DevelopTown_insights_caseStudy

DeveloperTown Brand Insights™

Client Summary

DeveloperTown is a software consultancy for IT and business leaders needing strategy, technology, design, and data science to solve complex business challenges. Based out of Indianapolis, Indiana, DeveloperTown has served its clients for over ten years.

Their Challenge

DeveloperTown battled misperceptions about its brand, services, and deliverables. Their brand positioning caused misconceptions of being a co-working space and a business incubator. They desired comprehensive qualitative and quantitative research to understand what was causing the confusion and to support developing a branding strategy to aid in repositioning their brand before expanding into new markets.

Our Strategy

The objective of our research was to gain qualitative and quantitative insights from the DeveloperTown stakeholders, including executives, team members, current and past clients, as well as lost leads.

Element212 conducted one-on-one qualitative interviews with DeveloperTown executives and team members to identify trends among positioning assets from internal perceptions.

Next, we interviewed their clients and lost leads to uncover their perspectives of the DeveloperTown brand to learn about their motivations, buyer’s journey, and vetting process to identify gaps in messaging and opportunities for the DeveloperTown brand positioning to align expectations and better connect with their audience in meaningful ways.
Element212 then substantiated our data by developing and distributing online surveys to the remaining DeveloperTown staff and client database. The quantitative data added statistical significance helping uncover clear trends in the insights to create actionable recommendations for DeveloperTown.

Element212 created a Brand Insights™ report that highlighted the following:

  • The DeveloperTown brand S.W.O.T. analysis
  • Gaps between the brand position, deliverables, and expectations of DeveloperTown and their audience
  • Brand differentiators
  • Client motivators
  • Client buyer’s journey
  • Audience vetting process
  • Ideal audience profile
  • Internal process and communication gaps that resulted in lost leads and revenue

The Result

DeveloperTown had gained a clear understanding of its audience needs and motivators and could clearly identify the gaps in processes and messaging causing lost revenue and misalignment with current clients.

Based on recommendations from the Brand Insights™, DeveloperTown developed a new website to improve messaging and navigation to connect and lead their audience in meaningful ways through their buyer’s journey.

The research identified high-value messaging that we developed into a content marketing strategy across various platforms, including website, video, social media, and public relations.

The research helped discover opportunities to refine their internal touchpoints, improve their client onboarding process, and streamline their workflow with clients to provide a quality experience throughout the project.

The Brand Insights™ provided DeveloperTown with a clear picture of their company’s strengths, weaknesses, opportunities, and threats. Our research also uncovered expectations, differentiators, deliverables, and perceived benefits to aid in strengthening their brand and positioning their company for future growth.

“One of the most beneficial takeaways we gained from Element212’s Brand Insights™ process was uncovering why a client did or did not make a purchase with us, along with other valuable data we were unable to capture ourselves.”

– Mike Kelly, Managing Partner, DeveloperTown

Client Testimonials

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“I can’t say enough about how Element212 has come to know our company and how we want to be portrayed, just as if they actually work here. They are very responsive to the needs and constant changes of our growing business, and their team has been a great extension of our company.”
CEO - Modern Trailer Sales
“Element212 has a talented team of hardworking techie people who can explain everything in non-techie language. Most importantly, they get us and they get what we do, they listen to us, and fix our problems quickly.”
Todd Jameson - Renfro Productions
“The team was professional, organized, and very responsive. They took time to understand our business, who we are, and our values. They made our new website exactly what it needed to be. If we had to do it all over again, I would not change a thing.”
Carmen Clift - Beck’s Chimney Sweep
“Element212 was simply fantastic to work with from start to finish. They came highly recommended and lived up to my high expectations. I particularly enjoyed the team approach that they implement and coordinate to ensure complete efficiency throughout the duration of the project.”
Josh Brown - Indy Franchise Law
“Element212 will learn about your business and come up with a strategy that helps you achieve your goals.”
Mark E. - Eagle Creek Nursery
“Element212 has brought along wonderful research and strategy from day one to help us understand the ebb and flow of our brand, as well as the ebb and flow of customer behavior. It’s paid off in dividends.”
Krista Stillwell, Marketing Strategist - Cowpokes Work & Western
“The Brand Insights™ was eye-opening for us. We heard much more about what was actually going on in the mind of the buyer, which helped us dial in our approach, our message, and our go-to market strategy.”
Mark R. - Table XI
“One of the most beneficial takeaways we gained from Element212’s Brand Insights™ process was uncovering why a client did or did not make a purchase with us, along with other valuable data we were unable to capture ourselves.”
Mike Kelly, Managing Partner - DeveloperTown
“We had an excellent experience with Element212! After sitting down at our first meeting, they were able to take what we felt was important with our business and highlight it. To say we were pleased, would be an understatement!”
Andy Arrendale - Quack Daddy Donuts
"Element 212 was exceptional and really helped lead us to a new era in Scope's Digital Footprint. I would most strongly recommend if you are looking to revitalize your online presence, you look no further than Element212!
- Mike Pfarrer, VP of Information Technology - Scope Services Inc.
"Element212 was such a pleasure to work with! Your flexibility, timeliness, and professionalism throughout the recruiting video development have truly made this an experience I will fondly remember. I will recommend you to everyone I know!"
Cynthia Reed - BMM CPAs & Advisors
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