EXPERIOR goes on… Active Languages Meeting on 12/06

active languages logo

The meeting with Active Languages for EXPERIOR groups that worked on their branding&communication plan is confirmed for the following day:

MONDAY 12 JUNE h. 10.30 

(after the exam)


Global Group – The end

Hello everybody!

Now that the course has ended, we would like to share some personal comments regarding the Experior Project we’ve been working on as a group during the last few months.

From the beginning, the project gave us a lot of motivation, because for the first time we were asked to show in a practical way what we had learned during the course, acting like real consultants who were asked to give marketing and communication advices directly to the companies.

It wasn’t easy to immediately identify the problems that the company was facing: we had to attend classes to gain the right tools for marketing and communication, we had to contact the CEO of the company we were working on in order to gain a deeper understanding of the situation, and we also had to frequently meet together to exchange views and ideas.

Working on the project wasn’t easy, especially because most of us had a background in Linguistics and very little experience with marketing, but using our skills, our abilities and the knowledge we had acquired in class, we managed to come up with a final presentation we were proud of.

In conclusion, in spite of all the difficulties we went through, we’re happy we have been part of such an interesting project. It was an educational and challenging experience we would like to recommend to all the future students.

It’s been a pleasure,
Global Group



It’s been two weeks since the Experior project presentation of Branding and Communication at Ca’Foscari, an experience that involved 12 groups of students coming from all over Veneto, Italy and the world, the two professors Vescovi and Hu, and tutor Rizzo, as well as two companies that needed our help.

Around The World (that’s the name of our group) is a remind of our different nationalities, in particular Italy, Russia, Germany, France and Korea. Probably we would’ve never met without this opportunity Ca’Foscari University gave us. Too different cultures and languages to get together someone may say, but each one of us tried their best to handle the ‘quietly silent’ English of Sara, the ‘bossy’ Virginia, the ‘almost never’ present Eleonora (that helped from distance, though), the ‘picky’ Giulia, the ‘I’ve got a call’ Sophie and the ‘peaceful’ Katja.

We are all glad we have worked together, learning the meaning of being in a group, and see with our own eyes the problems a real firm faces. In our case, we had the opportunity to work for Thea, the CEO of Active Languages, a really nice and kind woman with a lot to give to the world. We would like to thank Ms. Gardellin for her patience and the touching speech she gave us at the end of the event. We hope she will get the best out of all the six groups and remember all our efforts when her business will be one of the most important in the sector!

We never imagined that the Experior project would be such a big event, and we kind of regret we didn’t do more than just a poster and a short report. We were newbie and this is what the tutor told us to do, but next time we will come more prepared, competitive and determined… watch out!

Good luck for the exam of tomorrow to all the brave ones!

Around The World

EXPERIOR presentation – Photo album

Here they are the pictures taken during the final presentations of EXPERIOR project to Active Languages and Fish&Friends on 5 May.

Foto 05-05-17, 15 23 07

Thanks to Alberto Cerato for taking some of the pics uploaded!

Link to the Flickr page of the Department of Management:


The last post (?)

This is it, it’s over. Sad CommuniAction team here. Super happy for what we have been through these months, we had great fun and we have learnt so much. Thank you all for making this experience memorable and unique. It all ended very well, and we were enthusiast to put in practice all the theory we have been analysing in class, until that step that will never be taught by books: the human contact, and the knowledge that, although not having changed the world, we all have certainly made someone’s day much brighter.

Still moved by the words left by miss Thea, CEO of that Active Languages we have been working for, we certainly don’t want to end this with tears and melancholy, so have this 1-minute sum up video of the Experior Day. Enjoy!

CommuniAction team


EXPERIOR final presentation – Well done!


Today at the Department of Management of Ca’ Foscari University, EXPERIOR groups presented their Branding & Communication plan proposals to Active Languages and Fish&Friends.

Congratulations to everyone for the great work!

More pictures and best groups’ nominees will be posted soon, stay tuned!

Receiver’s Response

The purpose of this article is to analyze the Receiver’s response that is to say the stages of the receiver’s reaction toward the promotional activity by the sender, in this case, by Active Languages. To describe the stages a consumer pass through in moving towards a specific behavior, we can use different models. Each model can be reduced to three broad stages: Cognitive, Affective and Behavioral. The first stage, Cognitive stage, is the stage related to awareness or learning. In this step, the consumer becomes aware of the brand and its services. The second stage is Affective and is related to feeling, interest or desire. The consumer becomes interested by learning about brand benefits and how the brand fits with lifestyle. He develops a favorable disposition toward the brand. At the end, there is the Behavioral stage which is related to Action and during which the consumer forms a purchase intention, shops around, engages in trial or makes a purchase.
In the case of Active Languages, since they especially use Personal Selling to promote their services, we used AIDA model to explain the Receiver’s response. As the AIDA model suggests, a promotion to be effective has to attract Attention, secure Interest, build Desire for the product and obtain Action. The effectiveness of promotion depends upon to what extent the advertising message is received and accepted by the target audience.
The first moment of AIDA model is Attention and belongs to Cognitive moment.This is a crucial phase because only if the consumer is aware of the existence of the service he will consider purchasing it. Senders can grab consumers’ attention through different channels and in the particular case of Active Languages, they use personal selling that is to say mails, calls and meetings but also brochures and leaflets to show their offers.

The second stage is the “interest” stage. Once the consumer is aware of the service, the next challenge for the sender is to establish the need of their product in their mind and get them interested enough to desire to purchase it. This is a crucial phase, since awareness of a product does not always mean interest in the product. The one key way Active Languages generates interest in its services is contacting personally the potential clients, meeting with them to describe them its high quality services, its advantages and benefits.

The next stage is the “desire” stage. At this point the consumer has hopefully developed a favorable disposition towards the company, and their interest for the service offered has become a need. In the particular case of Active Languages, after the company has met the potential costumers to describe its offering, most of them express their desire for their specific services. Therefore, we may say that this first meeting is successful in establishing a desire for the services in the mind of the consumer.

Once the sender has attracted consumers’ attention and built their desire, consumers will form a purchase intention, shop around, engage in trial or make a purchase.

In the case of Active Languages, companies usually call them back to fix an appointment and later sign a short or a long term contract. In general, 80% of the companies Active Languages work with become loyal customers.

Referring to the learning model we used, we used the Foote, Cone and Belding model, which is based on a chart dividing 4 types of learning processes. These four types of learning processes are characterized by two dimensions: apprehension and implication. Regarding the implication, a customer can have a high involvement or a low involvement in the obtaining of the service offered. In the case of Active Language, we can identify that both groups of customers, privates and companies, have a high involvement in obtaining this specific service. In the other hand, the apprehension refers to the mode the customers perceive the reality, which can be an intellectual apprehension or an emotional apprehension. This is the dimension where we can distinguish both groups of customers.

This system of learning processes is also characterized by three phases of the customers’ attitude: cognition (referring to the learning part), affectivity (referring to the feeling part) and behavior (referring to the action part).

If we talk about the potential customers as companies, we can award them to the first group: with high involvement and an intellectual apprehension; this means that the companies are “thinkers” and in a learning category. The important thing is to be economic, first learn about the service offered and then, once the customer has enough information, purchase it. It’s not a spontaneous action, but a wisely though one. The companies see this service more as a need than a “want”. The process would start with the learning phase, after the feeling phase and at the end, the action phase.

Regarding the privates we still talk about high involvement but in this case led by emotions. So now we refer to our consumer as “the feeler” since what leads them to buy a particular product or in the case of Active Languages, a service is if this one makes them feel good or not. The sequence defining the purchase process followed by the privates is “Feel, Do, Learn”, according to which first the consumer “feels” so has some sensations about the service; then they “do”, so they use the service, they begin to be confident with it; finally they “learn”, so they understand if this service really makes them feel good, if it is actually suitable to what they are looking for. Thus, this process is more spontaneous compared to the one the companies go through as they are guided by material needs and not by emotions.
Speaking of the advertising strategy for this category tends to focus on visual and emotional appeals. Above all, that means highly interactive websites and brochures.​

After our analysis, we have come up with some suggestions to be adopted in the advertising campaign. So having realized that Active Languages have two categories of consumers very different between each other, the company should develop two different kind of advertising strategies: one focused on the business needs required by the companies, for example by using more professional brochures and providing detailed information for each particular service and one aiming at raising emotions in consumers such as the privates that could be children, parents, students, ect., by using catchy, funny and colourful brochures in order to impact positively on their feelings.
Moreover, the website should also be more differentiated and concise in describing the services offered as the social media should be more consistent with the company’s activities and more focused on promoting them.

Have a look at our PPT about the Receiver’s Response Analysis: Receiver’s Response


EXPERIOR Final presentation – 5 May 2PM


The final presentation of 2016/17 Experior project will be on Friday 5 May at 2PM at the Department of Management of Ca’ Foscari University of Venice.

After 10 week-work on branding and communication strategies, 12 groups of students will present their final proposals to the firms Fish & Friends and Active Languages, just like in an advertising pitch.

Come to find out more about the project!