Case Study: Integrated B2B Program

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I delivered this case study to NYU SCPS graduate students as a guest lecturer in Jay Gronlund's Positioning and Brand Development course. It details a successful integrated PR, marketing and social media campaign we ran at Affect for our client, Regus, whose success was the beginning of a great agency relationship.

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Case Study: Integrated B2B Program

  1. 1. Affect Strategies Affect Strategies Presented to MSDS, Inc | | April 18, 2008 Presented to NYU April 13, 2010
  2. 2. Affect Strategies Affect Strategies Presented to MSDS, Inc | | April 18, 2008 Presented to NYU April 13, 2010
  3. 3. Regus Case StudyPresented to NYUApril 13, 2010Affect Strategies Affect Strategies Presented to MSDS, Inc | | April 18, 2008 Presented to NYU April 13, 2010
  4. 4. ABOUTLESLIE CAMPISI My two great passions are storytelling and the Web. I’ve spent my career exploring where they meet.Affect Strategies Presented to NYU | April 13, 2010
  5. 5. ABOUTLESLIE CAMPISIAffect Strategies Presented to NYU | April 13, 2010
  6. 6. ABOUTAFFECT STRATEGIES Affect Strategies is a public relations, marketing & social media agency. We serve business-to-business and technology companies.Affect Strategies Presented to NYU | April 13, 2010
  7. 7. ABOUTPHILOSOPHY Market Customers Customers Employees Employees CEO CEOAffect Strategies Presented to NYU | April 13, 2010
  8. 8. ABOUTPHILOSOPHY Prospects Customers Influencers MediaAffect Strategies Presented to NYU | April 13, 2010
  9. 9. ABOUTCLIENTSAffect Strategies Presented to NYU | April 13, 2010
  10. 10. ABOUTCLIENT CONCERNS What makes a business-to-business marketing program successful?Affect Strategies Presented to NYU | April 13, 2010
  11. 11. REGUS CASE STUDYCURRENT SITUATION Regus provides flexible office arrangements for businesspeople worldwide. Regus maintains fully furnished and equipped offices, meeting rooms, receptionists and videoconferencing suites available to rent by the hour, day, week or month.Affect Strategies Presented to NYU | April 13, 2010
  12. 12. REGUS CASE STUDYCURRENT SITUATION 1,000+ business centers 450 cities in 75 countries Serving 200,000 clients daily Clients can even opt for a “global membership” with the BusinessWorld pass, or open a virtual office anywhere in the world.Affect Strategies Presented to NYU | April 13, 2010
  13. 13. REGUS CASE STUDYTHE ASSIGNMENT Generate 350 sales leads for Regus’ 18 locations in Manhaan. Could highly targeted, local programs perform beer than a single, national campaign?Affect Strategies Presented to NYU | April 13, 2010
  14. 14. REGUS CASE STUDYBRAND POSITIONING Regus’ current brand positioning is global, not local. It also speaks to two target audiences. Image: Regus Sales Personas briefAffect Strategies Presented to NYU | April 13, 2010
  15. 15. REGUS CASE STUDYTARGET AUDIENCE RESEARCH “Yes, I have heard about Regus. “ “My three main concerns when choosing an office are affordability, light and noise.” “I know very lile about Regus, but yes, Id consider it because I presume William Scheckel Regus’ shared office space is flexible Marketing Consultant and affordable and things like tables, chairs, printers and such are there already. Thats less for me to think about.”Affect Strategies Presented to NYU | April 13, 2010
  16. 16. REGUS CASE STUDYCAMPAIGN POSITIONING We tapped into the elements of Regus’ brand essence that made sense for New York City-based prospects. Entrepreneurs “Make it easy” Young (25 – 45) “Make it fast” 1 -5 employees, but growing “Put my best foot forward” Fast business trajectory “Sick of working from home” Heavy networkers “Look the part” Sense of community “Goa be affordable” (business & NYC) “Just give me the facts” Tech-skewed “Do anything for my business”Affect Strategies Presented to NYU | April 13, 2010
  17. 17. REGUS CASE STUDYCREATIVE INSPIRATIONAffect Strategies Presented to NYU | April 13, 2010
  18. 18. REGUS CASE STUDYCREATIVE EVOLUTION Officelessness is Not a Crime Design Agency 1 (concept 1 of 3)Affect Strategies Presented to NYU | April 13, 2010
  19. 19. REGUS CASE STUDYCREATIVE EVOLUTION Get an Office Already! Design Agency 2 (single concept)Affect Strategies Presented to NYU | April 13, 2010
  20. 20. REGUS CASE STUDYCREATIVE EVOLUTION First creative speaks directly to pain points and “two months free” offer for NYC, drives traffic to sales landing page.Affect Strategies Presented to NYU | April 13, 2010
  21. 21. REGUS CASE STUDYCREATIVE EVOLUTION Second creative promotes “Win an Office” sweepstakes, drives traffic to sweepstakes microsite/sign-up.Affect Strategies Presented to NYU | April 13, 2010
  22. 22. REGUS CASE STUDYOLD CREATIVEAffect Strategies Presented to NYU | April 13, 2010
  23. 23. REGUS CASE STUDYNEW CREATIVEAffect Strategies Presented to NYU | April 13, 2010
  24. 24. REGUS CASE STUDYPUBLIC RELATIONS Press Releases Radio Media Tour Media Relations Satellite Media Tour Byline ArticlesAffect Strategies Presented to NYU | April 13, 2010
  25. 25. REGUS CASE STUDYMARKETING Regus Hosted Events Sponsored Events Online Advertising & SEM Email Sponsorships Partner Marketing Taxi TV Cinema PlacementsAffect Strategies Presented to NYU | April 13, 2010
  26. 26. REGUS CASE STUDYSOCIAL MEDIA Facebook LinkedIn Twier Flickr Blog Commenting Campaign Viral VideoAffect Strategies Presented to NYU | April 13, 2010
  27. 27. REGUS CASE STUDYPROJECT TIMELINEAffect Strategies Presented to NYU | April 13, 2010
  28. 28. REGUS CASE STUDYMEASUREMENT Track activities, but measure by results.Affect Strategies Presented to NYU | April 13, 2010
  29. 29. REGUS CASE STUDYRESULTS The Q4 2009 New York City campaign generated: 723 sales leads 900+ sweeps leads $1,067,000 in revenue (by close of Q4 2009) a 114% year-over-year increase from Q4 2008 revenueAffect Strategies Presented to NYU | April 13, 2010
  30. 30. REGUS CASE STUDYNEXT STEPS Q1 2010 Priority Market Campaigns New York City, Chicago, Atlanta, San Francisco, Phoenix Public Relations Agency of Record Social Media Agency of RecordAffect Strategies Presented to NYU | April 13, 2010

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