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Illinois Auto Electric - Orphan

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IAE requested the help of CORE TWELVE in developing a consumer-facing motorcycle parts and accessories brand for their established B2B business. Our mission was to develop a marketing & business strategy to integrate with their fulfillment platform, create awareness, and drive conversion by selling motorcycle parts, accessories, merchandise and sponsorships.


CORE TWELVE helped IAE develop the business and marketing model for a lifestyle brand called ORPHAN. An integrated 360º approach was taken to market the brand in ways that resonated with the target audience, their geographic locations and the ways in which they pursued their passion for motorcycles. CORE TWELVE developed merchandise lines, signature products and events that set ORPHAN apart in their category, in addition to developing an e-commerce platform that optimized the parts shopping experience. Consumers were driven to the website through paid search, SEO, unique content creation, direct mail, advertising and a variety of grassroots efforts.