What Does Equinix Do?
The Goal
During my time as a technical marketing intern at Equinix I was tasked with creating a smooth, efficient, and quick way of answering the question "What does Equinix Do?" for the client.
Problem
Equinix has very loyal customers, however, when potential new customers arrive to the Equinix homepage it is not clear what exactly Equinix does.
Solution
I was tasked with answering this question in any method I thought would prove the best.
Role
Technical Marketing Intern
Timeline
August 2022 - December 2022
Tools
Adobe Premiere Pro
Adobe Dimension
AutoCAD Maya
Team
Just Me!
Setting Expectation
This project was a corporate work project however I was an extreme beginner in the tools I used at that time and that is portrayed.
I have since gained immense knowledge in the tools used in this project.
Research
The research for this project consisted of two parts: Asking how the internal employees understand the company vs. how the people outside of the company perceive it.
What does the company know?
I met with several employees in person and virtually that could provide me some foundation to correctly answer this question. I met with the CISO, the CEO, and a few executives in each department and to my amazement all of these individuals gave me extremely technical answers to this question. I could not get a one sentence answer to this question from anyone. Throughout this process, I could see the purpose for this project.
How do the people outside of the company see it?
I also tried to use the internet to gather some information for this project. Due to the company being extremely new, I got the same information online as I did from the executives. I took my perception and tabled it. I then asked a few of my friends who are knowledgable in data storage to look at the website and gathered notes on their understanding which was not very good.
Design Process
I went back to the executives in the company and asked them to tell me in 30 seconds what each of their products did individually. I then asked the CIO to explain the intersection of each product.
All of that information combined ended up being every long. I spent time shortening each explanation and taking out high level vernacular. While combing through that information I realized a commonality among each product and the intersection of each product, the data center.
I asked my manager if I could visit the data center in Dallas, TX. While I was there I talked to the engineers and data center specialists about what I was trying to accomplish. They helped me bring each individual piece that I got from employees and executives and related them all to the data center. Once each project was related to the data center, they laid out in a story format. Which was much easier to format into a medium and explain.
Compile Process
I took the story that I laid out with the help of the engineers and data center specialists at the data center and created a video around that starts with the server and builds out.
For the creation of the items in the video, I used Adobe Dimension and AutoCAD Maya to create the individual server towers, collocations, and the data center. To compile these images into a video, I used Adobe Premiere Pro. I chose to voiceover the video to explain the story to the customer.
The video below is the final project yielded from my technical marketing internship.