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.

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 Manhaan.
Could highly targeted, local programs perform beer 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 lile 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 “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. 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
Twier
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