Napo Social Money Model - Antonio Prigiobbo
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Design dei Servizi del NAPO: Moneta Complementare NAPO il Buono Sconto di Napoli Progettista Antonio Prigiobbo - Staff Comune di Napoli http://www.napo.comune.napoli.it
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Napo Social Money Model - Antonio Prigiobbo
- 2. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Who am I and What I do In 140 characters Designer, Author, Serial Innovator. I ♥ #Startups! #TransMediaStoryteller, Prof at the age of 21, forever student. Fighter Ninja Marketing Comune Napoli Italy · antonio.digitale.it @killermedia Project Development OpenGov (@OpenNapoli) and Innovator Community (@VulcanicaMente)
- 4. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Naples • Population: 960.600 citizens on November 30, 2012 (Source Istat) • Third Italian city, after Rome and Milan
- 6. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Idea: Naples as a virtuous city • Naples is famous for its beauty • Because it is the hometown of pizza • With Mayor De Magistris and the Assessore to Commerce and Productivity activities Marco Esposito we aimed to endorse the civic sense of Neapolitans through forms of reward and contrast to the economic crisis
- 8. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO The anti-economic crisis players • RCA Napoli Virtuosa • BenziNa • Emozione Napoli • Simplification
- 10. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Scenario Complementary money • Money for barter circuits • Money for discount circuits
- 12. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Product/Solution Development • Why not an electronic card? • They’re used to collect points • Pros and cons of money’s shape • Paper money
- 14. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Napo Napo looks like money but technically it is a bearer discount dedicated to citizens and tourists that spend money in city shops.
- 16. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Strategic target • Naples as a unique and natural shopping center with its different shopping circuits: – Local stores: deli, bar, ecc; – Brands: famous Neapolitan brands, Marinella, Ferragamo; – Tourist shops, local artisan shops, souvenir stores
- 18. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Multi-functional tool • A tool to improve the city – Identity protection – Anti-desertification – Network for little and big shops – Territorial marketing tool
- 20. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Issues / Opportunities • No communicatio budget • Small budget for PRINTING Trigger for Participation
- 22. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Timing of Participative Process • June: start administrative/creative process • July/August: contest and promotion • September: tv show • October: Notte Bianca experimentation • November: meetings with Associations • December: presentation and distribution
- 24. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Design Contest – Europe has the Euro, Napoli the Napo - Esposito – Napo symbol design with Giovanni Anceschi – Social and non conventional channels – Winner’s prize: signature on the money + 500 Napo
- 26. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Local TV for a public service • Design of a participative public-private process: Comune and local TVs design a tv program to select the winning design for the Napo, in simultaneous live tv (4 channels)
- 28. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Notte Bianca • Golden NAPO awards • Experimentation of the first Napo distribution area • The first money was printed thanks to a sponsorship
- 30. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Below the line • Comune’s administrative personnel – Low organizational skills • Shop owners – Little trust
- 32. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Service Design • IT web based / Mobile system • Service development cycle – Event – Citizens/Tourists/Shop owners contact – Online user registration – Reload
- 34. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO IT web based / Mobile system www.napo.comune.napoli.it • Information – For citizens and tourists: where to get and spend the Napo – For shop owners: how to accept Napo and be advertised within the circuit
- 36. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Distribution to citizens • Ordinary – Water bill > URP offices – General Register Office (new and in transfers) – General Register Office (newborn) • Special – To those depositing waste in ecological areas – Those who volunteer work – For babies • CoMarketing – Banco di Napoli for 18 year-olds
- 38. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Tourist Distribution • Ordinary – Hospitality [Hotel, B&B and Hostels] – Tourist InfoPoints (new) • Special – Tourist Hubs [Harbor, Airport, Stations] – Special event promotion • CoMarketing – Cruise ships/trains
- 40. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Experimental stage • First feedback: – Need to bring Napo to internal services – Training activities – Transversality of the goods
- 42. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Costs / Revenues • Print: about 20.000 € • If you spend half of 10.000.000 € it equals to a saving of 5.000.000 €
- 44. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Results • Local, national and international press reviews • Napo as an excellent territorial marketing tool • Tv services on French, Chinese and Swiss public channels • Most visible project/product of Comune • Extra (events)
- 46. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Idea Virus • Province of Agrigento • Bari, Salerno • Through the grapevine: Lombardy
- 48. Cascais 07/2013 Portugal Il NAPO PRIGIOBBO Conclusions Here are a few Napo for you! I’ll wait for you in Naples Grazie ;) Antonio Prigiobbo Twitter @killermedia - FB, LinkedIN, etc. /killermedia