{"id":15238,"date":"2025-03-06T17:06:15","date_gmt":"2025-03-06T16:06:15","guid":{"rendered":"https:\/\/sayagency.com\/case-studies\/ca-marcello\/"},"modified":"2026-04-21T11:51:44","modified_gmt":"2026-04-21T09:51:44","slug":"ca-marcello","status":"publish","type":"case_study","link":"https:\/\/sayagency.com\/en\/case-studies\/ca-marcello\/","title":{"rendered":"Ca\u2019 Marcello"},"content":{"rendered":"    <section class=\"intro-section vertical-padded\" id=\"intro-section-9778e646191d49140d543271c8e74ad6\">\n        <div class=\"container\">\n            <div class='intro-section__inner'>\n                <h1 class=\"title intro-title\"><p>Ca\u2019 Marcello<\/p>\n<\/h1>\n                                            <\/div>\n        <\/div>\n    <\/section>\n\n\n    <section class=\"case-study-info-section no-vertical-padding\"\n             id=\"case-study-info-section-118273250\">\n        <div class=\"container\">\n            <div class='case-study-info-section__inner'>\n                                    <div class=\"info-column\">\n                                                    <span class=\"info-label\">Client<\/span>\n                                                                            <div class=\"info-content\">\n                                <p>Ca&#8217; Marcello<\/p>\n                            <\/div>\n                                            <\/div>\n                                    <div class=\"info-column\">\n                                                    <span class=\"info-label\">Services<\/span>\n                                                                            <div class=\"info-content\">\n                                <p><a href=\"https:\/\/sayagency.com\/en\/perform\/seo-agency\/\">SEO<\/a>,<a href=\"https:\/\/sayagency.com\/en\/perform\/seo-agency\/geo-generative-engine-optimization\/\">GEO<\/a>,<a href=\"https:\/\/sayagency.com\/en\/creativity\/social-media-managing\/\">Social Media Management<\/a>,<a href=\"https:\/\/sayagency.com\/en\/perform\/adv\/?_gl=1*6az5fw*_up*MQ..*_ga*MTI5NTcyNDAxOC4xNzc2MzIzNTQ5*_ga_WWCTLLJ0VQ*czE3NzYzMjM1NDkkbzEkZzEkdDE3NzYzMjQ3NDEkajYwJGwwJGgw\">ADV Strategy<\/a>,<a href=\"https:\/\/sayagency.com\/en\/creativity\/art-direction-photo-video-shooting\/?_gl=1*1vu5unp*_up*MQ..*_ga*MTI5NTcyNDAxOC4xNzc2MzIzNTQ5*_ga_WWCTLLJ0VQ*czE3NzYzMjM1NDkkbzEkZzAkdDE3NzYzMjM1NDkkajYwJGwwJGgw\">Art Direction &amp; Photo\/ Video Shooting<\/a><\/p>\n                            <\/div>\n                                            <\/div>\n                                    <div class=\"info-column\">\n                                                    <span class=\"info-label\">Settore<\/span>\n                                                                            <div class=\"info-content\">\n                                <p><a href=\"https:\/\/sayagency.com\/en\/communication-agency-events\/?_gl=1*1yenfg4*_up*MQ..*_ga*MTczODEyNDUyNi4xNzU0NjM4MzY2*_ga_WWCTLLJ0VQ*czE3NTU1MTIwNDIkbzUkZzEkdDE3NTU1MTIzNzkkajE0JGwwJGgw\">Events<\/a>, <a href=\"https:\/\/sayagency.com\/en\/communication-agency-hospitality-tourism\/?_gl=1*1l7v6ez*_up*MQ..*_ga*MTczODEyNDUyNi4xNzU0NjM4MzY2*_ga_WWCTLLJ0VQ*czE3NTU1MTIwNDIkbzUkZzEkdDE3NTU1MTI0MzEkajU3JGwwJGgw\">Hospitality\/Tourism<\/a>,<a style=\"--tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(59,130,246,.5); --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-shadow: 0 0 #0000;\" href=\"https:\/\/sayagency.com\/en\/services\/?_gl=1*1cncoyq*_up*MQ..*_ga*MTczODEyNDUyNi4xNzU0NjM4MzY2*_ga_WWCTLLJ0VQ*czE3NTU1MTIwNDIkbzUkZzEkdDE3NTU1MTIzNDAkajUzJGwwJGgw\">Services<\/a><\/p>\n                            <\/div>\n                                            <\/div>\n                                            <\/div>\n        <\/div>\n    <\/section>\n\n\n\n    <section class=\"images-section vertical-padded\" id=\"images-section-1410734985\"\n             style=\"background-color: #FFFFFF\">\n                <div class=\"images-section__inner image-full image-single \">\n                                                <style>\n                        #images-section-1410734985.images-section .images-section__inner.image-single .image-box {\n                            height: 50rem;\n                        }\n\n                        @media screen and (max-width: 991px) {\n                            #images-section-1410734985.images-section .images-section__inner.image-single .image-box {\n                                height: 27.5rem;\n                            }\n                        }\n                    <\/style>\n                                                    <div class=\"image-box reveal-img-box\">\n                        <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/sayagency.com\/wp-content\/uploads\/2025\/03\/ca-marcello-villa-facciata-barchesse-alta.jpg\" alt=\"\"\n                             width=\"1000\" height=\"593\"\/>\n                    <\/div>\n                                    <\/div>\n    <\/section>\n\n\n\n<section class=\"content-section content vertical-padded\"\n         id=\"content-section-98ceaa718a6e1f8fc3cb1598800565a4\"\n         style=\"background-color: #FFFFFF\">\n    <div class=\"container\">\n        <div class=\"content-section__inner layout-50-50 text-primary\">\n            <div class=\"col\">\n                                                    <div class=\"title fade-in\"><h2>The project<\/h2>\n<\/div>\n                            <\/div>\n\n            <div class=\"col\">\n                                    <div class=\"text typography fade-in\"><p>Ca&#8217; Marcello is a Palladio designed old villa. The owners, descendants of the Marcello family who&#8217;s been living there for centuries, asked us <strong>to tell the beauty of the villa to a B2C target, with vary different needs: from wedding planning to guided tours.\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>We built <strong>a differentiated strategy, adapting the language and the blog contents to the targets, the social media channels, the ads and the landing pages<\/strong>, to present Ca&#8217; Marcello as the ideal place for school trips or to say the most important &#8220;I do&#8221;.<\/p>\n<\/div>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<section class=\"content-section content vertical-padded\"\n         id=\"content-section-1983436616\"\n         style=\"background-color: #f9f9f9\">\n    <div class=\"container\">\n        <div class=\"content-section__inner centered text-primary\">\n            <div class=\"col\">\n                                            <\/div>\n\n            <div class=\"col\">\n                                    <div class=\"text typography fade-in\"><div><em>&#8220;I picked SAY because they immediately won me with their seriousness, gravity and availability. Our collaboration is dynamic and active, based on mutual communication and on two shared values: the method, since we both believe that a solid and winning project takes time to be built through active listening, updates and constant monitoring: and the work ethic, based on enthusiasm and the non stopping will to better ourselves&#8221;<\/em><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div>\n<div><strong>Jacopo Marcello<\/strong><\/div>\n<div>Direct descendant of the noble founders of Ca\u2019 Marcello<\/div>\n<\/div>\n<\/div>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<section class=\"content-section content vertical-padded\"\n         id=\"content-section-3edc08b618c65f10cd4c878438f7e43b\"\n         style=\"background-color: #FFFFFF\">\n    <div class=\"container\">\n        <div class=\"content-section__inner layout-50-50 text-primary\">\n            <div class=\"col\">\n                                                    <div class=\"title fade-in\"><h2>The brand<\/h2>\n<\/div>\n                            <\/div>\n\n            <div class=\"col\">\n                                    <div class=\"text typography fade-in\"><p><strong>Ca&#8217; Marcello is one of the most enchanting examples of Palladio designed villa in the Veneto region currently being inhabited<\/strong>. Built around the first half of the Fifteenth century right on the border of the province of Treviso, was later enlarged, furnished and finely decorated in the Seventeenth century. To this day it&#8217;s still surrounded by a nine hectares historical garden.<\/p>\n<p>&nbsp;<\/p>\n<p>Preserved with passion from the original family, that still live here today, <strong>it is available for weddings, private events and guided tours.<\/strong><\/p>\n<\/div>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<section class=\"content-section content vertical-padded\"\n         id=\"content-section-36287a735791555847ac963197c60ef0\"\n         style=\"background-color: #F9F9F9\">\n    <div class=\"container\">\n        <div class=\"content-section__inner layout-50-50 text-primary\">\n            <div class=\"col\">\n                                                    <div class=\"title fade-in\"><h2>The objectives<\/h2>\n<\/div>\n                            <\/div>\n\n            <div class=\"col\">\n                                    <div class=\"text typography fade-in\"><p>Ca&#8217; Marcello asked us to:<\/p>\n<ul>\n<li>Generate <strong>contact requests<\/strong> for the new business<\/li>\n<li>Promote the brand on the internet<\/li>\n<li>Develop its <strong>presence on the search engines<\/strong><\/li>\n<li><strong>Increase quality traffic on the website<\/strong>.<\/li>\n<\/ul>\n<\/div>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<section class=\"content-section content vertical-padded\"\n         id=\"content-section-1d772808fcf820b47e629bdab49dc2dc\"\n         style=\"background-color: #FFFFFF\">\n    <div class=\"container\">\n        <div class=\"content-section__inner layout-50-50 text-primary\">\n            <div class=\"col\">\n                                                    <div class=\"title fade-in\"><h2>The SAY strategy for Ca&#8217; Marcello<\/h2>\n<\/div>\n                            <\/div>\n\n            <div class=\"col\">\n                                    <div class=\"text typography fade-in\"><p>Making a historical place a successful product was a matter of strategy that took in consideration different aspects and that used all the tools available on the internet. A lot of targets and all very different had to be<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>There were many different targets to aim for: from future newlyweds to school groups on trips, to event and party organisers<\/strong> always on the hunt for locations that would impress their audience. We started by identifying all the different target audiences and the villa&#8217;s catchment area, <strong>then defined a communication strategy and a personalised marketing mix for each one<\/strong>. The first step was <strong>to optimise the website&#8217;s SEO<\/strong> so that it would appear at the top of searches related to the villa&#8217;s various uses. We combined this with a <strong>Google Ads campaign, with landing pages created specifically for the different target audiences<\/strong>. We then worked on optimising the landing pages in order to reduce the bounce rate. <strong>To increase brand awareness, we proposed and created a blog<\/strong> that deals with topics related to the various uses of the villa, with original and interesting weekly articles.<\/p>\n<\/div>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n    <section\n            class=\"numbers vertical-padded bg-white \"\n            id=\"numbers-section-941196557\">\n        <div class=\"container\">\n            <div class=\"numbers__inner\">\n                <div class=\"numbers__inner-blocks\">\n                                            <div class=\"number-block\">\n                            <div>\n                                                                    <span class=\"number-pre\">+<\/span>\n                                                                <span class=\"number\">\n                                    42                                <\/span>\n                                                                    <span class=\"number-post\">%<\/span>\n                                                            <\/div>\n                            <div class=\"label\"><p>lead generation from websites and landing pages.<\/p>\n<\/div>\n                        <\/div>\n                                            <div class=\"number-block\">\n                            <div>\n                                                                    <span class=\"number-pre\">&#8211;<\/span>\n                                                                <span class=\"number\">\n                                    7,7                                <\/span>\n                                                                    <span class=\"number-post\">%<\/span>\n                                                            <\/div>\n                            <div class=\"label\"><p>of rebound rate<\/p>\n<\/div>\n                        <\/div>\n                                            <div class=\"number-block\">\n                            <div>\n                                                                <span class=\"number\">\n                                    30                                <\/span>\n                                                            <\/div>\n                            <div class=\"label\"><p><strong>Keyword<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>in the top 10 search results.<\/p>\n<\/div>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n        <\/div>\n    <\/section>\n\n\n\n    <section class=\"cta-section vertical-padded\" id=\"cta-section-108397491\">\n\n                    <img loading=\"lazy\" decoding=\"async\" class=\"triangles-texture\"\n                 src=\"https:\/\/sayagency.com\/wp-content\/themes\/say\/images\/triangles_texture.svg;\"\n                 width=\"460\" height=\"227\" alt=\"\"\/>\n            <style>\n                #cta-section-108397491                .cta-section__inner .container {\n                    align-items: flex-start;\n                    justify-content: space-between;\n                }\n\n                #cta-section-108397491                .cta-section__content {\n                    padding-top: 3rem;\n                }\n            <\/style>\n                            <div class=\"noise-layer\"><\/div>\n            <div class=\"glow-container\">\n                <div class=\"ball\"><\/div>\n                <div class=\"ball\" style=\"--delay:-12s;--size:0.35;--speed:25s;\"><\/div>\n                <div class=\"ball\" style=\"--delay:-10s;--size:0.3;--speed:15s;\"><\/div>\n            <\/div>\n                <div class=\"cta-section__inner\">\n            <div class=\"container\">\n                <div class=\"cta-section__content\">\n                    <div class=\"subtitle\">Contact us<\/div>\n                    <div class=\"title\"><p>Tell us your goal, and we will achieve it together.<\/p>\n<\/div>\n                <\/div>\n                                    <div class=\"cta-row\">\n                        <a class=\"btn-primary\" href=\"https:\/\/sayagency.com\/contact-us\/\"\n                           title=\"Let's meet\" target=\"\">\n                            <span data-title=\"Let's meet\">Let&#8217;s meet<\/span><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\">\n                <path fill-rule=\"evenodd\" clip-rule=\"evenodd\"\n                      d=\"M7 7C7 6.44772 7.44772 6 8 6H17C17.5523 6 18 6.44772 18 7V16C18 16.5523 17.5523 17 17 17C16.4477 17 16 16.5523 16 16V9.41421L7.70711 17.7071C7.31658 18.0976 6.68342 18.0976 6.29289 17.7071C5.90237 17.3166 5.90237 16.6834 6.29289 16.2929L14.5858 8H8C7.44772 8 7 7.55228 7 7Z\"\n                      fill=\"\"><\/path>\n            <\/svg>                        <\/a>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":10,"featured_media":14047,"menu_order":293,"template":"single-case_study.php","case_study_categories":[175,176,191],"class_list":["post-15238","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","case_study_categories-communication-agency-events","case_study_categories-communication-agency-hospitality-tourism","case_study_categories-services"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ca\u2019 Marcello - Case study comunicazione<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sayagency.com\/en\/case-studies\/ca-marcello\/\" \/>\n<meta property=\"og:locale\" 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