HOW TO: Write a brilliant marketing case study :

Case studies are one of the most powerful ways for a brand owner to demonstrate what it delivers
rather than what it offers. And yet most case studies dont actually inspire loyalty or confidence in a product
or service because they are so badly constructed.
CASE STUDY TEMPLATE:
1. Identify the problem, issue, challenge, opportunity

Describe this clearly and succinctly in business terms

2. What did the customer or client do about this?

For example, did they research the market; draw up a short list of potential solution providers?
Need to explain.
Why did they choose you compared with others?
Need to explain this in rational and unemotional language.

3. What did you do?

What was your response?

Did you map out a strategic plan?
Did you scope the problem/issue?
Did you do some initial analysis (what were the findings of this?)
Did you undertake a short research study or program?
At this part of the case study you need to create quotes from the customer or client and quotes from your
own organisation that provides some color to the story.
This is where emotional language can be used.

4. What did you deliver?

Here you need quotes from the customer or client

The Influencer quote could be a chairman or someone very senior within the customer or client
organisation but didnt authorise the contract
The Specifier could be a boss within the customer or client who sets the framework or direction for
the work to be done but who may not personally sign off the invoice
The Authoriser within the customer or client is someone who was responsible for the scope of work to
be done and who also signs off the invoice
Its also important to have numbers or statistics (measurable stuff) which back up and validate what is
said you have delivered. This is the evidential basis part of the case study and in many respects one of
the most important ingredients.

5. Did this work?

This is also evidential in nature

Where possible, its useful to find an external third party who can give an external and objective
perspective/endorsement on the work you have done
Input from an institute, professional body, recognised university or academic can be extremely powerful
and add a level of credibility and authority to the case study

6. What are the measurable benefits for the customer or the client?

Need to describe the benefits delivered

Benefits should be from the perspective of the customer or client (b2c or b2b)
For example, the expression of benefits can be in terms of cost savings; income generation; new product
development; or opening a new facility
Its also important to have numbers or statistics (measurable stuff) which back up and validate what is
said you have delivered.

7. Within a b2b context, how did this impact the customer or clients own customers?

Here you need to get some insight from the customer or client which validates the decision to use you
rather than another organisation
This part of the case study is with quotes from the customer or clients own customers or clients and
other stakeholder groups
This is often ignored or forgotten in case studies and yet could be the most interesting bit
Using these stakeholders own quotes will be powerful (and permission from the customer or client will
be required).

8. (Where relevant) what can the customer/ client now do in terms of its own market segment that it
couldnt do before?

Where relevant, you may have empowered the customer or client to be able to do something that is
important for them
Explain what this is
This part of the case study is about delivering a competitive advantage to the customer or client or some
other advantage that has value for them

9. (Where relevant) what are the future opportunities for the customer/client?

This is a forward looking bit of the case study

This can be described in terms of competencies, capabilities, market position, market share, new product
development, increase in productivity, decrease in risk or other such measurable benefits that link back
to the other parts of the case study

10. (Where relevant) what experience and capability do you now have as a result of this work?

Need to break away from linear thinking and consider expressing the case study through the medium of
photography, video and film
This helps to add emotional intelligence in the way the story is told
Is the most powerful way to assist in getting the audience to engage with the case study

Tip: There are many different approaches and uses for a case study, for example, some are designed to support
products and services and so the hero of the case study may be the product or service being marketed.