Communication & Branding Specialist

In this young start-up business based in Parma, I was in charge of all aspects of branding, communication and PR.

When: January to July, 2017. Specifically, my tasks were:

• Ideating and implementing a strategy for the brand: ideating process for names and logos (supervision of the designer charged of the drawings), conceiving of mission and vision, creation of an appealing storytelling that could embody the purposes of the brand and deliver an added value to the final client. When I left, the start-up counted for 3 brands: Aquavera (logo and name where already present at my arrival, I created a manifesto and a slogan, a strategy of communication of the new-born brand identity on website, social media, and on communication practices with all partners); Ti-Dy (born while I was present: I created name and logo, a brand identity and a storytelling as for Aquavera); Freeband (still in a developing phase: I created name and logo).

• Establishing relations with clients, distributors, influencers: I actively searched for influencers (mostly on IG) that could match our target and budget, and then I established collaborations with them (mostly consisting in IG post with gifting + review on our Amazon product page). I answered questions and established relations with distributors (for example, I personally took care of the distribution of our bottles in a pilates center in LA, USA). I also created and sent pitches to expand our brand awareness in all our markets (Italy, Spain, Germany, UK, France).

• R&D: I was in charge of select and judge new potential products, with a specific eye on the possibility to customise and re-brand them, so as to make them stand clear from competitors.

• Copywriting: it is me that realised all the texts for the website and the Amazon pages of Ti-Dy and Aquavera. I also took care of the blog on the Aquavera website: all posts were conceived and written by me, so as the strategy, content and editorial plan. I also wrote texts for flyers, catalogues and packaging.

• Social Media Managing and Advertising: I planned and implemented a social media strategy (on FB and IG) for the brands Aquavera and Ti-Dy (even if for the latter we were in a very initial phase). In relation to the aims of the communication and to the identity (and values) of the brand, I decided contents, timing, platform and copy of every single post. I was in charge of the editorial strategy and content management. I also personally created images for IG or select them in stock images. Also, relating to a monthly budget, I ideated and run advertising campaigns on FB and IG. (IG: aquaverabottles, tidy_smartaccessories. FB: aquaverabottles).

• Design and Photography: I was in charge of supervising shootings of still life and ambient videos for the products. I evaluated the work of the designers who collaborated with the firm, making sure that they would translate correctly the brand image in the final outcome. I also participate in the packaging creation process.

• Others: I wrote a detox waters recipe book for Aquavera (unpublished), in which I took care of selecting and sometimes creating recipes, writing all texts. I also designed a catalogue with Photoshop, and I took part in the definition of the pricing strategy.

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portfolio - a kind of what I did - the practical side

LISA PELAGATTI JULY 2017

Aquavera h t t p : / /www.aquaverabottles.com …ALL texts are mine!

Ti-Dy http://www.ti-dy.com …ALL texts are mine! Be careful: website under construction. Naming of the brand and ideation of the logo design are mine.

FreeBand … no website here :( Still in R&D. Naming of the brand and ideation of the logo design are mine.

PR intern - NYC At Sally Fischer Public Relations, based in NYC, I was an intern for 3 months.

When: fall 2016. Specifically, my tasks were:

• Creating media lists: in relation to the specific client and to the purpose of communication (promoting a product or an event), I compiled lists of journalists/bloggers/influencers which area of expertise, featured content and style was complementary to the brand and its objectives. Sometimes I re-tailored previous lists, other times I actively searched for journalists who wrote about some specific topics. For example, I personally created the media list that we used for the pitch and the invitation to the opening of the Acqua di Parma flagship store at the Brickell City Center in Miami.

• Creating pitches: I drafted products and events pitches for Acqua di Parma (for example, for promoting the Peonia Nobile perfume). The draft of my pitch was lately review by my superior and then, when approved, I took care of sending it by email (sometimes with mail merge) to the contacts of the media list previously approved.

• Updating monthly reports: for the client Acqua di Parma, I was charged of compiling the monthly PR report. I added important facts in the competitor arena (lifestyle-beauty on USA and Canada) along with media moves of journalists and outlets relevant to the brand. I also tracked the number of total hit achieved by the brand in press and online, and examples of sharing on social network.

• Event attending: for client Baldinini (Italian luxury shoes) we organised the showroom event in which the Collection F/W 2017 was presented to the media. At the Lucky Guy (Flatiron District), we took care of displaying the shoes and organise the area, receive journalists and bloggers and provide information. I had the chance to speak for example with Jonathan Tietz of GQ. I also attended meeting with journalists and freelancers.

• Social Media Managing: I updated all the social media platforms in which we were present as SFPR (Facebook, Instagram, Twitter). The shared contents were relevant news about our clients, which were equally represented. I took care of tailoring news and photos differently on the 3 platforms (Facebook for informative content, Instagram for visual, Twitter for lighthearted and short posts). For every post I decided timing, platform, content and copy.

• Press Clippings: I actively looked for relevant news on brands operating in the lifestyle/beauty arena, and I compiled daily an email that was shared with all the office. I also searched for and shared news about Italy that could be interesting for an American audience (since most clients of the agency were Italian brands like Hotel Bauer Venice, Italian Business and Investment Initiative, Baldinini, Cotonificio Albini, Acqua di Parma).

• Others: I worked most time for the client Acqua di Parma. Other clients were Baldinini, Albini, Thomas Mason, Hotel Bauer, Il Palagio, Italian Business and Investment Initiative, Sting, Jeremy Irons, Umbra. I also carried out office tasks like by hand deliveries at some noteworthy press establishments like Vogue, New York Times, GQ.

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ENGLISH Very good fluency both in

written and spoken English. Used

professionally at SFPR and during the start -up

phase.

1FRENCH

Very good knowledge of the language, both

spoken and written. I used French for studying and

taking my exams at Université Paris X.

PHOTOGRAPHY When I’m not using my iPhone I enjoy shooting

with my reflex on a manual setting. And then, after editing, I post on my

IG.

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LP - PORTFOLIO JULY 2017

2SOFTWARE

I can successfully use Office, iOS, Aperture,

WordPress. http://longplay.cafe is my

personal website, and it pairs with this portfolio.

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Freelance Branding Consultant I carried out a project for the ideation of a new name for the wholesale center “La Cittadella” in Parma.

When: April-May 2016. In connection with the renewal of the wholesale center “La Cittadella”, a well-known site in Parma which was switching to a B2C business model, I was charged of carrying out a freelance project for the ideation of its new name. After having undergone a brief with the President of the center, who explained me all the reasons why of the changing that they were planning, I was charged of creating a name that could express clearly the new identity of the center. I compiled a project which featured 3 different proposals, that could take account of the needs of all involved partners. Finally, the board chose the name “CittàLAB”, which in Italian is a play on words between “city” and “laboratory”. You can find my full project at this link (even if it’s written in Italian): https://longplay.cafe/portfolio/cittalab/.

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TECHNIQUES & TOOLS • During my Master’s Degree at Università Cattolica, we studied and used some of the most important

techniques of psycho-social research applied to marketing, both qualitative and quantitative. In particular, we used: semi-structured interviews, focus group, questionnaires (also online-submitted). We also used the software SPSS for the statistical data analysis. These techniques where used for testing mock-ups of marketing research that we carried out in team working groups: a project of Brand Extension for the cosmetic firm Deborah Milano, a research on the return of model Bianca Balti on the corporate image of brand OVS, a project of integrated communication for Cambiaghi, a luxury Milan brand. These group projects where often presented at the class or at a board meeting: we learned how to make engaging presentations, and we sharpened our public speaking abilities.

• https://www.youtube.com/watch?v=dD_gj8GJIGc …tbt to when i was young, shameless, with a very small iMovie expertise. This is the videocurriculum I made during my first Master’s year.

• For my Master’s dissertation I used the technique of non-participant unstructured observation, which I held at Appartamento LAGO in Brera, during the Milan Design Week of 2016.

Contatti:e-mail: cittalab.progettazione@gmail.com

Tel.: 0521 606241

CittàLAB Una nuova scommessa per lo SPIP

Programma

Ore 17.00

17.15

17.30

18.00

18.30

19.00

Accoglienza dei partecipanti

Saluti e introduzionePier Luigi RavellaPresidente CdA - CittàLAB (Libere Associate Botteghe)

Progetto di riqualificazione del compartoCentro Ingrosso CittadellaCittàLAB studio

Lo sviluppo dell’area nord di Parmanel nuovo PSC 2030Michele AlinoviAssessore all’Urbanistica e ai Lavori Pubblici

Dibattito conclusivo

Aperitivo

La presentazione avrà luogo presso la sala convegni al primo piano dell’edificio situato all’interno del CittàLAB (ex Centro Ingrosso Cittadella), in via Franklin 31/A, zona Paradigna, area SPIP, Parma.

Presso il nuovo CittàLAB , giovedì 4 maggio 2017

Breve descrizione dell’evento: giovedì 4 maggio si terrà un incontro di presentazione del progetto di riqualificazione del comparto Centro Ingrosso Cittadella (ora CittàLAB). Un rappresentante del CittàLAB studio (ufficio di progettazione integrata operante all’interno del nuovo centro) illustrerà lo studio di fattibilità effettuato, trattando anche alcune tematiche che possono interessare il rilancio dell’intera area SPIP. A seguire l’Assessore all’Urbanistica e ai Lavori Pubblici Michele Alinovi spiegherà le idee di sviluppo dell’area nord di Parma comprese all’interno del nuovo PSC 2030, illustrando brevemente alcune azioni intraprese da parte dell’amministrazione comunale.

Don’t forget to surf the web to find my brand new website!

www.longplay.cafe

Flyer for the official presentation of the new CittàLAB, held on May 4th 2017, with the authorities and the

Mayor of Parma.

Branding/Blog: • Ti-Dy: http://www.ti-dy.com/about/ (engl)

• Aquavera: http://www.aquaverabottles.com/about/ (engl)

• http://www.aquaverabottles.com/aquavera-state-of-mind/ (engl)

• http://www.aquaverabottles.com/call-it-magic/ (engl)

• http://www.aquaverabottles.com/the-core-effect/ (engl)

• http://www.aquaverabottles.com/whats-so-special/ (engl)

• http://www.aquaverabottles.com/christmas-present-alarm/ (engl)

Some things I wrote:

Project Works: • CittàLAB project: https://longplay.cafe/portfolio/cittalab/ (ita)

Back to school: • Master’s Degree Thesis, between architecture and psychosociology: https://longplay.cafe/

portfolio/keynote-uffici-psicologia-e-architettura/ (ita)

https://longplay.cafe/portfolio/i-nuovi-spazi-di-lavoro-fra-architettura-e-approccio-psicosociale/ (ita)

• Bachelor’s Degree Dissertation, about the body in psychoanalysis: https://longplay.cafe/portfolio/il-corpo-e-la-psicoanalisi/ (ita)

For any further information please feel free to contact me: lisapelagatti@gmail.com or +393405987102.

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writing - kind of

All the photos on my website were taken and edited by me. Find out

more!

• https://longplay.cafe/2017/07/28/urban-

wanderer-roma/

• https://longplay.cafe/2017/07/28/urban-wanderer-venezia/

• https://longplay.cafe/2017/07/28/urban-

wanderer-new-york-2/

French: • Cigarettes: https://longplay.cafe/2017/08/13/cigarettes/

• été: https://longplay.cafe/2017/08/13/ete/

• Les gents sur les cafés: https://longplay.cafe/2017/08/13/les-gents-sur-les-cafes/

• Dimanche-Domenica: https://longplay.cafe/2017/08/13/dimanche-domenica/

• Sac. Voyage. Vintage: https://longplay.cafe/2017/08/13/sac-voyage-vintage/

English: • Under the bridge-over the wall: https://longplay.cafe/

2017/08/13/under-the-bridge-over-the-wall/ • A life of Cappuccini: https://longplay.cafe/2017/08/13/a-

life-of-cappuccini/ • We are the new Americana: https://longplay.cafe/

2017/08/13/we-are-the-new-americana/ • Vineyard to City: https://longplay.cafe/2017/08/13/

vineyard-to-city/ • Start from scar: https://longplay.cafe/2017/08/13/start-

from-scar/

• May, 19th: https://longplay.cafe/2017/08/13/may-19th/

Italian: • VNC: https://longplay.cafe/2017/07/28/vnc-2/

• Live it up!: https://longplay.cafe/2017/07/28/live-it-up-2/

• 28 giugno: https://longplay.cafe/2017/07/28/28-giugno-2/

• nyc-II: https://longplay.cafe/2017/07/28/nyc-ii-2/

• Haiku: https://longplay.cafe/2017/07/28/haiku-2/

• Someday you will find me: https://longplay.cafe/2017/07/28/someday-you-will-find-me-2/

• Labyrinthus: https://longplay.cafe/2017/07/28/labyrinthus-2/

• 5 novembre: https://longplay.cafe/2017/07/28/5-novembre-2/

• IN-S: https://longplay.cafe/2017/07/28/in-s-2/

• Primevere: https://longplay.cafe/2017/07/28/primevere-2/