: www.calabriacaffe.it