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Showcase an Organization’s Values in Action to Investors

Last Updated: 04/28/2026

Case Organization

GLANCE LED

https://www.glance-led.com

2124 Hollywood Blvd

Case Contributors

Zach Ladonis

in/zach-ladonis-769b34117

I am currently an investor with Lockheed Martin Ventures - the VC arm of Lockheed Martin. My focus in on the semiconductor, manufacturing, and propulsion industries. Previous to this role, I was an aerodynamics engineer for the corporation conducting systems integration activities and new platform designs. My educational experience in these roles stem from an undergraduate degree from Penn State and 2 masters degrees from the University of Florida. In my "spare time" I like to be outdoors and moving - playing sports, hiking, working out, etc.

Case Disciplines

Growth Strategy Marketing Sales & Business Development

Skills & Expertise

Communications Email Marketing Market Research Marketing Copywriting Marketing Strategy Public Relations Search Engine Marketing Social Media Marketing

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

GLANCE is a led ticker designed to show you your data how you want it. The company asks you to identify strategies to increase brand awareness. Furthermore, GLANCE is considering expanding in the B2B segment, so help them pinpoint B2B areas and prepare marketing and communication strategies to target them. About GLANCE: “Our team first met in undergrad and has since worked together as engineers and consultants in the tech space.
Learning Objectives

This is what students will learn as they complete the case.

In a competitive and crowded digital marketplace, companies must do more than build great products—they must clearly communicate their value, differentiate their brand, and connect with both individual consumers and business customers. This case places students in the role of marketing strategists tasked with elevating GLANCE LED’s brand awareness while expanding into the B2B segment. Students will integrate branding, storytelling, and go-to-market strategy to create a cohesive communication plan that resonates with multiple audiences. 
Students completing this case will be able to: 
  • Analyze an organization’s mission, vision, and value proposition to understand how it should be communicated to different audiences, including investors, consumers, and business clients. 
  • Conduct a competitor analysis to identify strengths, weaknesses, positioning strategies, and differentiation opportunities within the market. 
  • Develop detailed customer personas (B2C and B2B) that capture demographics, behaviors, motivations, and pain points. 
  • Evaluate existing marketing channels (website, social media, content) to assess alignment with target audience needs and brand identity. 
  • Design targeted marketing strategies to increase brand awareness, including channel selection (e.g., social media, SEO, influencer marketing, partnerships) and campaign planning. 
  • Craft compelling brand narratives and messaging frameworks that communicate organizational values and create emotional resonance with audiences. 
  • Create prototype marketing content (e.g., social posts, blog concepts, campaign ideas) that reflect brand voice and strategic goals. 
  • Develop a comprehensive communication strategy playbook, including channel-specific messaging, content formats, and execution timelines. 
  • Identify and define key performance indicators (KPIs) to measure the effectiveness of marketing and communication efforts. 
  • Assess opportunities for B2B expansion by identifying target industries, decision-makers, and unmet needs. 
  • Formulate a clear B2B value proposition that addresses specific business pain points and differentiates GLANCE from competitors. 
  • Design B2B marketing and sales strategies, including content (e.g., white papers, case studies), outreach methods (e.g., LinkedIn, events, webinars), and relationship-building tactics. 
  • Integrate brand storytelling with data-driven strategy to effectively position a product for both consumer and enterprise markets. 
  • Synthesize research, insights, and strategic recommendations into a cohesive marketing and growth plan that supports both brand awareness and revenue expansion.
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

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