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. Affect Strategies Affect Strategies Presented to MSDS, Inc | | April 18, 2008 Presented to NYU April 13, 2010
- 2. Affect Strategies Affect Strategies Presented to MSDS, Inc | | April 18, 2008 Presented to NYU April 13, 2010
- 3. Regus Case Study Presented to NYU April 13, 2010 Affect Strategies Affect Strategies Presented to MSDS, Inc | | April 18, 2008 Presented to NYU April 13, 2010
- 4. ABOUT LESLIE 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. ABOUT LESLIE CAMPISI Affect Strategies Presented to NYU | April 13, 2010
- 6. ABOUT AFFECT 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. ABOUT PHILOSOPHY Market Customers Customers Employees Employees CEO CEO Affect Strategies Presented to NYU | April 13, 2010
- 8. ABOUT PHILOSOPHY Prospects Customers Influencers Media Affect Strategies Presented to NYU | April 13, 2010
- 9. ABOUT CLIENTS Affect Strategies Presented to NYU | April 13, 2010
- 10. ABOUT CLIENT CONCERNS What makes a business-to-business marketing program successful? Affect Strategies Presented to NYU | April 13, 2010
- 11. REGUS CASE STUDY CURRENT 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. REGUS CASE STUDY CURRENT 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. REGUS CASE STUDY THE ASSIGNMENT Generate 350 sales leads for Regus’ 18 locations in Manhaan. Could highly targeted, local programs perform beer than a single, national campaign? Affect Strategies Presented to NYU | April 13, 2010
- 14. REGUS CASE STUDY BRAND POSITIONING Regus’ current brand positioning is global, not local. It also speaks to two target audiences. Image: Regus Sales Personas brief Affect Strategies Presented to NYU | April 13, 2010
- 15. REGUS CASE STUDY TARGET AUDIENCE RESEARCH “Yes, I have heard about Regus. “ “My three main concerns when choosing an office are affordability, light and noise.” “I know very lile about Regus, but yes, I'd 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. That's less for me to think about.” Affect Strategies Presented to NYU | April 13, 2010
- 16. REGUS CASE STUDY CAMPAIGN 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 “Goa 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. REGUS CASE STUDY CREATIVE INSPIRATION Affect Strategies Presented to NYU | April 13, 2010
- 18. REGUS CASE STUDY CREATIVE EVOLUTION Officelessness is Not a Crime Design Agency 1 (concept 1 of 3) Affect Strategies Presented to NYU | April 13, 2010
- 19. REGUS CASE STUDY CREATIVE EVOLUTION Get an Office Already! Design Agency 2 (single concept) Affect Strategies Presented to NYU | April 13, 2010
- 20. REGUS CASE STUDY CREATIVE 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. REGUS CASE STUDY CREATIVE EVOLUTION Second creative promotes “Win an Office” sweepstakes, drives traffic to sweepstakes microsite/sign-up. Affect Strategies Presented to NYU | April 13, 2010
- 22. REGUS CASE STUDY OLD CREATIVE Affect Strategies Presented to NYU | April 13, 2010
- 23. REGUS CASE STUDY NEW CREATIVE Affect Strategies Presented to NYU | April 13, 2010
- 24. REGUS CASE STUDY PUBLIC RELATIONS Press Releases Radio Media Tour Media Relations Satellite Media Tour Byline Articles Affect Strategies Presented to NYU | April 13, 2010
- 25. REGUS CASE STUDY MARKETING Regus Hosted Events Sponsored Events Online Advertising & SEM Email Sponsorships Partner Marketing Taxi TV Cinema Placements Affect Strategies Presented to NYU | April 13, 2010
- 26. REGUS CASE STUDY SOCIAL MEDIA Facebook LinkedIn Twier Flickr Blog Commenting Campaign Viral Video Affect Strategies Presented to NYU | April 13, 2010
- 27. REGUS CASE STUDY PROJECT TIMELINE Affect Strategies Presented to NYU | April 13, 2010
- 28. REGUS CASE STUDY MEASUREMENT Track activities, but measure by results. Affect Strategies Presented to NYU | April 13, 2010
- 29. REGUS CASE STUDY RESULTS 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 revenue Affect Strategies Presented to NYU | April 13, 2010
- 30. REGUS CASE STUDY NEXT STEPS Q1 2010 Priority Market Campaigns New York City, Chicago, Atlanta, San Francisco, Phoenix Public Relations Agency of Record Social Media Agency of Record Affect Strategies Presented to NYU | April 13, 2010