THE FEDERSCHERMA BRAND IDENTITY
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FEDERSCHERMA & BRAND IDENTITY Rome - December 4, 2013 Alessandro Noto Marketing & Social Media Manager FIS Twitter: @AleNoto Skype: alessandro.noto3 Mail: [email protected] Mobile: +39 3385956023
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The economic crisis that has hit hard in recent years our country has certainly not spared the sports sector,causing a constant shortage of economic resources, both in public (government) funding and private (business) investments by corporations. In this scenario very complex and increasingly competitive, the Italian Fencing Federation has felt the need to reinvent itself as if it were a business (even if it is not), with clear objectives, analysis of its strengths and weaknesses that result in the creation of a well-defined brand identity. This is a necessary step, made of medium to long-term projects consistent with the objectives and aims to optimize the financial resources that allow to continue the confirmation of fencing as a national leader in the international arena despite budgets getting ever smaller. The brand identity thus becomes a critical priority in order to face the new challenges this poses before us today in the context of promotional events, training, services offered, and especially in digital and social communication, something Federscherma is especially proud.
Transcript of THE FEDERSCHERMA BRAND IDENTITY
FEDERSCHERMA & BRAND IDENTITY
Rome - December 4, 2013
Alessandro NotoMarketing & Social Media Manager FIS
Twitter: @AleNoto
Skype: alessandro.noto3
Mail: [email protected]
Mobile: +39 3385956023
70 National Competitive Events5 FIE World Cup Events6 National Championships9 Stages of Trofeo Kinder+ Sport
310 Affiliated Clubs
20,700 Individual Members 55% Male
45% Female
@AleNoto @Federscherma
FIS: ITALIAN SPORT FEDERATION WITH THE MOST MEDALS
121 Olympic Medals
@AleNoto @Federscherma
BRAND IDENTITY
international entire familysolo
with friends
social
relaxing
energetic
traditional
alternative
for connoisseurs
affordable
fair
cleanvery competitivesense of freedom
exciting, engaging
innovative
positive values
fun
popular
demanding
dedication
style & prestige
youth
dynamic
expensive"it" sport
0102030405060708090100
Italian Fencing Brand Identity
profile of Italian fencing
PROBLEMS & OPPORTUNITIES
New organizational structure
Limited financial resources
New challenges
Need for change!
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Reduced government support
Branding
SPREAD...
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International Fencing ArenaNational Sport Arena
Sovereign spread:the difference between the yield on a country's bond issue and the yield on a comparable bond issued by a benchmark country such as the United States or Germany.
OLYMPICS
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London 2012 Olympics (7 medals) 4 individuals and 3 teams
7 medals (3g, 2s, 2b) 1 individual gold (WF Di Francisca) 2 team gold (WF, MF) 2 individual silver (WF Errigo, MS Occhiuzzi) 1 individual bronze (WF Vezzali) 1 team bronze (MS)
Palmares London 2012 (7 medals)
4 individuals 3 teams
4 women 3 men
4 WF 1 MF 2 MS
WORLD CHAMPIONS
HIPS
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Senior World Championships
Antalya 2009 Kiev 2012 9 medals (5 individual & 4 team) no medals4 g 2 s 3 b
1 g individual (MF Baldini) Only excluded teams of ME and WS from3 g team (WF Errigo, Di Francisca, Granbassi, Vezzali; London 2012 Olympics competed in Kiev.MF Baldini, Barrera, Cassarà, Vanni; WE Cascioli,Del Carretto, Moelhausen, Quondamcarlo)1 s individual (ME Tagliariol)1 s team (MS Montano, Occhiuzzi, Pastore, Tarantino)3 b individual (WF Di Francisca, Errigo; MS Tarantino)
Paris 2010 Palmares 2009 - 20127 medals (4 individual & 3 team) 27 medals (17 individual & 10 team)2 g 3 s 2 b
1 g individual (WF Di Francisca) 13 women, 14 men1 g team (WF Errigo, Di Francisca, Salvatori, Vezzali) 1 s individual (WF Errigo) 10 WF, 6 MF2 s team (MF Baldini, Barrera, Cassarà, Aspromonte; 6 MSMS Occhiuzzi, Montano, Pastore, Tarantino) 3 WE, 2 ME2 b individual (WF Vezzali; WE Moellhausen)
Catania 201111 medals (8 individual & 3 team) 4 g 3 s 4 b
4 g individual (WF Vezzali; MF Cassarà; MS Montano; ME Pizzo)2 s individual (WF Di Francisca; MF Aspromonte)1 s team (WF Di Francisca, Errigo, Salvatori, Vezzali)2 b individual (MF Avola; MS Tarantino)2 b team (MS Occhiuzzi, Montano, Pastore, Tarantino; WE Del CarrettoFiamingo, Moellhausen, Navarria)
EUROPEAN CHAMPIONS
HIPS
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Senior European Championships
Plovdiv 2009 Legnano 20129 medals (4 individual & 5 team) 4 medals (1 individual & 3 team)5 g 4 b 2 g 2 b
2 g individual (MF Baldini; WF Vezzali) 2 g team (MF Aspromonte, Avola,3 g team (MF Baldini, Barrera, Cassarà, Vanni; WF Errigo, Di Francisca, Baldini, Cassarà; WF Errigo,Salvatori, Vezzali; MS Montano, Occhiuzzi, Pastore, Tarantino) Di Francisca, Salvatori, Vezzali)2 b individual (WF Errigo; MS Pastore) 1 b individual (WF Errigo)2 b team (WS Bianco, Marzocca, Stagni, Vecchi; 1 b team (WS Bianco, Lucchino,ME Confalonieri, Martinelli, Rota, Tagliariol) Marzocca, Vecchi)
Leipzig 2010 Palmares 2009 - 201210 medals (5 individual & 5 team) 33 medals (16 individual & 17 team)5 g 2 s 3 b
2 g individual (MF Baldini; WF Vezzali) 18 women, 15 men3 g team (MF Aspromonte, Avola, Baldini, Cassarà; WF Errigo, Salvatori,Di Francisca, Vezzali; MS Montano, Occhiuzzi, Samele, Tarantino) 11 WF, 10 MF1 s individual (MF Aspromonte) 5 WS, 4 MS1 s team (WE Del Carretto, Moellhausen, Navarria, Quondamcarlo) 2 WE, 1 ME2 b individual (WF Di Francisca; WS Bianco)1 b team (WS Bianco, Lucchino, Marzocca, Vecchi)
Sheffield 201110 medals (6 individual & 4 team)6 g 2 s 2 b
2 g individual (MF Avola; WF Di Francisca)4 g team (MF Aspromonte, Avola, Baldini, Cassarà; WF Errigo, Salvatori,Di Francisca, Vezzali; MS Montano, Occhiuzzi, Samele, Tarantino;WS Bianco, Guarneri, Marzocca, Vecchi)2 s individual (MF Cassarà; WF Vezzali)2 b individual (MF Baldini; WE Moellhausen)
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Increase Total Number of Fencers
Major Competitive Events 2004/2012
EVENTS & PROMOTION
Fencing in School Project
International Relations
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Internal communication
All transactions on line
OPERATIONAL FEATURES
National system on the web
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Project FIS CITY PARTNER
INVOLVEMENT WITH REGIONAL AND LOCAL
ADMINISTRATIONS
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Regional press agents
FORMATION, TRAINING, EDUCATION
Armorers
Athletic trainers
Video refereeing
Club managers & officers
Media training for elite athlete
Fencing Coaches & Instructors
SOCIALS PLATFORM
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To Reach a Wide Audience in Italy & Internationally
To Reach a Young Audience
Audience Retention & EngagementNew Image
Projects Involve our Atheltes
Branding & Storytelling
FIS SPONSOR CLUB
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Welcome!The FIS Sponsor Club web site created by our federation has the goal to gather sponsors of Italian Fencing Clubs to promote on line B2B interactions between sponsors.
FIS IS A BRAND !!!
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fencing fans
other sports fans
0 25 50 75 100
60.8
68.5
FIS brand recognition
Spontaneousawareness
only
fencing fans
other sports fans
0 25 50 75 100
83.6
88.5
FIS brand recognition
Spontaneous+ aided
awareness
THANK YOU!Alessandro NotoMarketing & Social Media ManagerItalian Fencing Federation
Twitter: @AleNotoSkype: alessandro.noto3Mail: [email protected]: +39 3385956023
