Background
During my time at Bocconi University, I participated in a Green Marketing course where our team was tasked with designing a marketing initiative for UniCredit’s ESG loan program. The primary goal was to increase awareness and adoption of these loans among micro-enterprises, promoting sustainability as a core component of long-term business growth. We recognized that many small businesses lacked knowledge about ESG standards and the financial tools available to help them transition. Our challenge was to not only inform but also inspire these businesses to embrace sustainable practices through UniCredit’s tailored financial products. This project combined elements of strategic marketing, stakeholder engagement, and sustainability communication.
Marketing Communication Report
Our report proposed a comprehensive, multi-channel marketing strategy to promote UniCredit’s ESG loan offerings to micro-enterprises. We focused on building awareness, generating interest, and driving adoption through a series of targeted initiatives. These included hosting networking events to connect businesses with sustainability experts, offering free one-on-one consultations to identify ESG gaps and solutions, and sharing success stories from businesses that had benefited from the loan. Each component was backed by clear KPIs to measure impact, such as lead generation, audience engagement, and consultation outcomes. The strategy aimed to position UniCredit not just as a lender, but as a partner in sustainable business growth, bridging the knowledge gap and encouraging real behavioral change among micro-enterprises.
Results
Our strategy was recognized as one of the top submissions in the Green Marketing course, leading to myself and two team members being selected by UniCredit—one of Italy’s largest banks—to present our proposal directly to their board of directors. We were named the winning team of UniCredit’s “Finanziamento Futuro Sostenibile” marketing strategy competition and invited to pitch our ideas to the board of directors at their Milan headquarters. The presentation was highly successful, with the board expressing strong interest in implementing our proposed initiatives in future outreach efforts. This experience not only validated the impact of our strategy but also provided valuable exposure to real-world sustainability marketing at the corporate level.