RAI ITALIA 2013 Marketing Presentation

Presentation by:

Reach Media TV Inc.

Your world within reach

Sample of 2013

North American

Marketing Initiatives

RAI Italia Promotions

Reach Media has been working with RAI for the past 16 years in the United States.

Over the years, we have been able to expand our ability to adequately reach & achieve our goals

through the following means.

Printed Media

Internet promotions

Radio Spots

Cooperation with Institutional and/or Quasi-Institutional entities

Coverage of most relevant events involving the Italian community

Production of materials on a continuous basis

Marketing assistance to our distribution partners (both cable and DTH)

Printed Media

Printed Media

Current RAI flyers we are handing out at events.

Printed Media

Here you will find information cards that we have been using to gather information from potential and current

RAI customers.

Printed MediaAdvertisements

promoting RAI Italia.

Printed Media

Advertisements promoting RAI Italia.

Internet Marketing

Radio Spots

Production of Promotional MaterialsWe produce new promotional give aways every few of months.

We distribute promotional items to community organizations, business partners and to the public visiting Italian events, expo’s, concerts, etc.

Calendar that has been produced for distribution.

Production of Promotional Materials

Pens that have been produced for distribution.


Highlighters that have been produced for distribution.


Key Chains that have been produced for distribution.


Key chains that have been produced for distribution.


Shopping bags that have been produced for distribution.

In addition…

•Sponsoring of some important entertainment events in the Tri-State and pacific coast around the period May-July time frame.

•A long term deal with the Italian Chamber Commerce of Chicago and Huston, aiming at reaching all the Italian populace in IL and TX.

•A far reaching promotional effort targeting all the major residential senior community centers in FL where thousands of retired people spend at least part of the year. This targeted segment of population is among the most faithful audience of RAI Italia. We have spent the last two years in collecting all the essential data that will allow us to bring to fruition our strategy to expand RAI in FL in the coming 2013.

Sponsoring of youth soccer tournaments organized by the Larger Philadelphia Area Italian Federation. We will provide RAI soccer balls and other gadgets. The goal is obviously reaching the families through their children. Since those tournaments take place during the week end, we will invite the families to a gathering on Sunday at the Community Center for a view of the Sunday soccer match broadcast by RAI Italia. We will have installed large screen TV’s set connected on site to the live Dish Network feed. During the gathering we will provide food, beverages and promotional RAI gadgets with the RAI logo. We are also actively looking to extend this experiment to other areas other than PA.

•Agreement with Alitalia to distribute brochures and promotional RAI presents to passengers during the high seasons of flights to and from Italy.

•Comprehensive deal with Alitalia airline: we will produce specific brochures and gift packages to Alitalia to be distributed during flights to and from Italy during the high season. The high season is the period – June Sept where thousands of Italian American go back to their Native homeland to spend a couple of weeks or longer

RAI Premium Promotional Plan

We are truly excited about the opportunity of promoting the RAI Premium content: we have consistently suggested that the key to a market success of the RAI platform in USA would require the addition of a channel with precisely the characteristics featured on RAI Premium.

The promotion of RAI Premium alongside with RAI through the avenues described, we have in mind a series of marketing ideas specifically tailored for the launch of the new channel:

•Broadcast of a promotional content on the Dish Network channel dedicated to the satellite new channels.


RAI Premium Promotional Plan•Production of an attractive folder/ media kit. Such a product will be sent to organizations, institutions and, most importantly, to cable international departments. The media kit, supplemented with a gift package and a DVD illustrating the RAI Premium contents, will provide a strong incentive for cable operators to embrace the RAI expanded platform. We will make sure to stress the fundamental reasons for the cable stations to opt for the inclusion of RAI premium as an essential prerequisite to maintain a competitive edge with the satellite platform. We have already collected some provisional materials to be used in the production of a media kit.

•Placing extraordinary ads on the central two pages of newspapers – first of all on America Oggi.

•Dedicated daily radio announcements for a full two month period announcing and glamorizing the launch of the new channel.

•Creation of a pro tempore toll free telephone line to answer questions pertinent to the new channel (contents, how to subscribe, etc.). The special number will be advertised on the newspapers, radios, internet, Dish, and the other avenues.


•Launching a series of special community events to present the channel to the representatives of the Italian community (Committees, federations and official institutions). Said events will take the form of a cocktail reception/ press conference. We will provide gift and refreshment for the attendees while presenting the new channel with the help of video materials shown on a large screen. In order to maximize the impact of those gatherings we will seek – as we have done in the past – the cooperation of media centers and large base CBO’s (we have a list of reliable and effective allies that can help in reaching the highest level of exposure for events of significant import). We would select major locations of interest for the reception events. We will cover the areas of NY-NJ-CT, Miami-Tampa-Orlando, Chicago, the Hill in Mo, where we have a town entirely populated by Italians, and the LA area where we will seek the joint sponsorship of the Italian Cultural Institute and L’ Italo-Americano, the major Italian publication in the West Coast.


•We would like to expand the Alitalia sponsorship so to include an on-board video promoting RAI premium and- pending RAI consent and support – video segments of the channel to be shown to passengers for a large part of the year 2013.

•Offering of free subscription of the new channel for a 3-6 month period to several public places where Italians regularly shop or spend free times (there are hundreds of coffee bars where it is customary for Italians to gather and watch TV- especially soccer). Those locations will also distribute brochures and –where allowed - post banners, soon to be produced.


•Email blasts from Dish and various community institutions we sponsor on a regular basis. Many of those entities have the capacity to reach thousands of affiliates and are arguably even more effective than professional newspaper.

•Running ads on bus vehicles that service areas largely populated by Italians.

•Starting a special referral program offering monetary incentives to present subscribers who refer new customers.

•Advertising 2013-year-of-RAI-Premium prize for all the channel subscribers. The prize raffled will be a trip to Italy and/or other suitable prizes that will be decided after performing a survey among potential subscribers about their prize(s) of choice.

RAI ITALIA 2013 Marketing Presentation

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Transcript of RAI ITALIA 2013 Marketing Presentation