Starting in December various preliminary seminars were carried out with the two groups of students aimed at illustrating both the project as well as the fundamental communication techniques needed to create a promotional message. During the first encounter, the “Heritage Alive!” executives confronted the students with the WebQuest and the tasks that they would be asked to carry out. Successively the students divided into the three major interest groups representing the city of Urbino: the citizens, the university and the businesses, each group nominated a representative. In order to acquire the necessary cultural perspective, the students analyzed the needs and expectations of each group through the following phases:

• Research of necessary information via a list of supplied websites
• Direct examination of the heritage to value and promote
• Development of a questionnaire to administer to the actual representatives of the three interest groups

Next, the students presented the needs and expectations of each group that surfaced through their research and, following a group discussion, selected the objectives, positioning strategy and the target audience for the development of the communications plan.

• Go ahead!