Nakina: Inspired Repositioning

The Challenge

Nakina was placing a disproportionate amount of its marketing efforts on a single segment - the Service Provider (SP) market.  With the recent turn in the economy and the struggling SP market, Nakina took a step back and realized they needed to tweak the positioning of the company – ever so slightly. By doing so, the company was able to achieve its sales objectives by targeting equipment vendor (EV) channels.

The Way Forward

When Nakina presented their objectives to Pensante, we quickly realized an inspired and aggressive campaign. After solidifying the key positioning framework, we tailored key messaging to the EV target audience.  Then, we designed an aggressive tactical strategy to reach the key decision makers within that sector.

Success Points

Pensante helped to generate market pull for the Nakina brand and value proposition.  The “Wicked” campaign generated plenty of attention in a space that is well established and not in any hurry to change.

Tactical Elements

Messaging and content creation
Website framework and architecture
Website design
Lead generation program architecture
Customer engagement strategy
Collateral design and development
EDM design, development, and implementation
Tradeshow booth design
Metrics reporting

Customer quote:

"Wicked is in the eye of the beholder. And this campaign was wicked successful. The campaign absolutely solidified our position in the Equipment Vendor space."

Nakina Systems Website