In the 2022-2024 curriculum, the offering of ITS MAKER is enriched with the new Sport & Electric Motorcycle course based at the Misano World Circuit Marco Simoncelli. This is how VENTISETTE implemented the 2022 communication campaign with a special focus on the launch of the new course.
ITS MAKER Academy has for years been an established point of reference in post-diploma training of excellence in the technical field. In fact, thanks to courses aimed at acquiring technical skills, it guarantees students the chance to find work in the best companies in Emilia-Romagna. For 2022 too, VENTISETTE produced the entire communication campaign, spread across a hybrid media plan between online and offline. We presented it here.
The new ITS MAKER course at Misano
Accordingly, we devised a specific communication plan to support the launch of the new Sport & Electric Motorcycle course. A path aimed at training the role of Higher Technician of the combustion and electric motorcycle and of motorsport. It is a two-year training course created in collaboration with Garage 51, Misano World Circuit Marco Simoncelli, the Italian Motorcycle Federation (FMI).
To best represent the course, we chose an exceptional brand ambassador: Michele Pirro. Test rider for Ducati MotoGP, the rider made his professionalism available to give a face to the achievement of top-level results. The same results that, thanks to the training provided by the ITS MAKER course, are held out to young people who dream of working in motorcycling.
In addition, Michele Pirro personally engaged in influencing activity on his own social channels.
Alongside him, we selected two other important faces from the world of Italian motorcycling.
Matteo Ferrari, world champion MotoE 2019, represents the innovation and evolution of motorsport, increasingly attentive to the themes of sustainability and safety.
And Rebecca Bianchi, champion of the Women’s Cup 600 2017, is a rider and FMI federal instructor. In her, the values of equality that permeate the world of today’s motorcycle sport come to life.
In addition, we took part in the 2022 MotoGP Grand Prix round at the Misano Circuit, over the weekend from 2 to 4 September. Invited by ITS MAKER, we coordinated the work of promotion, flyering and outreach for the new course at the Academy’s stand.
ITS MAKER 2022 courses: influencer marketing
Alongside the activation of influencers for the new Misano course, we planned an influencer marketing plan to promote the entire ITS MAKER training offering.
The main face of the campaign was boxer Daniele Scardina aka King Toretto. Together with him, a network of numerous micro-influencers selected to reach specific targets of users potentially interested in the courses. This way we created a choral narrative capable of speaking to different niches, so that a storytelling spread over several months could develop, aimed at reaching new pools of users.
Hybrid and omnichannel media campaign
The media plan for the launch of the 2022-2024 two-year courses was organised in hybrid form, in order to oversee both the online spaces and the offline ones.
So, starting from a detailed analysis of the target carried out thanks to proprietary tools, we rolled out the 2022 ITS MAKER campaign We are makers on online channels. These were chosen with a view to achieving high performance standards: from Google Ads to Social Media (Facebook and Instagram), from Spotify to radio.
At the same time, we activated an offline media plan aimed at the most effective and immediate destinations for a very young audience, the campaign’s target. In this case, the main activity was rolling out the campaign on dynamic spaces such as buses and means of transport.
Moreover, at the client’s request, we focused on the courses being activated in Sassuolo, Piacenza and the cities of Romagna, through an extra media plan dedicated to this target.
