From strategy to execution.

The first hundred days are divided into four phases: analysis and setup, days 1–25; identity and partnership development, days 26–50; digital campaign and PR launch, days 51–75; and optimisation and initial B2B events, days 76–100. The objective is to attract target markets through a unified brand.

Days 1–25: Analysis, audit and setup. We will analyse export, tourism and brand-perception data in target countries, initially the EU, Schengen area and United States. We will map outstanding Italian food and wine, craftsmanship, design, fashion and destinations. We will organise the team and KPIs, defining operational roles, budgets and performance indicators such as media coverage, B2B leads and web traffic. Finally, we will plan the portal's technological and multilingual infrastructure.

Days 26–50: Identity and strategic alliances. We will create a strong, coordinated message around Italian beauty and quality. We will align the project with key stakeholders such as the Ministry of Foreign Affairs and its embassy network, the Italian Trade Agency, Lombardy's local institutions and regional and provincial business associations including Confcommercio, Confindustria and Confartigianato. Covering all main production sectors, we will announce the project and present membership opportunities. We will establish preliminary agreements with industry consortia, global influencers and Italian lifestyle ambassadors, creating visual guidelines and multimedia assets adapted to overseas markets.

Days 51–75: Campaign and PR launch. We will launch targeted social and search advertising in overseas markets, issue press releases and organise an official presentation at a major European institution with international trade journalists. Social listening tools will monitor online sentiment and message effectiveness.

Days 76–100: Optimisation and B2B events. Following the institutional presentation, we will begin organising face-to-face meetings between Italian producers and international buyers. We will analyse early data to adjust less responsive channels or markets and prepare a review of the first hundred days and their results.

Roadmap for the next six months. We will plan medium-term actions to consolidate results and make the most of the partnerships established.

The first year will be divided into four quarterly phases: analysis and strategy in months 1–3; launch and digital marketing in months 4–6; events and partnerships in months 7–9; and optimisation and consolidation in months 10–12.

Quarter 1: Analysis and strategy, months 1–3

• Market analysis: study target countries.
• Brand definition: develop positioning and key messages.
• Planning: prepare the communication plan and annual budget.
• Operational setup: build the team and select overseas partners.

Quarter 2: Launch and digital marketing, months 4–6

• Launch digital channels: multilingual website and social media.
• Visibility campaigns: launch initial targeted online advertising.
• Influencer marketing: engage the first creators in overseas markets.
• Press office: distribute releases to international trade media.
• In-person PR: establish and strengthen relationships with Italian embassies abroad and Lombardy's institutions and business associations.

Quarter 3: Events and partnerships, months 7–9

• B2B events: attend international trade fairs and buyer events in Europe.
• Partnerships: agreements with local brands or overseas distributors.
• Press trips: invite international journalists to experience Italy directly.
• In-person PR: establish and strengthen relationships with institutions and business associations in at least 15 of Italy's 20 regions.

Quarter 4: Optimisation and consolidation, months 10–12

• Data analysis: assess sales results and web traffic.
• Optimisation: refocus campaigns on successful channels.
• Loyalty: launch programmes to retain the audience acquired.
• In-person PR: establish and strengthen relationships with institutions and business associations in at least 15 of Italy's 20 regions.
• Annual review: present results and plan the second year.

In the second and third years, objectives will move from initial launch and positioning towards commercial consolidation, expansion and buyer and partner loyalty.

Year two: consolidation and market penetration. We will expand Deliveritaly's offer and encourage interaction with both our B2B events and local festivals, celebrations and trade exhibitions through partnerships. We will consolidate relationships with local buyers and influencers to establish the Italy brand. First-year data will refine targeted marketing and advertising across social media and e-commerce. We will measure growth in all the indicators described below.

Year three: loyalty and sustainability. We will develop retention programmes to turn occasional buyers into lasting value for our offer. New product categories and emerging brands will benefit from the project's established reputation. We will measure overall three-year return on investment and support the self-sufficiency of international networks. Finally, we will consolidate Italy's image as a lasting cultural and values-based reference point as well as a supplier of goods.

Our KPIs will cover awareness, digital engagement, business lead generation, economic impact on sales and international media coverage.

Brand visibility and awareness

• Media coverage: number of articles, television and radio features obtained in Italian and overseas media.
• Advertising value equivalent, AVE: estimated economic value of editorial space compared with equivalent advertising placements.
• Reach and impressions: unique overseas users reached by digital campaigns and total promotional message views.

Engagement and interaction

• Social media engagement rate: interactions, including likes, comments and shares, as a percentage of content reach.
• Website traffic: growth in unique users and sessions from overseas target countries.

Conversion and economic development

• Leads generated: qualified B2B contacts among overseas buyers and partners interested in Italian products; private investment attracted and actually realised; overseas businesses establishing a permanent presence; business–university partnerships; supported startups and scaleups and capital raised.
• Patents, prototypes and technology-transfer projects; new highly skilled jobs; higher average salaries in target supply chains; and exports generated by participating businesses.
• Participation in experiential events in Italy: growth in applications from countries targeted by promotion, international visitors' average spending and length of stay, premium experiences sold and their distribution outside peak season, and the number of international buyers, investors and operators involved.
• Growth in partnerships with local festivals and third-party B2C events in Italy.

We will work through seven main phases, from target-market analysis to monitoring commercial and reputational results.

1. Preliminary analysis and market research

We will begin by studying consumption habits, local trends and awareness of Made in Italy in target countries. We will identify local and international brands already operating in the sector and check customs barriers, quality standards and applicable local rules.

2. Defining objectives and budgets

Following the KPIs described above, we will allocate budgets across communication, events, logistics and personnel, including Radio Studio Web staff.

3. Audience segmentation and positioning

We will identify and select buyers for B2B events and communicate key Italian lifestyle values such as craftsmanship, elegance, quality of life and tradition.

4. Developing the marketing and communication plan

We will create social media campaigns and, depending on budget, advertising on the search engines most used in each country. We will involve journalists, trade publications and local influencers to strengthen credibility, and produce photographs, videos and stories conveying the authenticity of products and destinations.

5. Activating strategic partnerships

We will agree partnerships with distributors, local e-commerce platforms and retail chains to facilitate sales of our partners' products. Institutions such as the Italian Trade Agency and Italian Chambers of Commerce abroad will support the project's standing.

6. Organising events and local activities

B2B events in key centres of target countries, primarily Italian Cultural Institutes, will be at the heart of the project.

7. Monitoring, analysis and optimisation

We will assess results against the agreed KPIs and adjust the strategy as we proceed to improve actions that underperform.