Background
During my exchange at Bocconi University, I participated in a Green Marketing course where our team developed an integrated marketing initiative for Federbeton, a leading Italian concrete company. The project aimed to elevate awareness of Federbeton’s ESG commitments and position the company as a sustainability leader within the construction industry. We identified key stakeholders—ranging from policymakers to industry professionals and the general public—and created targeted campaigns, including press releases, virtual tours of sustainable production processes, and a proposal for an annual Sustainable Construction Exposition. Our objective was not only to communicate Federbeton’s environmental efforts, such as emissions reduction and circular economy practices, but also to inspire trust and engagement across diverse audiences. This project allowed us to blend strategic communication, stakeholder engagement, and environmental advocacy in a real-world industry context.
Marketing Communication Report
Our report proposed a comprehensive, multi-channel marketing strategy to promote Federbeton’s ESG initiatives and strengthen its reputation as a sustainability leader in the construction sector. We focused on increasing awareness, fostering stakeholder engagement, and enhancing brand credibility through a series of targeted campaigns. These included issuing press releases to highlight milestone sustainability efforts, developing interactive virtual tours of Federbeton’s eco-conscious supply chain, launching an annual Sustainable Construction Exposition, and revamping the company website to feature a dedicated sustainability section. We also introduced creative initiatives like personalized concrete gifts for key stakeholders and public cement art installations to humanize the brand and build community rapport. Each initiative was supported by specific KPIs—ranging from media reach and website engagement to stakeholder perception surveys and environmental impact assessments—ensuring measurable progress and accountability. The strategy aimed to reposition Federbeton not just as a materials supplier, but as a proactive advocate for sustainable development within Italy’s built environment.