The Challenge
Think marketing a Snoop Dogg action figure was tough? Well not so much since it was featured in the music video with the big-name rapper and sitting next to Snoop on the Jay Leno Show.

What is challenging is reaching, engaging, and capturing the attention of electrical circuit board designers and test engineers.

The Goal
Corelis’ goal was to refresh the entire company branding and re-position Corelis as the leader for bus analysis, embedded test, and JTAG Boundary-Scan software and hardware solutions. A three-year goal target was to generate more quality leads, increase profit in year one, and become profitable in year three. In addition, focus on operationalizing CX strategy through governance, workflows, and cross-functional coordination, to bring the voice of the customer to new product development and innovation.

The Solution
To achieve this goal, I executed research and analysis with SWOT analysis, competitor analysis, historical sales data, and market research, including keyword research, and a focus group. Once I analyzed all the data, I was able to identify Corelis’ target customer demographics, industries, vertical industries, behavioral patterns, needs, problems, desires, interests, goals, and other information.

For the solution, execution, and results download the full case study.