HSB Marketing Guide Preview
Consumer Marketing Intern | Cummins Inc.
PROJECT OVERVIEW
Built a 500+ slide, interactive marketing playbook for Cummins home standby (HSB) power generator dealers, designed to feel like a website and simplify access to over a dozen advertising tools. By pairing customer personas with funnel-based strategies and step-by-step tutorials, the guide empowers dealers nationwide to tailor their marketing efforts based on budget, region, and customer type.
*Browse through a preview of the guide below
PROCESS
Click each of the tabs below to explore each step of my process towards completing this project.
1. Discovery & Research
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Interviewed Cummins account managers to identify dealer needs and market entry pain points
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Conducted customer research to develop actionable personas tied to local power outage dynamics
OUTCOME
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Equipped Cummins dealers with a self-guided, interactive tool to navigate marketing strategies based on region, customer type, and budget
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Increased adoption of overlooked resources through simplified tutorials and clear entry points
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Integrated into national account manager workflows and dealer onboarding processes
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Validated through pilot testing, with strong engagement from dealers and positive feedback from internal stakeholders
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Delivered a scalable framework with templates and documentation to support future updates
SKILLS
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Customer Segmentation & Persona Development – Built detailed profiles based on purchasing behavior, urgency, and demographic insights
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Marketing Funnel Strategy – Aligned tools with stages from awareness to retention across budget levels
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UX Design for Non-Digital Platforms – Created a seamless, site-like navigation experience in PowerPoint
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Instructional Design – Developed visual, modular tutorials that demystified complex marketing tactics for a broad user base
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Presentation & Stakeholder Communication – Delivered and refined the guide through feedback loops with both internal managers and external users