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Table XI

Client Summary

Table XI is a software development and consultancy company that strategizes and creates customer software with a goal of transforming companies. Based out of Chicago, Illinois, Table XI has been serving its clients for over 16 years.

Their Challenge

Table XI was in the process of re-branding and felt the need to better understand their customers’ and team members’ perception of their current brand position, deliverables, and benefits in order to help drive their decisions on how to better position their company in the marketplace.

Our Strategy

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

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

2. Quantitative Research

Element212 developed an online survey to help substantiate our data with the remaining Table XI staff.

3. Reporting

We created a Brand InsightsTM report that highlighted the following:

  • An overview of Table XI’s strengths, weaknesses, opportunities, and threats
  • the gap between the company’s goals and client expectations
  • key differentiators
  • client buyer’s journey
  • process gaps that resulted in lost leads and revenue
4. Recommendations

Based on the results of the Brand InsightsTM research, we developed a marketing strategy for Table XI designed specifically around our insight data.

The Result

Based on recommendations from the Brand InsightsTM, Table XI has implemented a new operations strategy, resulting in improved internal processes and operations. They have also implemented some contract updates, allowing them to better serve their leads and current clients. Table XI also hired a business development strategist and expanded their design department to fill the gaps and strengthen their deliverables and differentiators to better position their brand in the marketplace. With these changes in place, Table XI is now positioned for growth and is moving forward with the marketing recommendations provided through the Brand InsightsTM. We have has recently rolled out SEO and digital advertising initiatives to help expand Table XI’s reach in the marketplace and propel their growth.

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

Recommendations:

  • 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.