CESMA

Project Description.

CESMA-European Center for Studies in Music and Acoustics-was founded in 2012 by academics and professionals working in the audio field and leading members of Audio Engineering Society. The institute offers excellent training paths in audio and video technology, music and acoustics.
The federal government officially recognizes CESMA as a serious and quality partner, suitable for organizing and training students for APF certificates, which are licensed to practice in Switzerland and recognized at the European level.
Mad Innovation was given the task of managing the entire project regarding marketing and communication, from strategy drafting, website development, social media management, landing page creation and Google Ads campaign management.

Marketing Strategy and Positioning

The first phase of the communication project was completely focused on understanding the business, its market, and each stakeholder in it.

It was decided, therefore, to prepare a workshop within which, thanks to various activities, Mad’s team was able to familiarize themselves both with their industry and with the knowledge of the end user, an indispensable element for being able to implement any marketing strategy.

Through this process it was possible to define CESMA’s values, mission and vision, personality, tone of the voice, create buyer personas of different target customers, and position the brand after a careful study of the competitive landscape. Only once these basics were clarified could we move on to the more visual side of the project thanks to the Brand Guide Line tool we defined the new look of Cesma. We have developed a rebranding , through a more modern version of the logo but without departing from the historical layout setting. Primary and secondary colors have been reviewed, vibes and shapes that can and cannot be used have been chosen, and finally typefaces.

Thanks to these steps, it was possible to define communication goals with the aim of setting up a Strategic Marketing Plan right from the start.

The rebranding is not yet fully visible online, as this is a journey we have created priorities and the new version of the site will be available in the coming months.

Social Profile Management

The Social Media Plan for the re-launch of CESMA goes through the planning of an Editorial Plan and Calendar. These tools implement the activities but the aim is to remain flexible at all times, thanks to the continuous monitoring of the data that Mad’s team deals with, which leads to selecting the choices most liked by the target audience.

A visual profile was designed for CESMA, consisting of inspirational, educational and entertaining images clearly pertaining to the relevant product sector.

Brochure

The Brand Identity developed allowed us to design and build all the tools necessary for Corporate Identity including the brochure describing the school and its educational offerings.

The entire graphic development is focused on the transfer of the company’s philosophy and values into graphic form , unifying all Brand communication.

Email Marketing Automation

In CESMA’s communication strategy, it was also decided to use the email channel. In fact, for the education sector, it is a very powerful means of communication that allows people to stay up-to-date with the institution’s news and to incentivize action whenever the desire is to become part of the institution’s educational offerings. Mad Innovation’s team was responsible for creating a plan to marketing automation, where the interested user can download a brochure (previously created by us) that explains the organization’s educational offerings and subsequently receive metered, sensible, and unobtrusive communications in which to know, for example, when the next open day And much more. Respecting user privacy, keeping users who interact and show interest in the news letter on the lists, we believe this is the success of a strategy that is reaping excellent results.

This approach has allowed us to create customer-oriented strategies that increase the level of personalization of each email and, consequently an increase in performance and results.

Landing Pages and Google Ads

Another axis carried by CESMA’s marketing strategy is and has been the use of Google Ads. In fact, it is a very powerful tool to make the sponsored ad visible to the target audience of interest, thanks to careful previous study and continuous keyword optimization.
For CESMA, the ad was linked to a landing page (or landing page) that conveys the user to a direct communication, solving a specific problem of the target audience. In fact, using a landing page allows you to create a Funnel marketing strategy, leading the customer from a brand awareness stage to a purchase stage.

Web Site Development

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SEO Optimization

To boost Web traffic performance, we defined a Local SEO strategy that would specifically and effectively enhance the client and its competitive advantages by positioning the new Website organically.

All pages ( text and images ) were then optimized for SEO. The strategy started first with a Competitor and Industry Analysis. The data generated allowed us to perform a Keywords Research to determine the Client’s strengths and competitive advantages.

The NEXT STAGE was that of On-Page SEO optimization on the website, which was already prepared in the development phase.

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