Future of Work

A multi-channel marketing campaign launched in the middle of the pandemic to maintain brand value and retain partnerships.

My Role

As the director of global marketing, I conceived and managed the multi-channel marketing program with the goal of positioning OnePiece Work as a thought leader in the real estate and flexible workspace industry. I supervised the planning, testing, and scaling of the program while monitoring program effectiveness. 

As part of the company’s executive team, I had additional responsibilities including managing the sudden transition of the teams from offline to online, training cross-functional teams to drive program execution, and gathering feedback from our valued partners.

The Process

Considering the state-wide stay-at-home order, we selected online channels for the beginning phase of the campaign. To view the draft of the channel marketing plan, click below:

Next, we determined the content strategy and topics for specific channels including case studies, video content, blog content, social media, executive speaking, and PR opportunities:

Then we developed campaign creatives associated with the content pillars:

The success of the webinars in Phase One allowed us to continue the lead generation momentum and the capability of hosting regular engagement by launching a curated, six-part webinar series designed entirely to redefine and adapt the future of work. 

Content Our Audience Loved

Metrics

• Maintained lead generation efforts and grew 1,200+ email subscribers.

• Hosted over 15 webinars with 75-150 registrations per event in 2020.

• Generated a total of 162,852 impressions and 86,813 reaches through paid Facebook, Instagram, and Linkedin social media campaigns (25% increase prior to the campaign).

• Received mentioned in industry publications including Bisnow, Coworking Insights, and Global Workspace Association.

• Secured executive speaking opportunity and brand exposure at the 2021 Real Estate Technology Conference.

• Named Top 26 San Francisco Commercial Companies and Startups of 2021 by Best StartUp.

Key Takeaways

• How to influence regional operations, business development, sales, and marketing teams through a holistic understanding of business needs to drive program completion. 

• How to think analytically and strategically to innovate new programs in order to keep up with the change in office demand. 

• How to measure effectively the results of each channel with clear KPI goals.

• How to utilize my "connector" abilities to strengthen my network and secure CEO/executives to speak at our webinars.

• How to manage and control budgeting while running lean especially in difficult times.

• How to keep the team motivated and maintain team culture in the remote setting.