SJM CASE STUDIES
Here we pay tribute to our clients who have taken the game of marketing seriously and won!
Challenge
Preferred Offices Executive Suites (www.preferredoffices.com) provides full- and part-time office space and a wide range of support services to accommodate the needs of small and large businesses alike. The challenge was to determine marketing and promotional activities that would increase brand awareness and sales among two distinct target audiences. First, Preferred Offices wanted to increase awareness within the Commercial Broker community so that they would be considered as an option for their client's short and long term office space needs. The second was to elevate awareness among neighboring tenants within their buildings with respect to Preferred Offices' amenities and services such as administrative support, meeting room space and short term private office use available on an as-needed basis.
SJM Strategy
Two campaigns were developed to address each of the distinct goals and target audiences.
To reach the commercial broker community, unique quarterly campaigns were created, each containing two distinct elements. The pieces consisted of a marketing message and a promotional product that tied into the theme and were personally delivered to the broker offices.
To grow awareness in the buildings where their centers are located, Preferred Offices implemented a turnkey client appreciation program by sending office plants in a custom logoed planter to all new and existing tenant companies' point of contact.
Results
Both campaigns have been wildly successful. The commercial broker campaign has significantly increased awareness among brokers. The campaigns have proven to be memorable in that brokers are not only keeping the items received, but look forward to the next pieces in the campaign. Final results will not be available until early 2008, but all indicators point towards a campaign with a huge return on investment. Not only has Preferred Offices seen an increase in new clients, but also a measurable boost in their brand awareness within the targeted commercial broker community.
The plant promotion has also grown sales and brand awareness for Preferred Offices. Not only were clients appreciative of the gift, ongoing conference room space and additional office space has been secured by those who were introduced to Preferred Offices' offerings through the promotion. |
