PROMOTE THE BRAND, DIGITIZE THE PAST
Heritage represents the cultural legacy composed of everything the past has passed down to the present and that defines the identity—for example, of a people, a territory, and above all, a company. Through the recovery and digitization of historical materials and the creation of corporate archives, the company promotes its image and strengthens its brand, communicating corporate culture, values, traditions, and achievements that make it unique.
WHO IT IS FOR
The Marketing project of Made In Heritage is aimed at company marketing departments, communication agencies, Web Agencies, SEO Consultants, and anyone interested in creating original content for communication and search engines.
Context and Objectives
The ability of companies to convey their identity and culture, highlighting the initiatives that have made them unique and distinguished their brands and products, forms the basis of Heritage marketing, a communication and sales strategy that leverages the historical corporate heritage. Heritage is a concept that connects the future with the past, making the latter relevant for contemporary activities and strategies. The Made In Heritage Marketing project aims to transform historical heritage into a true corporate asset in order to produce original content and new languages capable of strengthening relationships with clients and, more broadly, with all stakeholders.
Development of Activities
Using historical materials collected and preserved by the company, sometimes organized in corporate archives and museums, it is possible to design and implement targeted digitization interventions aimed at creating original stories intended for multimedia communication. The company tells its story, communicates, and thus strengthens its brand through storytelling activities that may include: selection of iconic brands and products, images, packaging, merchandising designed to engage customers emotionally by evoking memories of the past (retro-branding); celebrations of anniversaries and awards, participation in exhibitions, fairs, workshops, cultural events, sponsorships; the creation of corporate museums, virtual visit paths, enhancement of historical sites, and industrial archaeology.
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