Case Study: i2Coalition

In 2020, the Internet Infrastructure Coalition (i2Coalition) and the Domain Name Association (DNA) merged, forming the largest internet infrastructure advocacy group in North America. In the process, they recruited Open Eye to merge the two brand identities, communities, and to amplify the synergies of the newly formed group, setting their team up for operational success.

i2Coalition is known as a thought leader for web hosting companies, data centers, domain registrars and registries, cloud infrastructure providers, managed services providers and related tech, and the DNA is a nonprofit global business association that represents the interests of the domain name industry.

When it came to growing i2Coalition’s membership, absorbing the DNA community made a lot of sense. The newly formed group saw a need to clearly define a new set of modified operational responsibilities that took into account both memberships.

i2Coalition required a new budget, a newly defined organizational structure, and updated goals for the group to drive into the future - enter Open Eye!

Open Eye was engaged for an eight week contract where our partner experts crafted a financial model and operational framework for the now expanded i2Coalition. The key to its development was taking a vision for the organization and their goals , and turning that into a clear roadmap that outlined how they would apply resources and spend money over time to reach their definition of success

Our partner experts defined i2Coalition’s customer of the future, provided staffing recommendations, annual advertising spend, and a robust, customized financial model that the organization uses to make business decisions monthly, quarterly, and annually.

With the guidance, support, and data-backed recommendations of Open Eye, i2Coalition was able to action-item and execute, and have already seen improvements, and the synergies of the merger come to light.

The new staffing resources who have been brought into the organization are thriving and providing the much needed water to grow.

As a result of the successful collaboration between Open Eye and i2Coalition, our partner experts are already in talks to embark on a new growth project in 2021. We’re looking forward to it!