Category Social Media

 

What I was responsible for:

At Tipografia Bonazzi, I was responsible for creating content for the brand’s social media channels (Instagram, Facebook) linked to a historic paper magazine that has been a reference point for farmers in Valtellina. My tasks included graphic design, copywriting, and the overall management of the accounts.
 

The client:

The first Almanacco Agricolo Valtellinese was published in 1942. The Almanacco aimed to spread knowledge, tools, advice, news, and information about everything related to agriculture and beyond. Today, more than 80 years later, the Almanac continues to publish annually, covering a wide range of topics related to the environment, nutrition, the animal world, and the cultural traditions of our land.  

The project:

The magazine’s Instagram feed has been carefully curated, following the graphic theme of the current year's edition. It features a variety of harmoniously alternated content, including excerpts from published articles (with an invitation to purchase the Almanacco at newsstands or on Amazon), curiosities, jokes, the monthly horoscope, a sowing and events calendar for the current month, references to articles from past editions, and photographic images of Valtellina. Hashtags are strategically selected, with five generic, five specific, and five branded tags per post, to enhance organic visibility. The Facebook page mirrors Instagram’s content, specifically targeting the Boomer audience that follows the page.

 

Target audience:

The primary audience includes not only farmers, producers, and professionals in the agri-food sector but also Boomers—those born between 1946 and 1964, currently aged between 60 and 80. This generation has witnessed significant transformations in agriculture and the local economy of Valtellina. They retain deep knowledge of agricultural traditions and a strong attachment to the land and community. The Almanacco aims to provide them with relevant and historically significant content that aligns with their experiences and interests.

Expanding the Almanacco Agricolo Valtellinese’s reach to Generation X and Y, in addition to Boomers, could ensure the magazine’s continuity by offering innovative and in-depth content on modern and sustainable agriculture.

Goals:

1. Boost the visibility: Increase the recognition of Almanacco Agricolo Valtellinese on social media, capturing the attention of a broader audience, including Generation X and Y. 2. Traffic generation: Drive sales of the print magazine by encouraging users to explore and delve into content through brief excerpts shared on social media. 3. Brand awareness: Strengthen brand recognition by positioning the Almanacco as an authoritative source of information on Valtellina agriculture and lifestyle. 4. Customer engagement: Enhance user interaction by encouraging participation through interactive, engaging, and relevant content tailored to the target audience. 5. Customer insight: Gain valuable insights from audience interactions on social media to refine marketing strategies, adapt to audience preferences, and gather new ideas for future publications.  

Results achieved:

By adapting and sharing selected magazine content on Facebook and Instagram, sales have significantly increased. Instagram has shown particularly strong results, with growing interest in the shared content. In the coming years, the magazine plans to further integrate into the digital world by offering web-accessible content and fostering a more engaged community of readers who interact with the brand daily.