Ecolamp

UX DESIGN SVILUPPO WEB digital advertising social media management seo Video & Motion Graphic Content Marketing Social Media Strategy Spot Radio
Logo Ecolamp

Ecolamp is a nonprofit consortium that manages throughout the country, on behalf of its consortium members, the proper recycling of Waste Electrical and Electronic Equipment (WEEE), in full compliance with relevant regulations. About 350 producers of electrical and electronic equipment (EEE) are members of the consortium.

Since 2015, Ecolamp has been among the founding members of Eucolight, the European association (based in Brussels) formed to give a voice to WEEE Collective Systems that specialize in managing the collection and recycling of end-of-life light bulbs and luminaires and are committed to making the circular economy a reality for products in this sector.

Logo Ecolamp
NEEDS

The client required MazzMedia's support to articulate a multichannel communication strategy, with the goal of strengthening brand awareness and reputation and multiplying opportunities for interactions with both its target audience and generalist audiences through quality content and storytelling.

Logo Ecolamp

Awareness

  • - Brand Exposure: increase online visibility through ads, content, and social activities.
  • - Traffic Generation: Attract visitors to the website or on social channels

Reputation

  • - Credibility Building: Enhance positive brand perception among the public by demonstrating authority, trustworthiness, and expertise in the client's industry.
  • - Managing Reviews and Social Feedback: Actively monitor and manage social channels, reviews, and customer feedback.
  • - Communication of Values and Mission: Clearly communicate the consortium's values, mission and social commitment and generate an emotional affinity with the audience.

INTERVENTION

WEB DEVELOPMENT

MazzMedia team, after a careful analysis of the business and competitors, worked closely with the Client to develop an all-inclusive digital strategy. The proposed strategy included the creation of a new website, the management of social channels, the development of a strategic content plan, and the execution of advertising campaigns both online and via radio, with the goal of increasing brand awareness and consolidating brand reputation.

CONTENT & SOCIAL

A cross-disciplinary team, in close contact with the client's management, helped to strategically rethink the information architecture of the consortium's website, develop a robust digital presence on both web and social channels, and devise editorial plans and video content through which to convey Ecomlamp's mission.

ADVERTISING

Having launched the new channels and reinforced the existing ones with quality content, a team of digital marketing specialists developed a digital advertising plan declined on web and social channels to strengthen the consortium's notoriety and reputation. The digital campaigns were accompanied by an equivalent initiative on the late channels as well, particularly with the launch of a successful radio campagan.

1 - WEB DEVELOPMENT

The intervention included analyzing the existing website, designing a new layout, and reviewing the content to make sure it was relevant and clear. Finally, a series of Seo friendly actions were carried out aimed at increasing the visibility of the website on search engines, with the goal of achieving better rankings in organic results and increasing organic traffic to the site. The end result is a more modern, intuitive and easily navigable website that best represents the company's image and mission.

UX & UI Design

First, we created a clear and logical information architecture. This included defining content hierarchies, page organization, and navigation to ensure that users could easily find what they were looking for. Next, we moved on to the prototyping and design phase of the user interface. During this process, every pixel, every graphic element, and every detail of the interface was passionately cared for. We made the site attractive, intuitive, and engaging, ensuring that every visit is a visual and interactive pleasure.

Web Development

The heart of the project was the complete renovation of the website. Our web development team worked tirelessly to create the new layout. From the choice of technologies to performance optimization, every detail was taken care of with precision. For this project, wordpress was adopted as the load-bearing CMS, on which a completely custom theme was developed, built on the client's specific needs.

Search Engine Optimization (SEO)

We implemented a series of actions aimed at improving the visibility of the site on all search engines. This allowed us to climb positions in the organic results pages and increase organic traffic. Every aspect of the site has been optimized, from content to source code, with particular emphasis on both technical seo (url structuring, speed load, mobile optimization etc) and ons etup of onpage factors (key arole optimization, title and description optimization, image optimization, internal linking, etc)

2. Content & social

Social Media Management

MazzMedia's Social team then took over the management of the two channels Facebook and LinkedIn with 2 separate and specific PEDs.

On LinkedIn, the columns focused on telling about the breadth of services reserved for professionals, and the advantages of joining a consortium like Ecolamp that guarantees WEEE compliance for its members.

On Facebook we also focused on topics of interest to citizens, such as the proper disposal of WEEE and the consequent benefits, and the environmental awareness initiatives implemented by Ecolamp towards schools or public administrations.

Social Media Strategy

  • Analysis of B2C (consumers), B2B (manufacturers, installers and importers), B2G (public administration) targets
  • Identification of social channels Facebook and LinkedIn to achieve Awareness, Reputation and Lead Generation goals
  • Definition of a social visual identity congruent with the look & feel of the revamped website, tone of voice best suited to the channels and targets, and headings to be declined within the monthly PED.
  • Identification of the best performing formats based on digital and social communication objectives
  • Community Management activities to respond promptly to inquiries from Pro and Consumer communities
  • Definition and optimization of an ADV strategy to support editorial plans and ad hoc campaigns to reach truly interested users
  • Monitoring and reporting

Video production

To tell the story of the Ecolamp consortium's activities and to inform in an engaging way about the proper recycling of WEEE, MazzMedia's creative team designed and produced numerous videos used both on social media outlets in the most engaging formats and on the consortium's website and YouTube channel.

3. Advertising

Digital
Advertising

GOOGLE ADV

LINKEDIN ADV

FACEBOOK ADV

To grow Ecolamp year after year in terms of reputation, digital advertising campaigns have been created on both Google (search and display) and Facebook and LinkedIn on a dual target audience:

a) B2C - to inform and raise awareness of the importance of WEEE collection
b) B2B - to make themselves known to manufacturers and professionals about the opportunities offered by the Ecolamp Consortium.

These presidium campaigns over the years have led to a steady growth in awareness with a major increase in traffic to the website (central landing point of the campaigns) and paved the way in 2023 for lead generation campaigns to increase the number of Consortium Subscribers.

In addition to awareness and lead campaigns, the media plan also provided support for the dissemination of content from the editorial plan on social media with the goal of increasing engagement with its channels.

3. Advertising

To maximize the achievement of Awareness and Consideration objectives towards the B2C target, we designed an offline campaign declined in a series of multi-subject radio sports dedicated to the different types of professional users of the Ecolamp consortium.
MazzMedia's team was responsible for identifying the most suitable broadcasters for the target audience, working out the scripts, identifying the speakers with the tone of voice most in line with Ecolamp's communication, and taking care of the recording and post-production phases of the spots.

TEAM

Project
Manager
Web
Developer
Motion
Designer
Web
Designer
SEO
Strategist
Advertising
Strategist
Copywriter
Social Media
Manager