Integrated marketing & Content strategy | Graphic design | Web design & development | Photo & Video production
The value of a brand is intangible, but its relevance greatly determines customer choices. Alpego asks us to do just that.
To increase the perceived value of the brand not only in the Italian market, but also in the UK market. Alpego also wants to improve its search engine rankings.
Customer
Alpego
Activities
Integrated marketing & Content strategy | Graphic design | Web design & development | Photo & Video production
Sector
Agricultural Machinery
Period
2022 - 2023
Location
Almisano (VI)
BACKGROUND
Alpego SPA is a company based in the province of Vicenza that designs and manufactures agricultural production machinery. Among the leaders in the Italian market, Alpego began as a family business in the second half of the 1940s when Vittorio Pegoraro founded Officine Costruzioni Agricole Pegoraro. Alpego is still led by the Pegoraro family, now in its third generation.
The company’s international scope is reflected in the presence of two foreign branches, in France and the UK, and a network of dealers and importers active in 40 countries around the world.
The company’s international scope is reflected in the presence of two foreign branches, in France and the UK, and a network of dealers and importers active in 40 countries around the world.
1 GOAL:
A new brand perception and increased online presence
The challenge of the project is to increase the perceived value of the brand in the digital environment by strengthening the online presence, through an integrated digital marketing strategy.
2 HOW TO REACH IT:
From "prospect" to "ambassador" through an inbound strategy
The solution deployed is an inbound marketing strategy to attract strangers, take them on a brand discovery journey, and eventually make them ambassadors. It is a wide-ranging project that has involved extensive analysis, with the involvement of different areas of the company, from marketing to sales to training, and is designed to develop over a three-year period.
3 WHAT WE DID:
A total redesign of the website and a change in social media communication
Between the end of 2022 and the first half of 2023, we designed and implemented the new Alpego website, studying an impactful design that was consistent with the brand’s offline visual identity, which we had already worked on in 2021. Throughout 2023, we followed the Alpego brand’s social communication, structuring the content strategy to represent Alpego’s mission, expressed in the payoff “Your partner in the field” on four cornerstones: brand, product, industry, community.
Sector
Through the drafting of industry-dedicated content, we have worked on positioning Alpego as a figure of reference in the market, communicating deep knowledge of the dynamics of agricultural production and providing the user with insight and news about the world of agronomy, in a blog that will be enriched over time and is now managed in collaboration with the company’s internal resources.
Community
Compared with industry competitors, Alpego could boast a high number of followers and interesting engagement rate. Organic activity on social channels then focused on creating content that could foster community engagement through content formats that invitedinteraction between the brand and followers. The year 2023 also saw the opening of Alpego’s Tiktok profile: although no dedicated strategy has been designed for this channel, the fan base is growing and the content in which Alpego is mentioned is enjoying some success.
Brand
Through a photo video production project, we created a collection of content dedicated to social channels that could excite the target audience on topics relevant to the company, such as women in agriculture and technological innovation, to name two examples.
Product
In the new website, special emphasis has been placed on communicating the quality of Alpego products, with detailed and comprehensive fact sheets and descriptions, evocative pictures of machinery and in-depth technical data. Through a UX Design project, we worked to improve the navigation and user experience on the site, considering the two main target audiences: the end user, the person who physically uses the machinery in the field, and the dealer/reseller.
