Table XI

Client Summary

Table XI is a software development company that strategizes and creates custom software to transform companies through technology. Based out of Chicago, Illinois, Table XI has been serving its clients for over 17 years.

Their Challenge

In the process of re-branding, Table XI felt the need to better understand their customers’ and team members’ perceptions of their current brand to position their company in the marketplace better.

Their goals were to uncover customer perception gaps, competitive differentiators, reasons for lost leads, client expectations, and perceived client benefits and to develop high-value marketing messages.

Our Strategy

We conducted the Brand Insights™ research project to gain a 360-degree view of Table XI’s brand. The objective of the project was to gain insights from the key Table XI team members, current and past clients, and lost leads to uncover perceptions into Table XI’s S.W.O.T., expectations, differentiators, deliverables, and benefits. Our goal was to gather actionable data and deliver a strategic approach to help Table XI reach and resonate with their ideal clients.

1. Qualitative Research

Element212 conducted one-on-one qualitative interviews with the key Table XI team members to first gain insights into the their brand. Next, we interviewed their key clients and lost leads to learn their perspectives, gaps, trends, and opportunities for the Table XI brand positioning.

2. Quantitative Research

We developed a quantitative online survey to help substantiate our data with the remaining Table XI staff. The quantitative data helped us learn clear trends in the insights to create actionable recommendations for Table XI.

3. Reporting

We created a Brand Insights™ report that highlighted the following: an overview of Table XI’s strengths, weaknesses, opportunities, and threats; the gaps between the company’s deliverables and client expectations; key differentiators; client buyer’s journey; process gaps that resulted in lost leads and revenue; and a marketing strategy designed specifically around our Brand Insight™ data.

The Result

Based on recommendations from the Brand Insights™, Table XI has implemented a new operations strategy, resulting in improved internal processes and operations. They have implemented some contract updates, allowing them to serve their leads and current clients better. Informed by the research, Table XI also hired a business development manager to work with clients who have additional projects. Additionally, by expanding the design department, the company strengthened its deliverables and differentiators to better positions Table XI brand in the marketplace.

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis


  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.