SATA-IO Case Study
Strengthening Perceptions Among Key Audiences
Client and Challenge:
The Serial ATA International Organization (SATA-IO) defines and implements Serial ATA storage specifications as the storage industry's needs evolve.
In late 2006, SATA-IO realized that many of its potential members perceived it as a stagnant organization. With more than 90% market share, SATA-IO had already attracted most of the major North American players in the disk drive industry as members. However, despite the prominence and availability of SATA specifications, many other potential members, particularly those in the APAC region - failed to recognize the value of SATA-IO membership. Nereus needed to develop a campaign to help increase membership and communicate the value of participating in the organization.
Solution:
To counter perceptions of stagnation, Nereus set out to accomplish the following objectives:
- Increase awareness of the group's current specification and new member-support programs
- Generate content for and manage the development of a new piece of collateral for use as a member recruiting tool
- Increase SATA-IO membership in APAC
With these goals in mind Nereus worked with a partner vendor to produce a SATA-IO overview brochure highlighting the important work being undertaken by the organization. The brochure was printed in both English and Chinese and distributed at the 2007 Intel Developer Forum in Beijing.
Results:
By the end of 1H 2007, Nereus had helped SATA-IO exceed its membership recruitment targets. Membership increased by 12%, from 163 to 190 members. Nineteen of the 27 members gained during that time were based in the APAC region and were directly attributed to the outreach Nereus facilitated in Beijing. Additionally, SATA-IO continues to update the overview brochure for use at tradeshows in both APAC and North America. Most importantly, the organization is no longer perceived as stagnant in the storage industry.
