Fondazione Rocca dei Bentivoglio: digital strategy, branding and research

The ancient Rocca (fortress) that towers over Bazzano, summer residence of Giovanni II Bentivoglio until his exile from Bologna, now houses the Fondazione Rocca dei Bentivoglio. Founded by the town of Bazzano, FRB was established with the task of promoting the Rocca and its contents, first and foremost the Museo Archeologico “Arsenio Crespellani”.

However, over the years it has come to take on numerous other responsibilities, particularly when the towns of Bazzano, Castello di Serravalle, Crespellano, Monteveglio and Savigno merged on 1 January 2014 to form a single local authority: the Comune di Valsamoggia, which became the new political reference point for the Fondazione’s cultural activities.

FRB was struggling to represent its wealth of different activities, which were increasing all the time: the management of two museums, a network of libraries, a music school, organising shows, festivals and events, and ongoing coodination work throughout the five “former” municipal areas. The website was inadequate and confusing. It needed rebranding and rearranging.

BAM! carried out a detailed examination of FRB’s main lines of activity and the various aspects of the organisation. We restored order to the objectives, targets and actions, working together with the FRB staff to draw up a new online communication strategy and gain an understanding of where, what and to whom it needed to communicate. We partnered the institution in building a new and effective online identity, with new graphics (logos, colours and words), on the right internet and social networking channels.

Lastly, in April 2016, we launched the new Fondazione Rocca dei Bentivoglio website, a tool that was at last suitable for the complex operations of a foundation that deals with extremely diverse target audiences and brings together the management and promotion of assets, provision of services and local marketing.

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