a pmktgcredentials

Marketing&Communication

Expertise and Credentials: a visual presentation

martedì 30 ottobre 12

25 year experience in top marketing, general management and consulting

positions

Turn-arounds and start ups


Andrea PortanteDegree in Economics - Univ. of BolognaM.S. in Management - M.I.T. Sloan School of Management

- McKinsey&Co. 1990-1994- Value Partners Management Consulting 1994-1995- Abril Group (Sao Paulo, Rio de Janeiro)- RAI (Italian National Public Broadcaster)

RAI Trade (rights sales)RAI New Media (Marketing and Business Development New Platforms)

Full Resume available on Linkedin


Specific Areas of Expertise

Marketing Strategy

Social Media Marketing

Licensing

Promotions

Direct Marketing

Event Management

Communication

Digital Media

Training

Media Strategy

1)

2)

3)

4)

5)

6)

7)

8)

9)

10)

11)

Sponsorships

Above the Line

Below the Line

Communication


Summary of Credentials

Marketing Strategy

Social Media Marketing

Licensing

Promotions

Direct Marketing

Event Planning & Management

Communication

Digital Media

Training

Media Strategy

10 years of leading management consulting (McKinsey, Value Partners) and top management positions in content related companies

3 year experience as Marketing Director for RAI New Media, with specific focus on social e digital media

8 year experience as Marketing and Sales Director of RAI Trade, 3 years as Marketing Director of RAI New Media

8 year experience. Created and brought to success Licensing Division of RAI Trade

4 years as Director General of Abril Coleções, JV between Grupo Abril and Time Life. B2B experience with RAI Trade

Media planning experience and acquisition of TV, print, mailing list in Abril Coleçoes (Brasil). Acquisition of adwords, online banners and social media in RAI New Media.

12 year experience with RAI in digital productions (DVD, video, promo, etc.)

25 years in B2B and B2C communication

Experience in communication and positive track record in coaching my own team


1) M

arke

ting

Stra

tegy • Diagnostic of current strategy and

marketing plan

• Definition of new strategy and implementation plan

• Market Analysis

• Qualitative and Quantitative Research

What


• Strategy and Organization work on “Children&Teen” for Rizzoli Corriere della Sera (RCS)

• Strategy and Organization work on “Trade&Professional” for RCS

• Strategic Plans for Abril Coleçoes, RAI Trade

• Market Analysis for CD Rom multimedia (for Olivetti)

• Qualitative and quantitative research to select editorial products for launch with Abril Coleçoes

• Qualitative and quantitative research on usability for RAI.tv/RAI.it

Credentials1)

Mar

ketin

g St

rate

gy


Strategy Definition

Budget Allocation

Campaign Management and Monitoring

Traditional Media

Online

Search (adsense, adwords)

2) M

edia

Str

ateg

y

What Where


• In charge of Advertising budget both in B2C and B2B settings (Abril Coleçoes, RAI Trade)

• For 8 years in charge of “Compliance Control” for all ads aired on RAI

• Management of “Adwords” and Facebook campaigns for RAI New Media

• Design and implementation (with clients/agencies) of ad campaigns on RAI.it, RAI.tv

• “banner”/ Pre Roll/New formats• Special Projects

2) M

edia

Str

ateg

yCredentials


Example Online Game: Ski Challenge2)

Med

ia S

trat

egy


Ski Challenge: In game Ad Spaces2)

Med

ia S

trat

egy


Ad hoc projects: A “branded channel” for Costa Crociere...

2) M

edia

Str

ateg

y


...so successful that MSC, their main competitor, asked us to do the same

2) M

edia

Str

ateg

y


3) S

ocia

l Med

ia M

arke

ting Assessment, strategy and marketing plan definition in social media (Facebook, You Tube,

twitter, etc.)

Integrated Approach to:

- Owned Media - Paid Media - Earned Media

“Turn key” management of Social Network presence

- Facebook pages- Viral Videos- “Apps” for penetration and fidelization

What


Credentials

• Negotiated and currently manages RAI You Tube deal• 20,000 clips uploaded on 14 RAI branded “channels” • Revenues represent today 25% of total from web• Negotiating extension to “long form”. Expected quadruplication

of total company revenues in three years.

3) S

ocia

l Med

ia M

arke

ting


Credenziali

Established RAI presence on Facebook

3) S

ocia

l Med

ia M

arke

ting


Credenziali

1 Million fans (1,5 before closing of Anno Zero, a political talk show)


3) S

ocia

l Med

ia M

arke

ting


Credenziali


Che tempo che fa: 230,000 FanReport: 473,000 Fan

RAI TV: 150,000 Fan

Ballarò: 35,000 FanIl Ruggito del Coniglio: 135,000 Fan

3) S

ocia

l Med

ia M

arke

ting


• Integration within Marketing Strategy

• “Turn key” management4) P

rom

otio

ns

• Online

• In-Store

• Fidelity

What Where


4) P

rom

ozio

niCredentials

CONAD for “Isola dei Famosi” (Survivor)

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1a

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DEIF

AMOS

ISU

PERP

REM

IIL

REGA

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DDOP

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ENZA

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E

1.900 PUNTIGRATIS

900 PUNTI + 8,40 !

3.100 PUNTIGRATIS

1.500 PUNTI + 12,40 !

! Kit Survivor marsupio con cintura e chiusura con piccola bussola zip.Contenuto: un binocolo 4x30,una mini torcia con clip,utensile pieghevole con coltello,forchetta, cucchiaino, apribottiglie e lama, fischietto.Dimensioni: 15x15x8 cm.Su prenotazione.

" Zaino Trolley realizzato in poliestere,con rifiniture di pregio e comode tasche,chiusura a zip e meccanismotrolley a scomparsa.Dimensioni: 37x20x55 cm.Su prenotazione.

DIMEGLIO 03-06 copia 6-06-2005 14:32 Pagina 11


4) P

rom

ozio

niCredentials

Several Fidelity Catalogue Projects


4) P

rom

ozio

ni...Point of Sales Promotions


• Trade shows, Showcases and Road Shows

• Festival, cultural events

• Promotional Events

• Conventions, Product Launches

• Planning

• “Turn Key” Management

• Supervision/Coordination of suppliers and service providers

5) E

vent

Man

agem

ent

What Where


For 10 Years in charge of event organization for RAI Trade:

- MIP/MIPCOM- Bologna Children Book Fair- Cannes Film Festival- Cannes Lions- RAI Trade Screenings- Cartoon On the Bay- ANUGA- Licensing Show- Franchising Show

Credentials5)

Eve

nt M

anag

emen

t


Credentials: MIP/MIPCOM (Cannes)5)

Eve

nt M

anag

emen

t


Presentazione parete scenografica Rai Trade MIP TV 2006

Imaginali®©2006

Visione prospettica

posizione marchio aziendalee titolo programma

posizione marchio sponsor

posizione mar

Credentials

Bologna Licensing

ANUGA (Colonia)

Franchising MIP

5) E

vent

Man

agem

ent


Credentials: RAI Trade Screenings5)

Eve

nt M

anag

emen

t


Credentials: “Deal or No Deal” Mall Tour5)

Eve

nt M

anag

emen

t


Credentials: Cartoon on the Bay (International TV Animation Festival)

5) E

vent

Man

agem

ent


Credentials: Mall Events5)

Eve

nt M

anag

emen

t


Credentials: Festival di SanremoOn-site Marketing Initiatives


• Use of third party characters/brands to connote products

• Licensing of own brands/characters for promotion and revenue generating initiatives

• Character Licensing, Brand Licensing, Celebrity Licensing, Heritage

• Complete Coverage:1.Strategy2.Creativity/Style Guide3.Sourcing4.Deal Negotiation5.Contracts6.Monitoring

6) L

icen

sing

What For


Credenziali:Over 10 years experience in Licensing &

Merchandising

6) L

icen

sing


6) L

icen

sing

Credentials: Created and brought to success L&M Division of RAI TradePG_XPress 6-06-2006 10:37 Pagina 1

Success in terms of branding and

incremental revenues

Developed and “monetized” own and third party brands and

characters


6) L

icen

sing

Credentials: Isola dei Famosi (Survivor)


6) L

icen

sing

Credentials: Franchising


6) L

icen

sing

Credentials: La Prova del Cuoco (Ready, Steady, Cook)


12

Texture Onde 2

T E X T U R E

Style_Guide_bella 26-07-2005 15:27 Pagina 12

21

Toiletries

P R O D OT T I


6) L

icen

sing

Credentials: Linea Blu (Es. Style Guide)

5

A P P L I C A Z I O N I D E L LO G O

SI SI

NO NO

NO NO

Poco visibile

Inclinato Verticale

Distorto

SI SI


4

I L LO G O

Logo sfumato in quadricromia

Logo in quadricromia - C 100 - M 100 - Y 0 - K 0

Logo in quadricromia - C 70 - M 30 - Y 0 - K 0

Logo Pantone 2748 Logo Pantone 279

Logo Bianco

Logo Nero K100

Logo sfumato Pantone 2748 - 279



6) L

icen

sing

Credentials: Incantesimo (Es. Style Guide)


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t 6

ta

zz

in

e

Carlo Giannini Spa è licenziataria delle imm

agini di repertorio archivio Rai per il set di tazzine “Rai 50”

. © R

ai, s

u lic

enza

esc

lusi

va

Carl

o Gi

anni

ni S

pa è

lic

enzi

atar

ia d

elle

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mag

ini

di r

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chiv

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rai 50s e t 6 t a z z i n e

rai50set 6 tazzine

6 tazze con piattino-porcellana

6 espresso cups with saucers-porcelain

6 demi-tasses avec sousoupes-porcelaine

6 tazas cafè con platos-porcelana

6 espressotassen mit untertassen-porzellan

© Rai, su licenza esclusiva

123456

6) L

icen

sing

Credentials: “Heritage Licensing” RAI


6) L

icen

sing

Credenziali: Quark


6) L

icen

sing

Credentials: Melevisione


Designed and launched franchising program for kindergarten on Melevisione, one of RAI leading

children brands

6) L

icen

sing


Launched Theatre Tour on same Brand

Over 800,000 Tickets sold

Most successful children theatre show in 2003 e 2004

Generated Royalties of over 1,5 million Euros

6) L

icen

sing


Strategy

Feasibility Analysis

Implementation

Management

B2B and B2C

Traditional (mailing, DRTV), web/mobile/social

Front end / Back end7) D

irec

t M

arke

ting

What For


7) D

irec

t M

arke

ting Designed and managed the turn around of this Business Unit selling

books, Cds and videos through the continuity system. TIME LIFE Books was minority shareholder and exclusive licensor to the company.

-! !Increased subscribers to its historical high (250,000 active members), doubling revenues to US$40 Million with cash flow in excess of US$6 Million in 1997.

-! Reduced average collection time from 62 to 30 days.-! Improved customer service (average wait time reduced from 2

minutes to 30 seconds).-! Reduced costs by switching suppliers and re-negotiating contracts

(editorial costs –50%, printing of promotions –25%, handling –50%)-! Increased sales to current subscribers by adding new titles to extend

ongoing series and increasing shipment frequency (Impact on revenues $4 Million in 1998)

-! Negotiated with TIME LIFE the selling of non TIME LIFE licensed products, turning Coleções into the direct marketing arm of the Abril Group


Credentials: B2B Kit for promoting RAI “stock footage”7)

Dir

ect

Mar

ketin

g

In competition in Cannes Lions Direct

“response rate” success


8) S

pons

orsh

ips

Editorial Products, custom publishing

Audio/Video Productions

Events

Strategy integration

Prospecting and Valuation

Turn Key Management

What For


8) S

pons

oriz

zazi

oni

Credentials

Clay motion Lab ChiquitaOutdoor

Sponsoring of Sanremo Posters


Sites&Portals

Apps (IOS, Android, Facebook)

Digital Video

Strategy Integration

Concept

Development&Production

Management/Monitoring

9) D

igita

l Med

ia

What For


9) D

igita

l Med

iaCredentials: Locast (A RAI-MIT Project)


9) D

igita

l Med

iaCredentials: Productions

Reversioning per Estero

Branded Content


9) D

igita

l Med

iaCredentials: Home Entertainment

CREDERCI SEMPRE - ARRENDERSI MAI L’ISOLA DEI FAMOSI 2005 IL DVDdi

AAnnggeelloo FFeerrrraarriiMontaggio

IIvvoo VVaaccccaa ee AArrccaaddiioo CCaavvaalllliiScritto con

SSaabbiinnaa BBoollooggnnaa ee MMaarriiaannnnaa SScchhiivvaarrddiiAssistente alla Regia

SSoonniiaa SSoollddeerraa

OperatoreMMaarrccoo LLaannddiinnii

Assistente al MontaggioEElleennaa GGrriigguuooll

Il cicerone di Samanà è Superpakomusiche originali

Angelo Ferrari, Stefano &Roberto Magnanensi

EdizioniMagnolia/Castaway

Si ringraziano inoltreJonni Pellegrini Giovanni Buoro

Simona CapriniLe fotografie

sono dell’agenziaFrezza / La Fata

ISOLA DEI FAMOSI un programma di RAI 2, basato sul format Celebrity Survivor,created by Charlie Parsons. © 2005 Castaway Television, prodotto da Magnoliasu licenza esclusiva RAI Trade S.p.A. Il film riprodotto in questo DVD è per usoprivato domestico. Tutti gli altri diritti sono riservati. Ogni violazione saràperseguita a termini di legge.

271x183_CoverDVD 15-11-2005 11:10 Pagina 1

LE INCHIESTEDEL COMMISSARIOMAIGRET

dai romanzi di Georges Simenon

LE INCHIESTEDEL COMMISSARIOMAIGRETcon GINO CERVI e ANDREINA PAGNANIregia di MARIO LANDI

LE IN

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I MIGLIORI ANNI DELLA NOSTRATT

!

!


Newsletter

Annual Report

Brochure

Catalogues

Online

Strategy Integration

Implementation and Management

10)

Com

mun

icat

ion

What For


CredentialsRa

i Tra

de

08

Banc

a im

m. e

new

s

09

Ediz

. e p

rod.

mus

icali

10

Mus

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Licen

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13

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14

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10)

Com

mun

icat

ion

MADE FOR TV FEATURE FILMS, TV MOVIES, MINI-SERIES,

SERIALS DEALING WITH DRAMA, COMEDY, THRILLERS,

SOCIAL THEMES, INVESTIGATION, WAR, HISTORY, ALL

TYPES OF CONTENT ARE METICULOUSLY ELABORATED AND

PACKAGED IN ITALY'S WIDEST FICTION CATALOGUE.

ITS POPULARITY IS GROWING NOT ONLY IN EUROPE BUT

ALSO IN ASIA, AUSTRALIA AND LATIN AMERICA.

From the most successful current products - such as the con-

temporary drama ENCHANTMENT, the period drama

ORGOGLIO, the charismatic thriller DETECTIVE MONTALBA-

NO, the touching war testimony of KEFALONIA, PERLASCA,

ANGELA - MATILDE - LUCIA, the daily investigations of IL

MARESCIALLO ROCCA, the charming life of LA DAMA

DELLE CAMELIE and of LA CONTESSA DI CASTIGLIONE - to

the bestsellers of the past - such as the unforgettable LA PIO-

VRA and the classic masterpieces MARCO POLO, LEONAR-

DO DA VINCI, LIFE OF VERDI. Rai Trade showcases thou-

sands of hours of Fiction. We also brilliantly exploit opportu-

nities for International co-productions with high quality multi-

million products such as the IMPERIUM cycle about Ancient

Rome, comprising AUGUSTUS, NERO, SAINT PETER, THE

PERSECUTION OF THE CHRISTIANS.

FictionGrowing

popularity not

only in Europe

08

FICTION

TODAY RAI TRADE IS A LEADER IN THE HOME VIDEO SEC-

TOR, OPERATING BOTH AS A DISTRIBUTOR OF RIGHTS

AND A SUPPLIER OF CONTENT.

The vast heritage of the RAI archives, which contain superla-

tive transmissions that have marked the history of Italian tele-

vision, plus sports, major TV fiction and successful animation

programmes, as well as classic films, documentaries, news

reports and unforgettable theatrical performances, are all to

be found in the RAI Trade catalogue. It covers the different

categories of entertainment, news and culture, in formats

ready for transfer onto any multimedia support. There are

also numerous possibilities for enriching the different produc-

tions with behind-the-scenes sequences, interviews and in-

depth features.

We also work with publishers and companies on “custom

publishing” projects, meaning home video initiatives invol-

ving customised contents and/or packaging. Rai Trade is able

to handle all the phases of the production cycle, offering a

turn-key service that fully satisfies the promotional needs of

companies and public and private organisations.

Home

entertainment

Italian television

on your shelf

HOME ENTERTAINMENT

17


Training for all the areas mentioned before

Social Media MarketingCommunicationDirect Marketing

11) T

rain

ing/

Coa

chin

g


a pmktgcredentials

Documents

isola dei famosi

event management credentials

event management

abril coleoes

social media

media strategy

organization work

su prenotazione