Launch a community of HPC users on behalf of market research firm Intersect360 Research, to act as an internal survey resource. Develop messaging to entice prospective members to join, brand the community with a similar look and feel to Intersect360 Research, build a website rich with back-end tools for qualifying and managing members, recruit new members, handle advertising and PR, create, promote, and manage member services (webinars, eNewsletters, events, LinkedIn group, etc.).
“So much of business today comes down to relationships, particularly in specialized industries. The supercomputing market is about as specialized as it gets, and maintaining our role as forward-thinking industry leaders is critical to our boutique firm. We’re fortunate to have Lara to help. Lara has a particular skill and passion for community-building, and she navigates the idiosyncrasies of our market with the expertise of a skilled pilot, delivering value to the community as a whole as she helps us build our brand.”
— Addison Snell, CEO, Intersect360 Research
Launch an Open Source community site for time-series database maker Kx Systems, in order to attract a younger audience. Research market need and perception, develop messaging and branding independent of Kx, and create website content and functionality that encourages community involvement. Create monthly eNewsletter, social media plan and graphics, and periodic advertising campaigns. Develop plan for broader marketing, including launch of Meetup groups and Hackathons.
“We would like to thank you so much for your work thus far. I can’t tell you what an earthquake our news caused last night at the user group meeting, which had almost 170 people. The group included many senior Wall Street types, but even better, many younger developers. There was definitely electricity in the air. And it was really powerful to be able to walk around in the party afterwards and share the site on my phone, and get people excited about contributing blog posts. Kim, Lara, and their entire team did a terrific job getting this done in a really short time frame and we appreciate it!”
— Abby Gruen, Chief Marketing Officer, Kx Systems
Handle PR and social media marketing on a monthly retainer basis. Assist with rebranding via consulting on messaging and positioning and creating new assets (banner ads, signage, e-mail blasts, social media graphics) based on new brand elements. Update social media accounts with new branding and train key staff in updating their LinkedIn presence and becoming more active in social media. Create content (technical white papers, blogs, articles for media) and assist with trade show presence.
“Numascale required professional assistance for the launch of a new product series and found Xand. Their mix of professionalism, excellent quality work, and diligent follow-through made our launch a success and the process a walk in the park. With Lara’s huge network of the right contacts, her tenacity and direct involvement, combined with a great personality, you have my strong recommendation for the services of Xand!”
— Jon Snilsberg, (ex) VP Sales and Marketing, Numascale
Functioned as Outsourced Marketing Director, handling messaging and positioning, market research, communications (newsletters and blogs), advertising, PR, social media, events (lunch & learns, customer appreciation events, and trade shows), and partner marketing. Oversaw the launch of two new business units / spin-offs.
“Lara is consistent, very well organized, and extremely professional regardless of stress or dysfunctional circumstances. She and her entire team remain focused and dedicated even during the most chaotic of marketing projects.”
— JD Bridges, CEO, SICORP
Organize, host, and promote an annual large-scale party thrown “by the HPC community for the HPC community” on the eve of Supercomputing. Create a very strong and unique brand identity for the event each year. Fund the entire party (approx. budget $60K) via sponsorship fees.
“Xand Marketing does an amazing job each year with the BeoBash. I can’t believe how the party has grown in just a few of years into something that everyone looks forward to and anticipates. Our sponsors love the opportunity to reach this highly technical segment of the market who don’t respond well to traditional marketing efforts.”
— Charles Wuischpard, (ex) CEO of Penguin Computing, then primary sponsor of the Beowulf Bash
Create and launch first ever channel partner program for global company. Research and document needs and goals of sales leads and support staff in North America, EMEA, and Asia Pacific, and create comprehensive Channel Partner Marketing Plan. Act as Outsourced Partner Marketing Director to implement the plan in phases, including handling ongoing communications (newsletters), co-marketing with OEM and reseller partners, and supporting OEM sales leads.