Lorenzo Calia, CEO of Uppa, agreed to take part in our “Lato B” training programme, presenting his working framework. Knowledge and experience were exchanged in order to better understand the dynamics of the DTC (Direct-To-Consumer) distribution model and the differences compared to a traditional distribution model.

A case study of Uppa

Uppa, a publishing house with a recognisable brand, is continuously updated on parenting and childhood issues. Its contents meet the needs and demands of a clearly identified segment of readers: people who are about to have or have recently had a baby.

How does a DTC publishing house work? To understand how an audience can be channelled towards a targeted path, with Lorenzo Calia we discussed the special features of his marketing funnel, brand awareness strategies, email marketing and conversion.

Our friends at Lazy Dog Press also attended the workshop to see if these strategies can be replicated in other contexts. Together, we discussed critical issues and advantages pertaining to the publishing sector.

This training is constantly evolving and exploring new avenues of investigation. For example, we also discussed the topic of fundraising and the third sector.