Delivering Results That Matter: How Chirp developed a B2B Marketing + PR Campaign That Cut Through “Back to Work” Clutter to Deliver Tangible Business Results
When a workplace management software company needed to find its voice and generate demand, it turned to Chirp to help formulate and execute a plan
About OfficeSpace Software
OfficeSpace helps the world’s top companies create an incredible, flexible workplace experience—wherever work happens. Through its intuitive, integrated platform, OfficeSpace helps workplace teams simplify everything from reopening offices to flexible working, space and move management, and delivering an exceptional employee experience, all while providing world-class support.
Profile
OfficeSpace helps the world’s top companies create an incredible, flexible workplace experience—wherever work happens.
Challenge
In the wake of the pandemic, much of the media conversation focused on the “new normal” around return to work. But there wasn’t a definitive point of view on what the return would look like for businesses.
Solution
Position OfficeSpace as the first to market with a compelling point of view on the Return to the Workplace, thus positioning its executives as thought leaders and securing a share of voice within media coverage.
Benefits
A flexible and agile partner who understood that strategy and execution were equally important if OfficeSpace were to standout
Results
1,400+ media placements
18m audiences reached.
180+ new leads generated
160+ new demo requests received
Cemented OSS’s CEO thought leadership position
SITUATION
In the wake of the Covid-19 pandemic, much of the media conversation focused on the “new normal” around return to work. The ongoing coverage covered myriad of opinions and options; however, there wasn’t a definitive point of view on what the return would look like for businesses.
Business and HR leaders were grappling with how to safely bring employees back into the workplace and didn’t know where to turn. At the same time, OfficeSpace Software (OSS), a global expert in the hybrid workplace, executives observed that as their customers opened their offices to welcome more employees back into the workplace, their approach to hybrid work was largely driven by their real estate strategy and their level of control over employees’ work locations.
This led to an idea: categorize how companies approached the return to work and use it to engage with customers, prospects and media.
OSS executives observed that as their customers opened their offices to welcome more employees back into the workplace, companies were following one of four hybrid models: Traditionalist, Architect, Nomad and Pioneer. No matter which hybrid model an organization followed, it needed the right technology and tools to help them manage and evolve its hybrid workplace.
OSS products enable organizations to make informed decisions based on data from usage trends and employee insights. They were in a prime position to assume a thought leadership role as employers brought their employees back into the workplace. Chirp worked with OSS to develop a point of view around the four hybrid models and built larger thought leadership that would reinforce the need for OSS products and services.
This concept became the foundation for the program around the return to the office.
“Return to the office was the top topic in the press during the pandemic, and it was a challenge to stand out amongst an endless set of competitors,” said OSS CMO Jessica Kirk.
“Leveraging our team’s insights and layering in primary data, Chirp was a collaborative partner to my team, developing a big idea that served as the foundation for our marketing and sales strategy. The Chirp team under promised and over-delivered.”
LAYING THE FOUNDATION
Per Chirp’s recommendation, OSS commissioned The Harris Poll to research Americans’ sentiments and expectations about their return to the workplace to support the hybrid models data further. The survey also explored employer approaches to hybrid work, whether they were back in the office or planned to be at some point. The research showed divided opinions on the return and the struggle between business needs and employee desires, further supporting OSS’s hybrid models.
Chirp used this data in addition to past Harris Poll data, also commissioned by OSS, which showed Americans were eager to return to the workplace if it could be done safely.
By leveraging internal data with third-party research supporting the four hybrid models data, Chirp outlined a plan to position OSS as a leader in hybrid workplace solutions.
STRATEGY INTO ACTION
Chirp developed a plan to position OSS as the first to market with a compelling point of view on the return to the workplace, thus positioning its executives as thought leaders and securing a share of voice within media coverage.
Central to this plan was developing an OSS message framework on the future of the workplace for external use with media and marketing. Through ongoing, proactive conversations with targeted media, Chirp offered CEO David Cocchiara for interviews, contributed article opportunities (including Forbes, American Cities Business Journals and the American Marketing Association) and exclusive quotes to maximize efforts and outreach. The team leveraged product enhancements and customer references to continue media momentum.
To amplify the efforts, Chirp facilitated a Satellite Media Tour (SMT) to share key messages and visuals through a series of back-to-back TV, radio and online interviews for the OSS CEO on a single day. Chirp also distributed a MAT release to print and online news publishers for guaranteed and controlled media coverage.
RESULTS
Chirp secured more than 1,400 media placements, reaching a total audience of nearly 185M. Coverage positioned OSS’s CEO as a thought leader through quote inclusion (100% of coverage) and key message inclusion (100% of coverage).
Chirp secured Tier 1 earned media coverage in USA Today and Wired magazine, with additional coverage in PCMag, ZDnet, Chief Executive, and many others. Earned media accounted for approximately 90M Impressions across publications reaching OSS’ target audience(s). One hundred percent (100%) of coverage included key messages, quoted company spokespersons, linked to OSS properties, and was positive in tonality.
Most importantly, the program generated 181 new leads, 165 demo requests (MQLs) (91% conversion rate), and 56 converted to an opportunity (34% conversion rate), with 7 closed/won deals generating 140k ARR (12.5% conversion rate).
