Branding, Awareness and Demand Creation
Creating High Awareness Branding, Awareness and Demand
Hewlett Packard
"Highland Team quickly understood the strategic communication needs of the e-Learning team. They developed a strong marketing and communications plan to improve awareness and increase preference for e-Learning among HP learners and proceeded to efficiently and effectively implement the plan."
Marie Bernard
Director
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Channel Strategy, Development and Evaluation
Ambeo
"Highland Team provided invaluable expertise in determining the channel strategy that would best match our target audience. They went the extra step in identifying the need for repositioning our products to clearly differentiate Ambeo in the market and communicate our unique benefits. They've become my trusted advisors on building the market and channel development for our company."
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Symantec
“Highland Team did analysis of some of our channel marketing tools and gave us concrete recommendations on how to improve our communications and marketing with our partners.”
Competitive Analysis
Competitive analysis and strategy development
Hewlett Packard
"Deborah has been quite an asset to my team; we couldn't have managed our communications program without her. Deborah's contribution results not only from her skills in communication, but also her understanding of the context and content of the communications challenges. Deborah's services have been invaluable."
Market Assessment and Segmentation
Assessing, sizing and prioritizing markets and market segments
AlphaSmart
"Highland Team did an outstanding job of helping us understand the key trends in the mobile computing market. They provided recommendations on where our product would be best positioned to take advantage of those trends. They evaluated a range of key market segments and prioritized where we could have the most substantial and immediate sales opportunities. They identified prospective partners and resellers that could help us offer a complete solution for those markets."
BEA Systems
"We asked Highland Team to develop a benchmarking study on best-in-class industry marketing functions. Through individual interviews and reviewing industry and leading-edge company information, they identified the best practices, objectives and strategic directions of industry leaders, provided insight into the priorities, roles and responsibilities of industry marketing, and developed strategies to assure that our industry marketing function performs at the highest level of effectiveness."
Hewlett Packard
"Deborah is completely dedicated to having marketing communications create and enhance business results and that means everything. She is always ready to add value on our priorities and deliver."
Inceptor
"Highland Team provided us excellent insight into the decision-making process and pain points of our target market. The information she provided helped us refine our sales messages and strategies. She truly understood the complexities of the online marketing world and the mindset of VPs of marketing trying to make sense of it."
Scient
"We asked Highland Team to help us on an impossible deadline. They not only met the deadline, but gave us tremendous insight into the current software pricing models. We converted this insight to our pricing and revenue growth decisions for our business plan."
Skyflow
"Highland Team made a measurable impact on our market segmentation and assessment. Her ability to interview target prospects to identify and understand their problems and issues, clear analysis and valuable insights into customer needs and market trends helped us better understand our target markets and refine our positioning and messaging."
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Telling Stories
“We needed to understand the best target market to launch into for our new product and identify the best marketing strategy to make a splash. Highland Team not only provided target market analysis including size, adoption rate, and growth for several markets, they went beyond it to provide recommendations on naming, pricing, and distribution. The marketing plan they presented us for two target markets clearly detailed positioning, messaging and communication strategies and tactics to quickly build awareness and demand.”
Zigwit
"Highland Team provided us critical insight into the contact center target market, quickly and comprehensively provided us competitive analysis and target market sizing, and created a go-to-market plan which will be of great help in our successful targeting of this market segment."
