The presentation describes step by step how the LE MAT brand was developed and why for and how functions the social franchise system. The presentation was done during the social franchise conference in GENOVA in 2011. The author is Renate Goergen - brand manag

1. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 and to travel, discover , live, participate and promote social entrepreneurs’ communities steps , components and tools to produce inclusion and empowerment

2. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 from stigma (brand) to brand The steps

3. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE MADMAN, THE DISABLED…… the special experiences and abilities don’t acquire the full rights of cukture and social citizenship and become a VALORE The steps UNLESS…. different, unproductive, moody, useless, dangerous, strange, unpredictable… The step towards reclusion …is very short, always!

4. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 Different experiences, point of views, eyes and abilities Elements and Values no organization can renounce to all that! The steps

5. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE STEPS SO LET’S BECOME ENTREPRENEURS to invest abandoned ressources and unused abilities to include and innovate to make money, to be indipendent, to invest in the projects we like to practice democracy, phantasy and power

6. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE STEPS AND THAN LET’S COMMUNICATE….. to tell the stories of our enterprises, to “contaminate” the rigid cultures of separation, to exit from the limited spaces of assistance or productivity HOTELS, RESTAURANTS, BEACHES, PUBLIC AND OPEN PLACES To become visible, to do a nice job and to MEET OTHER PEOPLE

7. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 … .to be proud, to belong, to share….. THE STEPS to REPLICATE And not to forget The steps , the components , the necessary tools a presence to attract attention, to stir up the LUST….. A SIGN A BRAND

8. LOGO vs OFFICINA LE MAT – BARI – 17 FEBBRAIO 2011 THE STEPS DISTILLATION and BRANDING Many different substances create a new mixture…they have different boiling points….the different components analyse….and slowly…. Creating identity and image

9. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE COMPONENTS A brand is the identity of a specific product , service or business . It affects the personality of a product, company or service A legally protected brand name is called a trademark . THE NAME Easy to pronounce and to remember Easy to recognize Suggesting references to the mission Attracting attention To be distinguished from the competitor That can be registered

10. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 Not easy standards to respect THE COMPONENTS

11. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE COMPENENTS THE PERSONS Their ideas Their projects Their uniqueness The co-operators The producers The travellers The hoteliers Come on stage… Their fragility The social entrepreneurs

12. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE COMPENTS The organization of the work and of the firm … rules, tools to include, to build capacities, favour carreers TRANSPARENCY INFORMATION How can every point of view have a value? TIME … a learning organization….continuously transforming How can you learn to participate and to decide?

13. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE COMPENENTS The territory The Landscape Meaningful relationships The locali LE MAT - systems To include and give value to the many stories, products and producersi Participating actively in the local planning and the development models of local communities

14. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 ” We immagined our guests, tired when arriving, desiring relax and welcome and curious to discover where their travelling has brought them. We used our phantasy and designed our rooms, the colours on the walls, the floors, the coverlets…and than we started to smell the fragrance of the fresh flowers, of the fruit and the bred of our LE MAT breakfast… THE COMPONENTS The most comfortable beds I prezzi congrui Every LE MAT is special and unique…and the prices are fair The accessible reception LE MAT SIGN wireless The special places LE MAT Best Breakfast with LOCAL PRODUCTS

15. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE COMPONENTS The traveller and all it’s special needs A very important person A collaborator To discover and know well To be involved

18. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE TOOLS The personalized Manual and the Quality Card THAT UNIQUE LE MAT

20. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 THE TOOLS The franchise system THE TRAVELLERS Associations - Institutions - single travellers - tribes THE CONSORTIUM Board of Directors Members’ Assembly Promotion and Support Institutional Relationships THE TECNICAL STRUCTURE Affiliation Training Control Communication THE FRANCHISEE Members and not members

21. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 LE MAT - members of the CONSORTIUM ABN - Consorzio A very big Consortium of social co-operatives involved in LE MAT through Passepartout – Network for responsible tourism in UMBRIA ALICE The social co-operative Alice works in the field of agriculture in the area of TUSCIA (VT) in the Region LAZIO . They manage small accomodations. ANDALAS DE AMISTADE - Consorzio Andalas is a small consortium of social cooperatives in the north of Sardinia . ASS.NE LE MAT Le Mat – Association starter the history of LE MAT. Today the association is a network of LE MAT travellers and friends and member of AITR. AZALEA It’s a very big social cooperative in VERONA managing 2 Hotels and cooperating with Planet Viaggiatori Responsabili . Together with other actors they developed Rotte Locali - Fair Tourism in Verona. COOPFOND It’s a society managing the money co-operatives of Legacoop give to a special co-operative development fund. They gave risk capital to LE MAT. EXPLORANDO It’s a co-operative promoting sustainable tourism in Apulia . Many small organizations work together with them. ECO Eco Culture e Viaggi is a small co-operative in Sicily , Polizzi Generosa working on local legal development together with libera terra ad addio pizzo. IL NODO In Tuscany a quite interesting social co-operative working in many different fields towards inclusion. IL POSTO DELLE FRAGOLE For us it’s NUMBER 0 LE MAT. A small social co-operative where all of us learned and still learn a lot. In TRIESTE LAVORO E INTEGRAZIONE It’s an association of professionists in Lombardy able to do planning and European projects. They help us in finding innovation money! LIGHT - Consorzio It’s a big Consortium in Lombardy partecipating through INNESTO a social co-operative working on innovative development in a small valley. PROGETTO LIGURIA LAVORO - Consorzio It’s a Consortium of social co-operatives in Liguria , 8 big co-operatives working towards inclusion. They manage many museums and now also the Hotel SUGENOVA. SAN LORENZO A quite big social co-operative in Sulcis Inglesiente, in Sardinia with many activities. Now starting to work in tourism TANDEM It’s a social co-operative working on behalf of accessibilit y and tourism for all. They work all over Italy but there place is in ROME.

22. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 LE MAT’s SPECIAL PLACES in ITALY Hotel Gran Can Il Posto delle Fragole Rifugio Casanova Tenute Gucciardi

23. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 The Le Mat Trademark in Sweden Common name, common brand, common future

24. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011

25. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011

28. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011

29. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011

30. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 The brand and franchise system LE MAT

31. LOGO vs Social Franchising workshop - SUGENOVA - 14th April 2011 LE MAT